Digital Marketing Report for Dark Woods Coffee Company

This report analyzes the internal and external environment of Dark Woods Coffee Company and provides a plan to target different market segments using digital marketing communications.

Assessment 2
Digital Marketing Report
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TABLE OF CONTENT
INTRODUCTIION....................................................................................................................2
MAIN BODY.............................................................................................................................2
Explain internal and external environment of Dark Woods Coffee Company......................2
Dark Woods Coffee’s potential market segments..................................................................4
Explain plan to target each and every segment by using medium of digital marketing
communications.....................................................................................................................5
An outline as well as important assessment of selected mediums of digital marketing
communications.....................................................................................................................6
A reflection related to important skills which I have improved by using this module..........6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
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INTRODUCTIION
Digital marketing is considered as a component of marketing that utilizes online
technologies, social media platform in order to promote product as seller services at
Marketplace. It is necessary to adopt digital marketing for remaining competitive at market
place. In present context, everything is digitalized, so it is important for organization to
promote products and services for attracting more and more user. The primary aim of
assignment is to improve digital marketing portfolio for organization named as Dark Wood
coffee. This company is well known organization provide wide variety of coffee to its
customer in order to satisfy them. In this report, the PESTEL and SWOT analysis is used for
analysis internal and external environment of organization. In addition to this, it is necessary
to segment or target the customer by using digital marketing communication medium. Apart
from this, a reflection is described in order to develop the necessary skill that is explained in
this module (Decarolis and Rovigatti, 2017).
MAIN BODY
Explain internal and external environment of Dark Woods Coffee Company
It is necessary to assess micro as well as macro environmental factor for operating
different activities and functions of business organization in an appropriate manner. The Dark
Wood Coffee Company adopt PESTEL and SWOT analysis for assessing internal or external
environment that is going to be mentioned below:
PESTEL analysis
The PESTEL Analysis is used for analysing external environment which imposes
direct impact on business organization (Grossberg, 2016). Therefore, the Dark Wood Coffee
Company adopts PESTEL analysis which is given beneath:
Political factor- It involves legislation, laws, political stability and so on which
imposes direct impact on performance of business organization. Due to increase in demand of
coffee and enhance value for sustainable coffee like certified copy which provide fair and
reasonable price to manufacturer. Therefore, the Dark Wood Coffee Company manufactures
their own coffee that provides sales margin as well as profit margin of organization in
upcoming time period. Due to change in the political situation of country, it is necessary for
company to change their policy which enforces adverse influence on company.
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Economic factor- involves unemployment, inflation, deflation and many more. Due
to increase in demand of coffee, the chosen company provides coffee as per demand of
customer for satisfy them. It increases the brand image or reputation of organization at
marketplace. On the other hand, due to increasing competition level, there are various
competitive firms who provide similar kinds of coffee that decreases profit margin or sales of
company that imposes negative impact on productivity of organization.
Social factor involves trends, population, fashion and many more which enforces
direct impact on profitability of company. Herein, the main purpose of organization is to
provide innovative flavor of coffee that assists in accomplishing competitive edge in the
market. Apart from this, due to quick change in preferences as well as taste of its user, it is
necessary for company to change taste of coffee that decreases the profit margin of company
(Gaur, 2019).
Technological factor technology is considered as an significant for growth and
development of business organization Due to enhance in wide variety of coffee, it is
necessary for organization to implement high-tech equipment that provide variety of hot as
well as cold beverages to its user that enhances profitability or productivity of business
organization in upcoming time period. On the other hand, the implementation of higher
technology it adds extra cost to the company that imposes negative impact on the company.
Environmental factor include weather or climatic condition which enforces direct
impact on the company. It is necessary for organization to provide different variety of coffee
in order to satisfy them and increase their living standard that imposes positive impact on the
company. In addition to this, if company does not provide eco-friendly products to its user, it
decreases brand image of the company in front of customer at marketplace. In context of the
dark wood coffee, organization can use environment friendly methods. Under this,
organization open use non plastic bags as well as reduce the consumption of disposable
plastic.
Legal factor includes laws, legislation, legal policies which must be followed by
company. Due to follow legal procedure by the organization, it imposes positive impact on
the company. On the other hand, due to quickly alter legal policy, it is not easy for company
to implement policy according to law that decreases brand image of company at marketplace.
In relation to the current business environment, employment protection law is impacting the
business is in a direct manner. This is the business organization has to use all the provisions
within the law to fulfill the employment guarantee to their employees performing effectively.
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SWOT Analysis
SWOT Analysis is the framework which is used for analyzing internal and external
factor of company. Their main purpose is to grip opportunities and minimize threats during
particular phase of time period (Thomas and Housden, 2017). In context of Dark Wood
Coffee, they adopt SWOT Analysis which is going to be mentioned below:
STRENGTHS WEAKNESSES
 Dark Wood Coffee Company
marketing their products at reasonable
price which increases experience level
of customer at Marketplace.
 The other strength is that they provide
product that is good in quality or taste
which enhance goodwill as well as
reputation of company in mind-set of
its user in the market (Hofacker,
2018).
 There are various competitive firms
who provide similar taste of coffee
that decreases profit margin of the
company.
 The company do not make
appropriate research to analyze the
need and wants of company that help
in decreasing profit during particular
phase of time period.
OPPORTUNITIES THREATS
 The main advantage of Dark Wood
Coffee Company is to implement
high-tech equipment that helps them
in providing superior taste of its coffee
to its customer.
 The dark wood coffee company
expands their coffee market around
the World that increases profit margin
of company at market place.
 Due to implementation of high level
technology it adds extra cost to the
company can be considered as a
weakness for organization.
 Due to entrance of competitive firm
such as Starbucks, Georgia increases
competition level for organization.
Dark Woods Coffee’s potential market segments
The organization uses different marketing company that assists in analyzing the needs
or demand of its user that increases profit margin of organization during particular phase of
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time period (Şengün, 2018). Herein, the Dark Wood Coffee Company adopts segmentation
process in order to target its customer that is given below:
Market segmentation is determined as a strategy and tactics that help in segmenting
larger market into smaller segment. It is easy to target need or want of an individual person as
well as designing product that helps in satisfying the wants of its customer. There are various
parts in which the market is segmented that are given below:
Demographic in this process, the segmentation is completely based on age,
qualification, education, occupation and many more. In context of Dark Wood Coffee
Company, they segment their customer according to their age, education and income level.
Under this segment of the market organization can use to enter or target the education and
occupation of the customer where company can target the office workers for selling their
coffee. Choose streets where there is large number of office workers.
Behavioral segmentation is based upon the use of brand by its customer and their
behavior towards spending and so on which imposes direct impact on sales and profit margin
of company.
Geographical segmentation it is completely based on climate, growth rate,
population density and many more. The company segments their market according to
climatic condition, rate of growth and so on (Makrides, Vrontis and Christofi, 2020). Under
the geographical segmentation organisation can use cold climate in comparison to hot climate
because it is helpful for the firm in selling the coffees.
Psychographic in this process, the segmentation is completely based on lifestyle as
wells as values which must be provided to its customer.
The experience level of company to company has difficult in taking appropriate
decision in respect of behavior of its user. It can be seen that organization can use appropriate
segment which is helpful in targeting the customer as well as knowing the customer base. In
relation to the current time, the most suitable system which can be adopted by the
organization is to target the office working employees where company can easily sell the
large number of coffees as well as choosing winter weather for promoting the products why
offering different kind of facilities.
Explain plan to target each and every segment by using medium of digital marketing
communications
There are various digital marketing communication medium in order target customer
at marketplace. In context of Dark Wood Coffee Company, there are various digital
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marketing techniques and social media platform such as Face book, Instagram as well as
LinkedIn and many more adopted by organization for targeting large number of user at
marketplace that is going to be mentioned below:
Face book is determined as well known social media tool that provide capability to
organization to targets its user depend upon their interest. It offers customer with only
accurate data as depend upon their preferences. Therefore, by using Face book, the
organization targeted customer in order to increase profit margin and sales of company in
future period of time (Opresnik, 2018). The organization adopt Face book platform that help
in setup demographic as well as psychographic parameter to make sure that adopt larger
number of audience and it help in increasing performance level during particular phase of
time period. It can be seen that large number of population is using Facebook application.
Here, organization can use to promote its coffees and other products by using promotional
activities on Facebook. This is helpful in targeting the population which is dependent on
office and will improve the functions of the firm.
LinkedIn is another social media platform that helps in targeting large number of
customer during particular phase of time period. By using LinkedIn, the organization focuses
on analyzing the need or wants of customer and provides them product and services as per
their taste and preferences that help in increasing profit margin of company in future period
of time. LinkedIn is also in appropriate area because it includes number of professionals
working on different jobs and will help the organization in targeting The chosen segment off
the market for its coffee products. Organization can use a promotion campaign but are getting
different influences on LinkedIn.
Instagram is another effective social media platform which is adopted by
organization to target its large number of customer at Marketplace. The Instagram is used by
mainly youth so that they analyze need and wants of customer and provide them product
according to their wants (Wang, 2020).
An outline as well as important assessment of selected mediums of digital marketing
communications.
On the basis of above given digital marketing communication medium and social
media platform, the Dark Wood Coffee Company mainly adopts Face book for targeting
larger number of customer at marketplace. By using Face book, the organization targeted
customer in order to increase profit margin and sales of company in future period of time.
The organization adopt Face book platform that help in setup demographic as well as
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psychographic parameter to make sure that adopt larger number of audience and it help in
increasing performance level during particular phase of time period. It is also helpful in
providing capability to organization to targets its user depend upon their interest. It offers
customer with only accurate data as depend upon their preferences (Rahman, 2019).
A reflection related to important skills which I have improved by using this module.
I have developed different kind of skill in order to complete this project in an
appropriate manner. I have developed communication skill that helps me in interacting with
other individual person in an appropriate manner. It is necessary for me to have a good
communication skill in order to communicate with other person in an appropriate manner that
helps in performing their task and work in better way .In addition to this, the module also
help me in improving my time management skill. Due to completing this project, I am
completely focusing on improve my time management skill for handling different kind of
work in an appropriate manner. I have to complete my different task and work on time as per
instruction given by manager of business organization. Therefore, it has been analyzed by me
that due to completing this project, I have improved my communication as well as time
management skills for performing different task and work in an appropriate manner. Apart
from this, there are various skills such as management skill, critical skill which is also
improved during completing this project. It is helpful for me in performing different task and
work in better way during particular phase of time period.
CONCLUSION
On the basis of above given report, it has been assessed that digital marketing is
considered as a component of marketing that utilizes online technologies, social media
platform in order to promote product as seller services at Marketplace. It is necessary to adopt
digital marketing for remaining competitive at market place. In present context, everything is
digitalized, so it is important for organization to promote products and services for attracting
more and more user. The primary purpose of this assignment is to improve digital marketing
portfolio for the company named as Dark Wood coffee. In this report, the PESTEL and
SWOT analysis is used for analysis internal and external environment of organization. In
addition to this, it is necessary to segment or target the customer by using digital marketing
communication medium. Apart from this, a reflection is described in order to develop the
necessary skill that is explained in this module.
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REFERENCES
Books and Journals
Decarolis, F. and Rovigatti, G., 2017. Online auctions and digital marketing
agencies. Available at SSRN 3049359.
Gaur, S.S., 2019. Today's world needs graduates with digital marketing skills. The Edge
Malaysia, p.59.
Grossberg, K.A., 2016. The new marketing solutions that will drive strategy
implementation. Strategy & Leadership.
Hofacker, C.F., 2018. Digital marketing: communicating, selling and connecting. Edward
Elgar Publishing.
Makrides, A., Vrontis, D. and Christofi, M., 2020. The gold rush of digital marketing:
assessing prospects of building brand awareness overseas. Business Perspectives and
Research, 8(1), pp.4-20.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Rahman, M., 2019. Internship Report ON Digital Marketing and Brand Communication Of
National Distributor of Xiaomi.
Şengün, S., 2018. A Survey of Marketing Management for the Video Games Industry in
Turkey. In Marketing Management in Turkey. Emerald Publishing Limited.
Thomas, B. and Housden, M., 2017. Direct and digital marketing in practice. Bloomsbury
Publishing.
Wang, F., 2020. Digital marketing capabilities in international firms: a relational
perspective. International Marketing Review.
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