Digital Marketing Strategies for Dark Woods Coffee: A Micro and Macro Market Environment Analysis

This report analyzes the digital marketing strategies of Dark Woods Coffee, including micro and macro market environment analysis, segmentation targeting positioning, and digital marketing communication mediums. The report discusses the strengths, weaknesses, opportunities, and threats of the company, as well as its segmentation, targeting, and positioning strategies. It also covers the various digital marketing communication channels used by the company, such as social media marketing, email marketing, digital PR, and search engine marketing. The report concludes with a reflection on the skills developed throughout the module.

Digital marketing
report

Table of Contents
Introduction.................................................................................................................................................3
Micro and macro market environment analysis......................................................................................3
Segmentation Targeting Positioning........................................................................................................5
Digital marketing communication mediums............................................................................................6
Reflection................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
Digital marketing strategies are important to increase the presence of the business entity
in market place. Through digital marketing strategies, it is possible to enhance the market
reputation of the company to attain success in significant manner. For this purpose, ample of
tools are used such as website marketing, email marketing, content marketing and more.
Nowadays, social media marketing are considered as a crucial way to advertise as well as
promote the products. Here, products are advertised using different social media platforms like
facebook, instagram, YouTube and more. Through these social media platforms, it is easy to
gain the attention of the buyers in significant manner (Bilal, Cui and Iqbal, 2019). The present
study aims to analyze digital marketing strategies of dark woods coffee. Dark woods was
founded in 2013 and has the history of years of experience of its founding partners in terms of
roasting, sourcing, consulting as well as training. By collective knowledge & experience the
coffee shop is able to offer the best possible experience to the customers. The report will cover
micro and macro environmental analysis of the respective company. Further, it will include
digital marketing communication mediums, At end, skills developed throughout the module have
been discussed in the following study.
Micro and macro market environment analysis
Micro environment analysis refer to analyzing the internal market conditions of an entity.
It is about assessing the capabilities, strengths of an organization so that the pre-defined business
goals can be accomplished. In this regard, the internal analysis of the respective company is
given below:
Strengths Weaknesses
 Dark woods is a well-known coffee
provider of UK. They roast coffee by
hand so that the customers can receive
better experience while having their
coffee (Buratti and et. al., 2018).
 They also offer various seasonal and
flavored coffee with an aim to attract
 It is a small company which is likely to
face the issues related to lack of
resources and tools. This will affect the
success of the entity in the future period
of time.
 The company is working in the
competitive environment. In UK, there

the customers in significant manner. are ample of food & beverage
organizations are already present which
are likely to provide direct competition
to the respective entity
Opportunities Threats
 The company can avail the growth
opportunities by offering more coffee
flavors to the customers. This will help
in earning substantial amount of profit
margin significantly.
 By using latest and advance
technologies, the respective coffee shop
can offer better experience to the
customers.
 Increasing uncertainties are creating
threats for the respective entity. Here,
the uncertain events will affect the
future growth of the company
profoundly (Foteinis, 2020).
 Competition is one of the biggest threat
for dark woods coffee. In the food &
beverage industry, there are several
companies are working which are in
direct competition of each other.
Macro market environment analysis: Macro market environment refers to analyzing
the external environment of a company. It refers to assess such environment which is not in
control of the managers. In this context, the PESTLE analysis of dark woods coffee is
mentioned below:
Political factors: Coffee industry is highly depend on international trade. The production
of coffee beans is centered at Africa, South America and more. But the major customers of
coffee are found in UK and European countries (Campbell, 2021). In context of the dark woods
coffee, there is requirement to analyze the political conditions of different countries so that the
business can be maintained efficiently.
Economical factors: Economical factors play an important role in affecting the macro
environment of a particular country. With increasing the income of customers globally, they are
ready to take premium beverages. In context of the respective coffee shop, they are affected

through the economical conditions of UK. Here, people are ready to spend a significant amount
on coffee that will increase the income of the respective company.
Social factors: In this, social elements such as personality, attitude, perception and more
are taken into consideration. Now, the people have become highly health conscious. Hence, they
demand coffee with lower caffien and sugar for better health. In reference of dark wood coffee,
they analyze the requirements of customers (Pascucci, 2018). Further, they offer coffee with
limited sugar and caffeine to gain the attention of health conscious individuals significantly. This
will help the company in long term survival effectively.
Technological Factors: Development in technologies plays a crucial role in the growth
of coffee industry. In the present era, various technologies are utilized by the coffee companies
to produce the finest coffee. In reference of dark woos coffee, they are using latest & updated
coffee machines and equipments with an aim to produce the best coffee.
Legal factors: In UK, there are strict regulations in terms of use of the amount of caffine
and sugar. There are strict rules regarding how much caffine and sugar can add in a beverage.
The respective company is highly affected with such laws (Vicol and et. al., 2018). Here, they
are required to follow the laws strictly to ensure long-term sustainability of the entity.
Environmental factors: Sustainability is crucial in food & beverage industry. During the
production of coffee, over irrigation can become a reason of damage of the land that will lead
towards the environmental damage significantly. In reference of the respective company, they
need to follow necessary environmental rules & regulations to minimize the environmental
threats.
Segmentation Targeting Positioning
Segmentation: This is the first element of STP model wherein the entire population is
classified in small parts. In context of dark woods, they are adopting geographic segmentation
wherein they are likely to classify the entire population on the basis of city, regions and more.
This classifications makes the respective company enable to target huge amount of customers
significantly.

Targeting: After segmentation, the next step is targeting. In context of the dark woods
café, their major targets are middle and upper class people (Peter and Dalla Vecchia, 2021). They
are offering hand roasted coffee at affordable price. Here, targeting the right audience will allow
the company to make efficient use of the available resources so that the stipulated goals can be
attained.
Positioning: It is the final element of STP model. Under this, the products & service are
positioned effectively to gain the attention of the users. To ensure positive positioning of the
products, the companies are likely to use appropriate marketing & promotional techniques. These
methods are useful to attract the buyers. In addition to this, positioning also allows the respective
company to get an edge over competitors.
Digital marketing communication mediums
Marketing communication is a way to exchange necessary information with potential
buyers. Under this, several mediums are used to provide suitable information to the buyers so
that they get ready to purchase the product. Nowadays, digital marketing mediums have become
a crucial way of customer interaction. In context of dark woods coffee, the major digital
marketing communication channels are given below:
Social media marketing: Social media marketing refers to using different social media
platforms such as Face book, Instagram and more to promote the product. These platforms are
utilized to interact with ample of audiences during a particular period of time. Here, different
social media platforms are used for different purpose (Dahiya and Gayatri, 2018). To attract the
youth, instagram is the most suitable platform whereas linkdein is suitable to attract
professionals. In context of dark woods coffee, they are required to adopt different social media
platform to grab the attention of huge amount of audiences.
Email marketing: Nowadays, emails have become a crucial way to promote the
products & services. For this purpose, companies are likely to prepare customizes emails so that
they can easily attract more and more amount of people. Through preparing effective emails, it is
possible to gain the attention of target segment(Key, 2017). In reference of dark woods coffee,
they can structure suitable email marketing campaign with an aim to drive positive outcomes
efficiently.

Digital PR: Digital public relations facilitate positive perception about the company. By
using several digital tools, it is possible to create a positive image of the company among
customers. Whether online or offline PR , it incurs some cost. To generate positive results, there
is requirement to put some favorable content over websites. Online PR makes the entity enable to
generate positive views of the customers. For this purpose, the companies are likely to create
videos and other such content so that they can easily gain the attention of wide range of
audiences. In case of the selected company, they are required to create digital PR in order to
drive positive outcomes in the future period of time.
Search engine marketing: Search engine optimization is an important element of digital
marketing communication. The main aim of SEO is to improve the ranking of the company with
an aim to drive more traffic at websites (Ilyas and et. al., 2021). In context of the selected
company, they can adopt search engine optimization as an effective marketing communication
tool. This will help the organization in creating a unique image of the entity in the competitive
market. Further, it will also generate positive benefits in terms of increasing traffic, sales &
revenue.
Reflection
While studying in the respective module, I leaned ample of skills and competencies that
will allow me to grow in future career. During the module, I got opportunity to improve my
communication skills which will help me in interacting with other effectively. Through effective
communication skills, I can easily interact with others. In addition, it has also removed my
hesitation of public speaking. Apart from this, I also developed decision-making skills during the
module. This skill will allow me to take informative decisions in the future period of time. In
addition to this, I learned about digital marketing communication channels while studying in the
module. With this information, I can contribute in formulation of effective digital marketing
campaign. Enhancing digital skills will allow me to grow in the current competitive industry.
Now, I can easily avail the growth opportunities in the market. Further, I also got time
management skills during the module as I need to prepare appropriate schedule. Through this
skill, I can easily manage the time in an appropriate way. These skills are useful to ensure career
enrichment & enhancement in the future period of time.

Conclusion
From the above-mentioned information, it is analyzed that Digital marketing strategies
are important to increase the presence of the business entity in market place. Through digital
marketing strategies, it is possible to enhance the market reputation of the company to attain
success in significant manner. The above-study is based on dark woods coffee. Further,
discussion has been carried out regarding micro and macro environmental analysis of the
company. It is monitored that the organization has been segmented the customers in different
segments. The company is using various digital marketing communication mediums to maintain
proper interaction with audiences. Additionally, it is found that I have been developed various
skills in terms of communication, time management, digital skills and more to attain growth and
success in the career in the future period of time.

References
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