Digital Marketing Strategy for Dark Wood Cafe

This report evaluates the macro and micro environment of Dark Wood Cafe and provides a strategy for using digital marketing communications media to target each sector. It also includes a summary of the main skills developed from this module.

Report

Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
An evaluation of the macro as well as micro environment of Dark Wood Café................................3
Potential Market Segments of Dark Wood Cafe:...............................................................................5
An explanation of the strategy for using digital marketing communications media to target each
sector.................................................................................................................................................6
A summary and critical assessment of the various digital marketing communication.......................7
A reflection of main skills that I have developed from this module...................................................7
CONCLUSION.....................................................................................................................................8
References.............................................................................................................................................9

INTRODUCTION
The procedure of digital marketing is concerned with the promotion of brands through
internet and other mechanisms of digital marketing in order to attract with the potential
customers. In short, it can be defined as the use of digital products and methods to advertise
or promote the products and services to reach the consumers. It includes the use of websites,
email, content writing and other tools (Pandey, Nayal and Rathore., 2020). This type of
marketing is done through websites, mobiles and social media platforms. The upcoming
report highlights the environment of the Dark Woods Coffee it is a company of United
Kingdom organization. This report will consist of the macro and micro environment analysis
of this company. In addition to this, it will also comprise the information on the market
segments of this company by using STP model. Moreover, it contains the plan which will be
required for targeting each segment with the help of distinct digital marketing platforms.
Furthermore, it also encompasses on the assessment of digital marketing communication that
has been selected and displays the development of the skills.
MAIN BODY
An evaluation of the macro as well as micro environment of Dark Wood Café.
To examine the macro and micro environment of any business organization, there are various
methods that are available. SWOT analysis and PESTLE analysis are the techniques that are
used for conducting this kind of research. These analysis tools will help the company to get
the knowledge on those internal and external factors that influence the working of an
organization (Krishen and et.al, 2021). The PESTLE analysis is conducted for the purpose of
analyzing the macro environment factors that affects the environment of the business and
SWOT analysis is needed to assess the micro environmental factors.
PESTEL analysis stands for political, economic, social, technological, legal and
environmental factors. It permits the business organization to track those elements that affects
the business. The influence of the above components that affects the functioning of the Dark
Woods Café is listed below:
 Political factors: These are the factors that involves political rules and regulations,
stability and government guidelines and directions (Ivaschenko., Stolbova and
Golovnin., 2019). During the pandemic like COVID- 19 disease, the government
imposed many restrictions like sanitization, social distancing. All these rules of the
government have impacted the profitability of the Dark Wood Cafe adversely.

 Economic factors: The economic factors include inflation rate, taxation policies,
foreign exchange rates, interests’ rates and much more. The noble corona virus left a
drastic impact on the business of Dark Woods Café and it has to face negative
consequences. The operations were not carried out in the smooth and effective
manner. ‘
 Social Factors: This consists of the components and elements like taste, need,
preferences, lifestyles and perception of the consumers. Since COVID 19 has affected
the health of so many people, Dark Wood Café has an opportunity to take an
advantage of this situation. The people have started consuming healthy beverages and
high protein fiber foods. Thus, the Dark Wood Café can grab the chance and capture
the wide range of market to gain the advantage of this situation.
 Technological Factors: It involves the factors such as pollution, climate, corporate
social responsibilities, environmental rules and many other elements that have
influence on the working of a company both in a negative as well as positive manner.
The company uses electric vehicle for the delivery services. And this kind of vehicles
emits almost no pollution. This can help the Dark Wood café to gain the competitive
advantage in the market place and compete with the other cafes.
The SWOT model analysis is used to analyze the micro factors. It helps in assessing
the strength, weakness, opportunities and threats in the business (Sharma., Gupta and
Kapoor., 2020). The strengths come from within the organization while the weakness
and threats arise from the external forces.
Strengths Weaknesses
 Motivation among the staff
members: The employee and staff
working in the café is hard- working
and talented with good skills. The
Dark Wood Café implements
various procedures to boost the
morale of their employees.
 Advancement of technologies: The
business makes uses of the upgraded
technology that enables the
organization to save cost and money
 Lack Of Inventory management:
The cafe does not have good system
and techniques to manage its
inventory. The shortage of stock can
result in the excessive loss to the
business.
 Cost Disadvantage: There is very
low profit margin between the cost
and income from revenue. The
managers are dependent on the trade
credit for the supplies.

and also provides with the effective
making.
Opportunities Threats
 Introducing Healthy products:
The Dark Wood Cafe can get a great
advantage by making the food with the
use of healthy ingredients. This will aid
the business in the expansion of sales
and profit.
 Exponential growth:
There is a growth of people in the
existing parts of the market share so it is
the good chance for the business to gain
more place in the business of this kind.
 Tough Competition: There are
rivalries like Carvetii coffee roasters
and Pumphreys coffee. These can
cause threat to the business because
they have great marketing strategies.
 Globalisation: If the business is
lacking in the knowledge of culture,
then it cannot think of globalization.
Globalization refers to the process of
expanding the business around the
globe. The cultural diversity can be a
threat to the Dark Wood Café.
Potential Market Segments of Dark Wood Cafe:
The STP structure will assist the Dark Wood Cafe in the targeting the market segments. The
strategies and the stages that are involved in this framework is discussed below:
• Segmentation: This is the first stage of the STP Model, and its goal is to create
separate market segments within the target population. In the case of Dark Woods
Coffee, market segmentation can be done based on geographic, demographic,
psychographic, and behavioural criteria such as gender, region, age, and country.
• Targeting: This is the second stage of the STP Model, and it consists of selecting a
target market based on the above-mentioned characteristics. In the case of Dark
Woods Coffee, the target market for the company may be those between the ages of
18 and 45, as well as people in the area.
 Positioning: The third stage of the STP Model, in which Dark Woods Coffee can
reach out to its target market using various promotional modes such as digital
marketing, media marketing, online and offline marketing, and so on.

An explanation of the strategy for using digital marketing communications media to
target each sector.
Plan for addressing the 18- to 45-year-old age group in terms of location and age group:
• Using effective digital marketing communication media, target the market of 18- to 45-
year-olds, as well as market share of different locales or areas. The 4Ps of marketing
helps the business to decide its strategies in the four dimensions (Hanlon, A., 2021).
Elements Description
Product Product Coffee is the key product of Dark Woods Coffee.
Price The corresponding corporation can also use a competitive pricing
strategy to reach its target market of individuals between the ages of
18 and 45, and therefore a big majority of individuals in separate
territories, by offering products at lower prices than opponents
Place Place The specific organization can increase or broaden its activity in
a lot of different places and nations. Dark Woods Coffee has indeed
determined a target market based on the age group of 8 to 45 years
old from across country's different territories and localities.
Promotion
Promotion For the purposes of presenting its coffee product to its targeted
audience, Dark Woods Coffee can implement a variety of digital
marketing communication mediums such as digital marketing, online
marketing, and online advertising.
Methods of Promotion:
Dark Woods Coffee may make use of various of digital marketing communication factors
to improve the number of buyers and profitability inside the company. The following is a
description of some of these digital marketing communication mediums:
• Online Marketing: The respective enterprise may embrace this form of digital marketing
communication medium to communicate its product and brand to prospective and new
market share in the market place (Sayyad and et.al., 2018). Multiple social media
marketing channels, such as Instagram, Facebook, Twitter, You Tube, and others, are

available in the company. As a result, the company's profitability and market share will
increase the profitability and market share in the country.
• Email Marketing: This is another part of digital marketing communication that may help
grow company to grow its client base by notifying them about new products, discounts,
and other services through your email list. In the case of Dark Woods Coffee, the
company can promote and communicates with its products, such as coffee, by sending out
emails that educate the target market about coffee, its new features, and the benefits of
using it.
A summary and critical assessment of the various digital marketing communication
• In this area, the digital marketing communication mediums of choice are electronic mail
and social media marketing, both of which assist Dark Woods Coffee in securing a large
consumer base. Facebook, Instagram, You Tube, Twitter, and other social media
marketing channels can be employed by the particular organisation. Dark Woods Coffee
may employ these social media sites to promote its coffee product to its intended
audience.
A reflection of main skills that I have developed from this module
A summary of the primary skills I've gained from this module I have developed
various abilities as a result of this curriculum, including communication, teamwork,
presentation, bargaining, and time management. The improvement of my communication
skills aids me in efficiently speaking with others. My ability to manage time allows me to
complete a certain task in a specific amount of time. I've also honed my presenting skills,
which aid me in delivering presentations within an organisation in order to influence other
businesspeople. The improvement of sales and negotiation abilities taught in this module will
aid me in marketing the organization's products and services to potential customers.

CONCLUSION
As per the report's explanation, an integrated online marketing advertising
strategy may help a company to create marketing that is less like a sales pitch and more like
an engagement between customers and the brand. There has been a macro and micro
environment study of the provided institution inside this present report. In addition, the STP
Model has been presented in this paper for the aim of determining potential market segments.
Furthermore, a strategy for targeting each market category with the use of various digital
marketing communication channels has been devised. Likewise, the chosen channel of digital
marketing communication has been critically analysed, which will aid the organisation in
achieving its goals. However, a detailed review of the digital marketing communication
channel chosen has been conducted, which will aid the organisation in obtaining a significant
market share. This report also includes a self-reflection on the improvement of abilities as a
result of the learning of the particular module.

References
Books & Journals
Pandey, N., Nayal. p. and Rathore, A.S., 2020. Digital marketing for B2B organizations: structured
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Marketing.
Krishen, A.S. and et.al, 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research. 131. pp.183-195.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Ramesh, M. and Vidhya, B., 2019. Digital marketing and its effect on online consumer buying
behavior. Journal of Services Research, 19(2). pp.61-77.
Ivaschenko, A., Stolbova, A. and Golovnin, O., 2019, October. Spatial clustering based on analysis
of Big Data in digital marketing. In Russian Conference on Artificial Intelligence (pp.
335-347). Springer, Cham.
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in independent
businesses: experiences of restaurant entrepreneurs in India and United
Kingdom. Worldwide Hospitality and Tourism Themes.
Ratnasingam, J. and et.al., 2021. Digital Marketing during the COVID-19 Pandemic: A Case Study
of its Adoption by Furniture Manufacturers in Malaysia. BioResources, 16(2).
Sharma. p., Gupta, S. and Kapoor, D., 2020. Digital marketing and consumer millennials: A
comparative study of men, women, and transgender consumers' buying behaviour in
Punjab. Indian Journal of Marketing. 50(3). pp.47-57.