Digital Marketing Strategy for Dark Wood Cafe

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.