Integrated Digital Marketing Strategy for Dark Woods Coffee

This report analyses the internal and external market of Dark Woods Coffee, potential market segments, and a plan to target each segment through digital marketing communication mediums. It also includes a critical evaluation of chosen digital marketing communication mediums and a reflection of the main skills developed from this module.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
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ID:
Contents
Introduction p
An analysis of Dark Woods Coffee’s macro and micro
market environment p
Dark Woods Coffee’s potential market segments p
An explanation of the plan to target each segment through
digital marketing communications mediums p
An outline and critical evaluation of chosen digital
marketing communications mediums p
A reflection of the main skills that I have developed from
this module p
Conclusion p
References p
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Introduction
The report aims to analyses the internal and external market of the Dark
woods Coffee. A business is facing current complex market environment which focus
on the business potential of the company. It is surrounded with large macro factors
such as governmental regulations, political interference's, environment and
technology. Therefore, this report is going to analyses the market factors of Dark
woods coffee. This organization was founded in 2013 in UK(Thorpe, 2018). The
company has great sense of preparing handmade coffee through drum roaster and
textile mils. This report is also going to ascertain segmented market of the company
and methods of communication. Also, a self reflection would be provided which will
show the key skills learns through the project.
An analysis of Dark Woods Coffee’s macro and micro
market environment
Micro and macro are the two major environment which cause impact on the
organization whether directly and indirectly. The business has surrounded with all
these factors which will help the Dark woods to take effective decisions and prepare
necessary strategies.
Swot analysis
This is an effective tool for analysing internal market environment. It provides
4 factors which helps in gaining insight about company internally.
Strength Weaknesses
 The Dark woods coffee has
unique product which is the most
tastier coffee In the market. They
have graded and fine coffee
beans (Kingsnorth, 2019).
 The company has wide
accessibility across the world
which keep the pricing affordable.
 The Dark woods maintain direct
 The weak factors of Dark woods is
that they have less market area
which hinders their growth.
 Due to lack of manual system, the
company is working under
moderate supply of quality coffee.
 They does not have much efficient
supply chain due to preparing
handmade coffee which takes
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relationship with customers. much time to finish.
Opportunities Threat
 There are a lot of opportunities for
new techniques and innovation. It
will enhance the taste, quality and
effectiveness in the organisation.
 The Dark wood could grab
opportunities related to digital
marketing through which giving
rewards and loyalty schemes.
 The company has give better
customer experience by promoting
their brand at international level.
 The threat for the company is the
industry competition. Due to
which, the company is facing less
growth into market(Maylinda, and
Sari, 2021).
 The Dark wood has threat of
Covid-19 pandemic as they have
physical stores which gets
affected in the situation of
pandemic and company face less
profitability.
Pestle analysis
This is a framework for ascertaining macro environment condition of the
organisation. It is a great tool for analysing external market situation that indirectly
impact on the company's working culture (Aminullah and Kristiyono, 2021). The
Dark woods needs to be taken care of all these essential factors in order to make
growth strategies and eliminate negative impact.
Political: As per this macro environment factor, the organisation has great
surrounding of trade barriers, taxes, corruption and terrorism which impact on the
business functions. As in the UK, there is much political stability but has impact of
drastic political decision in terms of Brexit. The Dark woods coffee has hinders their
operation outside the UK and in the EU. Therefore, the company has negative
impact of trade agreements which affect the coffee industry.
Economical: This factor is necessary for analysing the economic stability
from the contribution of business in the society. these factor consist the demand of
supply, decline in inflation rates and balance among interest rates and other
economic welfare. The Dark woods coffee is the great contributor for economy of
UK. As these small business are the future of economy which has positive impact on
the company.
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Social: as per this essential factor of business environment, it laid emphasize
on the society demands, wants and the preferences. Different customers have
different culture, belongingness and values which must be maintained by
organisation to make them satisfied (BOUFIM, and BARKA, 2021). The Dark wood
coffee serving great quality coffee as per different individuals needs which has
positive impact on the company. Also, this factor includes the income level of the
society which shows that UK has highest earners which comes in premium category
customers for the company.
Technological: This factor is all about the technological advancement which
is become necessary for the businesses. Technology has gain much importance for
the business working which helps in taking advantage of quality, efficiency and
innovation. Dark woods coffee has negative impact of this factor as the company has
not much usage and advancement of marketing, E-commerce which impact on their
profitability.
Legal: The legal factor is necessary for the organisation working under UK
legislations. Equality and diversity, health and safety, GDPR and other important
laws that put control on the business functioning. Therefore, the Dark woods Coffee
has positive impact of this factor due to following these legislations at much priority.
they provide all he health and safety measures like insurance and compensation to
the employees in case of any miss happening (Piyadasa, 2019). Also, the company
encourages to hire women workers and provide employment to many low skilled
labours.
Environmental: This factor is greatly impact on business working.
environment is the main elements which must be kept protective and controlled
through business practices. It refers to encouraging business in a sustainable
manner. the Dark woods coffee has sustainable packaging, initiatives towards solar
panels and electric vehicles. also, they believe in recycling and re-using.
Dark Woods Coffee’s potential market segments
Market is the major key driver of the business profitability and growth. The
more company will make efforts of analysing market, the more they will get to know
about potential, targeted and positioned customers. Having different kinds of
customers are difficult to divide and fulfil their needs. so that, it would be analysing
through STP model.
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STP analysis
This framework helps in analysing and dividing large market into simpler sections.
this will provide insight of the customers, their behaviour and wants easily. it is most
important tool for Dark woods to keep their well reputed position into market and
approach towards growth. these factors are demonstrated below:
Segmentation: It refers to splitting the market into different sections on the
basis of age, gender, income, occupation, habits, traits, region etc. Dark woods
Coffee company is based on its origin in UK and also expand their business in
other cities (Al-Nafisa, and Alnafessah, 2021). It provide their product in both
urban and rural region. It contain variety of products for every age group above 10
and income group customers.
Targeting: It is the process of selecting the target audience from the present
market. This involves evaluating the group of buyer whom company want to satisfy.
Dark Wood coffee is not targeting higher income group but pick out each income
groups who are willing and able to buy product at specific given prices. Company
using low price strategy to attract customers.
Positioning: It refers to creating a brand image in the mind of targeting
customers. Positioning of a brand is established by using marketing mix which
involve (product, price, place and promotion). A good positioning give a boost to
product sale. Dark wood coffee has maintain its brand presence through websites,
social media posts.
An explanation of the plan to target each segment through
digital marketing communications mediums
The dark woods targets every age group customers which are above the age
group of 10. Also, high income level customers are the potential customers for the
company which grow sales of their fine and premium coffee beans. therefore, the
company could attract these customers through an effective plan and modes of
digital communication channels.
SMART objectives
Specific: The dark woods wants to achieve 20% more sales of coffee in the
UK market. This could be done through involving new techniques of production and
flavours and marketing.
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Measurable: The company would measure their success through seeing
changes in past and current profitability (Subramaniam, Singhal, and Hopkinson,
2019). This will provide information about how new techniques are becoming helpful
for the company.
Attainable: The objectives will be attain through making relations and
communication with large customers and make them aware about the quality coffee
with essential flavours.
Realistic: Through creating well promotion through marketing skills, the Dark
wood has potential to capture high sales and customer base.
Time-bound: 1 year
Digital marketing communication medium
Digital marketing is a wide and broader term. It includes many tools and
techniques which are essential for creating brand name and achieve business
objectives. There are a lot of communication modes which helps in making
interaction with customers. These modes needs to be utilised by Dark woods Coffee
which are described below:
Social media marketing: This is an effective communication tool for digital
marketing. social media platforms are much useful and widely used by large number
of people. the Dark woods could attract customers and make them aware about
company through using Instagram, Facebook and twitter (Agrawal, 2019). They
could attract young youth people who spend most of the time on social media.
Therefore, this would be effective for Dark woods coffee as they will be able to make
20% more sales through providing home deliveries and enjoy customer engagement.
Search engine optimisation: This tool is the more integrated and effective
modes of communication in the market. The SEO helps in taking insights of
customer actions, check analytical and growth and response of company on internet.
the Dark woods coffee could take advantage of this to attract high income group
people by keeping them retained on the page of website and set a position by
making interaction through texts.
E-mail marketing: As per this tool, the company could get indulge in the
interaction and making communication with their targeted and retained customers.
the Dark woods would make them aware about new techniques, discounted offers,
schemes and other benefits through E-mails. as this channels becomes mostly used
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by public young and high income class customers. Therefore, they would be
acknowledge through the new policies and strategies of the company.
An outline and critical evaluation of chosen digital
marketing communications mediums
There are various digital marketing communication medium are identified for
achieving the objectives of Dark woods coffee. it has critically evaluated that all the
social media tools are effective and has wide reach into market. These tools does
not contains any type of extra costs and give full freedom to use it as per own
suitability. The other tool which is SEO is require high cost and must be managed by
professional experts (Mahmutović, 2021). No ordinary people could work on this as it
require good analytical skills. therefore, e-mail marketing is most effective for
attracting and engaging customers towards the organisation. it is a professional way
of communication which influence customers to avail the benefits.
A reflection of the main skills that I have developed from
this module
As I felt humble to be a part of this module. I have developed many key skills
which would helps in my development and future growth. I have learned good writing
skills and knowledge of digital marketing concept. i have gained good research skills
which helped me in analysing the concepts and take good decisions.
Conclusion
The report has concluded that, digital marketing is vital concept which needs
to be considered by every organisation. it focus on key marketing skills and
techniques which will boost organisation growth into market. the report has provided
micro and macro environment analysis which shows that, lack of technological
advancement, the company might face difficulties in achieving objectives. also, the
respective company targets all the age group and income class customers which
could be targeted by using different modes of communication.
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References
Agrawal, B., 2019. Promotional Strategies for Indian Pharmaceutical Companies in
the Era of Digital Marketing.
Al-Nafisa, A.S. and Alnafessah, A., 2021, November. Crowdsourcing in Digital
Marketing. In The 23rd International Conference on Information Integration
and Web Intelligence(pp. 640-644).
Aminullah JR, R.X. and Kristiyono, J., 2021. Internet Marketing Strategy
Demandailing Café in Building a Digital Brand on Instagram. Communicare:
Journal of Communication Studies, 8(2), pp.165-178.
BOUFIM, M. and BARKA, H., 2021. Digital Marketing: Five Stages Maturity Model
for Digital Marketing Strategy Implementation. IJBTSR International Journal
of Business and Technology Studies and Research, 3(3), pp.15-pages.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Mahmutović, K., 2021. DEVELOPMENT AND VALIDATION OF THE SCALE FOR
MEASURING DIGITAL MARKETING ORIENTATION IN THE HOTEL
INDUSTRY. economic issues, 34(1).
Maylinda, S. and Sari, I.P., 2021. Optimalisasi Integrated Digital Marketing dalam
Strategi Pemasaran UMKM Imago Raw Honey. JABE (Journal of Applied
Business and Economics), 7(4), pp.521-533.
Piyadasa, H.H.A.U., 2019. Integrating digital marketing strategies in to Sri Lankan
small & medium enterprises (SME's).
Subramaniam, R.K., Singhal, A. and Hopkinson, P., 2019, March. Role of Digital
Marketing to Enhance Medical Tourism in Hospitals of Dubai. In 2nd
International Conference on Tourism Research (p. 330).
Thorpe, H., 2018. Creating an integrated digital marketing strategy: Using cross-
channel data to build intelligent strategies. Journal of Digital & Social Media
Marketing, 6(1), pp.28-39.
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