Integrated Digital Marketing Strategy for Dark Wood's Coffee: Analysis, Segmentation, and Targeting

This report discusses the integrated digital marketing strategy for Dark Wood's Coffee, including analysis of macro and micro market environment, potential market segments, and targeting through digital marketing communication mediums. The report also evaluates the chosen digital marketing communication medium and reflects on the skills developed from this module.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY .................................................................................................................................4
Dark Wood's coffee micro and macro market environment analysis .............................................4
Potential market segments of Dark Woods cafe..............................................................................6
Explanation about the plan to target each segment through digital marketing communications
mediums .........................................................................................................................................7
Critical evaluation of chosen digital marketing communication medium.......................................7
Reflection about the main skills that I have developed from this module......................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated digital marketing strategy refers to that basic idea of creating a unique form of
expression in which it is easy to identify all the channels that customer uses. It is that kind of
strategy which is blend of all marketing tactics with a well-structured and well-defined
marketing plan. The report will cover analysis about Dark Wood's coffee macro, micro
environment and also about potential market segments. In addition to this, the discussion is
about digital marketing communication mediums(Harms and et.al., 2017).Moreover, the
discussion is about skills that have developed from this module. In the present report, Dark
Wood's Coffee has been taken into consideration. This caffee is a Barista school, an adventurous
roaster of coffee and pop-up cafe nestled on the edge of Marsden village in the West Yorkshire
Pennines. This cafe was started in the year of 2013 and their founding partners takes in many
years experience in roasting, sourcing, consultancy and machine development within the UK
coffee industry.
MAIN BODY
Dark Wood's coffee micro and macro market environment analysis
For analysing macro and micro market environment, PESTLE analysis and SWOT
analysis plays a very important role and it has been defined into following manner:
Political Factors: This factor identifies the impact of government and related policies on
the coffee house business(Lim., 2021).In their remote or macro environment Dark Wood's coffee
experiences certain political factors which includes disintegration and integration of markets,
improvement in terms of government support for infrastructure.
Economic Factors: There are some economic external factors which Dark Woods
Coffee faces in the macro environment. It includes growth in developing countries, long term
declining unemployment rates and rising labour cost in coffee suppliers countries.
Social Factors: Dark Woods coffee must address certain socio cultural external factors in
its macro-environment. It includes growing coffee culture, increasing health consciousness and
growing middle class.
Technological Factors: Dark Woods coffee experiences certain technological external
factors in the remote environment.

It includes increasing use of mobile technology in terms of online purchases, use of
technology from perspective of coffee farmers. In addition to this, rising availability of special
coffee machines for home use. Dark woods have opportunity to improve its mobile apps and
linked services for gaining more revenues through mobile purchases.
Environment Factors: Dark woods cafe faces certain environmental external factors in
its macro-environment (Liu and Dong., 2021). It includes adoption of sustainable processes in
business, growth in terms of access of responsible ingredients and rising support for environment
friendly products. Sustainable business process gives an opportunity to enhance its sustainability
standards and implementation.
Legal Factors: Dark woods cafe must address certain legal external factors in macro
environment. It includes product safety regulations, increasing employment regulations. In this
manner, Dark woods cafe has opportunities to improve its performance by satisfying regulations
related to product safety.
SWOT Analysis(Micro Environment)
STRENGTHS
 Dark Woods cafe speciality is that they
use grade coffees with cleaner more
distinctive flavours(Our story)
 It has unique concept not many other
theme cafes follows this particular kind
of trend
WEAKNESSES
 There is no built in brand equity
 There is no proper experience of
opening and running a business
OPPORTUNITIES
 Dark Woods cafe have the ability to
appeal to a different target market than
other cafes
 This cafe has ability to expand
themselves
THREATS
 Dark woods cafe have threats in terms
of changing market tastes according to
customers preferences
 This cafe has limited income in terms
of target market

Potential market segments of Dark Woods cafe
For defining potential market segments of Dark Woods cafe it is important to consider
STP concept and it has been described into following manner:
STP concept helps in terms of knowing the target place in which products and services
will be demanded and how they have performed is an important factor to consider.
 Segmentation: Brand, product and organisation can't be all things to all people, that's
why it is important to segment market into appropriate manner(Liu, and Burns., 2018).
This has been done through dividing customers into groups of people with common
characteristics and needs. Dark Woods cafe has segmented its market on the basis of
demography. Their focus is more towards young, adult people and also include those
people who have more urge towards caffeine. College going students and professional
workers are also included in this category.
 Targeting: In this context, it has been decided that which segment should be targeted by
finding out most interested people. There are several factors which needs to be taken into
consideration which includes profitability of each segment, size and potential growth of
each customer group. Dark Woods cafe targeted young and adult people because they are
more interested towards in visiting cafes and have coffee over there. Cafe can see long
term growth with this kind of customer segment because mostly are working people and
also they have ability to spend certain amount of money for enjoying good period of time.
 Positioning: In this context, it is about position the product to target most valuable
customer segments. There are several factors which needs to be taken into consideration
which includes unique selling proposition and value proposition. This kind of proposition
explains about how the offering will meet requirements better than any of the competitors
products(Muralidharan and Raval., 2020). Dark woods cafe have used grade coffees
with cleaner more distinctive flavours which will meet out these two parameters i.e.
unique selling proposition, value proposition. Use of different social media platforms also
help in terms of positioning the product in minds of customers.

Explanation about the plan to target each segment through digital marketing communications
mediums
Digital marketing plan which will help in making digital marketing strategy that covers
those steps and tactics to achieve broader outcomes which is defined by the strategy. This plan
should cover all the digital channels which will be helpful in achieving their targets. Digital
marketing mediums majorly consists of video marketing, email marketing, content marketing,
social media marketing, mobile marketing and many others(Rambe., 2017). Dark Woods Cafe
has majorly targeted young aged people, adults, college going students and working
professionals and this segment is so much attracted towards use of social media platforms. In this
competitive world, the use of social media platforms plays a very important role in terms of
business growth. Social media platforms like Instagram, Facebook, Whats app, Douyin and Sino
weibo supports in terms of targeting customers in an appropriate manner.
In this changing technological period of time, everybody is on social media platform so
its easier for Dark Woods Cafe to convey its message and information. Through use of these
kind of digital marketing communication medium, its a kind of opportunity to convey their
message to every kind of people in all over the world. Customers targeted by dark woods cafe
will get easily attracted through this kind of marketing medium(Shaltoni., 2017). Social media
platforms not only famous in terms of getting attraction of every kind of people but it also
conveys its message to those kind of people who are least interested. In this way it also helps in
terms of developing their brand name. So social media platforms plays a very important key role
in terms of targeting each segment of customers.
Critical evaluation of chosen digital marketing communication medium
In today's competitive world, use of social media platforms is very popular in terms of
getting popular within a shorter period of time. Dark Woods Cafe uses social media platform for
targeting customers on a larger scale because through support of this particular digital marketing
communication medium its easier to attract customers within shorter period of time. It has been
observed that sometimes use of social media platforms for business purpose creates certain kinds
of problems. There has been burden of marketing shift because when customers preferences have
changed then they have to take lots of efforts in terms of retaining their customers.

They have to develop stories and try to capture minds of customers in terms of retaining
them for longer period of time. Business owner and their management team have to constantly
work on their content on social media platforms according to their changing strategies as well as
change in terms of products(Topsümer and Yarkin., 2015).There is also certain kind of burden of
constantly tracking statements and responses of customers because any negative statement can
bring down the image of cafe. Excess use of social media platforms also somewhere act as key
point in terms of losing out confidential information on a larger scale. Loss of confidential
information by cafe also act as competitive advantage for other cafes as well. It has also been
observed that sometimes unauthorized employees speak on company's behalf so its very difficult
to control social media activities of different employees. So appropriate use of social media
platforms leads towards positive outcome otherwise it creates negative situation for cafe on a
larger scale.
Reflection about the main skills that I have developed from this module
I have learnt from this module that use of digital marketing medium plays a very
important role in this business world. I have also learnt that macro and micro environment are of
any organisation or cafe helps in terms of taking proper decision which will be helpful for their
further development. Dark Woods Cafe which has been mentioned in this module have to target
market according to their potential growth so that they can attract large number of customers on
larger scale (Vrontis and et.al., 2017). Through this module, I have developed certain kinds of
skills which will be helpful in terms of running a business into successful manner. I have
developed communication skills, team work, collaboration, attentive listening and confidence
level as well.
These skills help me in terms of developing an understanding that how to work within a
team and how to cooperate with each other in a collaborative manner. Communication skills
gives me a confidence level to interact with large number of people in a successful manner.
Confidence level that I have developed in my personality gives me an urge to move towards
positive growth. I have also developed evaluation skill due to which it is easier for me to take
decision in a fast pace manner.

When I have quality of attentive listener then it act as an opportunity for me to
understand business strategies and tactics in a more deeper manner for their further growth
(Wright and et.al., 2019).I have also develop certain technical skills which will help me in terms
of developing business on social media platforms. So these are the main skills that I have
developed from this module.
CONCLUSION
The above stated report concludes that digital marketing strategy plays a very important
role in this business world. In every type of organisation or cafe, macro and micro environment
is very essential in terms of taking any decision for development of business. It has been
analysed that Dark Woods Cafe have mainly targeted customers of adult and young age group
people. In addition to this, they have also focused on college going students, working
professionals as well. For targeting customers in today's competitive world it is important to
understand importance of digital marketing communication medium. In this context, use of
social media platforms is the best way to attract customers on a larger scale. For targeting
customers in a successful manner digital marketing plan is the best strategy to achieve this target
into appropriate manner. It has also been analysed that use of social media platforms also act as
negative parameter in terms of development of business. This has happened due to not using
social media platforms in an appropriate manner. So social media platforms should be used with
appropriate care and concern in terms of business growth.

REFERENCES
Books and Journals
Harms and et.al., 2017. Digital native advertising: practitioner perspectives and a research
agenda. Journal of Interactive Advertising, 17(2), pp.80-91.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Liu, C. H. S. and Dong, T. P., 2021. Discovering the relationship among knowledge
management, sustainability marketing and service improvement: the moderating role of
consumer interest. International Journal of Contemporary Hospitality Management.
Liu, X. and Burns, A. C., 2018. Designing a marketing analytics course for the digital
age. Marketing Education Review, 28(1), pp.28-40.
Muralidharan, K. and Raval, N., 2020. Integrating Science of Six Sigma to the art of Marketing.
In Decision Analytics Applications in Industry (pp. 497-510). Springer, Singapore.
Rambe, P., 2017. Social media marketing and business competitiveness: evidence from South
African tourism SMMEs. Problems and Perspectives in Management, 15(2 (c. 2)),
pp.411-423.
Shaltoni, A. M., 2017. e-Marketing adoption in Organizations. In Impact of E-commerce on
consumers and small firms (pp. 139-149). Routledge.
Topsümer, F. and Yarkin, D., 2015. The Strategic Planning Process of Social Media Advertising
in the Context of Integrated Marketing Communication. In Handbook of Research on
Effective Advertising Strategies in the Social Media Age (pp. 148-159). IGI Global.
Vrontis and et.al., 2017. B2C smart retailing: A consumer-focused value-based analysis of
interactions and synergies. Technological Forecasting and Social Change, 124, pp.271-
282.
Wright and et.al., 2019. Adoption of Big Data technology for innovation in B2B
marketing. Journal of Business-to-Business Marketing, 26(3-4), pp.281-293.
Online
Our story,2021[Online]Available through:<https://darkwoodscoffee.co.uk/about/>