Digital Marketing Strategy for Dark Wood's Coffee

This article discusses the digital marketing strategy for Dark Wood's Coffee, including the micro and macro environment analysis, market segmentation, targeting and positioning with digital marketing, and the chosen digital marketing communication channels. It also includes a reflection on the main skills developed during the module.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Micro environment of Dark wood's coffee.................................................................................1
Macro market environment of DWC..........................................................................................2
Segmentation, targeting and positioning with digital marketing................................................3
Chosen digital marketing communication channel.....................................................................4
Reflection on the main skills developed by this module.............................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
Digital marketing is the way of conducting marketing activities like segmentation of
market, communicating with customers and many more activities through digitally on
computers, mobile phones and many others (Abbas and et. al., 2019). It is considered as one of
the most effective and quick way for marketing process. Promoting products through internet
sources are less expensive and need more innovative ideas and other abilities. Dark wood's
coffee is a small scale company which was founded in 2013 in Huddersfield, UK. The founders
of this company are Damian Blackburn, Ian Agnew and Paul Meikle- Janney. The following file
covers macro and micro environment of mentioned company, market segmentation and the role
of digital marketing in STP model, evaluation of digital marketing communication medium and
main skills learnt during this module.
MAIN BODY
Micro environment of Dark wood's coffee
SWOT analysis is used for analysing micro environment. Hence, SWOT analysis of DWC are
mentioned below-
Strength-
 The variety of their coffee beans help
them to attract the customers toward
their cafe.
 The huge investment on testing and
exporting beans from famous places for
coffee is helpful for them to grow.
Weaknesses-
 There are various machines for making
coffee. DWC are unable to adopt
advanced technology for their
operational work.
 They hire few employees and their cafe
are not having proper décor. Due to this
reason they are little bit unattractive for
their customers.
Opportunities-
 Offering snacks and other light eatable
foods with coffee makes them more
popular for their customers.
 Opening branches in those crowded
Threat-
 Every company is having biggest threat
from their competitors (Bala and
Verma, 2018). Carvetii Coffee
Roasters, TRUTH. Coffee Roasters and
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areas where people likes to have coffee
is also an good opportunity for them to
grow well.
many more popular cafe in UK are
tough competitors of DWC and provide
tough competition with their strategies.
 Preference of customers for coffee is
low because at recent time of Covid
pandemic most of the customers will
prefer to have healthy and nutritious
drinks over coffee.
Macro market environment of DWC
PESTEL analysis is followed for conducting macro environment of DWC macro analysis.
Political factors- Some of he political factors are tax policies trade relationships and
many more. In context of coffee industry it is essential that their country will have good trade
relations with other countries because their most of the supplies of coffee beans are from other
countries (Chatterjee and Kar, 2020). This also impacts upon prices of the beverages because
having easy trade of raw material will help to set low prices and having unique and restricted
trade for raw materials will increase the prices of coffee. Hence, it is essential to have good trade
relations in food and beverages industry.
Economic factors- This factor has elements like income level of customers,
infrastructure, GDP and many other economical condition of a country. In context of UK, their
citizens are having growing incomes which help them to contribute more income on developing
their living standards. It also impacts upon food and beverages industry. More income of
customers will engage them to spend more on food and beverages. This is how they get benefited
with this factor.
Social factors- Recently customers are health conscious now a days and especially in
Covid pandemic. Hence, making healthy beverages by focusing on the procedure which should
be hygienic will helpful to attract customers. DWC must use those coffee beans which has less
amount of caffeine.
Technological factor- It is important that a country must have good technological
condition to grow well which further help the various kind of industries to get developed in their
own fields (Chen and Lin, 2019). In context of UK, they are known for their modern technology
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and they are good to generate new and advanced machines for their corporates. Availability of
coffee machines at cafe help the cafe to make their operational work easy to conduct and with
the help of technology they also serve good services to their customers. On the other hand,
advance and modern technology of UK is also disadvantage for coffee shops because coffee
makers such as drip machines, espresso makers and many others are easily available at retail
stores. Hence, customers buy coffee makers and prepare coffee at their home without going
outside and enjoy their coffee at cafe.
Environmental factor- Their are various issues related to environment. It is essential to
take some corrective measures to solve such issues. There are some issues related to farming
which cause environment causes such as use of pesticides and fertilizers. The solution of this
problem is sustainable farming practices. On the other hand it will also harm the coffee
customers because sustainable farming will increase the prices of coffee beans which further
increase the prices of coffee which is offered to end customers.
Legal factors- This factor includes the laws and rules and regulations of country (De
Pelsmacker, Van Tilburg and Holthof, 2018). In UK, they made some restricted laws related to
food and beverages industry like they have to be hygienic, and must prepare in such away that it
will not harm the health of any customer.
Segmentation, targeting and positioning with digital marketing
Segmentation- It is the process of dividing market into groups and analyse which group
will provide more benefit to the company according to aim and objectives of company. In
context of DWC, they segmented their market by collecting general information about the
market like types of customers and their preferences. After collecting some required information
they save the data in their computers and laptops to sort out data and eliminate those data which
is useless for them by a single click without wasting time. Here, they use digital sources for
analysing their present market. Market segmentation is done by various types such as-
Demographic segmentation- Here market is segmented by age, gender, education and
many others (Iankova and et. al., 2019). DWC has segmented their customers in age group of 16-
28, 29- 44, 44 and above. They segmented both genders males and females.
Geographic segmentation- This segmentation includes dividing market between state,
region, country and many more. According to DWC, they mainly serve to UK customers only.
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Psychological segmentation- Here, market is divided between personality, values or
lifestyles. In context of DWC, they segmented those customers who are having professional
lifestyles and has a habit of drinking coffee on regular basis.
Behavioural segmentation- It consist of customer's behaviour like their loyalty toward
the company, the benefits they are looking for and many others. In context of DWC, they mainly
segmented those customers who are interested in coffee varieties as an beverages and those who
can be loyal toward their company.
Targeting- It is the process where companies select one or few segmented groups from
various alternatives (López García and et. al., 2019). They selected only those groups which will
be more beneficial for the company. According to DWC, they mainly targeted those customers
who fall in the age group of 16-44 of both gender male as well as female. In according to
occupation they target all occupational like students, working professional and even housewives.
They get to know about their targeted customers through digitally. They share a feedback form to
their customers and they also regulate it randomly in the market to analyse the preference of
customers toward coffee and toward their shops. Here, they share feedback forms through E-
mails, social media or any other sources which was filled by customers. Through this process
they get to know that who are their main targeted customers.
Positioning- It is the process which take place after targeting the selected customers.
Here, companies perform those activities which help them to aware their customers about their
offered products and services. Positioning is also done to develop a good and positive brand
image. According to DWC, they promote their business through social media because they know
it well that most of the marketing customers uses social media sites to gather any information
related to any company. Hence, they have their own social media account on which they upload
the pictures and videos of their shops to attract customers. They also supposed to save the
contacts of their customers to message them or mail them about new variety of their coffee. Most
of the customers have complaints for the product of companies. Hence, DWC also have website
on which customers can upload their complaints so that the complaints will get resolved as soon
as possible (Muniesa and Giménez, 2020).
Chosen digital marketing communication channel
It is evaluated from the above information that DWC uses few digital marketing communication
channel which is effective for them and they are explained below-
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Social media marketing- It is one of the most famous and least expensive digital
marketing mode which is used by most of the companies to communicate with their customers
(Tafesse and Wien, 2018). Dark woods company have their social media account on which they
upload the pictures and videos of their cafe on regular basis so that their customers will aware
about the new changes in their shops. Secondly they also send their feedback forms on their
Instagram and Facebook accounts in such a way that customers are need to click the given
options only. It hardly take few minute. By this DWC get to know about the preference and
mindset of their customers that which type of services they are expecting from them and what are
the services they are providing in actual. This will help them to make some corrective measures.
Secondly, they tries to reply all the chats which they receive on their social media account. This
will help them to communicate with their customers through digitally.
E-mail marketing- Here, DWC send required information to their customers through e-
mail like introduction of new coffee product, new store near their localities and many others.
They also use to send the receipts of the bills paid by customers on e-mails to those customers
only who paid through cards or digitally. They allow their customers to complaint about any
service and product through their e-mail and they try to respond each mail whether it is from
their customers side or from suppliers side (Tuten and Mintu-Wimsatt, 2018). They also use e-
mails to order coffee beans from their suppliers which is effective way of communication
because in mails they clearly highlighted the amount of coffee beans and the place of delivery
which is enough to reduce the confusion.
Reflection on the main skills developed by this module
My main skill which get developed by completing this file is presentation skill and
communication skill. I have developed presentation skill by completing this file step wise and
topic wise and get to know that which information is necessary to add in this file and which one
will be eliminated. Hence, I learnt to add essential information and the sequence of information
by this project which is good to develop presentation skill. Presentation skill is one of the most
important skill in any professional career. Another skill which I developed through this file is
communication skill which I learnt by collecting data with other and through having
conversation with mentor who assist me in completing this file. Here, I learnt that effective
listening and following the write orders from senior authority is essential.
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CONCLUSION
From the above mentioned information it is clearly concluded that digital marketing is
one of the most trending way of marketing which is opted by most of the companies nowadays.
Marco and micro business environment has greater impact upon a business. Segmentation,
targeting and positioning is one of the most important activity which must be followed by
companies to analyse their targeting customers and creating a brand image in front of them. All
these methods of targeting customers will also done digitally by advertising on TV, sending
feedback forms through social media and e-mails. Social media marketing is one of the most
effective and less expensive digital marketing which help to aware a large group of customers
together.
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References:
Books and Journals
Abbas, J. and et. al., 2019. The effects of corporate social responsibility practices and
environmental factors through a moderating role of social media marketing on
sustainable performance of business firms. Sustainability. 11(12). p.3434.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal
of Information Management. 53. p.102103.
Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities:
The mediation of social identification, perceived value, and satisfaction. Technological
Forecasting and Social Change. 140. pp.22-32.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Iankova, S. and et. al., 2019. A comparison of social media marketing between B2B, B2C and
mixed business models. Industrial Marketing Management. 81. pp.169-179.
López García, J.J. and et. al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6). p.130.
Muniesa, R.L. and Giménez, C.G., 2020. The Importance of the Loyalty of Fashion Brands
through Digital Marketing. Journal of Spatial and Organizational Dynamics. 8(3).
pp.230-243.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management. 34(9-10). pp.732-749.
Tuten, T. and Mintu-Wimsatt, A., 2018. Advancing our understanding of the theory and practice
of social media marketing: Introduction to the special issue.
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