Digital Marketing Strategy for Dark Wood's Coffee

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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