Integrated Digital Marketing Strategy for Dark Woods Coffee

BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
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Contents
Introduction p
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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
Conclusion p
References p
Introduction
Integrated digital marketing is the process in which the specific thought and ideas is
been created which help to understand in every perform that are being used by the customer
(Thorpe, 2018). There are various channels which are being used as digital marketing. Dark
woods coffee is and unique coffee provider founded in 2013 having market experience and
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also use different tools for the marketing process (Kingsnorth, 2019). This report will
evaluate the macro and micro market environment analysis of Dark woods coffee's and
segmentation is being determined for the company to develop the plan to target the customer.
Further the evaluation of digital marketing communication tools of Dark woods and
reflection on the skills that are being developed are presented.
An analysis of Dark Woods Coffee’s macro and micro market
environment
The macro market environment of Dark woods coffee's is evaluated by PESTLE
analysis (Faccia and Cavaliere, 2021). As whenever there is change in the external
environment then business of Dark woods coffee's is being influenced.
PESTLE analysis
Political factor: The coffee businesses are also being under retailing sector and this sector
also being influenced by the external changes in the political environment of the country. The
coffee business is basically dependent on the international trading so if the relations of
countries are not good with other than they will not purchase the coffee product from that
country. When the government terms and condition change for retail sector then organization
also have to change their practices accordingly.
Economical factors: The products of coffee are comparatively costly so when the economy
has certain issues related to the income level of the people then it ultimately influenced the
sales of organization. currently UK economy is facing Brexit situation due to this the many
things change people are not having the money to buy the coffee products.
Social factor: Currently the maximum people are being health conscious, and they prefer
healthy food items (Ofosu-Boateng and Jiping, 2020). Therefore, the customer taste and
preference is shifted from tea and coffee to energy drink and other healthy product range this
influenced the Dark wood coffee brand. The fair trade should be used by the Dark wood
coffee's to supply its product to the society at minimal prices.
Technological factor: The industry of retailing have to change and update its technologies
regularly to attract the customers with innovative ideas. Coffee industry also have to use new
methods of production and also help people so that they can easily consume Coffee. In the
current market of UK the genetic engineering is most effective technique that should be used
by the Dark wood to sustain in the market.
The micro environment is being analyses using the SWOT analysis which help to
identify the inner strength and weakness of the company and also help to find the
opportunities and threats for Dark wood coffee's.
SWOT analysis
Strength: The coffee which is being provided by Dark woods is unique and graded coffee
having more than 80 rating out of 100. This is a coffee association certified coffee and
available in different flavors (GURL, 2017). The organization is purchasing its raw materials
all over the world so that people around the world can know about the brand.
Weakness: Dark wood is new in the market and not have experience of all the situation which
causes in the retailing market. This organization uses the costly raw material so when that is
not available then the company not able to produce their products. Another weakness of Dark
wood is less customer base which is why their profit is less.
Opportunities: Organization can easily tie up with multinational coffee companies that will
assist to promote the brand internationally. They also make use of market penetration to
develop a strong customers base (Teoli and An, 2019).
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