Integrated Digital Marketing Strategy ( Distinction Criteria )

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
ID:
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
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Introduction
Digital marketing can be described as advertising which can be delivered through
different digital channels like social media, mobile app, emails, websites and other
channels. It provide various advantage to a firm as it increase awareness of products
and also helps to increase values of products. This project report includes analysis of
Dark Woods Coffee which is UK based organization (Bashirzadeh, Mai and Faure,
2022). It is an organization that is a wholesaler for roaster coffee that allow them to
supply these coffees to different retailers. It is also a organization that has won
different awards for coffee. This project report includes analysis of micro and macro
environment of Dark Wood Coffee. It consist Dark Woods Coffee’s potential market
segments. It also consist explanation of the plan to target each segment through
digital marketing communications mediums. It also outlines and critically evaluate
digital marketing communications mediums. Moreover, it consist reflection of the
main skills that have developed from this module.
An analysis of Dark Woods Coffee’s macro and micro
market environment
PESTEL analysis: PESTEL analysis is one of external analysis tool which can
be used by firm in order to analyze external environment of business. It is a
tool that business use in order to analyze macro environment. On basis of use
of this tool business can use different factors like regulation of government,
advancement of technology, legal compliance, economic condition, social and
cultural factors and other things (Dunakhe and Panse, 2021). Explanation of
different factors of PESTEL analysis in context of Dark Wood Coffee are
mentioned below:
Political Factors Economic Factors
It is one of factors that create impact over
operation of Dark Wood Coffee as major
producer country of coffee are Africa,
South America and Asia. In this situation
barrier of import is depended on
relationship of UK with that country.
There is increase in income of people
that also create positive impact of over
business of Dark Wood Coffee.
Demand of coffee is also high among
youngsters that create positive impact of
industry (Dinçer and Pınarbaşı, 2020).
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