Integrated Digital Marketing Strategy ( Distinction Criteria )

This report discusses the importance of digital marketing and how to develop an integrated strategy for a business. It includes an analysis of Dark Woods Coffee's macro and micro market environment, potential market segments, and digital marketing communication mediums. The report also reflects on the main skills developed from the module. Course code: BMP6008, Course name: Integrated Digital Marketing Strategy, Subject: BSc (Hons) Business Management Top up

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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Brexit is also a barrier due to which there
is shortage occur in labor market that
also create problem for business of Dark
Wood Coffee (Bautista and et. Al., 2019).
Social environment Technological Factors
Emerging health care trends an
inclinations of interest among consume
for coffee is also create impact over
business of Dark Wood Coffee.
Coffee is one of ingredient that consist
antioxidants in high quantity that provide
opportunity for people to be relax in
workaholic schedules.
Advancement is technology allow
business of Dark Wood Coffee to adopt
innovation in organization.
Adoption of different digital tool in
business allow business of Dark Wood
Coffee to increase brand awareness
(Ketter and Avraham, 2021).
Environmental Factors Legal Factors
In production of coffee, business
sometimes use unsustainable farming
that leads to deforestation which is
creating negative impact over
environment. This concern create impact
over business.
In order to adopt sustainable practices in
organization, Dark Wood Coffee is
avoiding plastic packing and also
promoting organic produce in their
organization (Nurmi and Niemelä, 2018).
Dark Wood Coffee is adopting legal
compliance in their business in order to
maintain adequate standard in
organization.
Dark Wood Coffee is also fulfilling other
consumer laws and fair trade practices in
business which helps them to avoid
trouble in business.
SWOT analysis: SWOT analysis is one of tool which is used by Dark Wood
Coffee for purpose of analysis of micro business environment. It is a tool that
is consider as internal and external analysis used by firm to analyze different
factors. It helps to identify factors like threat, weakness, opportunity and
strength (Nabieva, 2021). It is also important for business to conduct this
analysis as it allow them them to overcome of weakness and threat on basis of
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strength. Explanation of SWOT analysis in context of Dark Wood Coffee is
mentioned below:
Strength Weakness
 Dark Wood Coffee is one of
business which has strong image
of organization in minds of its
customers. This organization has
also won different aware for their
good taste.
 Dark Wood Coffee is one of
organization that is specialized in
coffee from different source of
world. It is one of major outlet in
context of coffee in UK
(Muhammad, and et. Al., 2019).
 Dark Wood Coffee is not
expanding its business to other
country due to which operation of
firm is limited to restaurants as
well as shops of UK.
It is a wholesaler of coffee and does not
retailing it that create impact over
profitability of firm (Simasathiansophon,
2019).
Opportunity Threat
 This firm can expand its operation
by reaching to international market
that allow them to increase its
client base and also to increase
profitability of business.
 This business can also adopt
digital marketing tool in order to
promote its products and service
in marketplace.
 There are various competitors
present in Marketing that create
impact over profitability of firm and
also over marketing share of
business.
 There are various uncertainties in
external environment of business
and in order to get success,
business needs to overcome of
these uncertainties.
Dark Woods Coffee’s potential market segments
In order to identify market segment, business can conduct STP analysis. It is one of
tool which can be used by firm in order to identifies its potential customers. It is
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difficult for a firm to attract all customers to their products as products offered by
these business are valuable for some customers and useless for others customers
(Saura, Palacios-Marqués and Ribeiro-Soriano, 2021). In order to increase success
of marketing efforts of firm, business managers of Dark Wood Coffee needs to
conduct STP analysis and explanation of it is mentioned below:
Segmentation Dark Wood Coffee is a business that is segmenting its
customers on basis of requirement and preferences of its
customers. Due to this, business needs to divide total market
into different segments. For this, business is using geographic
and demographic segmentation of business (Widianti and
Wiksana, 2020).
Targeting Dark Wood Coffee is a business that is targeting its customers
on basis of reach ability, size of segments. It is important for
business to adopt this in order to target suitable segment for
their business (Simasathiansophon, 2019).
Positioning Dark Wood Coffee is developing different positioning of its
business that allow then to gain attention of customers. This
business is also getting attention of customers on basis of its
enhance taste.
An explanation of the plan to target each segment through
digital marketing communications mediums
Marketing plan: it is one of document that allow firm to use document that consist
different efforts of business for specific period of time.
Marketing objectives:
 To expand marketing share of business with 20% in next 3 months
 To increase profitability of firm with 30% in next 5 months
 To adopt digital marketing in business in next 2 months
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shared values:
 Mission: Mission of Dark Wood coffee is to be a top most organisation in
international business.
Vision: Vision of Dark Wood coffee is to adopt term like fair, sustainable and ethical
practice in business that allow firm to be one of recognised brand among customers
(Melović and et. Al., 2020).
Marketing mix:
 Product: Products offered by business of Dark Wood coffee is coffee.
 Price: Dark Wood coffee is offering high quality of coffee beans to its
customers that allow them to charge premium prices of its products.
 Place: Place where business can offer its products is on both online and
offline platform (Lim, 2021).
 Promotion: In order to promote products and service, business can adopt
digital marketing that allow them to interact with customers and also for
increasing sales of company.
Performance analysis:
In order to measure performance of business, an organisation can adopt different
method that allow firm to measure performance and also to make corrective action.
In order to measure performance, Dark Wood coffee can adopt benchmarking and
KPI methods.
An outline and critical evaluation of chosen digital
marketing communications mediums
Online advertisement: It is one of method of communication which allow business
for purpose of promoting products and service of business through internet. It is used
by firm in order to promote products of firm and also increasing customer base.
Different platform used by business for this includes Instagram, Facebook, Twitter,
Google ads. It is also important for business in order to interact with customers and
also to increase engagement of customers.
SEO: It is another method used by firm for purpose of promotion of products that is
important in order to increase traffic over website. It is a practices that optimize
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context of business in effective level that increase engagement of business. It is also
important strategy used by business that will improve ranking ( Peter and Dalla
Vecchia, 2021).
Web analytic: It is another strategy adopted by firm for collecting and measuring
data through optimization of web usage. It is a techniques that is used by business
through conducting research and also to improve effectiveness of website (Anderson
and Manis, 2022).
A reflection of the main skills that I have developed from
this module
There are different types of skills development by me by studying this model. These
skills helps me to understand different component of module and also improve my
capabilities (Sotiriadou and et. Al., 2020). Development of skills is essential for a
person fop purpose of their personal as well as professional development. Some of
these skills developed by me in this module are mentioned below:
Time management skills: Time management skills is one of important skill which
can be developed by me on basis of learning of this module. It is one of skill that
allow a person for purpose of organizing and planning of dividing time in a manner
that allow them to provide sufficient time for business. In order to work in a smart
manner, a person needs to develop time management skills (Shrotriya and Dhir,
2018). It is a skills on basis of which a person can saves time over non productive
work and allow them to invest this time over important work. In order to manage
time, individual needs to understand that which work is important and which are
urgent as all urgent works are not important for them.
Communication skills: Communication skill is another important skill that allow a
person for purpose of share their information, message ideas and thoughts in clear
manner. It is important skills which I have learned in this module. This skills is more
important in field of marketing as on basis of it, business can communicate message
of firm to its customer in clear manner (Hanus and Havelková, 2019). It allow
managers of firm to increase awareness of products and service of company. It is
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also important skill as it allow to ensure my professional development that allow me
to finding out good career opportunity.
Presentation skills: Presentation skill is one of important skill that allow business to
present their ideas, thoughts and other things in effective manner. On basis of
learning in this module, I have learned about important of presentation skill (Lidstone
and Mostofsky, 2021). This skill allow a person to gain attention of others and make
them to focus on what presenter is explaining to them. On basis of this skill, I am
able to use power point to made presentation and also consist different videos,
audios and picture that allow me to make this more effective.
Conclusion
From above mentioned project report, it can be concluded that digital marketing is
one of important tool as it allow business to reach to numbers of customers in less
time and also provide opportunity to firm to interact to its customers. There are
different factors present in market that create impact over business and these factors
can be identified by business by using SWOT analysis and PESTEL analysis. In
order to identify target segment, business can use STP analysis. There are different
medium communication in organization which allow firm to share message of firm to
its customers. All these medium has its own advantage and disadvantage which can
be adopted by firm on basis of its suitability.
References
Books and Journals
Anderson, K.C. and Manis, K.T., 2022. Early Adoption of Innovative Media into
Digital Marketing Strategies: An Abstract. In Academy of Marketing Science
Annual Conference (pp. 119-120). Springer, Cham.
Bashirzadeh, Y., Mai, R. and Faure, C., 2022. How rich is too rich? Visual design
elements in digital marketing communications. International Journal of
Research in Marketing, 39(1), pp.58-76.
Bautista, A., and et. Al., 2019, August. Strategic planning model to increase the
profitability of an HR outsourcing SME through digital transformation.
In International Conference on Human Interaction and Emerging
Technologies (pp. 856-862). Springer, Cham.
Dinçer, H. and Pınarbaşı, F., 2020. PESTEL Analysis-Based Evaluation of Marketing
Strategies in the European Banking Sector: An Application With IT2 Fuzzy
DEMATEL. In Handbook of Research on Decision-Making Techniques in
Financial Marketing (pp. 429-448). IGI Global.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric
review. International Journal of Innovation Science, (ahead-of-print).
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Hanus, M. and Havelková, L., 2019. Teachers’ concepts of map-skill
development. Journal of geography, 118(3), pp.101-116.
Ketter, E. and Avraham, E., 2021. # StayHome today so we can# TravelTomorrow:
tourism destinations’ digital marketing strategies during the Covid-19
pandemic. Journal of Travel & Tourism Marketing, 38(8), pp.819-832.
Lidstone, D.E. and Mostofsky, S.H., 2021. Moving toward understanding autism:
Visual-motor integration, imitation, and social skill development. Pediatric
Neurology, 122, pp.98-105.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of
Strategic Marketing, 29(5), pp.453-469.
Melović, B., and et. Al., 2020. The impact of digital transformation and digital
marketing on the brand promotion, positioning and electronic business in
Montenegro. Technology in Society, 63, p.101425.
Muhammad, H. and et. Al., 2019, October. The Development of Digital Marketing
Strategy for Tourism Startup: A Case Study of Atourin. In 2019 International
Conference on Advanced Computer Science and information Systems
(ICACSIS) (pp. 337-342). IEEE.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.
Nurmi, J. and Niemelä, M.S., 2018, November. PESTEL analysis of hacktivism
campaign motivations. In Nordic Conference on Secure IT Systems (pp.
323-335). Springer, Cham.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature
review for the identification of digital marketing channels and platforms. New
Trends in Business Information Systems and Technology, pp.251-265.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing
in SMEs via data-driven strategies: Reviewing the current state of
research. Journal of Small Business Management, pp.1-36.
Shrotriya, S. and Dhir, S., 2018. Innovation driven ecosystem for quality skill
development in India. Benchmarking: An International Journal.
Simasathiansophon, N., 2019, July. Educational Marketing Strategy Through Online
Platform: A Case of SSRUIC, Thailand. In proceedings of the 2019 3rd
international conference on education and multimedia technology (pp. 287-
290).
Simasathiansophon, N., 2019, July. Educational Marketing Strategy Through Online
Platform: A Case of SSRUIC, Thailand. In proceedings of the 2019 3rd
international conference on education and multimedia technology (pp. 287-
290).
Sotiriadou, P. and et. Al., 2020. The role of authentic assessment to preserve
academic integrity and promote skill development and employability. Studies
in Higher Education, 45(11), pp.2132-2148.
Widianti, C. and Wiksana, W.A., 2020. Digital Marketing dalam Promosi Kunjungan
Wisata. Prosiding Manajemen Komunikasi, 6(2), pp.318-323.
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