Integrated Digital Marketing Strategy for Dark Woods Coffee

This report discusses the analysis of Dark Wood Coffee’s macro and micro environment along with the different marketing segments with the help of STP model and also there is evaluation done on the digital marketing communication medium and skills.

Integrated Digital Marketing Strategy

Contents
INTRODUCTION...........................................................................................................................2
TASK...............................................................................................................................................2
Dark Woods Coffee's Macro and Micro market environment.....................................................2
Dark Woods Coffee's Potential Market Segments.......................................................................5
Plan’s explanation about the targeting of each segment with the help of digital marketing
communications mediums...........................................................................................................6
Evaluation of digital marketing communications medium..........................................................7
Reflection about the skills that I have developed........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated digital marketing strategy is the strategy that is developed or planned for
engaging potential customers towards the organisation to become the part of the business
organisation. Integrated digital marketing strategy are important for development and making of
different marketing strategies and approaches that are needed for the growth and development
(Anurag and Kaur, 2021). In this report there is a discussion about the analysis of Dark Wood
Coffee’s macro and micro environment along with the different marketing segments with the
help of STP model and also there is evaluation done on the digital marketing communication
medium and skills. Dark Wood Coffee was developed since 2016 by Damian Blackburn, Paul
Meike Janney and Ian Agnew. Digital marketing is concerned with the promotion of brands in
order to interact with the prospective customers that are making use of internet as well as other
forms of the digital communication (Camit, 2022). This report also includes a plan for Dark Wood
Coffee that is going to target each and every segment with the help of different mediums of
digital marketing communication. This report also discusses and covers about the reflection on
the skill development from this module.
TASK
Dark Woods Coffee's Macro and Micro market environment
In order to do analysis of the environment there needs to be done analysis about the micro
as well as macro market environment. There are various different models and frameworks that
are present in the market for their analysis such as Pestle Analysis, SWOT analysis and many
other (Chakraborty and Jain, 2022). These micro and macro market environment analysis helps in
the determination of various factors and their impact that are there and are used within and
outside the environment of business organisation. The various models that are used by Dark
Woods Coffee are described as follows:
For macro market environment of Dark Woods Coffee, PESTLE Analysis can be used
and its factors of PESTLE Analysis are also used.
PESTLE Analysis is used for examining and evaluating the impact of macro environment
and also its factors that impact operating and the functioning of an industry. There are different

factors that are used in analysing the business and they are as follows in relation to Dark Woods
Coffee:
Political factors: These are the political factors such as political stability, government rules and
guidelines, regulations and many other (Gallardo, et. al. 2018). UK government has implemented
certain guidelines that are regarded to the COVID-19 for the people such as social distancing,
proper sanitising and many other rules. These guidelines have impacted Dark Woods Coffee.
Economic factors: Various factors like interest rate, inflation and recession rate along with the
taxation rate and many other are there and these are economic factors of an economy. There is a
lot of influence due the economic lockdown in pandemic on Dark Woods Coffee. This has also
influenced in minimising the sale volume of the business.
Social factors: Social factors are those that are involved with the taste and preferences of the
target market customers, consumer expectation, lifestyle, population growth and many other
factors of the audience. After the COVID-19 pandemic, people are more conscious about their
health so the market share has grown towards the consumption of healthy and natural products. It
is therefore essential and beneficial for Dark Woods Coffee to have and make some great healthy
ingredient products for its target market with making it tastier and healthy (Islami and Romli,
2022). This will help it in increasing its number of customer-base.
Technological factors: The technological environment that exists in UK is highly developed.
This highly upgraded and updated technological environment has led to the conduction of
business operations and functioning in effective and efficient way. Dark Woods Coffee uses
completely upgraded and advanced technologies in its business for its operations and functioning
for facilitating time and cost saving and also in gaining competitive advantages over the
competitors.
Legal factors: There are various laws and legislations like Employment Law, Consumer
Protection Law and many other in the UK legislative system. The managers and the management
team of Dark Woods Coffee adhere these laws and legislations as well as conduct their
operations and functioning in ethical and legal business environment.
Environmental factors: There are various factors like climate, pollution and other
environmental factors that influence and impact functioning and operating of business and that
can influence in positive or negative manner. Dark Woods Coffee uses sustainable and electrical

vehicles for delivering its products and other works with the aim to create less pollution in the
environment while taking care and following the environmental laws.
For the micro market environment analysis of Dark Woods Coffee, SWOT Analysis can
be used for the business organisation (Iyer, 2018). This helps in identifying the various strengths,
weaknesses that are present internally and external opportunities and threats that are there in the
market. The SWOT Analysis of Dark Woods Coffee is explained as under:
Strengths Weaknesses
 Advanced and upgraded
Technologies: The organisation is
uses completely highly developed and
upgraded technologies for its cost and
time saving as well as for making the
cost effective decisions in the
business (Liu, Perry and Gadzinski,
2019).
 Motivated and honest Staff: Dark
Woods Coffee motivates its
employees in doing hard work for
making them work hard in the
attainment of business goals and
objectives and this makes them
motivated and honest and loyal
towards the business and this makes
in taking effective and efficient
decisions.
 Cost Disadvantage: Dark Woods
Coffee relies on the suppliers as there
is not very much profits for it. There
are more costs that it has to face.
 Poor Inventory management: Dark
Woods Coffee loses its efficiency and
effectiveness because of the poor
management that is present in its
inventory and the practices that are
adopted for its management (Joshi and
Kulkarni, 2022) .
Opportunities Threats
 Growth in population: Dark Woods
Coffee has seen a great growth within
the customer population and there has
been a tremendous increase in the
 High Competition: The increasing
number of competitors for Dark
Woods Coffee are being the biggest
competitors and threat for it and to

potential or existing market share
which is a great growing opportunity
for it.
 Introducing Healthy products:
After pandemic or COVID-19, the
customers in the world have become
more health conscious and this gave
an opportunity to Dark Woods Coffee
in introducing coffee products that are
full of healthy ingredients and are
healthy (Matanhire, Vingirayi and
Manyanga, 2021). This will lead to
greater sales of the company by
capturing more customers.
overcome these, it is necessary for it
to make effective and efficient
marketing strategies.
 Globalisation: This factor has been
the playing the main role in pushing
towards the global level and also
leads it in dealing with cultural
diversity making it great with cultural
indifferences.
Dark Woods Coffee's Potential Market Segments
Within this section of market segment the STP model should be used by business
organisation. It is key concept in marketing and is also an important tool that is used for serving
the target audience and the market in effective way (MINCULETE and MINCULETE, 2019). There
are basically three main stages that are included in this model and these are explained below with
the context of Dark Woods Coffee:
Segmentation: It is the very first step that is included in STP model and has its main aim of
segmenting the market into different sections of market for targeted audience (Mishra, 2021). In
Dark Woods Coffee, segmentation is done with the taking the basis of demographic, geographic,
psychographic and many other factors such as age, gender and many other factors.
Targeting: This is second step that is included in STP model and also includes target market on
segmented factors. In relation to Dark Woods Coffee, the target market is that of the people of
age group of 18 to 45 years of customers and locations of the world.
Positioning: This is last stage that is there in STP Model and in this stage Dark Woods Coffee
the process of reaching out for target market is there with the help of various promotional modes

such as social media marketing, online and offline marketing and many other platforms.
Plan’s explanation about the targeting of each segment with the help of digital marketing
communications mediums
Plan for targeting the market segment of Location along with the age group of 18 to 45
years of customers:
Objective:
Targeting the customers market of customers with age group in between 18 to 45 years as well as
also customers from different and varied regions with the help of effective digital marketing
communication channel and mediums (Oluwasola, 2020).
Marketing Mix:
Elements Description
Product The product is coffee of Dark Woods Coffee.
Price The capturing of target market of the organization will be done
by adopting the competitive pricing strategy with the help of
providing and offering coffee products at a lower cost as
compared to the competitors in the market.
Place Dark Woods Coffee has its business locations to be set up in
different regions and countries all around the globe (Zahay,
2020). It has the target market of customers from age group of
18 to 45 years in all these different regions of the world.
Promotion The organization needs to use varied social media platforms
along with use of email and online marketing for promoting its
products.
Promotional methods: Dark Woods Coffee uses various digital marketing
communication mediums for the motive of enhancing its market share and profits for the
business organisation:
Email marketing: email marketing is used for the creation of market share with the help of
different email list that are used for the generation of awareness about the information that is

related to new products, discounts and all other relevant information to the customers (Pandey,
Nayal and Rathore, 2020). Dark Woods Coffee promotes and communicates its products with the
help of emails by sending them to the market of customers that generates awareness among them
regarding product, its features and all other relevant information as well as benefits of using that
product.
Online Marketing: This digital marketing communication medium is used for communicating
on a wider scope by the business organisation. This information is all about the product and
brand and is communicated to the potential and new customers within the market. Different
social media platforms are used by Dark Woods Coffee like Instagram, You Tube, Twitter and
many other platforms (Shuotie and Wanitwattanakosol, 2021). It helps business in enhancement of
its market share of customers and profits all within organisation.
Evaluation of digital marketing communications medium
Within this section of digital marketing, digital marketing communication medium for
Dark Wood Coffee that has been chosen includes various communication channels like social
and email media marketing that helps Dark Woods Coffee organisation in attracting and taking
attention of a large number of customers towards it in the market (Rogers, 2021). Social media
marketing has various platforms included in it like Facebook, Instagram, YouTube, Twitter and
many other platforms that are being used by it for the motive of promoting its products in its
selected target market.
Reflection about the skills that I have developed
From this task and also during this module, I got to develop a lot of skills and learnt a lot.
These skills are communication skills, skills about the presentation, team working skills,
different marketing and sales skills, management of time skills and many other skills.
Development of communication skills helped and assisted me in communicating better in my
career with the clients and also with strangers and customers of a business organisation. Time
management skills helped me the management of some particular activity and tasks in a proper
time period (Senecha and Srivastava, 2022). Marketing and sales skills helped me in selling large
number of products and services in the market of the business organisation. Presentation skills
helped and assisted me in conducting and presenting the presentation with the main motive of
influencing other people in the working place.

CONCLUSION
From the above report it can be concluded that integrated digital marketing strategies for Dark
Wood Coffee has been evaluated and discussed along with STP model for determination of
potential market segments. Marketing communication mediums are also discussed along with
skills that are developed during this module are also discussed within this report. Integrated
digital marketing strategies are helpful in developing trust of the target market for the
enhancement of interactions. There is also a clear discussion within this report about the various
digital marketing communication channels. Evaluation of chosen digital marketing
communication channel for Dark Wood Coffee as well as explanation and reflection on the
development of skills is also discussed within this report.

REFERENCES
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