Integrated Digital Marketing Strategy ( Distinction Criteria )

This report discusses the macro and micro market environment analysis of Dark Woods Coffee, potential market segments, and a plan for targeting each segment through digital marketing communication mediums. It also includes a critical evaluation of chosen digital marketing communication mediums and a reflection on the development of skills.

Integrated digital
marketing strategy

Table of Contents
INTRODUCTION..........................................................................................................................3
MAIN BODY................................................................................................................................3
CONCLUSION..............................................................................................................................3
REFERENCES...............................................................................................................................4

INTRODUCTION
Digital marketing is concerned with the promotion of brands in order to interact with
the prospectives customers that are making use of internet as well as other forms of the digital
communication. Integrated digital marketing embraces the idea of generating an innovative
form of expression which is simple to recognise all the channels that are used by the
customers (Anas and et.al., 2022). This report is based on Dark Woods Coffee which is a
UK-based organisation which is an adventurous coffee roaster. Within this report, there will
be macro and micro market environment analysis of the respective organisation. Along with
it, there will be discussion on the market segments of the business through STP model.
Moreover, this report also includes a plan for targeting each segment through mediums of
digital marketing communication. Furthermore, there will be a critical evaluation of chosen
digital marketing communication medium. Additionally, this report also covers a reflection
on the development of the skills from the respective module.
MAIN BODY
An analysis of Dark Woods Coffee's Macro and Micro market environment
In order to analyse the micro as well as macro market environment, there are different
models and frameworks that can be used to conduct such analysis. These models include
Pestle Analysis, SWOT analysis and many more. These micro and macro market
environment analysis helps an organisation in determining the impact of various factors that
are present within and outside the business environment. These models are described as under
in context to Dark Woods Coffee:
In order to analyse the macro market environment of the organisation, the model of
PESTLE Analysis can be used and below is the description of different factors of PESTLE
Analysis:
PESTLE Analysis is a tool that is used to examine the impact of macro environmental
factors which are influencing the functioning of an industry (Treviño, 2019). There are
different factors involved in this kind of analysis and the impact of these factors on the
business performance is given as under in relation to Dark Woods Coffee:
 Political factors: These types of factors consist of political stability, government
guidelines, rules and regulations and many more. Within UK, the Government has
made certain guidelines regarding pandemic situation of COVID-19 such as social
distancing, proper sanitising, wearing mask and many others. These government

guidelines has impacted the business of Dark Woods Coffee in a negative manner.
 Economic factors: There are different economic factors and some of these include
interest rate, inflation rate, taxation rate, exchange rate, recession, etc. In relation to
Dark Woods Coffee, the economic lockdown due to pandemic has influenced the
business operations of organisation in such a way that it has minimised the sale
volume of the business.
 Social factors: Such factors involve taste and preferences, consumer expectation,
lifestyle, education, population growth and many others (Chung and et.al., 2020).
After the pandemic situation of COVID-19, market share has become more conscious
about their health and hence consume healthy products. It will be beneficial for Dark
Woods Coffee to include some healthy ingredients in its products such as coffee, etc.
which will make it more tasty and healthy. This will help the business in capturing a
large number of customer-base and increase the sale of organisation.
 Technological factors: The technological environment within UK is highly
developed as well as upgraded. This highly upgraded technological environment
helped the business in conducting its business operations in a more effective way.
Dark Woods Coffee uses advanced technologies within its business which facilitated
in saving both the time and its cost and gives organisation a competitive advantage
over its competitors within the market place.
 Legal factors: The UK legislative system has made certain laws as well as
legislations like Employment Law, Consumer Protection Law and many others. The
managers of Dark Woods Coffee adhere these laws and legislations and are working
in an ethical environment. This brings more efficiency within the business and
enhances its brand value in the market place.
 Environmental factors: These kinds of factors include climate, pollution,
environmental laws, CSR, etc. that impact the functioning of business either in
positive or in negative manner (Pınarbaşı and Akpınar, 2020). Dark Woods Coffee
uses electrical vehicles for the purpose of delivering its products which creates less
pollution to the environment and follow the environmental laws of country. This helps
in keeping the environment clean and also facilitates organisation in chasing
competitive advantage within the marketplace.
In order to analyse the micro market environment of Dark Woods Coffee, the model
of SWOT Analysis can be used. This helps in identifying the internal strengths, weaknesses
as well as external opportunities and threats of the organisation that are available within the

marketplace. The SWOT Analysis of Dark Woods Coffee is given as under:
Strengths Weaknesses
 Advanced Technologies: The
organisation is using highly
developed and upgraded technologies
within the business which saves its
time as well as cost and the business
cost-effective.
 Quick and Motivated Staff: Dark
Woods Coffee motivates its
employees to do harder work towards
accomplishment of business
objectives (Hall, 2020). Their
developed skills and talent make the
business operations effective which
helps the company in enhancing its
sales and profits within organisation.
 Cost Disadvantage: In context to
Dark Woods Coffee, there is very
slight margin between the cost as well
as profit of the organisation as the
organisation is highly reliable on its
suppliers.
 Poor Inventory management: The
respective organisation may lose its
efficiency because of the poor
management practices of the
inventories of Dark Woods Coffee.
The excessive or the shortage of the
inventory such as coffee grades can
result into ineffective business
operations which may cause high loss
to business.
Opportunities Threats
 Exponential growth in population:
In context to Dark Woods Coffee, the
exponential growth within the
population and specifically in the
potential or existing segments of the
market share is a great growth
opportunity for the respective
organisation.
 Introducing Healthy products:
After pandemic situation of COVID-
19, the customer become more health
conscious and hence it is a major
opportunity for Dark Woods Coffee
to introduce those coffee products
 High Competition: The increasing
number of direct or indirect
competitors of Dark Woods Coffee
such as Pumphreys Coffee, Carvetii
Coffee Roasters and many more
creates a threat for the organisation
and in order to overcome the
competitive threat, Dark Woods
Coffee is required to frame effective
business and marketing strategies
(Achmad and Wasil, 2020).
 Globalisation: This factor pushes the
organisation to international
boundaries and deal with the cultural

which includes healthy ingredients.
This will help the organisation in
capturing more customers which will
enhance the sales of the company.
diversity, which may have a
detrimental influence on the
organisation if it lacks the cultural
intelligence.
Dark Woods Coffee's Potential Market Segments
Within this section, the model of STP can be used by organisation for targeting the
market segment. It is considered as a key concept within the marketing which is absolute tool
for serving a market in an effective manner (Apasrawirote, Yawised and Muneesawang,
2022). There are three main stages within this model which are discussed as below in context
to Dark Woods Coffee:
 Segmentation: It is initial stage of STP model and has an aim of making different
market segments within targeted audience. In context to Dark Woods Coffee,
segmentation of market can be done on basis of demographic, geographic,
behavioural, psychographic factors that include age, gender, nation, region and many
more.
 Targeting: This is second stage of STP model and includes target market on the
basis of above segmented factors. In relation to Dark Woods Coffee, the target
markets for the respective organisation include age group of 18 to 45 years and
location.
 Positioning: This is last stage of STP Model and at this stage Dark Woods Coffee
will reach out to its target market through various modes of promotion such as social
media marketing, digital marketing, online and offline marketing, etc (Montes, 2021).
An explanation of the plan to target each segment through digital marketing communications
mediums
Plan for targeting the segment of Location and age group of 18 to 45 years:
Objective:
 To target the market of age group between 18 to 45 years and customers of different
regions through effective digital marketing communication mediums.
Marketing Mix:
Elements Description

Product The product of Dark Woods Coffee is Coffee.
Price The organisation will competitive pricing strategy to capture
target market through offering products at low cost as compared
to competitors.
Place Dark Woods Coffee will explore its business in different
regions and countries. It has also set a target market on the basis
of age group of 18 to 45 years within different regions of the
country.
Promotion The organisation will make use of email marketing, online
marketing, social media marketing in order to promote the
coffee.
Promotion methods: There are various digital marketing communication mediums
that can be used by Dark Woods Coffee for enhancing its market share as well as profitability
within the business:
 Email marketing: It is a form of marketing which can create the market share on the
email list regarding generating awareness among them about the new products,
discounts and other services (Sayyad and et.al., 2018). In context to Dark Woods
Coffee, the organisation promotes and communicate its products like coffee through
sending email which generate awareness among its customers regarding product, its
features as well as benefits of using it.
 Online Marketing: This kind of digital marketing communication medium can also
be used by the organisation for communicating its product and brand to the potential
and new customers within the market place. Dark Woods Coffee can use different
social media platforms such as Facebook, Instagram, You Tube, Twitter and many
others. It will help the business in enhancing its market share and profitability level
within the organisation.
An outline and critical evaluation of chosen digital marketing communications mediums
Within this section, the chosen digital marketing communication medium include
social media marketing and email marketing that helps Dark Woods Coffee in attracting a
large number of market share. Social media marketing includes Facebook, Instagram,
Twitter, etc can be used by organisation for promoting its product to the target markets.

A Reflection of the main skills that I have developed from this module
From this module, I have developed a lot of skills such as communication skills,
presentation skills, team working skills, sales and negotiating skills, time management skills.
Development of communication skills is assisting me and will also assist me further in my
career in communicating with strangers and customers of an organisation. Time management
skills will help me in managing a specific activity within a particular time frame. Sales and
negotiating skills will help me in selling the products and services of my organisation to the
market share. Presentation skills facilitate me in conducting the presentation within the
workplace for influencing other members of the busines.
CONCLUSION
From above explanation of the report, it has been concluded that integrated digital
marketing strategy facilitates an organisation in making the marketing less such as a sales
pitch as well as more like a communication between consumer and the brand. This also helps
a business in improving the investment returns through creating the brand more visible along
with developing the trust of the market share that can lead to enhance interactions. This report
has been included macro as well as micro environment analysis of given organisation and
along with it, this has also included STP model for determining potential market segments.
Moreover, there has been a plan in order to target each segment of market through various
digital marketing communication channels. Furthermore, this report has been included critical
evaluation of chosen digital marketing communication channel as well as reflection on the
development of skills.

REFERENCES
Books and Journals
Achmad, G. N. and Wasil, M. M., 2020. PENGARUH CONTENT MARKETING DAN
INTEGRATED DIGITAL MARKETING SERTA MOBILE MARKETING
TERHADAP KEPUTUSAN PENGGUNAAN JASA GO-JEK ONLINE DI KOTA
SAMARINDA. Jurnal Ilmu Manajemen Mulawarman (JIMM), 4(2).
Anas and et.al., 2022. INTEGRATED TAHFIZPRENEURSHIP DIGITAL MARKETING
PLATFORM: PROPOSED IN MALAYSIA. International Journal of
Entrepreneurship, 26, pp.1-7.
Apasrawirote, D., Yawised, K. and Muneesawang, P., 2022. Digital marketing capability: the
mystery of business capabilities. Marketing Intelligence & Planning.
Chung and et.al., 2020. Empowering Women and Minority Direct Sellers Through Integrated
Digital Marketing Strategies: An Intersectionality Perspective. Journal of Business
Diversity, 20(4).
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Montes, G. A., 2021. Marketing digital y comercio electrónico. Harvard Deusto Business
Research, 10(1), pp.248-249.
Pınarbaşı, F. and Akpınar, H. M., 2020. E-Trading decision making: An integrated digital
marketing approach with theory and cases. In Tools and Techniques for
Implementing International E-Trading Tactics for Competitive Advantage (pp. 184-
202). IGI Global.
Sayyad and et.al., 2018, December. Digital Marketing Framework Strategies Through Big
Data. In International conference on Computer Networks, Big data and IoT (pp.
1065-1073). Springer, Cham.
Treviño, T., 2019. Digital Moms: Devices, Social Networking Sites, and Perceptions
Towards Digital Marketing Strategies. In Handbook of research on digital
marketing innovations in social entrepreneurship and solidarity economics (pp.
260-280). IGI Global.