Integrated Digital Marketing Strategy for Dark Woods Coffee

This report discusses an integrated digital marketing strategy for Dark Woods Coffee, including macro and micro market environment analysis, 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.

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
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
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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.
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
(Dolega, Rowe and Branagan, 2021). 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 (Fareed and
Tantawi, 2022). Within UK, the Government has made certain guidelines
regarding pandemic situation of COVID-19 such as social distancing, proper
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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 (Imanova, 2020).
 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 (Mehmet, Roberts and Nayeem, 2020). 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 (Brown, 2019). 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
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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 (Nissen and Francis-
Cummings, 2019). 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
 High Competition: The
increasing number of direct or
indirect competitors of Dark
Woods Coffee such as
Pumphreys Coffee, Carvetii
Coffee Roasters and many more
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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 which includes
healthy ingredients (Palazzo,
Foroudi and Siano, 2020). This
will help the organisation in
capturing more customers which
will enhance the sales of the
company.
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 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 (Ennis, 2020). 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 (Paulina and et.al., 2022). In relation to
Dark Woods Coffee, the target markets for the respective organisation
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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
(Tarigan and et.al., 2021).
Marketing Mix:
Elements Description
Product The product of Dark Woods Coffee is Coffee (Hanlon,
2021).
Price The organisationwill competitive pricing strategy to
capture target market through offering products at low
cost as compared to competitors (Liu and Sun, 2020).
Place Dark Woods Coffee will explore its business in different
regions and countries (Rachmawati and et.al., 2018). 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 (Nagaraj, 2020).
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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 (Seymour and Blakey, 2020):
 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 (Shigeno and
Widhaningrat, 2020). 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 (Sadeghi, Sunavi Fard and
Hamidizadeh, 2021). 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
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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 business.
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.
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