Integrated Digital Marketing Strategy for Dark Woods Coffee

This report provides an analysis of the macro and micro environment 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 from the respective module.

Integrated digital
marketing strategy

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
An analysis of macro as well as micro environment of Dark Woods Coffee...................3
Dark Woods Coffee’s Potential Market Segments...........................................................6
An explanation of plan to target each segment through digital marketing communications
mediums............................................................................................................................6
An Outline and critical evaluation of chosen digital marketing communication mediums8
A reflection of main skills that I have developed from this module.................................8
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
The process of digital marketing is associated with fostering brands for the purpose of
interacting with the potential market share who are using the internet and other forms of
digital communication channel. Integrated digital marketing encompasses the idea of creating
an innovative expression that is easy for identifying each channel which is used by a
customer (Anderson and Manis, 2022). Within this report, Dark Woods Coffee is considered
which is an organisation in UK and is an adventurous coffee roaster. This report includes
macro as well as micro market environment analysis of the given organisation. Moreover,
there will be an explanation on market segments of the business through using STP model,
furthermore, a plan for targeting each segment through different digital marketing
communication mediums will also get discussed. Additionally, this report also covers a
critical evaluation of chosen digital marketing communication medium and a reflection on
development of skills from respective module.
MAIN BODY
An analysis of macro as well as micro environment of Dark Woods Coffee
For analyzing the macro as well as micro environment of the given organization, there
are various models or frameworks which can be used for the purpose of conducting such
analysis. These models or frameworks include SWOT Analysis, PESTLE Analysis and many
others. These micro as well as macro environment analysis will provide assistance to the
organization in ascertaining the impact of different factors that are available outside and
within the business environment. The description of these models is given as follows in
context to Dark Woods Coffee:
For making an analysis of the macro market environment of the business, the
framework of PESTLE Analysis can be used. In order to analyse the micro environment of
the organization, SWOT Analysis can be used by the manager of the business.
Pestle Analysis is a tool that helps in analyzing the impact of macro environmental
factors that are influencing the performance of an industry (Chakraborty and Jain, 2022).
There are different factors that are included in such type of analysis and these factors consist
of political, economic, social, technological, legal as well as environmental factors. The
impact of these factors on the functioning of the organisation is discussed as below in context
to Dark Woods Coffee:
 Political factors: Such kinds of factors include political stability, rules and

regulations, guidelines of the government and many others. Within United Kingdom,
the government has made certain guidelines regarding the pandemic situation of
COVID-19 like social distancing, proper sanitizing, wearing mask and so on (Chung
and et.al., 2020). Such guidelines of the government have impacted the business of
Dark Woods Coffee in an adverse manner.
 Economic factors: There are different kinds of economic factors and these factors
include taxation rate, interest rate, exchange rate, inflation rate and many others. In
context to Dark Woods Coffee, the economic lockdown because of the pandemic
situation of COVID-19 has affected the operations of respective organization in a
negative way and reduced the sales of the organization.
 Social factors: There are different social factors and these factors include taste and
preferences, perceptions, lifestyle of customers, etc (Gallardo and et.al., 2018). After
epidemic, the customer-base has become more health consciousness and therefore
prefers to use healthy food and beverages products. It is a great opportunity for Dark
Woods Coffee to include some healthy ingredients in its products which make it more
healthy and tasty. It will help organization in capturing a wide number of customer-
base and thereby sales of the business.
 Technological factors: The technological environment of UK is extreme upgraded
and developed and this highly upgraded technological environment will provide
assistance to the business of Dark Woods Coffee in operating its activities effectively
which will help it in minimizing the cost and time of business. In such way, the
organization can gain competitive advantage over its competitors within market place.
 Legal factors: The legislative system of UK has made certain legislations and laws
such as consumer protection laws, employment law and so on. The organization is
required to adhere such laws as well as legislations and works in an ethical
environment so that efficiency of the workplace increases.
 Environmental factors: Such kinds of factors include pollution, climate,
environmental laws, CSR and many more which impacts performance of the company
either in positive as well as negative manner (Hall, 2020). The company can make use
of electrical vehicles in delivering its products that emits less pollution to environment
and makes it pure. This enhances brand value of the business and helps it in gaining
competitive advantage over competitors in market place.
For analyzing micro environment of Dark Woods Coffee, the model of SWOT Analysis
can be used by the organization. It is a tool that helps an organization in making an analysis

of its internal strengths as well as weaknesses along with external opportunities and threats
that are available within the market place.
Strengths Weaknesses
 Quick and motivated staff: The
respective organization motivates its
human resources to do harder work
towards achievement of
organizational objectives (Liu, Perry
and Gadzinski, 2019). The talent and
developed skills of motivated staff
creates business operations more
effective that facilitates the business
in enhancing sales operations of
organization.
 Advanced Technologies: Dark
Woods Coffee is making use of
highly upgraded as well as
developed technologies within
business that helps in saving its cost
and time and makes the business
cost-effective.
 Poor Inventory management: The
respective organization may lose its
efficiency due to its poor inventory
management strategies. Excessive or
shortage of inventory like coffee
grades can lead into ineffective
business activities that may cause
extreme loss to business.
 Cost Disadvantage: In relation to
Dark Woods Coffee, there is very
slight margin of profit between cost
and revenue of business as it is
extreme reliable on its suppliers
healthy (Melović and et.al., 2020).
Opportunities Threats
 Introducing Healthy products:
After pandemic, the market share
becomes more health conscious and
it is a great opportunity for Dark
Woods Coffee to introduce those
coffee products that include healthy
ingredients within it which makes it
more tasty and (Mishra, 2021). This
enhances business sales as well as
profit of the organization.
 Exponential growth in population:
 High Competition: The rising
number of indirect or direct
competitors of Dark Woods Coffee
like Pumphreys Coffee, Carvetii
Coffee Roasters, etc. create a major
threat for organisation and to
overcome such threat, respective
organisation is required to develop
effective business as well as
marketing strategies.
 Globalisation: Such factor pushes

In relation to Dark Woods Coffee,
the exponential growth of people
particularly in prospective or
existing segments of market share
which is a great opportunity for
respective business.
the company towards foreign
boundaries and deal with cultural
diversity that may have a detrimental
impact on business if the business
lacks in cultural intelligence.
Dark Woods Coffee’s Potential Market Segments
In this section, framework of STP Model can be used by Dark Woods Coffee in order
to target the market segment. This tool is considered as a key concept within the marketing
that serves a market effectively (Pandey, Nayal and Rathore, 2020). There are three key
stages within such model that are discussed as follows in context to Darks Woods Coffee:
 Segmentation: This is the initial stage of STP Model and its aim is to make different
segments of the market within targeted audience. In relation to Dark Woods Coffee,
the segmentation of market can be done on the base of geographic, demographic,
psychographic as well as behavioural factors which include gender, region, age,
nation and so on.
 Targeting: It is the second stage of STP Model and consist of target market on the
base of above segmented factors (Peter and Dalla Vecchia, 2021). In context to Dark
Woods Coffee, the target market for the respective organisation can be age group of
18 to 45 years as well as location.
 Positioning: This is the third stage of STP Model and at this stage Dark Woods
Coffee can reach out to its target market through different promotional modes like
digital marketing, media marketing, online and offline marketing, etc.
An explanation of plan to target each segment through digital marketing
communications mediums
Plan for targeting the segment of Location and Age Group of 18 to 5 years:
Objective:
 To target the market of age group of 18 to 45 years as well as market share of
different locations or regions through effective mediums of digital marketing
communication.
Marketing Mix:
Elements Description

Product The product of Dark Woods Coffee consists of the Coffee.
Price The respective organisation can follow competitive pricing strategy
for capturing its target market of particular age group of 18 to 45
years and different locations to capture a large number of target
market through offering products at less cost in comparison to the
competitors
Place The respective organisation can enhance or explore its business in
various regions as well as countries (Routray, 2020). Dark Woods
Coffee has also set a target market that is based on the age group of 8
to 45 years within various regions and locations of the country.
Promotion Dark Woods Coffee can make use of a wide number of mediums of
the digital marketing communication such as digital marketing,
online marketing as well as social media marketing for the purpose
of promoting its coffee product to is targeted audience.
Promotional Methods:
There are a wide number of mediums of the digital marketing communication which
can be used by Dark Woods Coffee in order to enhance the number of its customers and level
of profitability within organization. The explanation of some of these mediums of the digital
marketing communication is discussed as below:
 Online Marketing: Such type of digital marketing communication medium can be
used by the respective organization in order to communicate its product as well as
brand to the potential and new market share in the market place (Sayyad and et.al.,
2018). The organization can make use of multiple social media marketing platforms
like Instagram, Facebook, Twitter, You Tube and many others. In such way, the
profitability and market share of the organization will get enhanced within the
business.
 Email Marketing: This is another medium of digital marketing communication that
can develop the customer-base on the email list about the generation of awareness
among them regarding the new products, discounts as well as other services. In
relation to Dark Woods Coffee, the respective organization fosters and interact its
products such as coffee through sending email that create awareness among the target
market about coffee, its new features along with benefits of using it.

An Outline and critical evaluation of chosen digital marketing communication mediums
In this section, the chosen medium of the digital market g communication include
email marketing as well as social media marketing which facilitates Dark Woods Coffee in
the process of capturing a wide number of customer-base (Soldatova and et.al., 2021). There
are different social media marketing platforms that can be used by the respective organization
and some of these include Facebook, Instagram, You Tube, Twitter and so on. These social
media platforms can be used by Dark Woods Coffee in promoting its coffee product to its
target markets.
A reflection of main skills that I have developed from this module
From this module, I have developed different skills like communication skills, team
working skills, presentation skills, negotiating skills and time management skills. The
development of communication skill helps me in communicating with other people
effectively. Time management skill facilitates me in managing a particular activity in a
specific period of time (Thorpe, 2018). I have also developed presentation skills within me
which help in conducing presentations within organization to influence other people of
business. From the given module, development of sales and negotiating skills assist me in
selling products as well as services of organization to potential customer-base.
CONCLUSION
From above explanation of the report, it has been concluded that integrated digital
marketing strategy provide assistance a business in creating marketing less such as a sales
pitch and more such as communication among customers and brand. Within this existing
report, there has been an analysis of the macro as well as micro environment of the given
organisation. In addition to it, this report has also been covered STP Model for the purpose of
ascertaining prospective market segments. Furthermore, there has been a plan for targeting
each segment of the market with the support of different channels of the digital marketing
communication. Moreover, there has been a critical evaluation on the chosen channel of the
digital marketing communication which will help the organisation in capturing a large
number of market share. Along with it, this report has also been included a self-reflection on
the development of skills from the learning of given module.

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