Integrated Digital Marketing for Dark Woods Coffee

INTEGRATED DIGITAL
MARKETING

Table of Contents
INTRODUCTION.....................................................................................................................................2
TASK..........................................................................................................................................................2
Macro and micro market environmental analysis in the context of Dark Wood coffee’s.........................2
Dark Woods Coffee’s potential market segments....................................................................................4
Explanation of plan to target each segment through digital marketing communication methods............5
An outline and critical evaluation on digital marketing communication approaches...............................6
Reflective statement based on skills development during this module....................................................7
CONCLUSION..........................................................................................................................................7
REFERENCES..........................................................................................................................................8

INTRODUCTION
Integrated digital marketing is defined as process of creating idea that presents unique
form of expression that is easy to understand and determine by the customers. This procedure
helps to achieve strategic aims and objectives of marketers. The current assignment will be based
on Dark Woods Coffee, which falls under list of well-known coffee providers in the United
Kingdom. The study will explain micro and macro market environment and potential market
segments of company. Furthermore, it will explain plan to target each segment via digital
marketing communication mediums. This report will justify critical evaluation related to chosen
methods of interaction. Lastly, the assignment will clarify main skills that have developed during
delivering current module.
TASK
Macro and micro market environmental analysis in the context of Dark Wood coffee’s
Pestle and porter’s five forces analysis are two strategic frameworks that used in the
context of organization to determine macro and micro factors that are;
Political factor-
Changes in political factor may directly impact strategic management plans, practices and
activities conducted in a company, whether it is small or large (PESTLE Analysis of the Coffee
Industry, 2019). For example, fluctuation in international trade, such as increasing tax rate may
put negative impact on supply and demand of coffee beans, which may decrease sales of Dark
Wood Coffee’s.
Economic factor-
It is another factor that existed within food and beverage industry and may impact
organizations that operated under it, like Dark Wood coffee. For example, high disposable
income of local people may put positive impact on company in term of driving attention of
customers towards purchasing the best roasted coffee.
Social factor-

Black coffee is now in trend, individual person in recent time want to stay fit and healthy,
and because of this reason they prefer to eat healthy items and consume drinks as well. This
market trend may put positive impact on brand in term of increasing continuous demand for
roasted coffee, which in return help to increase sales, supply and profitability.
Technology factor-
Technology advancement is one of those factors that impact positively upon sales,
performance and productivity of Dark Wood coffee. For example, multipurpose coffee machines
are the most amazing technology that helped to roast and prepare coffee within a minute and
contribute to keep coffee culture all over the world. Usage of this element, may increase or
improve the speed of workers to prepare and serve the best roasted coffee to customers.
Legal factor-
Due to pandemic there were some changes occur related to Health and safety at
workplace act 1974, which may put a lot of pressure on management to comply with it in term of
making much better precautions from harmful hazards. It may not put any negative impact, as it
helps to create hygienic and safe working environment at workplace, where candidate perform
productively and produce tasty coffee to target segments.
Environmental factor-
Pandemic is an environmental factor that may put negative impact on brand in term of
decreasing its productivity and performance level. Due to this force firm may not be able to work
with many workers as they may take government COVID-19 guidelines into consideration and
allow only few people at workplace to work which help to maintain social distancing between
each of them.
Porter’s five force model-
Bargain power of customers-
Extent of this force is high because, customer have alternative options in market like
black tea, green tea, etc. which they use to stay healthy. It may put negative impact on Dark
Wood Coffee’s in term of decreasing demand for its product. It gives power to customers
regarding putting pressure on firm to reduce price.