BMP6008 - Digital Marketing Strategy Report: Dark Woods Coffee

This report analyzes the macro and micro environments of Dark Woods Coffee, a UK-based handmade coffee company founded in 2013, using SWOT and PESTLE analyses to assess internal and external factors affecting the business. It identifies potential market segments and proposes a digital marketing strategy targeting customers aged 18-45 across all income groups, focusing on increasing sales by 20% through social media marketing, search engine optimization, and email marketing. The report outlines and critically evaluates the chosen digital communication mediums and includes a self-reflection on the skills developed during the module. The analysis covers political, economic, social, technological, legal, and environmental factors impacting the company, along with STP analysis for market segmentation, targeting, and positioning. The report concludes with a SMART objectives framework and a detailed discussion of digital marketing communication tools.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Macro and Micro environment analysis of the Dark Wood Coffee: -........................................3
Dark Woods Coffee’s potential market segments.......................................................................6
An explanation of the plan to target each segment through digital marketing communications
mediums .....................................................................................................................................7
An outline and critical evaluation of chosen digital marketing communications mediums ......8
A reflection of the main skills that I have developed from this module.....................................8

INTRODUCTION
The aim of this report is to analyse the internal as well as external environment of the
Dark Wood Coffee. The respective business organisation is currently facing the complex
business environment that affect the potential of the firm. The business environment of the firm
is surrounded by the large macro factors like rules and regulation of government, dynamic nature
or technology, political interference and many more (Bala and Verma, 2018). The following
report is based on the Dark wood coffee which was founded in 2013 in United Kingdom. The
firm is specialized in the making handmade coffee with the help of drum roaster and the textile
mils. The following report is going to cover the different market factors which can affect the
performance of the Dark wood coffee. This report also covers the market segmentation of the
given company along with the several methods of market communication. In the end, a self
reflection is covered which represent the skills and knowledge develop through this project.
TASK
Macro and Micro environment analysis of the Dark Wood Coffee: -
Micro and Macro are basically two most important business environment which has a
huge impact on the performance or the different functions of the organisation in negative or
positive way. A business organisation is surrounded by all these aspects which assist the
management of Dark wood coffee in making excellent decision and proper strategies.
Swot analysis
This tool is being considered as the most effective tool which assist the business
organisation in analysing the internal market environment. In relation to the Dark wood coffee,
SWOT analysis has been discussed below: -
This is an effective tool for analysing internal market environment. It provides 4 factors
which helps in gaining insight about company internally.
Strength Weaknesses
 The unique taste of the coffee in the
market is being considered as one of
the most important strength of the
 The less market area is being
considered as biggest weakness of the
firm which may act as a hindrances in

Dark wood coffee. Graded and fine
coffee beans are used by them.
 Direct relationship is maintain by the
respective company with their
customer due to which they have
wide accessibility all across the globe.
their growth (Puyt and et. al., 2020).
 They do not have a more effective
supply chain because of handcrafted
coffee preparation which takes longer
to finish.
Opportunities Threat
 The firm have the opportunities to
utilize the new as well innovative
technologies which not only enhance
the taste but also enhance the market
base.
 Digital marketing tools or methods
must have to be used by the
management of Dark wood coffee
which helps them in promoting their
brand all the across globe and
effectively connect with the
customers (Kudriavtceva, 2019).
 The biggest threat for the firm is the
presences of competition within the
industry. Which result in that they are
facing less growth in the market.
 The COVID 19 pandemic also act as
a threat for the firm because they have
the physical stores. The restrictions of
the government and fear of the people
affect the profits of the company.
Pestle analysis
This framework is also being considered as one of the most important tool which are used
by the management of the business organisation in order to ascertain the external environment
conditions of the firm. This tool assist the firm in analysing the external factors which affect the
working culture of the organisation. It is very important for the management of the Dark wood
coffee to take care of al these aspects and on the bases on this develop the effective strategies in
order to eliminate the negative impact.
 Political: the business organisation is surrounded by the different types of trade barriers,
tax policies, rules and regulations of the government, political interference which has a

great impact on the different functions of the firm. As the political stability within the UK
is very high but because of the drastic decision of the government in terms of Brexit the
Dark wood cafe face different types of hurdles. The firm not be able to operate outside
the the UK and in the European Union nations. Therefore the firm impact negatively
from this which affect the coffee in huge manner.
 Economical: this aspect is essential for determining the economical stability from the
contribution of the organisation from the society (Achinas and et. al., 2019). This factor
comprises of demand and supply of the nation, inflation rate, interest rate, economical
welfare and many more. In relation to the Dark wood coffee, the management of the
company have the great contribution towards the economy of the United Kingdom. As
the small scale business are the future of the economy have a excellent impact on the
firm.
 Social: - this is being considered as one of the most important factor of this framework
on which company management need to paid focus. This factor contain the society
demands, wants and preferences, behaviour of the consumer many more. In relation to
the Dark wood coffee, they deals in the excellent quality of coffee and serve to their
customers as per their needs which paid positive impact on the company.
 Technological: - this factor included the advancement of technology which is very
important for the company management. Within the different functions of the
organisation technology plays a very important role as this not only helps them in
producing the excellent quality of the product but also helps them in improving their
efficiency. This factor has negative impact on the Dark woof coffee because they are not
using the advance technology in their promoting their product and in marketing. This
result in affecting the profitability of the firm.
 Legal: - in order to operate under the UK laws it is very important for the organisation to
considered the legal factor. Equality and diversity, health and safety, GDPR and many
other important laws are developed by the council of the nation in order to protect the
interest of the employees and the put control on the different business functions. In
relation to the Dark Wood coffee, this factor has a positive impact on the company
because all these legislations are follow by them on priority basis (Grassi and Vallati,

2019). Insurance, compensation and many other benefits are provided by the firm to their
employees. Along with this, company also encourages the women empowerment.
 Environmental: -this factor is also being considered as the important aspect because it is
very important for the firm to keep their the environment protected form their business
practices. The sustainable practices of protecting the environment must have to be
encourage by the organisation. Sustainable packing methods are used by the Dark wood
coffee and along with this they also they also initiate towards the solar panels and the
electric vehicle for the delivery.
Dark Woods Coffee’s potential market segments
Market is being considered as one of the most important key driver for the growth and
profitability of the business organisation. If the company management analyse the market in
proper manner then the chances of their growing has been increases. They must have to be know
about the potential, targeted and positioned customers. The STP analysis in relation to the Dark
wood coffee has been discussed below: -
STP analysis
With the help of this framework the firm are able to divide the huge market into the
different sections and maintained a reputed position in the market. The factors which comprises
in STP model is mentioned below: -
 Segmentation: - in this market are segmented on the basis of age, gender, occupation,
income, region, habits, traits and many more. The management of the Dark Wood coffee
divide their market on the basis of rural and unban region so that they can effectively
cover the whole market (Lopatin and et. al., 2019). The firm has different types of
products for the above the age group of 10 year old.
 Targeting: -this is basically the process of targeting the audience from the target market.
This stage basically comprise of those group of buyer whom firm wants to satisfy. The
firm is going to target the young generation or between the age group of 18 to 45. The
respective company management focus on every income group or person who are willing
to buy the product. Competitive pricing strategy is used by the firm in order to attract the
large base of customers.
 Positioning: this is the process of developing a positive image of the firm in the mind of
the target market customers and this can only be create with the help of effective market

strategy. The Dark wood coffee present themselves as a premium coffee brand in the
market at very reasonable prices (Fu, 2022). Along with this, they also maintain their
presence by using websites, social media posts.
An explanation of the plan to target each segment through digital marketing
communications mediums
The firm is going to target the customer of all income group and between the age group
of 18 to 45. This assist in increasing the sales of the Dark wood coffee products. An attractive
plan along with the different modes of digital commencement channel has been discussed
below:-
SMART objectives
Specific: The respective firm want to increase their sales within the market of UK by 20
percent. This can be attain by doing innovation in the product and marketing.
Measurable:-on the basis of past and current profitability the success of the firm is
measured.
Attainable:-by making strong relations, effective communication with the customer and
make them aware about the coffee quality the goals can be attain.
Realistic:-with the help of effective marketing skills high sale as well as customer base
can be capture.
Time-bound: 2year
Digital marketing communication medium
Digital marketing is a very broad term, this comprises of different types of tools and
techniques which assist the business organisation in improving the brand image and attain the
business objectives effectively. The different types of communication medium which can be
utilize by the Dark wood coffee has been discussed below:-
 Social media marketing: in the today's era, large number of people use the social media
platforms. By using this, the management of the Dark wood coffee can attract the large
base of customers. By using Instagram, Facebook, Twitter the firm can make the
individuals aware about their products (Desai, 2019). This can be effective for the

respective company as by providing the home deliveries the target of increasing the sales
by 20 % can be attain.
 Search engine optimisation:-with the help of this, the firms are able to take the insights
of customers actions, growth, responses and many more of company on the internet. This
can be used by the Dark Wood coffee and take the benefit of attracting the all level
income group towards their product and retain them. An effective position can be create
by them by interacting with them through text.
 E-mail marketing: with the help of this tool company management can effectively
indulge in the interaction and do the communication with target market, this result in
retaining the customers (Jokonya and Mugisha, 2019). With the help of e-mail channels,
the Dark wood coffee make their customers aware about new techniques, discounted
offers, schemes and other benefits.
An outline and critical evaluation of chosen digital marketing communications mediums
There are different types of digital marketing communication tool which can be used by
the management of the Dark wood coffee in order to attain the set objectives. It has bee
evaluated that the social media marketing can be used by the firm as communication medium
because these platforms are widely used by the organisation and have wide reach in the market.
This tool contain no extra cost in comparison to the SEO. Less skills are required to use these
tool and the out come form this is very high. Dark Wood coffee can effective communicate with
their customers and make them aware about their products.
A reflection of the main skills that I have developed from this module
During this module different types of skills has been developed by me. I have developed
good writing skills as well as knowledge about the different digital marketing concept which
helps me attain a successful position and future growth in my life. Along with this research skills
is also being developed by me which assist me in analysing the situation and take the proper
decision.
CONCLUSION
From the above report it has been concluded that digital marketing is being considered as
one of the most important concept and it is very crucial for the company management to paid
focus on this. This report also concluded about the macro and micro environment analyse of the

given company and the factors which are effecting them. Along with this, this report also
concluded mark segmentation of the company along with the different types of communication
medium tools.

REFRENCES
Books and Journals
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Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
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