BSc BMP6008: Integrated Digital Marketing Strategy for Coffee

This report provides a comprehensive analysis of Dark Woods Coffee's digital marketing strategy. It includes an examination of the macro and micro market environment, identifying potential market segments based on demographic, psychographic, behavioral, and geographic factors. The report details a plan to target each segment through various digital marketing communication mediums such as email marketing, search engine optimization, and online advertising, along with a critical evaluation of these chosen mediums. Furthermore, it offers a reflection on the communication and time management skills developed during the module. The analysis concludes that digital marketing is essential for companies to improve sales, revenues, and customer interaction, emphasizing the importance of understanding both external and internal organizational factors for successful implementation.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
ID:
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Contents
Introduction 2
An analysis of Dark Woods Coffee’s macro and micro market
environment 3
Dark Woods Coffee’s potential market segments 3
An explanation of the plan to target each segment through digital
marketing communications mediums 4
An outline and critical evaluation of chosen digital marketing
communications mediums 4
A reflection of the main skills that I have developed from this
module 5
Conclusion 6
References 7
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Introduction
The concept of digital marketing refers to a promotion of company’s brand and its
products or services through the means of internet. This can be done by either adopting social
media platforms or any other means of marketing. The different forms of digital marketing
include E-mail marketing, search engine optimization and online advertising (Erokhina,
Mitko and Troilin, 2018). The present report includes a macro as well as micro market
environmental analysis with context to Dark Woods Coffee along with a description related
to its potential market segment. Lastly, the report covers a detailed explanation for planning
target segment via digital communication. The macro environment includes an analysis of
external market whereas micro includes an internals’ analysis. The potential market segment
is being analyzed through a segmentation element out of the STP analysis. At last, the self-
reflection while working on this project has been made.
An analysis of Dark Woods Coffee’s macro and micro market
environment
The macro and micro market environment for Dark Woods Coffee is being explained
below:
Macro market environment: Political: A market for coffee is very much depended upon international trade which
can be get affected due to political reasons such as trade restrictions, high tariff rates,
etc. In context to Dark Woods Coffee, it is very much difficult to buy coffee from
different nations at appropriate rate and comply with the political policies of different
nations (Key, Czaplewski and Ferguson, 2019). Moreover, the political stability in
UK will help the Dark Woods Coffee to maintain the smooth functions of it as there is
less changes in laws and rules. Economical: This can be better understood with the increase in purchasing power of
consumers in economy as businesses are now flourishing post the covid after
lockdown. With the time customers are having better purchasing power due to which
they are ready to buy premium products as well as more of coffee. This is in favor of
Dark Woods Coffee. Social: Many customers’ prefers coffee in their daily consumption but on the other
hand, there are some customers who are more focused over their health and are
preferring less of caffeine and more of natural or healthy items. This brings a negative
effect upon the business of Dark Woods coffee.
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 Technological: This can involve use of updated software’s or latest machinery. In
respect to Dark Woods Coffee, the company can make use of latest digital technology
in its advertisements as well as in its supply chain. This can prove a beneficial
decision for the company (Melović and et. al., 2020).
Micro market environment:
The micro market environment for Dark Woods Coffee can be explained by various
internal factors that are mentioned below: Employee’s: If the employees of a coffee house performs their work with more
dedication and by keeping the organizational objectives in mind, then this acts a
favorable for them. Employee’s can make more use of digital technology in their
work which will smoothen their process as well as can perform task with better
efficiency. Culture and structure: The organizational culture as well as structure has a great
impact upon the business & on its performance. When the organizational culture is
directed towards bringing innovation or making more use of technology then the firm
can achieve more heights and success (Mogaji, Soetan and Kieu, 2020).
 Mission and Vision: Mission & Vision are most important factor for an
organizational success. These are the base for business strategies and actions. When
these are interrelated with organizational objectives or actions then this helps in
business growth and smooth flow of working.
Dark Woods Coffee’s potential market segments
The potential market segment can be stated as a particular within which a company is
planning to sale its products by considering its customer’s type in mind. The segmentation
provides a critical assistance in order to determine the target market especially looking for the
customers who can be satisfied from company’s product. In order to have a segmentation for
market company splits the target market into different groups that carries identical
characteristics. The markets for Dark Woods Coffee can be segmented into four major
categories such as demographic, behavioral, geographic and psychographic. The
demographic segment for company includes the age, gender, education level, income and
ethnicity. The psychographic includes the characteristics, values, priorities or personality of
customers. Another is behavioral segment that comprises of customer’s purchasing habits,
status, brand interactions and their spending habits. In relation to geographic this covers the
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region or country where the company can attract more customers or the climate where the
product will be more suitable (Munsch, 2021).
For Dark Woods Coffee, the market segment will be retail market in its own location
where it can cater more market and can attract customers of that nature who likes to purchase
coffee and make expenses upon it. On the other hand customers from all age groups can be
called for purchases as coffee can be easily consumed by anyone. Company can attract its
market through its digital marketing such as sending auto generated or scheduled emails,
publishing ads over website or short videos on YouTube, etc.
An explanation of the plan to target each segment through digital
marketing communications mediums
The plan for targeting each customer segment via digital marketing communication is
developed below:
For targeting large customers across the nation Dark Woods coffee can promote its
product via online advertisement such as short videos on YouTube, social media content, etc.
which can be seen by audience while accessing internet or any platform such as LinkedIn,
Facebook, Instagram, or may be any other social media platform.
In order to plan communication medium for customer’s Dark Woods Coffee can
understand and identify the purchasing or spending habits of its customer’s so that based on
to it different digital content can be planned and executed.
For psychographic category, it is better to publish content or send emails by analyzing
the priorities, values, interest or attitudes of the customer’s. This would help in planning
marketing language or promotional ads accordingly (Nikunen and et. al., 2017).
Lastly, the communication for demographic segment can be made through emails and
search engine optimization because most of the youth or adults search more on internet
instead of going to the market. So that customers can be easily communicated through these
digital platforms.
An outline and critical evaluation of chosen digital marketing
communications mediums
The chosen marketing communication mediums for Dark Woods Coffee are Email
marketing, search engine optimization and online advertising. Each of the mediums are
explained below:
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 Emails: Emails are referred to an electronic mode of communicating with people
through writing a letter or mail. This can be send to anyone at any time through some
creativity, visual effects or with an attachment of attractive photographs. Emails is
known as the most common and easiest way of communication with persons even
across the border (Purwaningwulan, 2020). Dark Woods Coffee can generate
automatic or scheduled emails and send them to their clients so that the customers can
stay connected and have a look towards the company’s offerings on continuous basis.
Emails can also be drafted on the basis of customer profile and interest which will
provide a personalized communication to them and attract towards company. Search Engine Optimization: This means presenting company’s website to the top in
search list. Under this, a customer who is looking for certain product or services them
can search it on internet search engine and can find various details about it. The main
aim of presetting company’s website to the top is that the user generally selects the 1st
appearing site and approaches to the same (Ray Chaudhury, 2021). Through this Dark
woods coffee can present its detail over internet website and communicate its product,
services or different policies to its customer’s.
 Online advertising: This refers to publishing certain content or product related
information over internet or which can be accessed through mobiles. This includes
short videos on YouTube, social media marketing, and developing of own website. In
today’s time people mostly spends their time with mobile or laptop surfing internet or
scrolling social media page (Saura, Ribeiro-Soriano and Palacios-Marqués, 2021).
This can be helpful for Dark woods coffee in communicating its customers through
creating a Facebook page or its own website where a customer executive can chat
with its customer and provide solution for it.
A reflection of the main skills that I have developed from this
module
From the above module the main skills which I have developed are communication
skills, time management as well as a deeper knowledge about digital marketing. Though I
have experienced certain hurdles while this module but it has provided me a great learning.
Communication skills in the sense that I have communicated or interacted with my professors
as well as colleagues related to the topic where we had a discussion or completed the
assignment. This communication skill will help me in my professional career as well as in
personal life in coming time. On the other hand the time management skills include timely
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completion of projects or module with proper understanding of concepts. I was having time
management skills but was lacking in its proficiency which has now developed and due to
which I am able to complete my module on time. This was really a great learning scenario for
me which I will remember for long time and can apply anywhere in life. After learning this
module I can effectively implement my digital marketing knowledge as well as my
communication skills to have a better job and successful career in my life. In the world of
technology my digital marketing module will help me to find a suitable job and bring greater
success to the organization with my knowledge and skills.
Conclusion
From the above report it can be concluded that digital marketing is an inseparable part
from the companies no matter in which industry the firm is operating its business. In order to
have higher sales and greater revenues it is now became a necessary to adopt digital
marketing tools. Through this the company can communicate and interact with its customers
the best tool is digital marketing and its tools. The various mediums through which company
can communicate comprises of Emails, online advertising, search engine optimization and
many others. In the world of competition it is important to focus upon digital marketing
through a proper analysis of external as well as internal analysis of company’s performance
so that can work in smooth manner. The external are like political, economic, social and
technological. On the other hand, the internal includes employee’s, culture and structure of
organisation as well as its mission & vision.
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References
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Small and Medium-Sized Enterprises (Doctoral dissertation, Concordia University
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Erokhina, T.B., Mitko, O.A. and Troilin, V.V., 2018. Digital marketing and digital logistics
in consumer communication. European Research Studies, 21, pp.861-867.
Key, T.M., Czaplewski, A.J. and Ferguson, J.M., 2019. Preparing workplace-ready students
with digital marketing skills. Marketing Education Review. 29(2). pp.131-135.
Melović and et. al., 2020. The impact of digital transformation and digital marketing on the
brand promotion, positioning and electronic business in Montenegro. Technology in
Society, 63, p.101425.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on
the digital marketing of financial services to vulnerable customers. Australasian
Marketing Journal, pp.j-ausmj.
Munsch, A., 2021. Millennial and generation Z digital marketing communication and
advertising effectiveness: A qualitative exploration. Journal of Global Scholars of
Marketing Science. 31(1). pp.10-29.
Nikunen and et. al., 2017. Micro-Enterprise's Digital Marketing Tools for Building Customer
Relationships. Management (18544223). 12(2).
Purwaningwulan, M.M., 2020, January. Exploring Online Shopping Behavior among
Indonesian Students: Digital Marketing Communication Perspective. In
International Conference on Business, Economic, Social Science, and Humanities–
Humanities and Social Sciences Track (ICOBEST-HSS 2019) (pp. 13-18). Atlantis
Press.
Ray Chaudhury, S., 2021. Encouraging undergraduate students to ‘self-learn’digital
marketing using infographics: An exploratory study. Innovations in Education and
Teaching International. 58(2), pp.207-218.
Saura, J.R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. Setting B2B digital
marketing in artificial intelligence-based CRMs: A review and directions for future
research. Industrial Marketing Management, 98, pp.161-178.
Soldatova and et. al., 2021, January. The Role of Digital Marketing in the Development and
Implementation of Innovations in the Electronic Industry. In 2021 IEEE Conference
of Russian Young Researchers in Electrical and Electronic Engineering (ElConRus)
(pp. 1923-1926). IEEE.
Talib, A.F. and Abd Ali, N.D., 2020. The effect of digital marketing in enhancing the
competitive response. THE IRAQI MAGAZINJE FOR MANAGERIAL SCIENCES.
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