Crafting a Digital Marketing Strategy for Dark Wood Coffee, UK

This report provides an analysis of the macro and micro environmental factors impacting Dark Wood Coffee, a UK-based company. It explores the application of PESTLE analysis to understand external influences and examines the microenvironment, including market conditions, customers, suppliers, and competitors. The report details market segmentation strategies based on demographic and geographic attributes, outlining plans to target each segment through digital communication channels like blogging, email marketing, and web analytics. It critiques these chosen mediums and highlights the development of key skills such as project management, graphic design, and self-awareness. The conclusion emphasizes the importance of the analysis in creating an effective digital marketing communication strategy for the business.

Integrated Digital
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Macro and micro environment analysis of the Dark Wood Coffee........................................3
Market segments.....................................................................................................................5
Plan to target each segments of customers through digital communication channels...........6
Highlight and critique the chosen digital marketing communication mediums.....................6
Developed key skills...............................................................................................................7
CONCLUSION................................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:................................................................................................................8

INTRODUCTION
In present scenario, the digital marketing is taking place into every section of world.
Digital marketing can be demonstrated as the utilization of internet, social media, internet, search
engines and many other channels to reach masses. Some of the professionals address digital
marketing to be a wholly new undertaking that necessitates a new method of approaching
customers and new methods of understanding how consumers behave in comparison to
traditional marketing (Akgün and Celep, 2021). Generally, digital marketing can be any way of
marketing that encompasses electronic devices. In the following assignment, there is an
evaluation of right digital communication channels that Dark Wood Coffee should exploit to
make its goals and aspirations successful. This firm is highly popular for its coffee as it uses
finest quality raw ingredients. It is established in the West Yorkshire. This brand also caters food
services, wholesale services and retail services, together with cafe equipment and machines.
Additionally, the organization indulge training and aid to entrepreneurs. It is a small-scale firm
that caters its finest roasted coffee to local shops, coffee shops, prominent restaurants,
department stores throughout the country. This report can analyse the appropriate digital market
communication strategies by which the firm can consider its target segments in an effective way.
TASK
Macro and micro environment analysis of the Dark Wood Coffee.
With the help of pestle analysis framework, the different external factors and influences
can be analysed that affects the long term stability and profitability of the organization. In
context of Dark Wood Coffee, the pestle analysis is applied underneath:
 Political factors: As per the opinion of Federico (2020), in UK, the corporate tax is quite
low and impressive as it enables business firms to enhance its profit margins. Moreover,
due to the impact of Brexit, the political condition is not stable and deliver several
negative impacts on the trading activities of business (Federico, 2020).
 Economic factors: The income of population is growing on steadily basis in UK.
Growing income of people showcases the spending capacity which is beneficial to the
business of Dark Wood Coffee.
 Social factors: There is a perception increasing among customers is regarding the health
consciousness due to which they tend to avoid sugar coated servings in their meals. Also,

they tend to limit the consumption of caffeinated drinks and beverages which influencing
the business sale of the given organization.
 Technological factors: Digital analytics, automation and augmented reality are few
illustrations of advanced technological innovations that have been attaining wider range
of implementation throughout the coffee industry (Georgescu, Avasilcai and Peter, 2021).
The chosen company also needs to concentrate on personalisation effect to gain more
popularity in the industry. Latest tools as well as equipment of coffee business have
simplified the roasted processing that enhances the delivery services.
 Environmental factors: This factor is important for the businesses to attain positive
image in the market. In terms of concerns and issues of environment, sustainable farming
has been accomplishing prominence. In case of chosen company, it requires to focus on
limiting the production and waste in supply chain.
 Legal factors: As the Dark Wood Coffee comes in coffee industry, there is a necessity to
follow the rules and regulations imposed by FDA to make sure the safety of consumers
and their well-being as well.
Micro environment analysis:
The micro business environment showcases the extrinsic influences that can be controlled
by the business entities. In addition to Dark Wood Coffee, the discussion is done below:
Market: The chosen company runs their business in the coffee roaster market that
probably likes to grow with CAGR of 3.2%. The market is also predicted to develop by a CAGR
of 6.2%. According to the viewpoint of Guven, (2020), the UK has ranked itself as the 5th largest
coffee market after Germany, Italy, Spain and France. It is seen in a recent report that Britain
customers have been observed to intake approximately 120,000 tonnes of coffee that involve
6.6% of the total market of coffee in Europe (Guven, 2020). In UK, the speciality coffee market
is attaining the worth rapidly and increased by around thirteen percent in 2020. The estimated
sales value of manufacturing was worth Euro 215 million in UK. The sales value of
manufacturing of roasted decaffeinated coffee was GBP sixteen million as of 2020 in UK. In
UK, the coffee market is super competitive because of the big-boned innovation as well as
various renowned companies existing in the industry.
Customers: The key driver of the roasted coffee is its clients and consumers as their
choices and tastes for aromatic, fresh as well as flavourful coffee aids the sector of coffee to be

survive. As the UK is recognised as the 5th largest coffee market in the aspects of consumption.
The roasted coffee trend is also evolving because of the choices, preferences and tastes for
single-origin speciality coffee (Hall, 2020). In case of Dark Wood Coffee, the company is having
greater growth as their consumers are like their tastes.
Suppliers: In UK, the roasted coffee market is having a broader volume of suppliers and
vendors. For the chosen organization, there are diverse suppliers through which the business can
take their resources or raw materials. Additionally, the firm exhibits a strong performance over
the years that have aid in the recognition among its vendors. The company also sourced its
materials from various suppliers such as Arabian countries, Brazil, Italy, Switzerland, Colombia
and many more.
Competitors: These are one of the impactful forces that shaken the business of any
organization. It is seen that the competitors increase when the market expands and develops in its
way. In UK, the coffee market is highly grown and developed due to which it rises the
competition. It is consisting with various small and larger firms of coffee (Hu, 2020). The key
players are Costa Coffee, Square Mile Balance, Sonofresco, Nesco, Toper, Old Spike and many
more.
Market segments
The market segment of the Dark Wood Coffee is based on two attributes- geographic and
demographic. Segmentation of market aid organizations to target the groups of customers
effectively for the marketing purpose. The segmentation of market in Dark Wood Coffee's
context is discussed below:
Demographic segments: As per the viewpoint of Mahrinasari and Herdrawaty (2020), it
covers aspects such as income, occupation, gender and many more. Demographic segmentation
of consumers enables the creation of small and more certain target customer groups so firms can
make better choices for their business. Also, it aids in better utilization of resources and
efficiently manages the time. The company focuses on the demographic factors to serve roasted
coffee through direct selling and wholesaling. Also, the firm targets the customer who has high-
income. They mainly focus on the age group of 25 to 55. Additionally, the firm has progressed
its segmentation tactics by serving roasted coffee as per the tastes and preferences of consumers.
The coffee organization caters from light to medium to dark coffee. As the health consciousness
has been increasing day by day among customers, they tend to avoid consumption of caffeinated

products (Mahrinasari and Herdrawaty, 2020). So, the Dark Wood Coffee, sells both caffeinated
as well as decaffeinated beverages in their coffee shops.
Geographic segments: It involves the segmenting customer groups on the basis of
geographical locations or places. In case of Dark Wood Coffee, the company targets the
customers by considering the country of UK as the consumers over there likes to consume
coffee, especially the roasted one. It contains the population, climate and culture of a nation. In
UK, the market is having bigger size of consumers for coffee which simultaneously serving
diverse opportunities to grow and expand (Mehmet, Roberts and Nayeem, 2020). As the market
is already filled with various key competitors, it makes the respective firm to diversify their plans
and tactics to launch roasted coffee of exclusive and high quality. Moreover, the cool climate is
suitable and beneficial for the businesses of coffee.
Plan to target each segments of customers through digital communication channels.
Digital marketing communication channels showcases the digital tools to interact with
consumers with an intent to attain the organizational objectives and increase customer
engagement. In terms of demographic segmentation, Dark Wood Coffee should focus on
blogging and email marketing to promote their services and goods. These are now very trending
to create blogs in which influencers create several plans and tactics to influence customers to buy
the particular items or services. While, using emails is also a great way to communicate with
customers in which the organization transmit customized offers to them. Furthermore, the
organization can alert their desired customers about new offerings by sending just emails. Hence,
both are vital ways to increase awareness about the firm among wider demographic segments.
As per the opinion of Yamamoto and Lloyd (2019), web analytics is used by the chosen
company to target customers based on geographic aspects. It helps the company to collect data
that aids in creating better customer experience for the visitors of websites. It supports the Dark
Wood Coffee to know what the consumer want to purchase for the consumption purpose
(Yamamoto and Lloyd, 2019). It may be regrading flavours, tastes and many more. Customers
living in different geographies and have diversified tastes and preferences. Through web
analytics, it will help company to know what customer want to consume so as it makes strategies
accordingly.

Highlight and critique the chosen digital marketing communication mediums.
Blogging and email marketing: Blogging can be of two kinds- critical and paid blogging.
The respective company should use both kinds of blogging to communicate message. It will also
help in developing greater number of leads and drives audience towards the website of
organisation. Additionally, the organisation can communicate its operations and specialities that
may give more awareness to the customers about the firm that supports a business to earn brand
loyalty. On the other side, customised email is a great way to communicate with customers as it
makes them feel that the brand keep trying to convince for the offers and often helps in repeat the
purchasing.
Web analytics: As described by Zheng, Yiyang and Ying (2020), web analytics is a great
way to convey the information about the company's offerings such as it offers delighted and
tasteful coffee products while offering decaffeinated coffee to the consumers who are conscious
about their health (Zheng, Yiyang and Ying, 2020). It helps in reaching many online audiences
who are looking for information about coffee while converting them into visitors. The chosen
company may also conduct surveys on customer satisfaction level to enhance their experiences.
Developed key skills.
Project Management Skills: I have developed project management skills as it is important
to have right knowledge to deliver effective digital marketing content. This skill supports me in
making right strategic decisions based on the requirements of project.
Graphic designing skill: I have also developed graphic designing skill to make contents for
the audience to engage with the brand.
Self-awareness: It is important to have self-awareness skill to make effective strategies of
digital marketing. This skill also helps me in determining the strong and weak points of the
business of Dark Wood Coffee.
CONCLUSION
The above report mentioned with an analysis of macro and micro environmental factors that
affects the business activities of UK based organisation named Dark Wood Coffee. This analysis
is important to make effective digital marketing communication strategy for the small business
firm. It is also concluded that the organisation can successfully target its market segments with
the help of different strategies such as email marketing, blogging or web analytics.

REFERNCES:
Books and Journals:
Akgün, V.Ö. and Celep, E., 2021. Omnichannel Strategies Under the Marketing 4.0 Paradigm:
Conceptual Structure and Current Applications. In Eurasian Business Perspectives (pp.
249-264). Springer, Cham.
Federico, F., 2020. A journey of digital marketing transformation: From distributed solo players
to embedded digital excellence. Journal of Digital & Social Media Marketing, 8(1),
pp.46-57.
Georgescu, A., Avasilcai, S. and Peter, M.K., 2021. Digital Innovation Hubs—The Present
Future of Collaborative Research, Business and Marketing Development Opportunities.
In Marketing and Smart Technologies (pp. 363-374). Springer, Singapore.
Guven, H., 2020. Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-
Commerce. In Agile Business Leadership Methods for Industry 4.0. Emerald Publishing
Limited.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Hu, L., 2020. China’s Marketing Macro Environment: Cultural Characteristics and Regional
Heterogeneity. In International Digital Marketing in China (pp. 1-15). Palgrave Pivot,
Cham.
Mahrinasari, M.S. and Herdrawaty, E., 2020. Marketing strategy of electronic transaction
services at an Indonesian retail company. In The Future Opportunities and Challenges
of Business in Digital Era 4.0 (pp. 20-23). Routledge.
Mehmet, M., Roberts, R. and Nayeem, T., 2020. Using digital and social media for health
promotion: A social marketing approach for addressing co‐morbid physical and mental
health. Australian Journal of Rural Health, 28(2), pp.149-158.
Yamamoto, K. and Lloyd, R.A., 2019. The role of big data and digitization in just-in-time (JIT)
information feeding and marketing. American Journal of Management, 19(2), pp.126-
133.

Zheng, W., Yiyang, L. and Ying, C., 2020. The Progress and Enlightenment of Foreign Library
Marketing Theory and Practice in the Last Decade. Library and Information
Service, 64(24), p.122.