Digital Marketing Report: Dark Woods Coffee Strategy and Analysis

This report provides a detailed analysis of Dark Woods Coffee's digital marketing strategies. It begins with an introduction outlining the report's scope, followed by an examination of the micro and macro market environments, including SWOT and PESTLE analyses. The report then explores potential market segments for Dark Woods Coffee, focusing on demographic, psychographic, behavioral, and geographic segmentations. A key section explains the digital marketing communication mediums, such as social media and search engine marketing, to target each segment effectively. The report also evaluates chosen digital marketing communication mediums, assessing their effectiveness. Finally, it reflects on the skills developed through the module and concludes with a summary of key findings. The report aims to provide a comprehensive understanding of how Dark Woods Coffee can leverage digital marketing to enhance its market presence and achieve its business objectives. The document is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

DIGITAL MARKETING
REPORT

TABLE OF CONTENT
INTRODUCTION...............................................................................................................3
An analysis of Dark Woods Coffee’s macro and micro market environment................3
Dark Woods Coffee’s potential market segments.........................................................5
An explanation of the plan to target each segment through digital marketing
communications mediums.............................................................................................6
An outline and critical evaluation of chosen digital marketing communications
mediums.........................................................................................................................7
A reflection of the main skills that I have developed from this module..........................8
CONCLUSION...................................................................................................................8
REFERENCES..................................................................................................................9

INTRODUCTION
Digital marketing refers to the marketing which promote and work on digital sector
and try to enhance the marketing on the public platforms. Dark wood coffee are one of
leading coffee seller in market and are providing different ways of services in industry.
Report will explain the internal and external factors of environment & also the ways in
which company can segment and target the market. There is going to be digital
marketing methods also which are going to be discussed further in report so that there
is going to be a good performance level in market.
An analysis of Dark Woods Coffee’s macro and micro market environment
Micro Environment: - It is a factor of element within firms immediate environments
and which can affect performance and working including the effect on decision making.
SWOT analysis: -
It stands for strength, weakness, opportunity and threat. SWOT is to assess the
business aspect (Gürel,2017).
Strength: -
Strength of company Dark woods coffee is the brand name which is helping in
getting business objectives and growth of the stores in the UK market. The quality of
taste they are serving to customer are helping brand in major strength. Strength of DWC
is the quality and choices they are providing in one of the best way of presentation
which attract.
Weakness: -
Dark woods coffee is a premium brand in the market and the high prices of the
company is affecting in sales as the competition is so high. The procurement practices
of Dark wood is making company lack in places because of their unethical procurement
practices. Less promotional activities are affecting company growth in market. It is
required to improve in such a huge competitive market.
Opportunity: -
The best opportunities for company is to expand business more into new places
so that they can increase market value and awareness in market which will help in the

business objectives and goals. Providing new product in market is one of opportunities
for company (Afsari and Rachmawati, 2019).
Threat: -
Threats for company are big competition in coffee shop market which is
increasing day by day as trend in population and market is increasing for coffee. The
low cost coffee shops and stores are one of threat to company which affect business of
the company (Phadermrod, 2019). Coffee is one of the major business option nowadays
so the company need to be aware about all the trends and choices of customer which
attract them.
Macro environment - Macro environment are those factors of the external environment
which the affect the business with external factors including the Political, economical,
social, technological factor.
PEST analysis: -
The external environment analysis of company which show the affect of external
environment on business are the Pestle analysis.
Political: - Political issues of environment refer to influence made by the government on
the business or industry, it include the policies of government, political stability of
country, corruptions etc. in the country affecting the company business. The Dark wood
need to look for all possible ways in addressing policies of government with all working
ethics. Positive effect of political on Dark woods is the proper process of regulatory
business, the negative effect are policies take time and conflicts on situations.
Economical: - Economic environment refer to the economical factors involving in the
business from external environment which include interest rates, income of customer,
unemployment rates etc. Dark wood are focused on economic factor of country as it
affect the business directly. Positive factor of economic are that it can change demand
and supply structure if properly managed. Negative side are the recession which is
going due to pandemic.
Social: - Social issues are emerging trends in environment and identifying of the
emerging trends. It helps Dark woods coffee in understanding basic needs and wants of

customer so that they can target the right thing in product. It also include the
demographic change, education level etc.
Positive: - Social trends helps company in getting more of the business as trend is of
organic coffee and the company is providing the best organic coffee in market which is
helping company in getting business objective.
Negative: - The trends and social changes affect company goals as trends changes
quickly and company need to adapt the change which affect pricing of product and
affect market of the company(Nurmi,2018).
Technological: - Technologies refer to the innovation in technologies that affect
business directly with the way of working in the environment. Technologies affect the
decision or going into a industry or not. Dark wood are providing one of best
technologies so that work of employees can get bit easy and to maintain the multiple
working. Positive side of technologies for the company is to get both channels of sales
online & offline, Negative are the cost of technologies.
Dark Woods Coffee’s potential market segments
Market Segment: - Market segment refer to segmentation of market for company and
finding bet ways in which company can deals working and process. Market segment
help company in understanding market with help of segmenting market by 4 ways of
market segmentation which include Demographic segmentations, Psycho-graphic
segmentation, geographic & behavioural segment of the market which Dark woods
coffee are following.
Demographic Segmentation: - It is one of most important segment for company in
which the factor involve the age, occupation, income, family standard, situation, ethnic
etc. it shows the company to target market according to these factor.
Psychographics segmentation: - This factor segments of market by personality of
people. The company provide premium product and it needs to segment
Psychographics to understand more of segment. It includes personality traits, values,
attitude, interest, lifestyle, motivation etc.
Behavioural segment: - It includes the behaviours of market and in ways they behave
from services and purchasing habits of customer is in behavioural segment which is
focused by Dark woods company. It includes the status, habits, interactions etc.

Geographical segmentation: - It shows segmentation of geographic location including
postcode, city, country, climate and the company dark woods coffee works according to
them.
From the above analysis Dark wood coffee segmented market in 4 ways to find best of
segment for company and Dark wood get there segment more focused on behavioural
segmentation and Psycho graphics segmentation as both of them are major part for
business and company is providing it focus on these two (Liu,2019). It will help them in
finding a desire product to offer to the audience and do business activities accordingly.
The main segment for the company are the young age people and children who are
addicted to coffee product and are in a regular habit to go to café's and buy things.
An explanation of the plan to target each segment through digital marketing
communications mediums
Dark Wood coffee has potential to grow in the market by attracting more young
customers and also generating the need of coffee in the market which will increase the
customers effectively. Dark wood coffee wants to target the college going to students
because they study in groups and there is a university next to the store therefore it is
going to be very good for targeting. This also helps Dark Woods coffee to penetrate in
market and increase potential to compete and generate higher profit margins. Business
will focus on social media marketing which helps to increase the efficiency to
communicate vision to public (Minculete and Olar, 2018). Social media marketing helps
to target each and every segment of business to increase the business exponentially
and provide better products for customers to increase their satisfaction effectively. Due
to increase in networks, globally the opportunity to target on demographic segment is
possible effectively. It also helps to improve the accuracy with help of analytical tools to
trace online users’ movement for digital marketing campaign. Psychographic segment
helps to understand the lifestyle, personality traits, and values of customer base which
helps Dark Wood Cafe to develop effective strategies and market plan and gain better
market coverage effectively. Social media marketing communication helps Dark Wood
Coffee to create questionnaires which helps to emphasize on behavioural segment of
the market and understand each and every customer effectively to increase their

satisfaction. Business increases the opportunity when a new develop is made in
products according to taste and preference of customers which will also help to achieve
competitive advantage in the market to expand and earn more profit margins (Mogaji,
Soetan and Kieu, 2020). Search engine marketing is also very effective medium to
communicate to market customer and increase the sales of the business faster. Search
engine marketing helps to pop up ads according to customer last searches and browsed
content. This helps to analyse the taste and preference to provide effective product to
attract them in coffee house.
An outline and critical evaluation of chosen digital marketing communications mediums
Social media marketing is based on internet platform which is large network and
can be taken advantage of. This helps to increase the market coverage of the business
to communicate effectively. With help of social media business can continuously provide
live information about its business activities, offers, schemes and new product launches
to attract more customers and gain brand image in the market effectively (Kamal, 2016).
Social media marketing, search engine marketing, opt in email marketing medium are
the most effective communication platforms to increase the digital presence in market. It
also helps to reduce cost of Dark Wood Coffee and improve the quality of products and
services with the help of several interviews and questionnaires. However it is not
adequate to analyse any customer on online platform as there is lack of proper
understanding as comparison to person to person communication. This also reduces
the efficiency of customers to become loyal to one business effectively. Social media
marketing enables marketplace for customers at their digital gadgets which also
increases their satisfaction and experience level effectively. Social media has attracted
a lot of customers and the sales of Dark Wood Coffee which can be good for the
operations to take place (Zhu, 2019). There is a lot of information which can be
exchanged by the organization which is going to make the company have good
functioning and the organization will be able to profit from this factor as well. The
customers have to get information about the sales, discounts, etc so that there is going

to be good purchases of the products and services which are going to be good for
reputation and brand image in market.
A reflection of the main skills that I have developed from this module
There are a lot of skills and knowledge which I have gained from this report which I
have done which is very good for my future career goals. There are leadership goals
and targets which I have learned to set while doing this report which is making me give
my best in this report. There was an improvement in technical skills as well like
leadership quality since I managed to take the charge for the activities which were
involved in this report and I also gathered more knowledge about the human skills which
are working effectively so that the objectives and goals can be achieved for the report to
come out effectively. There has to be good understanding of the customers which
needs to be there and for that there was a lot of information and methods which I had to
learn and collect so that the report would turn out to be effective and the results are
going to be excellent. There is a lot of information which has to be taken out for this
report for which I took a lot of time. There had to be good time management for the
report to take place and the results have to be good for the overall improvement. There
are a lot of contradicting report and collection of data which I had gathered and I had to
find out myself that if the details which have been mentioned in the report are right or
not so that the audience is going to collect the right information from my report
(Hwangbo and Kim, 2019).
CONCLUSION
From the above report it can be concluded that there is a need for businesses to
have a good digital marketing plan after analysing the market which is going to make
the organization be able to have a good profitability in the market. It is important for the
organization to analyse the market effectively so that there are decisions which can be
made for the future. The company must know what they need to work on and right
information must reach out to the customers so that the satisfaction level of the
customers can improve.

REFERENCES
Books and Journals
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of
International Social Research. 10(51).
Hwangbo, H. and Kim, Y., 2019. Session-based recommender system for sustainable
digital marketing. Sustainability. 11(12). p.3336.
Kamal, Y., 2016. Study of Trend in Digital Marketing and Evolution of Digital Marketing
Strategies. International Journal of Engineering Science. 6(5). pp.5300-5302.
Liu and et.al., 2019. Market segmentation: A multiple criteria approach combining
preference analysis and segmentation decision. Omega.83. pp.1-13.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital
marketing. In International conference Knowledge-based organization (Vol. 24,
No. 2, pp. 63-69). Sciendo.
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 (AMJ).
Nurmi, J. and Niemelä, M.S., 2018, November. PESTEL analysis of hacktivism
campaign motivations. In Nordic Conference on Secure IT Systems (pp. 323-
335). Springer, Cham.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance
analysis based SWOT analysis. International Journal of Information
Management, 44, pp.194-203.
Zhu, G., 2019. The digital sales transformation featured by precise retail marketing
strategy.
Afsari, A. and Rachmawati, E., 2019. Tinjauan Tentang Penerapan Analisis Swot Dalam
Meningkatkan Daya Saing Perusahaan (Studi Kasus Pada King
Cafe). JEMPER (Jurnal Ekonomi Manajemen Perbankan). 1(2). pp.95-105.