BSc Business Management: Digital Marketing Report - Dark Woods Coffee

This report provides a comprehensive analysis of Dark Woods Coffee's digital marketing strategy. It includes a SWOT analysis, PESTEL analysis of the macro and micro market environment, and identifies potential market segments, primarily focusing on youngsters and adults who consume coffee. The report explains a plan to target each segment through various digital marketing communication mediums, such as social media platforms (Facebook, Instagram, Twitter), visual branding, email marketing, and online engagement strategies. It critically evaluates the chosen digital marketing communication mediums, highlighting the importance of a well-developed website and consistent social media presence. Furthermore, the author reflects on the development of digital marketing and communication skills acquired through the module, emphasizing the role of communication in determining organizational standards and driving sales. The report concludes by underscoring the need for companies to target their market effectively and maintain potential segments for sustained growth, and emphasizes the importance of social media and website presence.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
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Contents
Introduction p
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An analysis of Dark Woods Coffee’s macro and micro
market environment p
Dark Woods Coffee’s potential market segments p
An explanation oftheplan to target each segment through
digital marketing communications mediums p
An outline and critical evaluation of chosen digital
marketing communications mediums p
A reflection of the main skills that I have developed from
this module p
Conclusion p
References p
Conclusion p
References p
Introduction
Digital marketing is regarded to be one of the finest entity that is being tackled by
organisations (Kotane and et.al, 2019). It is one of the marketing technique that will
bring about various products as well as a queries of customers and that are resolved
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at an instance by the organisation. This report will highlight the factors of digital
marketing strategies that are being employed by the organisation dark woods coffee.
An analysis of Dark Woods Coffee’s macro and micro
market environment
SWOT analysis: the swot analysis will deal with strengths weaknesses opportunities
and threats that are in regard to the organisation.
Strength: the strength of the organisation is its brand and the product. The products
are brought about by various formulations and that brought about good strength for
the organisation.The strength of the organization is its prospect of marketing.
Weakness: the biggest weakness that is in regard to the organisations is its a lack of
marketing principles. The weakness lies in evaluating the strtaegies. Operational
entities will have to be evaluated for better production. In order to attain this respect
the organisation will have to evolve as a dynamic approach and will have to come up
with strategies that are necessary for people to understand.
Opportunities: the opportunities that will fall in regard to the organisation Dark wood's
coffee as its brand extension as well as expansion into other countries. The
opportunity is likely to be the brand expansion. The coffee is regarded to be one of
the most prominent one that is been consumed the people and the various brand
extension strategies can make it one of the better possible organisation.
Threats: the threats that are in regard to the organisation is its competitive
atmosphere. Competitive atmosphere is one of the biggest threat for the
organization. The evolving companies acting as a barrier for the organisation and it
will have to come up with strategies that can win over them (Bala and Verma, 2018).
Macro environmental factors
Pestel analysis stand as one of the biggest macro environmental analysis that will
bring about various factors of political economic social technological environmental
and legal issues.
Political: the change in government regulations will act as one of the barrier for the
organisational upliftment. Since the organisation is operating and is also planning to
expand in other countries the different rules and regulations will bring about conflict
in the organisational policies.Changing government policies is one of the probable
entity of political factors. For this the organisation will have to be in collaboration
with certain government policies and then that will become easier.
Social factors: coffee is not preferred by many people and there will be certain social
obligations in order to move ahead with the kind of strategies that will have to be
implemented in order to deal with the measures of moving ahead with the
organisation. Community guidelines in accepting the product is one of the measure
that will fall in regard to social factors. This will bring about a certainty in the
operational atmosphere and that will have to be maintained at regular intervals of
time.
Economic factors: the economic factors that will wall in regard will include the rate of
exchange as well as the impact of recession (de Ruyter and et.al, 2018). Rate of
exchange is a considerable entity and that will have to be probably derived by the
organisation.
Technological factors: the organisation moves ahead in terms of adopting it
strategies towards the new technologies of digital dashboard that can bring about the
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onset of products which are depicted. This can help people to understand the
various products that are being dealt by the organisation.The organization will have
to increase the technological means by opting for online purchases and transactions.
Environmental factors: the organisation is in no way as dealing with the
environmental degradation. There are no carbon emissions that are evolved into the
atmosphere and that has added benefit to the organisation its products are also such
that in the near future there will not be any cause of depletion for environment.
Legal factors: legal factors in regard to the organisation will include the employment
law as well as the maintenance of organisation according to government policies.
The compensation is nowhere neglected and therefore that will be an added benefit
for the organisation (Gupta, 2020).
Dark Woods Coffee’s potential market segments
The potential market segment for the organisation is mostly the youngsters as well
as adults that consume coffee. Coffee has a more demand in the market and
therefore the organisation has targeted customers from this community such that
they can get to identify the standards of growth prospects. The target market is
divided on the basis of demographics identifying the group as well as the kind of
preferences that they usually process. Based on the target market the organisation is
subdivided into strategic orientation and that is brought about by various
communication channels (Ahegoukian and Kirilova, 2019). This is regarded as one
of the finest criteria because when the market is segmented and is targeted
accordingly then there will be a scope for use customer base. This customer base is
necessary in order to incorporate the sales as well as the particular entity that will
highlight the policy of organisation. The target market has brought about a great
potential for the organisation in terms of moving ahead where to the prominence of
brand extension. This organisation is also evolved as a dynamic conception and is
operating and all parts with rapid pace.
An explanation ofthe plan to target each segment through
digital marketing communications mediums
Dark Woods Coffee’s organization as they are must be required for having the
proper targeted segments for their company through which they can easily try to make sure
about their customer. As they can use the social media platform for teenager and young
people through which they can easily make their target and make sure about how usually
this could work for them. Visual branding which could break down their branding styles and
make connection between various people for which they can easily make their profits. Dark
Woods Coffee’s usually prefer the visual branding across social media platform and make
sure for having many effective things (Dabas, Sharmaand Manaktola, 2021). Along with this
must be important for them and make sure for those targeted people who are being using
the digital concepts for being satisfied.
Social media platform such as face book, Instagram, twitter and so on. While having
such kind of things this must be important for the people in knowing about what types of
products and services must be essential for them and how the Dark Woods Coffee’s can
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work towards them. As visual branding styles that could also help them for knowing about
how usually they can deal and make their business for being taking some high position.
Organization can take part on social media contests which could be more easy for
developing the relationship between audience and Dark Woods Coffee’s. If the organization
give their customer something today they feel more highlighted to give something back like
their email address (Araujoand et.al., 2020). While this can keep them for boosting online
engagements and make sure for having their more widely position in market. Along with
this online engagement can make their more possible things through which they can
develop some more high effective things.
Grow through using emails sometime, this could led with advertisement with
introduction with some new digital marketing strategies while by providing some more new
things towards customer. Audience engagement which could keep the involvement and
make sure for having some high growth and development about which could make their
business affection. Through using some more growth or make their business effective while
by keeping the targeted for their product and services. Dark Woods Coffee’s should also
understand about the communication between the customer and their store through which
they can easily come to know about how this could deal with them (Villanovaand et.al.,
2021). Along with this having many concepts and make sure for having some more growth
and development through which the customer relationship can be maintained. As the
organization should know about how the digital communication system play the important
through which they can come to know about how usually they have to make the
communication among their people. Along with this how they can maintain their rules and
regulation towards their employee for which the people can work and keep their growth
and development. Social media advertising which could keep currently stock about their
organization and this could be low chances for not having customer. While having such
things this become more easier for them and make their attraction towards the customer
through which they can easily work.
Moreover, help them for introducing the products and services through having
various concepts in organization. Social media advertising allow the business for rising the
goals and objective and make their targeted through using their customer directly and
ensure posts that have been seen through posts on social media platform (Gordiyevskaya,
2020). Dark Woods Coffee’s can easily make their business for working with some high
things and make sure for those thing which could keep their estimation. While having
various things this must be important for them for working and led them for keeping
customer with long term. Therefore, the organization can make the proper use of social
media platform and make their business more attractive with their customer.
An outline and critical evaluation of chosen digital
marketing communications mediums
The marketing Communications model that is being adopted by the organisation is
its social media as well as website. The website of the organisation is completely
developed and is involved such that every product that is a part of organisational
entity is being highlighted with the pricing strategy. The social media is one of the
biggest tool for promotion these days and it is being incorporated as one of the
communication method for the organisation (Tiautrakul and Jindakul, 2019). People
get angry with respect to all the regular updates and information that is in due of their
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knowledge. This has brought about a sense of understanding and the organisation is
also moving ahead in terms of development. For an effective development email
marketing is also being practiced by the organisation at regular instances. Through
email marketing they be in touch with the customers and that has brought about
good relationship terms.
A reflection of the main skills that I have developed from
this module
The skill that I have learnt at the end of the entire brief is skill of digital marketing as
well as communication skill. Digital marketing is learnt through how for the marketing
techniques are being highlighted by the organisation using the infographics as well
as posters. Communication skills are learnt about how to tackle with customers and
to derive objectives.Through this I have learnt the fact that there is a large scope for
marketing and that is brought about by organisational entity. Communication plays a
major role in determining the standards of an organisation and that is what is being
explained in this report. It is as well as essential as any other factor in the
organisation and that can bring about good number of sales.
Conclusion
From the above report it had been concluded that, company usually need to keep their
targeted market and keep their potential segment through which they can easily make their
connection. While having such things this must be also important for them and make sure
for having their skills and knowledge through which they can easily come to know about
how they have to deal with any situation. The organization potential targeted segments
which must be required for knowing about how they can deal and make their business for
working with many things and keeping some high estimation for their customer. As keeping
some skills and knowledge this could also make their business for working with many new
things and try create some more better developed concepts.
References
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in
independent businesses: experiences of restaurant entrepreneurs in India and the
United Kingdom. Worldwide Hospitality and Tourism Themes.
Araujo, T. and et.al., 2020. From purchasing exposure to fostering engagement: Brand–
consumer experiences in the emerging computational advertising landscape. Journal
of Advertising. 49(4). pp.428-445.
Villanova, D. and et.al., 2021. Retailer Marketing Communications in the Digital Age: Getting
the Right Message to the Right Shopper at the Right Time. Journal of Retailing. 97(1).
pp.116-132.
Gordiyevskaya, A., 2020. Ethics in digital marketing.
Kotane and et.al, 2019. Assessment of trends in the application of digital marketing.
Scientific Journal of Polonia University. 33(2). pp.28-35.
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Bala and Verma, 2018. A critical review of digital marketing. M. Bala, D. Verma
(2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering. 8(10). pp.321-339.
de Ruyter and et.al, 2018. When nothing is what it seems: A digital marketing
research agenda. Australasian marketing journal. 26(3). pp.199-203.
Gupta, 2020. Digital marketing: Trends, opportunities, and challenges. Asian Journal
of Management. 11(4). pp.434-440.
Ahegoukian and Kirilova, 2019. INNOVATIVE DIGITAL MARKETING TRENDS
2019. Eastern Academic Journal. 3. pp.57-65.
Tiautrakul and Jindakul, 2019. The Artificial Intelligence (AI) with the Future of Digital
Marketing. Available at SSRN 3405184.
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