Crafting a Digital Marketing Strategy for Dark Woods Coffee

This report provides an analysis of Dark Woods Coffee's integrated digital marketing strategy. It begins by examining the company's macro and micro market environment using PESTLE analysis, identifying political, economic, social, technological, legal, and environmental factors impacting the business. The report then defines Dark Woods Coffee's potential market segments based on demographic, geographic, behavioral, and psychographic factors, focusing on wholesale coffee roasters supplying cafes, restaurants, and hotels. It explains the plan to target each segment through various digital marketing communication mediums, including online advertising, search engine optimization, and web analytics. The report outlines and critically evaluates the chosen digital marketing communication mediums, reflecting on the skills developed during the module, such as critical thinking, communication, presentation, and research skills. The conclusion emphasizes the importance of digital marketing in today's technology-driven environment and the advancements made in digital communication strategies for the well-established coffee industry.

Integrated Digital Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
An analysis of Dark Woods Coffee’s macro and micro market environment ...........................1
Dark Woods Coffee’s potential market segments.......................................................................2
An explanation of the plan to target each segment through digital marketing communications
mediums .....................................................................................................................................3
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................................................................................................................................5
References:.......................................................................................................................................6

INTRODUCTION
The marketing is the collection of the activities which influence the people to make the
purchase of products and services of the business organisation. The company uses several digital
channel such as social media, search marketing for marketing the activities which is called
digital marketing (Aswani, R and et.al., 2018). The report is based on the Dark Wood Coffee
introduced in 2013 which is UK based company. It is an company of wholesale coffee roaster,
supplying to the cafes, restaurants etc. In the study the strength and weakness of marketing
communication is evaluated and reflection is provided on the skills developed during the
research.
MAIN BODY
An analysis of Dark Woods Coffee’s macro and micro market environment
The coffee is highly preferred by the people and taste depends on the coffee beans. In the
United kingdom the Dark wood coffee is the wholesaler of the coffee beans. The external factors
affecting the market are the macro market conditions which are uncontrollable variables and
affects the business organisation operations. These factors are been analysed by applying
PESTLE which is used for the purpose of micro and macro environmental factors. The PESTLE
analysis of Dark Wood Coffee is given below:
Political factor- The government policy is determined by the Dark Wood Coffee which
has the impact on the organisation. It involves the factors of political stability, taxation policies,
and trade policies. On the international trade the business of coffee is highly depended. The
trade relationship between the countries that are producing and consuming helps in determining
beverage final tag price. The number of the international trade agreements ensures the coffee
industry success (Baena, V., 2019).
Economic factor- This involves the factors of fore gin exchange rate, interest rate, and
inflation rate which is affecting the organisation and profitability. The consumer spending is
impacted with the income growth which leads to more consumption of coffee. The consumer
spends on the higher quality produce due to growing incomes which also leads Dark Wood
Coffee to produce high quality coffee grounds. The purchasing power of the consumer declines
with the rise in inflation price and leads to low sales.
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Social factor- There is the identification of the emerging trends and putting focus on the
social environment. The needs and wants of the customer is understand by the marketer which
involves the factor of cultural trend, educational level, attitude change etc. The consumer makes
the healthy choices as they are becoming more health conscious and for improving mood, sleep
they are consuming caffeinated beverages of Dark Wood Coffee. The other factor is the trade fair
which is an international movement that seeks to compensate the farmers for produce. The high
demand of fair trade coffee products leads to framer earn more and less to middlemen
(Bowman, J.M., 2021).
Technological factor- The market is affected with the rate of the technological
innovation and development. It consider the factor of automation, research and development,
technology. The Dark Wood Coffee uses the genetic engineering technology which includes
modifying produce at genetic level to improve the taste, shelf-live etc. In generating large profit
it helps the producer. The Dark Wood Coffee also makes the use of coffee appliances such as
grinders, drip machines and espresso makers to make the coffee consumption easy.
Legal factor- The change in legislation can impacts the business operations of Dark
Wood Coffee. The company is required to comply and have he understanding of the legal laws.
The Coffee comes under the food and drink regulation which is required by the Dark Wood
Coffee to follow the food standards that how it should be stored, transported and brewed.
Environmental factor- This factor involves the climate, recycling procedures, waste
disposal which influence the surrounding. The firm faces the environmental issues of
unsustainable farming that result in deforestation. The other concerned related to the farming
involve the pesticides and fertilizers affecting the farming (Childers, C.C and et.al., 2019).
Dark Woods Coffee’s potential market segments
The Dark Wood Coffee focus on the customer segment which is a wholesale coffee
roaster providing special coffee to the cafes, restaurants, hotels and coffee shops. The Dark
Wood Coffee market segmentation is done on the basis of demographic, geographic, behavioural
and psychographic. It helps the customer in the purchase of coffee for preparing and sale of
coffee. To serve their retail customers the coffee and espresso is purchased by the restaurants and
cafes. In the segmentation the men and women are targeted for the coffee consumption. In
targeting the age group of 18-25 are targeted which prefer the high caffeine and 30-60 age group
prefers premium and express with half the caffeine (Dasgupta, S. and Grover, P., 2019). The
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consumption of the coffee is consumed 64% in breakfast, 28% between meals and 8% in other
meals. The sweetened or plain black coffee is drink by the 64% customers and 65% drinks by
adding sweetener or creamer. The target consumer segment have the constant need for the coffee
such as cafes, hotels, restaurants and many more. High quality coffee is provided by the Dark
Wood coffee. The customer purchasing pattern is based on convenience, cost and quality. The
middle and upper class of customers are targeted. In the positioning strategy is is evaluated how
to position the product to target the most valuable customers (Ferrell, O.C. and Ferrell, L., 2020).
The unique selling proposition is identified. The positioning help in facilitating brand to get
through the target consumer mind. From the several competitors the Dark Wood Coffee faces the
competition such as Pumphreys coffee, TRUTH coffee roasting etc. It has won multiple great
taste awards being named with the top 50 food products in the UK. For the pop-up cafe days and
events the Dark Wood Coffee has opened the doors. The finest coffee is sourced and roast from
the world supplying wholesale, retail and food service coffees. The training and support is
provided as well as machines, brewing and other cafe equipments are also provided.
An explanation of the plan to target each segment through digital marketing
communications mediums
The digital marketing is interactive which helps in targeting the specific segment of
customer base. To reach the consumer digital marketing makes the use of internet, online
advertising etc. it is a new way in understanding behaviour and approaching the customer. The
digital marketing communication defines the use of different marketing channels which focus on
business message is communicated in the desired market. The brand of the Dark Wood Coffee is
promoted with the help of digital communication (Kadekova, Z. and Holienčinova, M., 2018). It
is a procedure of connecting people across online channels. The digital marketing plan is the
document which defines the marketing goals consisting of strategies, channels and company
budget. The digital marketing plan gives the understanding of the target audience and helps in
adjusting the sales model according to the needs. In the efficient way the resources are utilized.
There are several ways by which the message of Dark Wood Coffee is communicated to the
large audience.
Online advertising- It refers to the online marketing which is regarded with the internet
advertising used to convey the promotional marketing messages to the customers. The Dark
Wood Coffee takes the use of different platform such as Google, Facebook, Instagram and many
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more for the promotion. The aim of such advertising is to educate and inform the customers
regarding the innovation and creativity in the product and services. The Dark Wood Coffee uses
Facebook for planning an online advertising campaign to attract the customers.
Search engine optimization- It refers to the procedure of increasing the quality and
quantity of the traffic of website to a webpage through the help of search engines. It takes the use
of powerful content and images to keep the website on top. The cafe will use the strategies of
some words which they will use in the content and mostly used by the customers. With this
credibility and trust of the customer is enhanced.
Web Analytics- It is a collection and measurement of web data to have the understanding
and optimize web usage. It is a tool used for the business & market research. The web analytics
tools includes WIX analytics, Google analytics etc. The Dark Wood Coffee takes the use of
Google analytics which tracks the website traffic and content is created which is engaging more
towards the customers. It helps in understanding the user behaviour along with the online to
online tracking.
In creating the marketing plan first the brand is outlined which includes the benefit and
drawback of the business to sale the products to customers effectively. To satisfy the need of the
customer the segment is targeted and product is developed. The goals are established defining
the tasks before entering into the market and means of achieving them. The budget is prepared
and digital marketing strategy is created (Micheaux, A. and Bosio, B., 2019).
An outline and critical evaluation of chosen digital marketing communications mediums
To promote the brand of the Dark Wood Coffee several marketing communication tools
are available and effectively used for the brand promotion. (Sharma, R and et.al., 2018).
A reflection of the main skills that I have developed from this module
From the above given module I have learned various skills which helped me in the
personal development and got to know about the company products. To perform more efficiently
the communication and learning is developed of mine. The critical thinking is developed by
analysing the the available facts and logical connection is created between the ideas. In the
effective communication the critical thinking helped me and enabled the ability of problem
solving. This skill can be applied in any situation associated with planning or analysis. I
improved my presentation skill which make me more clear in the thinking and presenting the
information in the meaningful way. The presentation skill enhanced the interaction with the
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audience and build my confidence. The other skill I developed is research skill which is the
ability to search, evaluate and using the present information that is relevant to the particular
topic. In this skill I searched on the marketing topic, communication mediums that a company
uses which enhanced by research. The research skill provides the solution for the problem and
the tasks are completed efficiently.
CONCLUSION
From the given module the conclusion is been made that with the rise of technol0ogy the
digital marketing is very important which helps the companies in several ways. The number of
advancement and improvement is made in the digital communication strategy. The coffee
industry is well established which offers the coffee appliances and the customers have the
growing income. The company uses several communication medium to convey the message to
the targeted audience and awareness is created regarding the coffee. With this module a
reflection on the skills that I have developed is also been provided.
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References:
Books and Journals
Aswani, R and et.al., 2018. Detection of spammers in twitter marketing: a hybrid approach using
social media analytics and bio inspired computing. Information Systems
Frontiers, 20(3), pp.515-530.
Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern
Munich. Soccer & Society, 20(4), pp.660-674.
Bowman, J.M., 2021. Digital Marketing and the Culture Industry: The Ethics of Big
Data (Doctoral dissertation, University of Arkansas).
Childers, C.C and et.al., 2019. # Sponsored# Ad: Agency perspective on influencer marketing
campaigns. Journal of Current Issues & Research in Advertising, 40(3), pp.258-274.
Dasgupta, S. and Grover, P., 2019. Impact of digital strategies on consumer decision journey:
special. Academy of Marketing Studies Journal, 23(1), pp.1-14.
Ferrell, O.C. and Ferrell, L., 2020. Technology challenges and opportunities facing marketing
education. Marketing Education Review, 30(1), pp.3-14.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today, 9(2).
Kittelberger, D. and Allramseder, L.S., 2019. The digital strategy: The guide to systematic
digitization of the company. In Performance Management in Retail and the Consumer
Goods Industry (pp. 123-136). Springer, Cham.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education, 41(2), pp.127-140.
Richardson, N., 2019. Sustainable marketing planning. Routledge.
Sharma, R and et.al., 2018. The future scope of netnography and social network analysis in the
field of marketing. Journal of internet commerce, 17(1), pp.26-45.
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