Analysis of Integrated Digital Marketing for Dark Wood Coffee Company

This report provides a comprehensive analysis of integrated digital marketing, using Dark Wood Coffee as a case study. It begins with an introduction to digital marketing and its importance. The main body of the report assesses the internal and external market environment of Dark Wood Coffee, utilizing SWOT and PESTEL analyses to evaluate strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, environmental, and legal factors. The report then assesses potential market segments for the company, employing the STP model (segmentation, targeting, and positioning). It further discusses various marketing communication channels suitable for each target segment, including social media marketing and search engine marketing. The report concludes by summarizing key findings and highlighting the skills developed during the module, such as critical analysis and problem-solving. Finally, references are provided for all sources used.

Integrated Digital
Marketing

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Assess the internal and external market environment of chosen company............................1
Assess the potential market segment for the chosen company...............................................4
Discuss the marketing communication channels for each target segments............................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Introduction
Digital marketing is defined as the process of carrying out all the marketing activities using
online mediums, it involves selling and promoting of goods and services as well as making
consumer aware of the brand using various digital platforms liker social media marketing, email
marketing. Integrated digital marketing is the process of using different marketing tools and
techniques in order to attract large number of customers through digital platforms. Digital
marketing helps business organisation to directly interact with their potential customers and
enhance overall performance of the organisation. For this report Dark Wood Coffee is taken as
the base company. The Dark Wood Coffee is one of the well-established global award winning
company in west Yorkshire, company offers extreme quality of coffee roasted by hands on a
1950’s probat drum roaster. The company was started in 2013 offering range of roasts and style
according to customer’s preferences. This report highlights the detailed analysis of internal and
external environment with its suitable market segment also how digital marketing mediums are
used in targeting each segments is also explained in this report. In addition this the skills
developed during this module is also highlighted in this report.
Main Body
Assess the internal and external market environment of chosen company.
Market environment is defined as the kind of environment which includes all the factors such as
internal and external factors influencing the working and profitability of the business.
Appropriate exploration of the market environment aids company to analyse the opportunity and
threat available in the market and the proper actions needed to be taken by the organisation to
enhance their performance and profitability. Marketplace environment includes the internal and
external environment (Batat, 2019). In context to Dark Wood Coffee both the environment are
discussed below:
Internal environment: The internal environment includes all the factors which are available
inside the business environment and directly influence the functioning of the business. In order
to analyse the internal environment of the Dark Wood Coffee SWOT analysis is taken into
consideration as highlighted below;
SWOT analysis: It is defined as the marketing framework or tool used by the marketing
manager to evaluate and analyse the factors available within the organisation influencing the
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functioning and profitability of the business (Dasser, 2019). In context to the chosen company
the SWOT analysis is highlighted below:
Strength Weaknesses
 One of the biggest strong point of
Dark Wood Coffee is having strong
brand image.
 Company has won multi awards for
offering extreme quality roaster
coffee. Recently company won 13
awards.
 Company is dealing in the single
product line which can create
weakness for the company.
 Increasing cost rate for roasting and
providing quality coffee beans can
be another weakness for the
company.
Opportunity Threat
 One of the biggest opportunity
available to the company is
expanding their business into the
international market.
 Increasing use of advance
technology can be another
opportunity for the company.
 Increasing competition in the
marketplace can be biggest threat for
the company.
 Continuous change in the taste and
preferences of the customers or
increasing health consciousness can
be another threat for the company.
It is analysed that to grow and become successful into the competitive market and also to
work effectively, Dark Wood Coffee needs to continuously analyse their internal environment,
company has strong strength which needs to be taken into consideration and opportunities needs
to taken into consideration. In addition to this effective measure needs to be taken to deal with
the threat and weaknesses.
External Analysis: The external analysis includes all the factors available outside the business
environment directly influencing the functioning and profitability of the business (Berman and
Thelen, 2018). In order to analyse the external environment of the Dark Wood Coffee, the
PESTEL analysis can be taken into consideration.
PESTEL analysis: It is one of the essential framework used by the business organisation in
order to analyse the various external factors available in the environment which directly
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influence the functioning and profitability of the business. In context to the chosen company,
analysis is discussed below:
Political factors: The political factors includes all the government policies such as labour
laws, taxation rate, tariffs which can directly influence the functioning of the business. The stable
political environment will have favourable impact on the company similarly unstable
environment will create barriers for the company. In context to Dark Wood Coffee, company
needs to trade globally so for smooth working various political factors needs to be taken into
consideration.
Economic factors: It includes factors like inflation rate, interest rates, wage rate, supply
and demand rate, spending capacity of the consumers which directly influence the functioning
and profitability of the business, developed economy will help company to grow (Burgess and
Burgess, 2020). In context to Dark Wood Coffee, the growth in the economy will allow
consumers to spend more on the luxury items which leads to enhancing profitability of the
business and vice versa
Social factors: The social factors includes the factors like the consumer behaviour or the
cultural factors, increasing concern about the health consciousness can leads to creating problem
for the companies company needs to focus on offering more organic foods. In context to the
chosen company, they needs to ensure that employees taste and preferences are taken into
consideration effectively.
Technological factors: The technological factors includes the change in technology or
advancement in the technology which can directly influence the functioning of the business
(Dahl, 2018). In context to the Dark Wood Coffee, company needs to ensure that they are using
well advance technology in order to gain competitive advantage into the market.
Environmental factors: It includes factors like working towards the welfare and
sustainability of the environment, each business has social responsibility to work towards
sustainability of the business top enhance their competitiveness in the marketplace. In context to
the Dark Wood Coffee, they needs to ensure that they are working towards the sustainability of
the environment (De Silva, 2019).
Legal factors: The legal factors includes the legal laws, rule and regulations as well as the
legislation, strict legal laws create barriers for the company. In context to chosen company, they
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needs to ensure that they are following all the legal laws and legislation in order to work
effectively.
It analysed that, to survive and grow into the marketplace it is essential for the business
organisation to continuously evaluate and examine their external environment and corrective
measure needs to be taken accordingly (Ferrell and Ferrell, 2020).
Assess the potential market segment for the chosen company
In order to under the potential market segment of the Dark Wood Coffee the STP analysis
can be taken into consideration.
STP model: It is one of the essential model used by the business organisation in order to analyse
and evaluate their potential target segment effectively (Roynand Schramm, 2020). This helps
business organisation to understand the potential segment and the how to target it in order to
create effective position in the market. In context to Dark Wood Coffee, the STP model is
discussed below:
Segmentation: The term segmentation is defined as the process of dividing the large
target market into smaller segment, the segment can be on the basis of similar taste, or
preferences. In context to the Dark Wood Coffee the segment is divided on the basis of
psychographic and demographic section.
The chosen segment for the company includes youngsters and coffee lovers also group
who prefers speciality coffee.
Targeting: After segmentation comes the targeting, under this the selected segment is
targeted by the company in order to analyse and evaluate the group effectively. In case of chosen
company, the company uses various tools and techniques to effectively target their customers.
Positioning: After the selected audience is targeted, then comes the positioning it is the
process of making consumer aware of the product and services using various promotional tools
like social media marketing or advertising. In context to Dark Wood Coffee, company is using
digital marketing channels or social media marketing in order to attract their potential customers
and create and sustainable position into the market (Hughes, 2018).
Discuss the marketing communication channels for each target segments
The digital marketing communication channels are the different marketing tools and
techniques used by the marketer in order to communicate with the customers about the product
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and the brand image. In context to Dark wood Coffee, in order to target the each segment
company can use number of digital marketing communication channels available as discussed
below;
Digital marketing communication channels for youngsters and coffee lovers
Social media platforms: This is one of the most suitable channel that can be used to
attract the target segment such as youngsters and coffee lovers, with increasing use of the social
media platforms like Facebook, Instagram, twitter among the youngsters, this tools will helps
company to directly interact and connect with potential target market and make them aware of
the company’s product and services and enhance brand image (Lee and Cho, 2020). Using this
platforms company can directly connect and interact with the potential customers.
Digital marketing communication channels for speciality coffee drinkers
Search engine marketing: Another marketing communication channel that can be used
by the company in order to target their speciality coffee drinkers can be the search engine
marketing. This tool will allow company to develop and manage their position in the search
engine tools available on the online platforms such as Google or Bing. This will allow company
to make consumers aware of the brand image and enhance their performance effectively (Sharma
and Verma, 2018).
The above used digital marketing communication channels according to the target
segment will help company to enhance their brand image into the market place and increase their
productivity and profitability and will also help in increasing the customers base through the use
of effective communication channels and building brand loyalty with them.
Learning’s
The learning is essential for each and every individual in order to grow and develop
themselves. In case of this report the main skills that has been developed was the critically
analysing skills, this module has helped in analysing and evaluating various aspects in order to
understand the situation and take corrective actions effectively. In addition to this another skills
which has developed while delivering this module is the problem solving skills, this module has
helped me evaluating the situation and analysing it carefully and then solving the problem. It has
also helped me to understand the various concepts like micro and macro environment and skills
required to carry out both the environmental factors and how they directly influence the
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functioning and profitability of the business. This module has helped me to learn about the
various channels of digital marketing communication which helps in communicating to the
potential customers about the product and services (Palmatier and Steinhoff, 2019).
Conclusion
From the above report it can be concluded that with the increasing use of internet number of
customers are moving towards digital platforms and in order to attract large number of customers
business organisations are using various digital media platforms effectively, the various digital
media platforms helps business organisation to attract large numbers of customers and directly
interact with the them effectively. It is also analysed that digital marketing helps business
organisation to increase their profitability and productivity. This report includes the micro and
macro market environment which directly influence its functionality and also the potential
market segment suitable for the company is also highlighted in this report. In addition to this the
various marketing communication channels needed to be used by company is also explained also
the learning from the module is also highlighted in this report.
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References
Books and Journals
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution Management.
Burgess, C. and Burgess, M., 2020. The New Marketing: How to Win in the Digital Age. Sage.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
De Silva, C.W., 2019. Mechatronics: an integrated approach. CRC press.
Ferrell, O.C. and Ferrell, L., 2020. Technology challenges and opportunities facing marketing
education. Marketing Education Review, 30(1), pp.3-14
Hughes, A., 2018. Market Driven Political Advertising: Social, Digital and Mobile Marketing.
Springer.
Lee, H. and Cho, C.H., 2020. Digital advertising: present and future prospects. International
Journal of Advertising, 39(3), pp.332-341.
Palmatier, R.W. and Steinhoff, L., 2019. Relationship marketing in the digital age. Routledge.
Roy, A. and Schramm, M.E., 2020. The Relationship between Competitive Pricing and Direct-
to-Consumer Advertising: How to Manage DTC Advertising of Rx Drugs In an
Integrated Marketing Mix Strategy. Journal of Advertising Research, 60(3), pp.305-323.
Sharma, S. and Verma, H.V., 2018. Social media marketing: Evolution and change. In Social
media marketing (pp. 19-36). Palgrave Macmillan, Singapore.
Trunfio, M. and Della Lucia, M., 2019. Engaging destination stakeholders in the digital era: The
best practice of Italian regional DMOs. Journal of Hospitality & Tourism
Research, 43(3), pp.349-373.
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