Digital Marketing Report: Analysis of Dark Woods Coffee UK Operations

This report provides a comprehensive analysis of Dark Woods Coffee's digital marketing efforts. It begins with an introduction to digital marketing and its significance, followed by a detailed macro and micro-environmental analysis, including political, economic, social, technological, environmental, and legal factors impacting the business. The report then delves into the company's strengths, weaknesses, opportunities, and threats. An STP analysis (segmentation, targeting, and positioning) is conducted to understand Dark Woods Coffee's market approach. The report critically examines the company's use of social media marketing, discussing its advantages and disadvantages. The author reflects on the skills gained during the module and concludes with a summary of the key findings and recommendations for improvement, emphasizing the importance of strategic digital marketing practices. The report is a valuable resource for understanding the digital marketing landscape and applying theoretical concepts to a real-world case study. This report is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

Digital Marketing
Report

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Macro environment analysis........................................................................................................1
Micro Environment analysis........................................................................................................2
STP analysis.................................................................................................................................3
Critical analysation of digital marketing communication medium.............................................4
Reflection.....................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is one of marketing which use internet as well as digital technology to
communicate message related to their product and service (Armstrong, Delia and Giardina,
2016). This digital marketing has large reach which helps an organisation to communicate their
message to their customers. As in todays world every person is using digital technology which
helps to save time, efforts as well cost of company. This project report includes study of Dark
Woods Coffee which is based in UK. This company is established in 2013 by Lan Agnew.
Company is producing coffee ad also provide training and is providing good quality coffee bean.
They have also won various award for taste of their coffee. This project report includes micro
and macro marketing environment along with market segmentation. It also includes digital
communication medium and skilled development in this process.
MAIN BODY
Macro environment analysis
Macro environment analysis are those analysis which identify external factors that can
create negative impact on their business. There are various factors which can affect business of
Dark Wood coffee and these include political environmental technological, economic and legal
factors. These factors are as follows:
Political Factors: Political factors are those factors which include interference of government in
business. It includes factors like government stability, trade barrier and many more (Cawsey and
Rowley, 2016). Dark Wood Coffee conducting business related to sales of Coffee in UK.
Political environment of UK is table which provide them opportunity for expanding their
business. Government of UK also provide support to small or medium size business which also
helps them in expanding their business in UK. But at same time, this business is affected by trade
relationship of government. Coffee is produced in Asia, Africa, South America and trade relation
of UK with other country can create impact on business of Dark Wood Coffee.
Economic factors: Economic factors are those which is related to economic growth,
interest rate, inflation rate and many more. Any changes in economic create great impact of
performance of business. Changes in interest rate can affect product cost of business. There is
increase in income of people in UK which is due to reduce employment rate. This factor create
opportunity for business of Dark Wood Coffee as people will buy more coffee which is a
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consumer goods. Income of people directly create impact of food and drink industry as people
love to buy good food and drinks like coffee for them.
Social factors: Social factors are those factors which include cultural aspect like health
consciousness of people, population of country, age, income distribution and many more
(Kannan, 2017). These social factors create demand for product and service of company and
sometimes create negative impact on market for business. There is a change in reference of
customers as thy are become more health consciousness. Coffee include caffeine which is not for
human health. Due to these factors people are started avoiding coffee to follow healthy routine.
This create negative impact of business of Dark Wood Coffee.
Technological factors: Technological factors are those which is related to technological
aspect and include factors like research and development, automation and technological changes.
These factors create barriers for new industries and also affect cost of company. Dark Wood
Coffee is using excellent technology for preparing coffee which make is different from other
market players. These technologies improve their taste and also increase their popularity. These
technologies provide advantage of differentiation to organisation and also attract customers
towards them.
Environmental factors: Environmental factors are those factors which is related to weather,
climate changes and create impact on business of organisation (Kaur, 2016). Environment create
negative impact on business of coffee as changes in climate affect product of coffee beans that
has direct impact of price of coffee in market. Business of Dark wood coffee has negative impact
of changes in climate.
Legal factors: Legal factors are those factors which include factors related laws and
regulation like employment law consumer law, health and safety law and discrimination law.
Dark Wood Coffee is doing business related to selling of coffee, so it is important for them to
follow all food standard. They also need to ensure there should be proper cleanliness at place
where they are preparing coffee. These food and safety laws can create negative impact on their
business.
Micro Environment analysis
Strength Weakness
Dark Wood Coffee has on 13 awards for taste
of their coffee which helps them in getting
There is high competition in this industry
which can affect their business. There are
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fame in market. Also, they are working on
getting high quality of coffee beans for their
coffee production. They are roasting their
coffee by hand which make them unique in
market place.
various market players like Starbucks which
affect their market share.
Opportunity Threat
There is various opportunity for business of
Dark Wood coffee. There is increasing trend in
youth to drink coffee with their friends which
helps their business in increasing their
profitability level (Mishra, 2019). Also
winning various awards for taste of coffee also
increase their market share and increase their
popularity among youth.
Increasing competitors are attracting their
customer through various advertising tool
which can affect tehri business. There is
increasing awareness related to health can also
create negative impact on business of Coffee.
As people are following healthy diet and
avoiding steeping out of their doors due to
global pandemic.
STP analysis
STP analysis s one of those analysis which include segmentation, targeting and
positioning of prospective product and service. These analysis helps business in identifying right
customers for their business. STP analysis of Dark Wood Coffee are as follows:
Segmentation: Segmentation is a process of dividing total heterogeneous market into
different part on basis of geographic location, demographic features and psychographic and
behavioural aspect. This helps business to focus on particular segment and meeting with demand
of customer effectively. Dark wood Coffee has segmenting market on basis of geographic
location as they are providing their product and service in UK.
Targeting: Targeting is process of selecting one segment in which organisation is serving their
product and which is attractive enough to make profit for business (Nurmi and Niemelä, 2018).
This targeting is based on size, reach and profitability level of organisation. Dark Wood Coffee
is targeting high income level group as it provides them opportunity to earn more profit and also
company is providing high quality roasted coffee beans.
Positioning: Positioning refers to a process in which organisation create image in minds of
their customers. This positioning is related to uniqueness of product and service of business. This
position is related to functional positioning, symbolic positioning and experimental positioning.
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They have differentiated themselves in terms of taste and has different brand from those of
competitors.
Critical analysation of digital marketing communication medium
Social media marketing is a tool of digital marketing which include use of various social medial
platform as well as website to marketing their product as well as service. In today’s world
everyone is well aware of use of social media especially young generation (Oliveira, Barbosa
and Sousa, 2020). They spent more time in using social media so business is using these medium
as it helps them to reach their target audience and promote their product. There are various social
media platform like Twitter, Instagram, Facebook and other medium which are using social
media. Dark Wood Coffee is using these social media platforms to promote their product. These
social media channel helps them in reaching them to their target audience. There is various
advantage of these social media marketing to business of Dark Wood Coffee which are as
follows:
Low cost: Social media marketing is one of effective tools for business as it is cost
effective than other medium of digital marketing. There is not cost on joining social media and
this allow business to interact with their target audience. To increase more profit, organisation
can adopt professional marketing strategies to manage their social media account. Dark wood
Coffee is using this plat form which is cost effective for them. It s a big platform which allow
them to interact with their target customers.
Big audience and interaction: This social media platform have many users which provide big
audience to business. Enterprise can use this medium to reach millions of customers as it does
not as geographical limits (Parsons and Lepkowska-White, 2018). It helps to interact business
with their customer which helps to build trust between them. Dark Wood Coffee is using this
platform to increase interaction with their customers base. It helps them to increase trust with
their customers.
Brand loyalty: Interaction between firm and customer increase their comfortableness with
each other which result in increase brand loyalty for product of business. This will also allow
customer to promote positive things about business through social media. Dark wood Coffee is
using one of social media which helps them increasing their positive marketing.
There is various disadvantage of using this social media platform for a business as it spread
rumours and time consuming. The disadvantage of social media marketing are as follows:
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Time consuming and long-time return of investment; Social media has large reach but it is
time consuming process of a business (Urban, Gosline and Lee, 2017). It also takes long time to
get return from this medium of digital marketing. Dark Wood Coffee is using social media
marketing but company does not get much benefit from this medium.
Risk of negative publicity: Social media is a platform which provide large reach t
business but at same time it also pulling down business with same speed. As there is always risk
of negative controversies on this platform which can create negative impact on image of
business. Dark Wood Coffee is one of organisation which is using social media platform but it
can create negative impact on image of business.
Reflection
There are various skills which I have earned from this module. These skills not only help
me in present scenario but also for future career development. These skills are essential to work
in a group and helps in solving problems. These skills are as follows:
Communication skills: Communication skills are those skills which helps in sharing
information from one-person to another (Yadav and Rahman, 2018). It is important for person to
know how to communicate effectively as its ineffective communication can lead to confusion
and misunderstanding in different people. I have learned how to communicate effectively which
allow me to avoid confusion and misunderstanding. This skill is essential as it helps in present
scenario but also for future job opportunity.
Problem Solving: I also learn problem solving skills as it helps me solving various problem
occur in team with which I am working. While learning these skills, I have worked in a group
and when people work in group there are various problem occur. To solve this problem, it is
important for a person to learn problem solving skills.
CONCLUSION
From above mentioned project report, it can be concluded that digital marketing is one of
marketing tool which include use of digital technologies to promote product and service of
enterprise. There are various medium of digital technologies and one of important medium is
social media marketing. Social media marketing is one of those tools which has long reach and
helps organisation to interact with their customers. Organisation can use various social media
platform to promote their product include Instagram, Facebook, Twitter etc. These helps to
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provide good return to business without much cost. Firm need to use these channels carefully as
it can create negative impact on business. It can lead to create negative controversies which
create negative impact on image of company. To avoid these problems, organisation should
adopt various strategies to professionally use these channels. This medium of marketing provide
opportunity to interact with their customers and also increase brand loyalty for their product as
well as service.
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REFERENCES
Books and Journals
Armstrong, C.G., Delia, E.B. and Giardina, M.D., 2016. Embracing the social in social media:
An analysis of the social media marketing strategies of the Los Angeles
Kings. Communication & Sport. 4(2). pp.145-165.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Kaur, S., 2016. Social media marketing. Asian Journal of Multidimensional Research (AJMR).
5(4). pp.6-12.
Mishra, A.S., 2019. Antecedents of consumers’ engagement with brand-related content on social
media. Marketing Intelligence & Planning.
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.
Oliveira, M., Barbosa, R. and Sousa, A., 2020. The use of influencers in social media marketing.
In Marketing and Smart Technologies (pp. 112-124). Springer, Singapore.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Urban, G.L., Gosline, R. and Lee, J., 2017. The power of consumer stories in digital
marketing. MIT Sloan Management Review. 58(4).
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on
customer loyalty: A study of e-commerce industry. Benchmarking: An International
Journal.
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