Digital Marketing Report: Analysis of Dark Woods Coffee Strategy

This report analyzes the digital marketing strategies for Dark Woods Coffee, a UK-based specialty coffee business. It begins with an introduction to digital marketing and its application to the coffee industry. The main body of the report examines the macro and micro environments of the business using PESTLE and SWOT analyses, respectively. It also details the STP (Segmentation, Targeting, and Positioning) analysis to identify and understand target market segments. The report then explores how Dark Woods Coffee can leverage digital marketing communication mediums, including social media, to reach and engage each segment effectively. Finally, the report reflects on the development of communication and decision-making skills throughout the module. The report concludes by summarizing the key findings and emphasizing the importance of digital marketing for promoting brand value and connecting with potential customers through various online channels.

DIGITAL
MARKETING
Table of Contents

INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Macro and micro environment.................................................................................................................3
How plan to target each segment through digital marketing communications.........................................6
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9

INTRODUCTION
The term digital marketing defines an act that they are promoting and selling of product
or services by various online strategies such as social media marketing and email marketing
(Dash and Sharma, 2019). It is a component that utilizes their internet savings and various online
based technologies such as websites, social media and mobile apps. For this assessment, there is
a Dark Woods coffee businesses is a multi award specialty coffee which is based in UK. In this
report, various topics are covered such as macro and micro environment and its potential market
segments, plan to target each segment, critically evaluate digital marketing communication
mediums and brief about skills which they have to develop.
MAIN BODY
Macro and micro environment
Macro environment consist of external factors which are related to outside the
organization which influence firm decision making and have a directly impact upon its
performance. It includes political, economic, social, technological, legal and environmental
aspects of businesses. It describes a economic situation that will be established to overall
economy instead in a region or sector. Key PESTLE analysis is identified with context to Dark
Woods coffee businesses are as under:
Political: These factors determine their government rules and regulations which may be
directly impact on particular industry or sector. It influences all government things which include
taxation, political stability, policy like trade or tax and restriction related to law (Dinis, Breda
and Barreiro, 2020). In case of Dark Woods coffee, this firm is highly dependent on international
trade and agreements between manufacturing and consuming to enable this industry again. It will
directly affect coffee industry and enhance their production cost.
Economic: It consist directly impact on economy conditions of business and effect on
long term success. Factors which have influence and include affect the economic conditions such
as growth rate of economy, inflation rates, exchanges rates and unemployment of consumers’
rates. With relation to Dark Woods coffee, population in growing firm are able to afford luxury

items like coffee and enable to sell premium grade coffee. Expenditure of growing consumes are
low grade industry is still thrive.
Social: These factors arise that social environment in market and represents demographic
features such as norms, customs and values within which form operates. It includes population
rate, income distribution, age gender, health and safety and many more. For Dark Woods coffee,
current trend in food and beverages are contains high amounts of caffeine and people think it is
unhealthy drink and it will reduce demand of coffee but this trend is rise that contain coffee
seeds but lower their caffeine quantity.
Technological: It should describe new innovations in market and new technologies have
to be developed in this industry (Girchenko and Panchenko, 2018). This includes research and
development, innovation and awareness of technology which market should possess. In case of
Dark Woods coffee, some coffee have higher shelf then a regular coffee and some have a
multipurpose machines this would be a great tool which helps to make a coffee easier and faster.
Legal: These factors affect the political factors because they includes laws and
regulation, antitrust laws, consumer protection laws which may affect firm and identify what is
legal and what is not. These may affect certain country and certain policies and procedure for
maintain their firm’s needs. For Dark Woods coffee, many nations have regulations on amount
of caffeine because they sharply hit their coffee industry. People want coffee in higher amounts
but they can no longer avail from readymade vendors.
Environmental: These factors determine by surrounding environment and directly
impact on ecological aspects of economy. It is important to become due to scarcity of raw
materials, carbon footprint and environmental pollution targets. With relation to Dark Woods
coffee, over irrigation of lands for coffee which have to be led in various hazardous situations are
damage their environment in general.
Micro environment: These environment consist internal actors in an organization which may
affect internal performances and decision making in business (Krings, Palmer and Inversini,
2021). It is connected in small area works and it is collection of all small forces which are closes
to firm. It will include SWOT analysis which determines Dark Woods coffee firm are as
mentioned below:

SWOT Analysis of Dark Woods coffee
Strength
 High service culture: This coffee
business is quickly around their
business but their target market
customers are provide high quality
service such as clean place, cups are
clean and good sitting arrangements
(Nath, 2018)
 Motivated staff members: Their staff
members have to perform well and
keep their customers all time should be
motivated so there are more customers
attract and quickly serving.
Weakness
 Highly competitive: Competitors in
this firm are high in market and people
can’t copy with same product again and
again so customer can easily enter into
market and make sure there is not profit
with them.
 Less market share: There is limited
firm who make such types of coffee
and limited to acquire market share
because limited sitting arrangements
and limited supplies to provide various
customers.
Opportunity
 To develop direct relationship with
customers: Good coffee shop maintain
and build their trust with customers to
increase their brand value and brand
awareness which provides an
opportunity to establish direct
relationship with good customers.
 Increase product line: This firm
should increase their product line to
enhance and offering snacks, drinks,
cakes and many more with coffee. It
will be nice for firm as well as
customers that will increase their brand
value ad also give some extra profit.
Threats
 Difficult to maintain cash flow: For
coffee business it is difficult to
maintain cash flow in business because
of various holidays, weekends, offers
and provided discounts to customers so
that they will maintain cash flow.
 Lower price of competitors: If rivals
price are low as compare to ourselves
then less customer are attract and it is
not good to run their business
positively. If this firm have also lower
their prices as compare to other
competitors then to attract their market
prices.

STP Analysis (segmentation, targeting and positioning)
This analysis consist of segment their target market and target to select customer
segments and position into target market according to their desired preference and expectations
(Petit, Velasco and Spence, 2019). This model is useful for this firm when they creating many
communications plan so it will be helpful to prioritize and develop their personalized services to
engage with different target customers.
Market segmentation: The main goal is to create various customer segment based on a
particular criteria and attribute which they choose. Through segmentation, they needs to identify
their potential customers, needs and deliver more focused markets and effective marketing. For
Dark Woods, if they can use their audience to identify and measure a specific need for group of
people in market and able to focus their massages to target customers. It is a way much stronger
but there is a broader marketing campaign and they can use various segments such as
demographics, psychographics, values, lifestyle and their behaviors.
Market targeting: In this they will involve to deciding which segments are most
attractive and which segment they have to identify a best target market. It also determines
commercial attractiveness for each and every segment and mainly focus on comprehensive
marketing program. In case of Dark Woods firm, it defines size of market whether it is large or
not and measurable difference between must exist segments. Each segment is accessible to their
tem members and must be able to receive messages.
Positioning: It can consider various opportunities that will be helpful to reach a desire of
market and product should be fulfilled. Product or services take a unique position in market so
that they can accomplish their competitive advantage. It is to be ensure that there is a right spot
in mind of target customers which means goods and services are to be placed can be
differentiated from one place to another and there is a reason why consumer buy their product.
How plan to target each segment through digital marketing communications
Social media marketing segmentation is a procedure for break down their organizing
target audiences and based on some features which is related to social media marketing medium
like demographic, behavioral habits and various geographic location (Pinarbasi, 2019). It will

make an easier to target each segment for interest to particular customers. To plan their target
each segment which are describe below:
Identify and understand customers: To understand their target audience is more
accurate and relevant to soil media marketing and without knowing their customers what they
want, how they like to be marketed (Preniqi, Sylaj and Krasniqi, 2020). To create buyer
personas from analytics and represents ideal customers this will be helpful to focus more time on
qualified prospects.
Use subject social media: Most of people think that social media segmentation they
think there is targeted paid option whether it is low or high budgets and many different targeting
options platforms.
Create audience groups: Social media is a community where many platforms are
generated like building communities where people share common interests is an easy way to
target audience and gain valuable insights. They should gather information about people how
they feel about their brand and create new ideas which would be relevant and reliable.
During this module, I have developed and improve my communication skills as I have
communicate staff members and colleagues on regularly basis and learn to communicate things
through various sites such as E learning, attend conferences, meetings and to open a coffee
business which is clear and main goal is to motivate customer and attract towards this firm
(Rizaldi and Putranto, 2018). To communicate properly and confidently you are require to learn
new things and watching new web series to adopt proper posture how to talk and how I use my
body language. For effective communication skills it is very essential to communicate other
people and easily going to abroad for higher studies because every place need to require effective
communication. Many people will be happy to start their journey for self improvement and
waiting for best opportunity for some time. Firstly you need to improve your listening skills
which I have learn and used in this firm so that easily attract their customers. To develop
decision making skills, if I have to learn how to take business decision in an efficient manner
then I will be increasing their customer and enhanced their brand value of this firm. It is
important and crucial for taking decision in workplace because if I should take an effective
decision making in business then our business will go up and there are some roles which have to

be including for making best decisions. Being a good listener, having set of clear objectives and
goals and set their priorities according to their business goals that will be helpful to reach a better
position (Torres, 2018). If I should start business with desired outcome and proper goals and
objectives and if I share a common goal to increase my market share of firm then all problems
are remove and put more efforts for being a better decision maker.
CONCLUSION
As per above information, it has been understood digital marketing is mainly promote
their brand value and connect those potential customers those who have using internet and other
forms of digital communication. It is delivered through digital channels such as websites, social
media and various mobile apps. In this report, several topics are covered which are named as
macro environment and micro environment which includes PESTLE analysis and SWOT
analysis such as strength, weakness, opportunities and threats, STP analysis like market
segmentation, targeting and positioning, how to plan each segment through social media
marketing and reflection on skills that they have to developed during this module.

REFERENCES
Books and Journals
Dash, M. and Sharma, K., 2019. Marketing Response Modelling: Impact of Digital Marketing
for a Luxury Car Brand. Journal of Creative Communications. 14(3). pp.254-270.
Dinis, M. G., Breda, Z. and Barreiro, T., 2020. Digital Marketing Strategies of Destination
Management Organizations: An Exploratory Study. In Strategic Business Models to
Support Demand, Supply, and Destination Management in the Tourism and Hospitality
Industry (pp. 266-285). IGI Global.
Girchenko, T. and Panchenko, O., 2018. Digital marketing: the future of marketing
communications in banks. European Cooperation. 7(38). pp.36-56.
Krings, W., Palmer, R. and Inversini, A., 2021. Industrial marketing management digital media
optimization for B2B marketing. Industrial Marketing Management. 93. pp.174-186.
Nath, N. K., 2018. Digital marketing in Bangladesh.
Petit, O., Velasco, C. and Spence, C., 2019. Digital sensory marketing: Integrating new
technologies into multisensory online experience. Journal of Interactive Marketing. 45.
pp.42-61.
Pinarbasi, F., 2019. Marketing Management in Digital Marketing and Consumer Behaviour
Context. In Handbook of Research on Managerial Thinking in Global Business
Economics (pp. 336-351). IGI Global.
Preniqi, N., Sylaj, K. and Krasniqi, E., 2020. Digital Marketing Trends in 2020.
Rizaldi, T. and Putranto, H. A., 2018. Penerapan digital marketing sebagai strategi marketing dan
branding pada UMKM. Prosiding. 3.

Torres, C., 2018. A bíblia do marketing digital: tudo o que você queria saber sobre marketing e
publicidade na internet e não tinha a quem perguntar. Novatec Editora.