Digital Marketing Analysis and Strategies for DWC Coffee Shops

This report provides a comprehensive analysis of DWC coffee shops' digital marketing strategies. It begins with an introduction to digital marketing and its application, followed by an examination of the macro-environment using PESTEL analysis, focusing on political, economic, social, technological, environmental, and legal factors in the UK. The micro-analysis utilizes a SWOT model to assess DWC's strengths, weaknesses, opportunities, and threats. The report then explores the STP (Segmentation, Targeting, Positioning) model to identify DWC's target customers. Finally, it details the digital marketing methods employed by DWC, including social media and email marketing, concluding with a summary of findings and references to support the analysis.

Digital Marketing

Table of Content
• Introduction
• Main Body
• Marco environment
• Micro analysis
• STP Model
• Methods of digital marketing used by company
• Conclusion
• References

Introduction
Digital marketing is the type of marketing where the
products and services are promoted by using online
mode through internet and digital technology like
computers, mobile phones and many others . When
the promotion is done on Instagram and FaceBook
and other digital platform like Emails and websites,
then it is called that digital marketing is used for
product promotion.

Macro environment
Macro environment is done to analyse outer factors
which occur outside the business. . PESTEL
analyse is conducted below for analysing macro
environment of DWC-
Political factor- This factor states that how much
intervention a government has in its economy .
.

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Economical factor- This factor includes economical condition of an economy like growth
rate, interest rates, inflation rate, exchange rates and many others. In context of UK, they
are known for their good economical condition in the world. They have good economical
growth with good GDP. They are having very low interest rate which is almost 0.1%.
Hence, it is easy for DWC to take loans from banks on low interest rates. Therefore,
economical condition of UK is favourable for DWC to conduct business functioning in
that area.
Social factor- This factor includes attitude and shared beliefs of population of a particular
area.

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Technological factor- This factor includes how a country uses its technology in
producing new goods and services. UK is one of the countries in world which is having
advanced and modern technology. Hence, the DWC has benefited from this factor by
using most advanced and updated technology for producing, distributing their goods and
also helpful to communicate with targeted customers. Hence, technological factor of UK
is good for DWC to conduct their business activities in more smooth and easy way which
will save their time.
Environmental factor- This factor includes climate, whether, availability of raw material,
pollution control, tourism arrival rate and etc

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Legal factor- This factor considers all legal rules and regulations and legal laws
of a country. In UK, there are some strict legal laws such as their employment
law states that minimum wage must be provided to the workers and a appropriate
time should be fixed for workers to work at their work field. Secondly their
safety law states that all safety measures must be taken by company to protect
their employee’s health at workplace like giving then boots, gloves and helmet at
construction sites or manufacturing sites. All these laws are made to create a
proper discipline at offices and in case any company avoid these laws then that
company will get punished by the government of that country.

Micro analysis
SWOT model is used to conduct micro analysis of a company to identify their
strength and weakness areas of operations. It also helps to identify opportunity to
collect and threat to be safe. SWOT analysis is helpful in knowing those factors
which impacts directly upon business functioning and upon the brand image of
company.
Strength-
1- Beautiful decor is one of the most important reasons to attract customers by a
service sector company. DWC is having such an attractive and beautiful interior
decor which helps to gain more customers

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Weakness-
1-DWC are unable to make proper strategy to expand their business in more areas. They
are having more than 18 years to work but still having 17-19 stores in UK. Hence, their
strategies of growth are their weakness to achieve at higher position in their industry.
2- They are dealing in less variety of products such as Coffee, beverages, baked food
products and little more. They only sell snacks type of foods and drinks. Hence, customers
are more attracted to those restaurants where vast variety of product is available.
.

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Threat-
1- Biggest threat of any company is their competitors and their strategies. For
DWC, their competitors such as Pumphrey’s Coffee and many more has created
threat for the company by adopting some powerful strategies to compete in this
industry.
2- Healthy drinks priority is increasing day by day specially in this Covid 19
pandemic. Hence, the preference of customers of having healthy drinks over coffee
can cause negative impact upon business of DWC by reducing their productivity

STP Model
This model is helpful to in creating marketing communications plans and to identify targeted
customers by segmenting the groups within the market and after targeting customers this
model helps to identify the tools or activities which is require to make a good brand image of
company in customer’s eye.
Segmentation- This is the process of dividing whole market into smaller groups of customers
to identify which group will provide more benefit to business. Segmentation of marketing is
depends upon different factors and these factors on the basis of DWC are explained below-
1-Geographic segmentation -
Country- recently DWC mainly focus to have business in UK only.
Locations- Bellingham, Lynden, Mount Vernon, Edmonds, Ferndale and Burlington.

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Targeting- This is the process of selecting a single or more groups of customers from many
alternatives of group which is made in segmentation process . Here company selects that group
only which is more beneficial for their business. In context of DWC, they mainly targeted
Bellingham and Lynden location lived customers because their most of the stores are presented
in these two locations. They have coffees for every age group of customers but most of the age
group of customers which receive their restaurants are from the age category of 24- 44. Hence,
their main focus is to target this section to promote their product. They also targeted every
professional group of both gender males and females. They mainly target loyal customers who
prefer coffee more than other drinks in market.
For targeting the customers they use computers by storing the data collected from their survey
conducted and evaluate that which group of customers are more concern to purchase coffee
and they selected that group as their targeted customers.

Methods of digital marketing used by company
Social media- DWC have their Instagram, Facebook, Snapchat and many other social media
accounts where they promote their products by uploading the pictures and some necessary
information regarding their company and product through this social media platform. This
platform is more effective as today most of the youngsters use social media to collect
information and they attracted easily through social media advertisements. Hence, they are
using social media to expand their business.
E-mails- It is the way of communicating with others in a formal way and for official purpose
only. DWC send their feedback forms to get it filled by their customers through E-mails. They
also share the payment receipt through e-mail when the payment is done through online mode.
Secondly, they also use e-mails for sharing information such as discounts on their coffees and
other eatable products. Hence, e-mails are that digital marketing platform which is used by
DWC to conduct marketing activities of their business.

Conclusion
From the above information it is concluded that digital marketing is one of the best way
conduct marketing activities which further save time and increase efficiency in activities
conducted by business through digitally. There are many digital marketing platforms which
can be used by any company to promote their products like Social Media, E-mails, Online
payments, Using personal designed apps and many more. Today most of the activities are done
through the use of digital devices such as analysing targeted market, promoting product,
clearing customer’s doubt and many other activities are done through digitally for functioning
with recent trends and for business expansion.

References
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Marketing Science. 48(1). pp.79-95.

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Dobrescu and et. al., 2018. Study on the degree of use and knowledge of digital marketing
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