BSc (Hons) Business Management BMP6008: Digital Marketing Report

This report provides a comprehensive analysis of Dark Woods Coffee's digital marketing strategy. It begins with an introduction to integrated digital marketing and then proceeds to analyze the macro and micro market environment using the PESTLE framework. The report identifies potential market segments for Dark Woods Coffee and outlines a plan to target each segment through various digital marketing communication mediums, including online advertising, email marketing, and social media. A critical evaluation of these chosen mediums is provided. The report also reflects on the skills developed during the module and concludes with an overview of the findings, emphasizing the importance of understanding both internal and external factors, market segmentation, and strategic digital marketing communications for business success. The report also discusses competition and the company's strengths such as the winning of great tasting awards.

BSc (Hons) Business Management Top up
BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
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Contents
Introduction p
An analysis of Dark Woods Coffee’s macro and micro
market environment p
Dark Woods Coffee’s potential market segments p
An explanation ofthe plan to target each segment through
digital marketing communications mediums p
An outline and critical evaluation of chosen digital
marketing communications mediums p
A reflection of the main skills that I have developed from
this module p
Conclusion p
References p
Conclusion p
References p
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Introduction
The integrated digital marketing process is a technique of attractive clients and forecast
through an organisation that combines all marketing communications components in order to
collaborate and assist customers on their journey from consciousness to faithfulness. All
strategies, streams, and mainstream press are used in digital marketing strategies to work in
unison that is centred on the needs of the customer (Aswani, R and et.al., 2018). Constructing
a distinguishable style that is clearly recognizable across all of the customers' streams is part
of integrated digital marketing. Marketing is a set of activities that businesses engage in to
persuade customers to purchase products and services. Marketing efforts that use digital
channels are referred to as digital marketing. The current study is based on Dark Wood
Coffee, a UK company founded in 2013. As a coffee roaster, you work as a wholesaler,
supplying coffee to a variety of cafes, restaurants, coffee shops, and other businesses. The
main objective of writing this project is to analyze the strengths and weaknesses of the
advanced company's marketing components and to represent the skills acquired throughout
this research.
An analysis of Dark Woods Coffee’s macro and micro market
environment
Coffee is a widely consumed beverage amongst some of the public at large. The coffee
grounds ascertain the taste of the caffeine. Dark Wood Coffee is a green coffee distribution
company headquartered in london. A range of environmental factors can affect
the organizations function. These factors were analysed using PESTLE, a marketing tool used
by organisations to analyse micro and macro environmental factors. PESTLE refers to
political, economic, social, technological, legal, and environmental factors. Dark Wood
Coffee's PESTLE analyses are as follows:
 Political Factor- It establishes the govt policy on which the organisation has an
effect. Political situation, tax regime, and trade regulations are all important
considerations. Global commerce is critical to the coffee business. Trade agreements
among generating and ingesting nations impact the ultimate cost of the beverage,
which impacts Dark Wood Sales revenue (Baena, V., 2019)
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 Economic Factor- Rates of interest, currency values, and inflation expectations
always have an effect on an organization's cash flow. Soaring earnings affect
customer splurging by encouraging people to consume so much tea and coffee. Dark
Wood Coffee is capable of producing high-quality ground coffee. Inflation raises
prices, reducing consumer spending and resulting in fewer customers.
 Social Factor- Modern technical advancements in the sociocultural settings are
acknowledged. The marketing company comprehends the necessities and desires of
the consumer, taking into consideration sociocultural trends, mindset shift patterns,
education level, so on and so forth. Customers are more increasingly health -
conscious, trying to make healthier decisions and going to spend. People drink coffee
to enhance their sleep schedules because it includes a lot of caffeine. Some other
element is fair trade, that is an international coalition aimed at balancing yield and
farmers.
 Technological factor- It takes into account the percentage of technological growth
and innovation as it affects the industry. Mechanisation, research & innovation, and
new technology are all engaged. Dark Wood Coffee is genetically modified at the
physiological level to enhance production, flavours, storage time, and other
characteristics. It allows the manufacturer to boost the profits (Bowman, J.M., 2021).
Dark Wood Coffee uses stimulant gadgets such as coffee makers and liquid
machineries to make drinking coffee easier.
 Legal Factor- The organization must be aware of legislation that impact the
economy. Legal regulations are set, understood, as well as imposed. According to the
Casual dining Legislation, Dark Wood Coffee must abide to food safety laws.
 Environmental factor- Weather, composting processes, sewage disposal, as well as
other cultural variables are all taken into account. Unsustainably high farming
methods lead to habitat destruction, and other factors like weedkiller and nutrient use
have an effect on crops.
Dark Woods Coffee’s potential market segments
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Dark Wood Coffee would then target customers in coffee shops, fast food joints,
guesthouses, and coffee shops. Customers using this selling items moderate grill. The Dark
Wood Coffee segmentation helps customers buy and sell coffee. Latte and coffee are
purchased by chain restaurants and coffee shops for the purpose of satisfying their existing
customers. Demographic, geographic, behavioural, and psychographic criteria are used to
segment the population. It targets the men and women who drink coffee in terms of
segmentation (Childers, C.C and et.al., 2019). It is targeted at people aged 18 to 25, who
favour a great deal of stimulants, whereas individuals aged 30 to 60 favour Fee and Convey,
which have half the nutrients. Coffee is ingested at brunch by 64%, among meals by 28%,
and with other meals by 8%. 35 percent of customers prefer sweetened or simple black
coffee, while 65 percent prefer it with sugar substitutes or cream. The buyer sections eateries,
hotel chains, coffee shops, and cafés are the concentrate of the targeted segment of market.
Those are enticing customer groups even though those who require coffee on a regular basis.
It sells elevated coffee. Customers base their purchasing decisions on convenience, price, and
quality. It panders to middle / high clients. The product positioning for trying to reach the
most valuable customers investigates how the object is positioned. The distinguishable
marketing point has indeed been identified. The positioning makes it easier is for label to
enter the aim customer's brain. Dark Wood Coffee faces competition from Pumphreys
Coffee, TRUTH Coffee Grilling, as well as other companies (Dasgupta, S. and Grover, P.,
2019). It has won a few great Tasting Prizes and it has been given the name one of UK's Top
50 Packaged Foods. Also it enables for Rock Coffee shop occurrences and weeks. It sources
and roasts the best coffee in the world and offers wholesale, maintain, and fast food coffee
drinks. Also it offers the devices, brewery tools, and other cafe tools, in addition to services
and education.
An explanation ofthe plan to target each segment through digital
marketing communications mediums
Digital marketing is engaging and can help the management in targeting a specific customer
segment. Digital marketing uses the internet, portable devices, and social networks to connect
with customers. It's an innovative idea to interacting with clients and comprehending their
actions. Internet marketing interaction refers to a wide range of marketing channels that focus
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on how companies and organisations use text in the target markets. Digital communication
helps to promote the Dark Woods Coffees brand (Ferrell, O.C. and Ferrell, L., 2020). Digital
communication refers to the procedure of making connections through online channels. The
internet marketing strategy provides a framework and describes the company's business
objectives, such as methods, systems, and budget. There are various methods for
communicating Dark Woods Coffees' messages to the target audience. The digital ad plan
assists in understanding the intended audience and their requires in order to conform the
business strategy. A plan that will help the organisation in using all the available resources
more efficiently.
Online advertising- It is a paid medium of communication from the well financial
backer that is aimed at a group rather than specific individuals and brings attention to notions,
goods, and guidance. Labeled advertisements are broadcast on television, radio, and the
Internet. It helps in the discovering of a huge customer base as well as increases the funding
source for Dark Woods Coffees as well. It also increases the amount of traffic to the website.
Email marketing- The primary objective of email marketing is to gather leads as well
as sent the targeted ads. Since the firm acquires those who have been involved in the Dark
Wood Coffee brand, it further allows for significant discussion percentages. Email marketing
is critical for businesses as it help the management in staying in touch with their target
audience by providing them with relevant data (Kadekova, Z., and Holieninova, M., 2018).
This makes able to track the packet delivery, click - through rate, and rates easier. Social
media contributes to the growth of the product and the selling of boots. It also directs clients
to the Dark Woods Coffees internet sites on a global scale. It inspires user participation and
responses by enabling two-way interaction.
In order to effectively sell the product to customers, the brand is first outlined in order to
create the marketing plan, which includes the pros and cons of the business. The segment has
been identified, and the product has been designed to meet their needs. Following that, before
entering the market, the goal, tasks, and means to achieve them are established. The digital
marketing strategy has been developed, as has the budget (Sharma, R and et.al., 2018). To
promote the product and reach customers, the company employs a variety of communication
methods.
An outline and critical evaluation of chosen digital marketing
communications mediums
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Several advertising resources from the corporation are accessible as well as
successfully used to promote the Dark Woods Coffees brand. It is a coffee specialty
wholesaler that provides coffee to coffee shops, cafes, restaurants, and hotels (Richardson,
N., 2019). Dark Woods Coffees could use internet ads as a communicating effectively
variable to reach a large population of persons with a concept or a product. Advertising has
the advantage of increasing selling and gaining customers by disseminating advertising
materials about the product. Buyers are informed and integrity is established. The
disadvantage is that advertising the company's product is very expensive, resulting in one-
way communication. In the context of Dark wood coffee, email marketing is a quick, flexible,
and cost-effective way to reach out to new customers (Kittelberger, D. and Allramseder, L.S.,
2019). To reach out to the general public, Dark Woods Coffees employs email marketing as a
digital communication medium. It yields a straightforward relationship with the people as
well as good consumer deep insight. It increases brand visibility and guarantees client
satisfaction, which both affect the company. As it enables one to research the competition's
plan, e-mail advertising has the drawback of having to put the business in jeopardy. It
struggles to create content that is good to share. It is also cost efficient and easy to share, as it
enables video sharing, notoriety having to build, and so on.
A reflection of the main skills that I have developed from this
module
The above module has taught me a wide range of skills that aided my personal growth and
introduced me to a company ’s product. It did teach me how and where to interact as well as
how to work more efficiently. I improved my critical thinking skills by analysing all available
facts and making logical connections between ideas. Critical thinking enabled me to
effectively communicate and solve problems. This skill can be used in any situation that
requires planning process. The ability to analyze can help me improve my ability to
communicate and good communication skills by allowing me to think properly (Micheaux,
A. and Bosio, B., 2019).
Conclusion
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From the above report, it has been concluded that the operations of business organizations are
being effected by both internal and external factors of environment and these factors can be
analysed through applying several frameworks such as PESTLE analysis and SWOT
analysis. Through analysing the macro and micro business environment, the management of
business organization can prepare themselves for facing any kind of issue. The management
also develop several strategies for organization on the basis of this analysis. The potential
market segment of business organization can be analysed through adopting the framework of
STP analysis. Dark Wood Coffee Wholesale is a customer-oriented coffee roaster that
supplies restaurants and cafes. It aided in general customer targeting and information
provision. The targeted segments, as well as the micro and macro environments, were
discussed. To raise awareness, the company also employs various digital communication
channels such as social media marketing, advertising, and so on. A reflection on the skill I
gained from this module is also provided.
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References
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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