Comprehensive Digital Marketing Report: Dark Woods Coffee Strategy

This report provides a comprehensive analysis of Dark Woods Coffee's digital marketing strategy. It begins with an examination of the macro and micro market environments using PESTLE and Porter's Five Forces analyses, identifying factors influencing the coffee industry. The report then explores potential market segments, including demographic, psychographic, and behavioral segmentation, focusing on targeting professionals aged 20-50. A detailed plan to target each segment through digital marketing communication methods such as social media, email marketing, online PR, and content marketing is presented. The report critically evaluates these digital marketing approaches, highlighting their advantages and disadvantages, and concludes with a reflective statement on the skills developed during the module, including research, communication, and data analysis. The report emphasizes the importance of an integrated digital marketing approach for Dark Woods Coffee to achieve its strategic goals.

INTEGRATED DIGITAL
MARKETING

Table of Contents
INTRODUCTION.....................................................................................................................................2
TASK..........................................................................................................................................................2
Macro and micro market environmental analysis in the context of Dark Wood coffee’s.........................2
Dark Woods Coffee’s potential market segments....................................................................................4
Explanation of plan to target each segment through digital marketing communication methods............5
An outline and critical evaluation on digital marketing communication approaches...............................6
Reflective statement based on skills development during this module....................................................7
CONCLUSION..........................................................................................................................................7
REFERENCES..........................................................................................................................................8

INTRODUCTION
Integrated digital marketing is defined as process of creating idea that presents unique
form of expression that is easy to understand and determine by the customers. This procedure
helps to achieve strategic aims and objectives of marketers. The current assignment will be based
on Dark Woods Coffee, which falls under list of well-known coffee providers in the United
Kingdom. The study will explain micro and macro market environment and potential market
segments of company. Furthermore, it will explain plan to target each segment via digital
marketing communication mediums. This report will justify critical evaluation related to chosen
methods of interaction. Lastly, the assignment will clarify main skills that have developed during
delivering current module.
TASK
Macro and micro market environmental analysis in the context of Dark Wood coffee’s
Pestle and porter’s five forces analysis are two strategic frameworks that used in the
context of organization to determine macro and micro factors that are;
Political factor-
Changes in political factor may directly impact strategic management plans, practices and
activities conducted in a company, whether it is small or large (PESTLE Analysis of the Coffee
Industry, 2019). For example, fluctuation in international trade, such as increasing tax rate may
put negative impact on supply and demand of coffee beans, which may decrease sales of Dark
Wood Coffee’s.
Economic factor-
It is another factor that existed within food and beverage industry and may impact
organizations that operated under it, like Dark Wood coffee. For example, high disposable
income of local people may put positive impact on company in term of driving attention of
customers towards purchasing the best roasted coffee.
Social factor-

Black coffee is now in trend, individual person in recent time want to stay fit and healthy,
and because of this reason they prefer to eat healthy items and consume drinks as well. This
market trend may put positive impact on brand in term of increasing continuous demand for
roasted coffee, which in return help to increase sales, supply and profitability.
Technology factor-
Technology advancement is one of those factors that impact positively upon sales,
performance and productivity of Dark Wood coffee. For example, multipurpose coffee machines
are the most amazing technology that helped to roast and prepare coffee within a minute and
contribute to keep coffee culture all over the world. Usage of this element, may increase or
improve the speed of workers to prepare and serve the best roasted coffee to customers.
Legal factor-
Due to pandemic there were some changes occur related to Health and safety at
workplace act 1974, which may put a lot of pressure on management to comply with it in term of
making much better precautions from harmful hazards. It may not put any negative impact, as it
helps to create hygienic and safe working environment at workplace, where candidate perform
productively and produce tasty coffee to target segments.
Environmental factor-
Pandemic is an environmental factor that may put negative impact on brand in term of
decreasing its productivity and performance level. Due to this force firm may not be able to work
with many workers as they may take government COVID-19 guidelines into consideration and
allow only few people at workplace to work which help to maintain social distancing between
each of them.
Porter’s five force model-
Bargain power of customers-
Extent of this force is high because, customer have alternative options in market like
black tea, green tea, etc. which they use to stay healthy. It may put negative impact on Dark
Wood Coffee’s in term of decreasing demand for its product. It gives power to customers
regarding putting pressure on firm to reduce price.

Bargaining power of suppliers-
The bargain power of this stakeholder is low, because of number of supplier’s existence
in food & beverage industry (Porter’s five forces of Coffee industry, 2020). It may affect
positively upon success and growth of company in term of decreasing chances to increase supply
chain process costs, which suppliers may tend to maximize.
Threat of new entrances-
Degree of this force is high because number of market entry hurdles in coffee industry is
low, which may put negative impact on success of organization in term increasing competitive
environment within industry.
Threat of substitute products or services-
Just like above, extent of this factor is also high because of alternative products existence
in Food and Beverage industry like green tea, Black tea, or organic fruit juices. It may drive the
attention of management towards making coffee’s according to customers need and set
affordable prices that attract and retain them for longer.
Rivalry between existing brands-
Competitive rivalry between current companies within industry is high, which may drive
the efforts of Dark Wood coffee to develop the best marketing plan and use approaches to
communicate with target customers.
Dark Woods Coffee’s potential market segments
It is quite important for marketer to target particular group of customers or market
segments, which they attempt to attract and retain forever with coffee purchase that increase
sales and profits margin. In the world of business, there are four types of potential market
segments available that are demographic, psychographic, geographic and behavioral
segmentation. Organization management may choose demographic, psychographic and
behavioral as potential market segments, to target all customers aged 20- 50. They may target
professional individuals because they may drink coffee in excess, just to make their mind fresh
and achieve daily targets on time.

With demographic segmentation, marketer may target their customers on the basis of age,
occupation, family status, gender and income (Morales and et.al., 2020). While with
psychographic they focus on personalities, lifestyles, attitudes, values, lifestyles and beliefs that
each target market have regarding particular things like products, services, etc (Caskey, Chen
and Warden, 2021). Furthermore, with last segment that is behavioral, marketer may concentrate
on certain elements like purchase behavior, benefits sought, occasion based buy and customer
loyalty.
Explanation of plan to target each segment through digital marketing communication methods
There are varied digital marketing interactions approaches accessible in the world of
business that Dark Woods Coffee’s may use in order to target each segment in effective manner.
Social media marketing- In recent time, it is one of the best and most effective mediums
of digital marketing communications, which marketer may utilize to target segments in term of
generating brand awareness and communicating with individual person to know more about their
needs and expectations regarding coffee’s (Li, Larimo and Leonidou, 2021). It enables them to
develop plan to target each by gathering more information about their needs, buying behavior
and spending habits, which is quite essential to know.
Email marketing- it is another method that marketer may also use for similar purpose in
term of communicating with those who are interested in purchase of tasty roasted coffee’ provide
by brand (Samantaray and Pradhan, 2020). Through email, they may take initiative to
communicate with people and identify factors and their perspectives, which drive their attention
towards coffee purchase. They may ask some question through it and promote venture by
providing basic information about what company attempts to offer.
Online PR- online public relations may seek to be digital marketing communication
which motivate a positive perception of Dark Woods Coffee. It helps firm to increase its online
presence and drive the attention of customers towards its venture offerings (Chou and et.al.,
2020). In term of plan, marketer may take action to target segments via blogging, where they
may solve query of each customer and known more about their habits and reviews regarding
roasted coffee.

Content marketing- just like above digital marketing communication mediums, this also
contribute to target each segments in term of developing understanding of current consumer
demographics, segmentations and behavioral (Koob, 2021). It helps to promote venture via
writing influencing content that may attract customers and allow them to ask query related to
products, it also help marketer to know more about what people want which makes targeting
much easier for them.
An outline and critical evaluation on digital marketing communication approaches
Social media marketing-
It can be critically evaluating that social media marketing help marketer to maximize
brand awareness in effective manner. It supports to improve search engine rankings and higher
conversion rates. With this medium, firm may take initiative to improve brand loyalty (Zollo and
et.al., 2020). While, it may put negative impact on brand, when certain people due to particular
or unnecessary reason give negative comments that may negatively influence other customer
behavior and perspectives. It brings challenge for marketer to measure effectiveness of
marketing content with this source.
Email marketing-
This source of marketing and effective communication with target segment is appropriate
and beneficial for certain reasons like to enable marketer to reach at global audience. It helps to
drive revenue or increase it even better than last few years (Singgalen and Timisela, 2021). On
the other hand, this method is less effective because most of the people instead of using email,
communication and interact with other by using social media sites. Email marketing is not so
happening any more.
Content marketing-
The best thing about content marketing medium is that it makes advertising simple and
builds authority. It helps to boosts organization authority and sales as well (Top Ten Content
Marketing Pros and Cons, 2019). It contributes to enhance brand awareness and advertise
positive statements about Dark Woods Coffee’s. On the other side, content marketing is
considered as time consuming process. It can be said that creating a kind of effective quality

content marketer may need takes times, which is not possible to obtain in short term duration
demand.
Online public relations-
It permits marketer to be well positioned in online media that may support to increase
brand recognition amongst target customers and also allow them to reach more potential buyers
(Gong and et.al., 2020). Online public relation marketing methods help to reach more people
through social sharing in term of providing information about venture and current offerings. The
biggest drawback of this source is that it does not allow marketer to make control on certain
activities and discipline.
Reflective statement based on skills development during this module
By taking part in any activity or project, individual person learns something new in term
of skills, competencies and other useful things that they use to gain further or current benefits
available in their interesting field. During conducting practices in and delivering this module, I
had developed certain skills, which enable me to get desire outcomes. I have developed research
skills, because during this module I have to conduct a lot of research for purpose of data
collection related to each quest, at this stage I had chosen many sources that continually improve
my searching skills and allow me to collect useful information. Research skill help to obtain
desire outcomes in in term presenting influencing and useful report. Furthermore, along with this
I have developed communication skills, because during work completion and data gathering I
had communicated with many people which enhance my capability and confidence level to
interact with other. This competence is quite amazing and beneficial too, as it allows to get
information about any topic to others by communicating with them face to face instead of using
digital communication tools (Vimala Govindaraju and Kunachagaran, 2020). During this
module, I had gathered a lot of data which developed my data analysis skill along with above
two in appropriate manner. Just like these two, it also brings advantages for me in the future as
well as current professional growth.
CONCLUSION
It has been concluded from above analysis that organization by taking appropriate
actions, decisions and using methods has successfully overcome the negative impacts of some

macro and micro environmental factors upon its venture. By choosing social media and other
effective digital marketing communication methods, firm has reached to target segments and
communicate with them in influencing manner which made them its loyal customers.

REFERENCES
Book and Journals
Caskey, D.A., Chen, J.F. and Warden, C.A., 2021. Surfacing consumer psychosensory
perceptions of a nonendemic food: The case of coffee in a tea culture. Journal of Sensory
Studies. 36(1). p.e12625.
Chou, S.F. and et.al., 2020. Identifying the critical factors of customer behavior: An integration
perspective of marketing strategy and components of attitudes. Journal of Retailing and
Consumer Services. 55. p.102113.
Gong, D. and et.al., 2020. Who benefits from online financing? A sharing economy E-tailing
platform perspective. International Journal of Production Economics. 222. p.107490.
Kimberley, A., 2021. Reflexivity as a Vital Skill for Future Researchers and Professionals.
Electronic Journal of Business Research Methods. 19(1). pp.14-26.
Koob, C., 2021. Determinants of content marketing effectiveness: Conceptual framework and
empirical findings from a managerial perspective. PloS one. 16(4). p.e0249457.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Morales, J. and et.al., 2020. Pacific Coffee Market Analysis: The Viability of Asian Coffee
Brand Pacific Coffee in US North Eastern Market. Kean Quest. 3(1). p.4.
Samantaray, A. and Pradhan, B.B., 2020. IMPORTANCE OF E-MAIL MARKETING.
PalArch's Journal of Archaeology of Egypt/Egyptology. 17(6). pp.5219-5227.
Singgalen, Y.A. and Timisela, M., 2021. Tourism SME’s Competitive Advantages through ICT
Based Community: The Role of GenPI in Eastern Indonesia. Journal of Indonesian
Tourism and Development Studies. 9(1).
Vimala Govindaraju, M. and Kunachagaran, K., 2020. RATIONALE OF INTERPERSONAL
COMMUNICATION SKILL. Journal of Critical Reviews. 7(16). pp.2482-2487.
Zollo, L. and et.al., 2020. Unpacking the relationship between social media marketing and brand
equity: The mediating role of consumers’ benefits and experience. Journal of Business
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Online
PESTLE Analysis of the Coffee Industry. 2019. [Online]. Available Through: <
https://www.marketingtutor.net/pestle-analysis-of-the-coffee-industry/ >
Porter’s five forces of Coffee industry. 2020. [Online]. Available Through:
https://www.porteranalysis.com/porters-five-forces-of-coffee-industry/

Top Ten Content Marketing Pros and Cons. 2019. [Online]. Available Through: <
https://www.equinetmedia.com/inbound-marketing-age-blog/top-ten-content-marketing-
pros-and-cons >