This report provides a comprehensive analysis of Dark Woods Coffee's integrated digital marketing strategy. It begins with an introduction and a task outlining the scope of the analysis. The report includes a SWOT and PESTEL analysis of Dark Woods Coffee's macro and micro market environment, identifying strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, legal, and environmental factors. It then explores the company's potential market segments, discussing segmentation, targeting, and positioning strategies. The core of the report focuses on an explanation of the plan to target each segment through digital marketing communication mediums, including Twitter and Instagram, and provides an outline and critical evaluation of these chosen mediums. Finally, the report reflects on the main skills developed from the module and concludes with a summary of the findings.
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