Digital Marketing Strategy Analysis: Dark Woods Coffee 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 an overview of Dark Woods Coffee, a unique coffee provider. The report then delves into a macro and micro market environment analysis using PESTLE and SWOT analyses, respectively. Following this, it explores potential market segments for Dark Woods Coffee, focusing on geographic and demographic segmentation, particularly targeting youth and educated consumers in the UK market. The core of the report outlines a detailed plan to target each segment through digital marketing communications mediums, emphasizing social media marketing, especially on platforms like Facebook, Instagram, and Twitter. The report critically evaluates the chosen digital marketing communication mediums, highlighting the benefits and drawbacks of platforms like Twitter and Instagram. Finally, it reflects on the skills developed during the module, including programming, teamwork, communication, decision-making, leadership, and product management, concluding with a summary of the key findings and recommendations for Dark Woods Coffee's digital marketing endeavors.

BMP6008
Integrated Digital Marketing Strategy
Assessment 2
Digital Marketing Report
Submitted by:
Name:
ID:
Contents
Introduction p
1

An analysis of Dark Woods Coffee’s macro and micro market
environment p
Dark Woods Coffee’s potential market segments p
An explanation of the 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
Introduction
Integrated digital marketing is the process in which the specific thought and ideas is
been created which help to understand in every perform that are being used by the customer
(Thorpe, 2018). There are various channels which are being used as digital marketing. Dark
woods coffee is and unique coffee provider founded in 2013 having market experience and
2

also use different tools for the marketing process (Kingsnorth, 2019). This report will
evaluate the macro and micro market environment analysis of Dark woods coffee's and
segmentation is being determined for the company to develop the plan to target the customer.
Further the evaluation of digital marketing communication tools of Dark woods and
reflection on the skills that are being developed are presented.
An analysis of Dark Woods Coffee’s macro and micro market
environment
The macro market environment of Dark woods coffee's is evaluated by PESTLE
analysis (Faccia and Cavaliere, 2021). As whenever there is change in the external
environment then business of Dark woods coffee's is being influenced.
PESTLE analysis
Political factor: The coffee businesses are also being under retailing sector and this sector
also being influenced by the external changes in the political environment of the country. The
coffee business is basically dependent on the international trading so if the relations of
countries are not good with other than they will not purchase the coffee product from that
country. When the government terms and condition change for retail sector then organization
also have to change their practices accordingly.
Economical factors: The products of coffee are comparatively costly so when the economy
has certain issues related to the income level of the people then it ultimately influenced the
sales of organization. currently UK economy is facing Brexit situation due to this the many
things change people are not having the money to buy the coffee products.
Social factor: Currently the maximum people are being health conscious, and they prefer
healthy food items (Ofosu-Boateng and Jiping, 2020). Therefore, the customer taste and
preference is shifted from tea and coffee to energy drink and other healthy product range this
influenced the Dark wood coffee brand. The fair trade should be used by the Dark wood
coffee's to supply its product to the society at minimal prices.
Technological factor: The industry of retailing have to change and update its technologies
regularly to attract the customers with innovative ideas. Coffee industry also have to use new
methods of production and also help people so that they can easily consume Coffee. In the
current market of UK the genetic engineering is most effective technique that should be used
by the Dark wood to sustain in the market.
The micro environment is being analyses using the SWOT analysis which help to
identify the inner strength and weakness of the company and also help to find the
opportunities and threats for Dark wood coffee's.
SWOT analysis
Strength: The coffee which is being provided by Dark woods is unique and graded coffee
having more than 80 rating out of 100. This is a coffee association certified coffee and
available in different flavors (GURL, 2017). The organization is purchasing its raw materials
all over the world so that people around the world can know about the brand.
Weakness: Dark wood is new in the market and not have experience of all the situation which
causes in the retailing market. This organization uses the costly raw material so when that is
not available then the company not able to produce their products. Another weakness of Dark
wood is less customer base which is why their profit is less.
Opportunities: Organization can easily tie up with multinational coffee companies that will
assist to promote the brand internationally. They also make use of market penetration to
develop a strong customers base (Teoli and An, 2019).
3

Threats: there are different direct as well as indirect competition in the market place which
are reducing the profitability of the company.
Dark Woods Coffee’s potential market segments
The potential market segmentation is being developed from geographic, demographic
basic as retailing sector is efficient this segments. (Wuryandani, Ismoyowati and Nugrahini,
2018). Dark wood coffee is segmented youth and educated people to offer them coffee
product in the market place. Basically the major number of supply chain of Dark wood exist
in UK market. The company is regularly concentrated on the particular segment, and they are
doing their promotional activities for them in the market by using different digital platforms.
By this process segmented people are being aware of the products and services provided by
Dark woods coffee (Ing, Osman and Tze-Yin, 2020). UK majority of youth are consuming
the coffee product frequently therefore, this is the best way for organization to build a strong
customer base in Britain.
The Dark woods coffee's is trying to expand in the UK market so with the
demographic segmentation they can reach to wider number of audience. As in every nation
the youth population is maximum and by offering them product will help to maximize the
profit. When they provide the high quality coffee to those people who are having its
knowledge then they will be the long-term customers of the company.
An explanation of the plan to target each segment through digital
marketing communications mediums
For targeting each of the segmentation of the Dark wood coffee there are some
particular techniques which are being used. The techniques are developed using the digital
marketing communication channel (Alghizzawi, 2019). For the demographic segmentation
the target of company will achieve by making use of social media marketing which help the
company to attract maximum number of people. The youth are more educated and having
knowledge for related subjects. In this platform there are number of application where the
youth are mostly active and when the organization will promote its product their then
maximum of the segmented people are able to know about Dark wood coffee. This strategy
of targeting the audience is one of the best method to aware audience about the product to
sale. The educated people are also using the social media platforms such as Facebook,
Instagram, twitter and many more application where they see and share all the necessary
information and the content on daily basis. Dark wood can make use of creative ideas which
they can putted in the content posted over the social media for an efficient marketing practice.
As the targeted customer are mainly youth, so they are being influenced and attract with the
presentation that company shows to them over social media.
The another segmentation to targeted by the company is geographic basic for that the
Dark wood will open new outlets all over the targeted country. So that their brand can lead in
the market where they are operating. They will also make use of digital tool to sale their
products online to attract the customers of Britain. As the UK people usually make orders to
buy their grocery products so for targeting all the audience in Britain online selling will be
effective. This plan is being developed keeping the audience, content and the cadence on the
4

prior basis as this are most vital to develop the marketing plan (Muniesa and Giménez, 2020).
The digital marketing communication is being used for all the segmentation as in the current
market this is being very effective to attract the large number of audience.
An outline and critical evaluation of chosen digital marketing
communications mediums
In the current targeting the Dark wood is making used of social media marketing to reach the
customer and take their review for the products. There are lost of benefits of this digital
communication tool as it develop an effective relationship between the brand and the
customer who are buy it (Ahmadizad, Shafei and Mahmoodi, 2020). In this they are using
twitter to reach the customers because this application is used by maximum number of
people. The audience can share their views and thought about the products by twitting the
comments. The customer also able to know deeply about the brand and its tools and
techniques of production.
Yet it has some drawback as it take lots of time as many organizations are being not
able use twitter in effective manner. The messages size limit is also being limited that is so
short to express the views. It also being not used by the company without any professional
whi can manage this account on the behalf of company.
In this digital marketing communication the Instagram is also being used by the
company to communication with the people and identify their needs and want. In this
platform the company can post the creative ideas and content as well. They can share post
more pictures and unique content that will aware the customers about the brand (Thorpe,
2018). This platform is ranked at the top as most youth people are using Instagram on very
frequent to be more social. when the organization will make use of efficient picture and
content then majority of audience will attract towards the brand, and they will buy the Dark
wood coffee products. When the organization will make trust in the mind of customer then
customer will be using the product of the company for long-term.
The Instagram is easy to use but it is not that much effectively in providing the
necessary information to the people. When the content is being posted on the Instagram then
it requires lot of time to reach the targeted audience so company have to make use of this
application for long-term goals.
A reflection of the main skills that I have developed from this
module
While doing this module there are different situations arise where my skill got
enhanced and I also learned different forms of knowledge in the field of digital marketing. In
the module there is need to develop a website so at that time I know different aspect related to
the programming skills (Kingsnorth, 2019). I also learn the basic programming language
which are need at every point the digital marketing sector. While doing this module I found
that I was able to work effectively with the team members efficiently. My communication
skills are also being improved as I have to interact with different type of people on regular
basis to transfer the information about the module.
5

I was more capable to make the decision which are right and more effective for the
company. I also found the earlier I was not able to lead the people and guide them direction
in which they have to work. Yet after attending this module I have learned the leadership
skills and make the critical decision-making skills while doing my activities for the module.
In this I have lead the group people and inspire them so that they are more engaged in the
module and achieve desired goals. In this module the group also have to manage the products
which are offered by the Dark wood coffee. I also learn that the products are the only key to
gain the competitive advantage in the market. This skill of managing the product will assist
me to develop my career in the digital marketing field (Faccia and Cavaliere, 2021).
In beginning of this module I was not able to perform efficient while working
collectively in finding that my work is not proper and on time as well. After engaging in this
module I was able to work with coordination with the team members. I also able to complete
my assignment within the given time frame. This basic skills are the key to success in every
field and to build a strong career in the life. I have made efforts to make the design for my
digital marketing platforms and learn the basic in the digital designing field.
Conclusion
This report concludes that the integrated digital marketing is very crucial for
transferring product related information to the customers. The Dark wood coffees is being
tried to expand its business all over the UK market. For this any pestle and SWOT is being
evaluated for the company to identify the strength, weakness and it has been found that
company have influenced by many external factors. Yet the Dark wood is having premium
quality in its coffee product, yet they are new in the market, so they need to face threats and
make the required actions for that. Further it concludes that segmentation and targeting is
presented as per the capabilities of the company in the marketplace. They are segmented as
demographic and geographic and making different strategies to attract the targeted audience.
Moreover, the critical evaluation of digital marketing tools are made.
References
Ahmadizad, A., Shafei, R. and Mahmoodi, H., 2020. Measuring Marketing Skills Based on
Digital Technologies.
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J.
Inf. Technol. Lang. Stud. 3(1). pp.24-31.
Faccia, A. and Cavaliere, L.P.L., 2021. Online Banking in Italy.“Widiba Bank” Case Study,
PESTLE and DEA Analysis. Financial Markets, Institutions and Risks. 51. pp.89-97.
GURL, E., 2017. SWOT analysis: A theoretical review.
Ing, P., Osman, Z. and Tze-Yin, L., 2020. Marketing Mix and STP Strategies: An
Exploratory Study into Grocery Retailers in Malaysia. Asian Journal of
Entrepreneurship. 1(4). pp.129-143.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Muniesa, R.L. and Giménez, C.G., 2020. The Importance of the Loyalty of Fashion Brands
through Digital Marketing. Journal of Spatial and Organizational Dynamics. 8(3).
pp.230-243.
Ofosu-Boateng, C.N.R.L. and Jiping, Z., 2020. A Pestle Analysis of Maritime Piracy and
Maritime Security in the Gulf of Guinea. Advances in Social Sciences Research
Journal. 7(1). pp.472-482.
6

Teoli, D. and An, J., 2019. SWOT analysis.
Thorpe, H., 2018. Creating an integrated digital marketing strategy: Using cross-channel data
to build intelligent strategies. Journal of Digital & Social Media Marketing. 6(1).
pp.28-39.
Wuryandani, S., Ismoyowati, D. and Nugrahini, A.D., 2018. STP analysis in marketing
pigmented rice as functional food. KnE Life Sciences. pp.128-135.
7