Digital Marketing Strategy: DWC Analysis and Recommendations

This report provides a detailed analysis of Dark Woods Coffee's (DWC) digital marketing strategy. It begins with an introduction to digital marketing and the company profile, followed by an examination of the macro and micro environments affecting DWC, including political, economic, social, technological, environmental, and legal factors, as well as a SWOT analysis. The report then applies the STP (Segmentation, Targeting, Positioning) model to DWC's market, analyzing its segmentation based on behavioral, demographic, geographic, and psychographic factors. The report also explores the digital marketing communication mediums used by DWC, such as emails and social media platforms. Finally, the report reflects on the development of skills gained through the analysis and concludes with a summary of the key findings and recommendations for DWC's digital marketing approach. The report highlights the use of digital tools and strategies to enhance customer engagement and business growth.

Integrated Digital
Marketing Strategy

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Macro environment of DWC.......................................................................................................3
Micro environment of DWC........................................................................................................5
Potential segment market of DWC and digital marketing used in each segment........................6
Digital marketing communications mediums used by DWC......................................................8
Reflection of development of main skills through this report.....................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
Digital marketing is a type of marketing activities which takes place through digitally.
In other words digital marketing means promoting products and analysing marketing conditions
through digitally by using computers, TVs, e-mails, social media and etc (Vieira and et. al.,
2019). It is effective way to use digital sources for marketing activities because marketing
activities consume less time when it is conducted through digitally and today most of the
customers are attractive to digital ads rather than using traditional and old way of marketing.
Dark Woods Coffee is a local chain of coffeehouse in United Kingdom which is founded in 2002
by its founder Damian Blackburn and other two partners. Its headquartered is located in Lynden,
Washington, UK. This report covers macro and micro environment of DWC and STP model on
the same company. This report also covers how DWC enhance communication with their
customers through digital marketing.
Main Body
Macro environment of DWC
Political factor- This factor includes tax policy, government policies, government
stability, trade restrictions, and many others (Olson and et. al., 2021). In context of UK, they are
having good trade policy that there is no restrictions and charges for UK companies for trading
their products from place to place. They have political stability and their political parties did not
interfere in corporate world for their own personal benefit. On the other hand they are having
high corporate tax which is 19% which is harmful for DWC as their profit earnings ratio
decreases due to paying high tax rates. In context of DWC, political factor of UK is appropriate
to work.
Economical factor- This factor includes economical condition of an economy like
interest rates, growth rate, inflation rate, employment rate, exchange rates and many more. In
context of UK, 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. Their employment rate is also good which
means DWC can hire skilled employees at their workplace. Therefore, economical factors of UK
is favourable for DWC to conduct business functioning in that area.
Social factor- This factor includes attitude and shared beliefs, purchasing power and
standard of living for population of a country (Nunan and Di Domenico, 2019). In context of

UK, their population is believed to have high standards. Hence, they are ready to pay any amount
to purchase qualitative goods. This is beneficial for DWC to conduct their business by selling
good quality of Food and drink items specially coffee at little high prices also because the
population did not bother about little high prices but they bother about good quality. On the other
hand there are many strikes held in UK due to skin colour discrimination and religion
discrimination. All these strikes impact upon business of DWC by reducing their sales.
Technological factor- This factor includes how a country uses its technology in
producing new goods and services. It is said that for good growth the economy must have
advanced and modern technology. 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 and distributing their goods. 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 availability of raw material, climate,
whether, tourism arrival rates pollution control, and many more (Rosokhata and et. al., 2020). In
context of UK, they are having favourable climate and whether which attracts most of the
tourism to their country and due to increase in rate of arrival of tourists, DWC has opportunity to
earn more because arrival of more tourist is an opportunity of having more chance that tourist
arrive at their stores too and purchase their products and this will increase their productivity and
profitability. Beside all this, environmental factor of UK is disadvantageous in one factor and
that is its air pollution. They are having hazardous air pollutants in air which causes almost 8.1%
deaths every year due to lungs disease and breathing problems.
Legal factor- This factor considers all legal rules and regulations and legal laws of a
country (Dumitriu and et. al., 2019). In UK, 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. There are some other employment
laws such as their minimum wage law which 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. 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. Hence, legal law is also
favourable for DWC to conduct their business operations in discipline.

Micro environment of DWC
SWOT analysis is used for conducting micro environment of any business (Pranoto, Jasmani and
Marayasa, 2019). SWOT analysis of DWC is explained below-
Strength-
 DWC mainly focus on offering
qualitative eatable products to their
customers. For eatable products the best
quality means tasty and healthy. Their
coffee and other eatable products are
made with full hygiene and they focus
on taste of product. Hence, their great
taste of coffee helps them to achieve
their success.
 Beautiful decor is one of the most
important reasons to attract customers
by a service sector company
(Ratnadianti, Fahmi and Hannan,
2020). DWC is having such an
attractive and beautiful interior decor
which helps to gain more customers.
Weakness-
 They are dealing in less variety of
products such as Coffee, baked food
products, beverages and little more.
They only sell snacks in foods and few
drinks. Hence, customers are more
attracted to those restaurants where vast
variety of product is available.
 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.
Opportunity-
 Adding more varieties of food item in
their menu will help them to gain more
customers and to grow faster.
 For having more customers and they
must expanding their business in other
countries specially those countries
where the business of coffee is less.
They can use franchising model and
Threat-
 In this Covid 19 pandemic, healthy
drinks priority is increasing day by day.
Hence, the preference of customers of
having healthy drinks over coffee can
cause negative impact upon business of
DWC by reducing their productivity.
 Biggest threat of any company is their
competitors and their strategies

influence other small scale companies
which is located in other countries to
take their franchise for expanding their
business.
(Dwivedi and et. al., 2020). For DWC,
their competitors such as Madcap
coffee company and many more has
created threat for the company by
adopting some powerful strategies to
compete in this industry.
Potential segment market of DWC and digital marketing used in each segment
For analysing segmentation of marketing for DWC, STP model is used which tells how a
company conducted its segmentation then how they choose targeted customers and at the end it
states that how a company creates brand image. Hence, STP of DWC are explained below-
Segmentation- This is the process of dividing whole market into smaller groups of
customers to identify which group will provide more profit to company (Eze and et. al., 2020).
Segmentation of DWC are explained below-
Segmentation basis Category of segmented group
Behavioural segmentation-  Loyalty- They segmented market into
loyal customers and non-loyal
customers.
 Attitude- They segmented the market
in those customers who prefer coffee
more than other drink.
Demographic segmentation  Gender- DWC sells their products for
both male and female.
 Age- 14- 24, 24- 44 and 44 and above
 Occupation- professional, housewives,
students and etc.
Geographic segmentation  Country- recently DWC mainly focus
to have business in UK only.
 Locations- Bellingham, Lynden,
Mount Vernon, Edmonds, Ferndale and

Burlington.
Psychographic segmentation  Hobbies- who have the hobby to drink
coffee more than any other drink.
 Lifestyle- they segmented into two
categories middle and high standard of
living people.
Digital marketing mediums analyse customers who prefer coffee by reading and
understanding the needs and requirements of different area’s customers through internet and
through their competitor’s business knowledge. They segmented their market by asking different
kind of customers to fill a form which is sending on customers e-mail. This is the part of their
marketing survey. This form is a type of feedback from where the preferences of customers a
written and customers simply need to choose their option of preferences and fill out some
personal information such as age and living area. Through this form they get to know different
customer’s behaviour and perceptions.
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 profitable for their business (Sulaiman, Derbani and Adawiyah, 2020).
In context of DWC, 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.
Secondly, they mainly targeted Bellingham and Lynden location lived customers because their
most of the stores are presented in these two locations. They also targeted every professional
group of both gender males and females.
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. They evaluate their result through
proper report of making pie charts and interpretation of their collected data.
Positioning- To aware customers about the product offered is the part of positioning.
Positioning is the process of creating a good reputation of company or brand in customer’s eyes
(Hristoforova and et. al., 2019). DWC uses social media as a medium to position their business.

They advertise through their social media account and upload some pictures and videos about
features and positive effect of their products. They also have their logo which is designed
through digitally which describe their business identity which is different from others. Hence,
this is how DWC use digital medium to position their business.
Digital marketing communications mediums used by DWC
E-mails- It is the way of communicating with others in a formal way and for official
purpose only (Petit, Velasco and Spence, 2019). DWC send their feedback forms to get it filled
by their customers through E-mails. They send information regarding discount or any new store
opening near the area through e-mail. They also share the payment receipt through e-mail when
the payment is done through online mode. Hence, e-mails are that digital marketing platform
which is used by DWC to conduct marketing activities of their business
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 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 (Habes and et. al., 2020). Hence, they
are using social media to expand their business.
Reflection of development of main skills through this report
From the above report I have leaned two new skills. First is analysing skill and another
is presentation skill. Analysing skill is developed by applying marketing model for a company
(DWC) which help me to identify how I can analyse marketing situations in future. I have
learned that we must know some marketing models and some business environment factors to
analyse marketing conditions for our business. Second skill which I developed by this report is
presentation skill which is enhanced by writing down the idea in a report at a particular
sequence. Presentation skill requires that how an individual prepare his report and how he
represent it to others (Mehmet, Roberts and Nayeem, 2020). I have made this report in a
particular sequence to represent easily whatever I added in this report. It is important that while
presenting any report whether in written format or in spoken format, the report must contain easy
words to understand by others. Hence, I have used easy words and a good format which is easy
to understand by others

Conclusion
From the above information it is concluded that to grow well and to expand business in
today’s world it is necessary to work according to recent trends like recently digital marketing is
famous hence, promoting products through digitally is a good idea. Today most of the customers
use social media or other website to search any information. Therefore, it is good to promote
products through social media.

References
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