MKT345
Midterm exam
 
Question #1 (100 points)
You are planning to open a new bakery in a medium size town of about 200,000 people in the
US. Your bakery will be 100% organic. It will be the first organic bakery in town (there are no
organic super markets in the town, although some super markets offer selective organic
products but no organic baked goods or desserts). You will be offering organic as well as gluten
-free bread, bread-related ingredients, pies, muffins, doughnuts, and other types of desserts.
Given that organic ingredients are more expensive your prices are going to be about 20%
higher than your competitors’ prices. You have limited resources and you cannot afford to spend
a lot of money in traditional promotional methods. Instead, you need to utilize social media to
create awareness among your target audience.
1.1 Identify your target market(s)
1.2 What is the key positioning of your bakery relative to the competition? Describe a desirable
brand image that the bakery should pursue. You should also come up with a name for the
bakery that captures the brand image,
1.3 You want to generate as much publicity as possible for your grand opening. How are you
going to utilize the social media to maximize exposure and attendance? Provide a detailed
list of the social media you will use, as well as how you will use them. For example, if you
decided to use Twitter, then you should provide a sample tweet message. Listing all
possible social media is not a good answer. You may list several, but I would like to see how
you will rank the ones you will use based on their importance for this particular situation.
1.4 In addition, you want your social media strategy to generate long-term interest for your
bakery beyond the grand opening. Provide a detailed list of the social media you will use, as
well as how you will use them. Listing all possible social media is not a good answer. You
may list several, but I would like to see how you will rank the ones you will use based on
their importance for this particular situation. Keep in mind that some of the social media may
be ranked higher for generating “buzz” for the opening, but may be ranked lower in terms of
their role for generating long-term interest for the bakery.
1.5 Describe the key elements of the web site to maximize awareness, attendance to the grand
opening, and long-term interest.
1.6 Explain the role of listening and the main component of listening you will use to monitor and
improve the online brand of the organization. Make sure to support your responses.
Grading Rubric
1.1 (10 points) The points will be given based on how accurately and detailed the description of
the target market is.
 

 
1.2 (15 points) 10 points will be given on a detailed and proper selection of a brand image
consistent with the bakery’s products. 5 points will be given to the selection of a proper
name. The name should reflect the brand image and be easy to remember and pronounce.
1.3 (20 points) The points will be given based on identifying the most appropriate social media,
ranking them in terms of importance, and explain how they should be used to generate buzz
and high attendance at the opening event.
1.4 (20 points) The points will be given based on identifying the most appropriate social media,
ranking them in terms of importance, and explain how they should be used to generate long
term interest for the business.
1.5 (20 points) The points will be given based on identifying and describing in detail how the
website should be designed, and what should be on it, to generate long term interest for the
business.