You are planning to open a new coffee shop in a medium size town of about 200,000 people in the United States. Your coffee shop will be 100% organic. It will be the first organic coffee shop in town. You will be offering organic as well as gluten-free breakfast, snacks, sandwiches, and teas. 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 on traditional promotional methods. Instead, you need to utilize social media to create awareness among your target audience. 



1.1 Identify your target market(s). 

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1.2 What is the key positioning of your coffee shop relative to the competition? 



1.3 Describe a desirable brand image that the coffee shop should pursue. You should also come up with a name for the coffee shop that captures the brand image. 



1.4 You want to generate as much publicity as possible for your grand opening. How are you going to utilize social media to maximize exposure and attendance? 



1.5 Describe the key elements of the website to maximize awareness and interest. 





Part 2 (25 points)
What is the major difficulty in dealing with real-time online negative viral messages about your company and products? What are the best methods for dealing with them? 

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