Decision Making – Amish is the marketing head of an e-commerce firm
XAT 2021 Exam Paper – Decision Making – Amish is the marketing head of an e-commerce firm
Amish is the marketing head of an e-commerce firm named FillInCart (FICT). Recently, FICT
signed a contract with a top celebrity to endorse their firm. A few months later, the celebrity
was signed as the ambassador to promote tourism in a small country, Wadiya, ruled by a
dictator. The dictator, in his zeal to bring peace to the region, brutally supressed an armed
uprising in Wadiya. He is currently facing sanctions, imposed by a few countries. When the
news of the celebrity’s association with Wadiya becomes public, calls for boycott of FICT start
trending on social media.
Q.1 Amish is concerned with the trending boycott calls and its probable impact on FICT’s
Given the social media backlash, which of the following courses of action will help
Amish BEST defend FICT’s continued association with the celebrity?
A. Ignore social media backlash, assuming that in a few days a new issue will start
B. Publicise on social media that FICT has nothing to do with the celebrity’s
association with other brands.
C. Declare on social media that FICT chose the celebrity for his philanthropic works.
D. Withdraw all advertisements, involving the celebrity, from all the media platforms till
the social media moves to another issue.
E. Publicise on social media that the celebrity’s endorsement of Wadiya Tourism will
help improve the livelihoods of Wadiya’s poor.
Q.2 FICT’s closest competitor, ShopAtUs (SAU), wants to grab this opportunity. They have
come up with a slogan, “Never at the cost of human rights!” which has started
trending in the social media. Amish is unsure if he should respond to the social media
campaign of the competitor.
Which of the following options, if true, will BEST assure Amish that SAU’s slogan is
not affecting FICT’s business negatively?
A. More people are looking for Cash on Delivery for the high-end products since the
SAU slogan launch, which is against company’s policies.
B. FICT’s average monthly sales revenue has decreased by 3% overall when
compared with the same month previous year.
C. FICT’s average monthly sales revenue has increased by 1% overall since last
D. FICT’s average monthly sales volume has increased by 5% since the SAU slogan
launch, driven by the sales to repeat customers.
E. Number of visitors to FICT’s home page has increased by 15% since the SAU
Q.3 TRACT, a major travel and hospitality conglomerate, operates globally with a
significant presence in Wadiya. Ever since the celebrity has signed the contract with
Wadiya Tourism, the number of international tourists in Wadiya has increased
manyfold. Companies like TRACT have a great hope towards the future of tourism in
Wadiya. Consequently, TRACT is looking forward to increase its investments in
Wadiya. However, TRACT is concerned about the social media backlash against the
celebrity. TRACT fears that the celebrity may terminate his contract with Wadiya
Which of the following data, available in the public domain, will BEST assure TRACT
that the celebrity will continue his association with the tourism sector of Wadiya?
A. Last week, the celebrity announced that any backlash against him is a support for
B. A week back, the celebrity released videos of the interiors of Wadiya where the poor
C. Recently, the celebrity pledged 5% of his annual income towards global poverty
D. Last fortnight, the celebrity declared in the social media that upliftment of the poor is
his biggest goal in the coming decade.
E. A week back, the celebrity signed on as the goodwill ambassador of the kingdom of
Dubiya, where, recently, the king ferociously crushed insurgency.