The owners of Hole-In-One Donuts, a combination mini golf course and donut shop in the town of Sealett, recently decided to take a controversial political stand online. As a result, a number of people opposed to this political view have promised to boycott Hole-In-One until its owners issue an apology.
The answer to which of the following questions would be the LEAST useful in determining whether the ensuing controversy will be detrimental to Hole-In-One’s profits?
A. Whether a significant number of Hole-In-One’s pre-existing customers share the political views held by the boycotters.
This choice is one the important factors that should be considered. Let’s say if 90% of customers share boycotters views, then most of them may easily switch to other shops. On the other hand, if they are simply 3%, then no worries.
B. Whether Hole-In-One’s owners considered the potential financial impacts of taking a controversial political stand before sharing their position online.
Yes, this step can be a calculated risk, if owners analyzed both plus and minus of the move. Yet, how we know that they are not wrong in their estimations? Note, that any remaining answer choices may cast doubt on this one. If owners thought that they are going to draw more attention and cut ad costs, but still failed to include all variables, then they can very well wrong. This choice gives no info as to whether owners’ move was detrimental to profits.
C. Whether Hole-In-One’s political stand will draw in enough new, like-minded customers to counterbalance any business lost to the boycott.
This choice heals the problem choice A introduces. Let’s say that some customers are going to join boycotters and thus some loss of profits may follow. However, if new likeminded customers are about to compensate boycotters, then the problem is solved.
D. Whether comparable businesses in Sealett that have taken similar political stands have lost revenue as a result of sharing those positions.
This choice may very well shed light on the inherent customer behavior in Sealett. I mean, people in one city are more alike than they are with the dwellers of other cities. It can be a case that the customers who left a comparable business can be a customer of Hole-in—One’s too. So, if these customers left one business that expressed controversial political stand, then they can leave another one for the same reason.
E. Whether the controversy over Hole-In-One’s political stand will generate sufficient free publicity to allow Hole-In-One to cut its advertising budget by an amount that would exceed any revenue lost to the boycott.
Marketers say that there is no bad advertisement, and any advertisement is a good one. Indeed, if some of the advertising expenses are cut or even larger margin, then surely this step is just a marketing step to allure more customers. This choice is important.
Hence
BPosted from my mobile device