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    Kaustubh
    Uber briefly introduced surge pricing of up to 4x normal rates during an armed hostage crisis in Sydney, which some saw as price gouging. When contacted by media, Uber initially defended the policy but later backtracked and offered refunds and free rides after negative publicity. For PR, Uber should have quickly suspended surge pricing during the crisis and proactively offered support to affected customers to improve its image as a responsible company.

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    Take Home Assignment

    Uploaded by

    Kaustubh
    294 views1 page
    Uber briefly introduced surge pricing of up to 4x normal rates during an armed hostage crisis in Sydney, which some saw as price gouging. When contacted by media, Uber initially defended the policy but later backtracked and offered refunds and free rides after negative publicity. For PR, Uber should have quickly suspended surge pricing during the crisis and proactively offered support to affected customers to improve its image as a responsible company.

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    Uber briefly introduced surge pricing of up to 4x normal rates during an armed hostage crisis in Sydney, which some saw as price gouging. When contacted by media, Uber initially defended the policy but later backtracked and offered refunds and free rides after negative publicity. For PR, Uber should have quickly suspended surge pricing during the crisis and proactively offered support to affected customers to improve its image as a responsible company.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    294 views1 page

    Take Home Assignment

    Uploaded by

    Kaustubh
    Uber briefly introduced surge pricing of up to 4x normal rates during an armed hostage crisis in Sydney, which some saw as price gouging. When contacted by media, Uber initially defended the policy but later backtracked and offered refunds and free rides after negative publicity. For PR, Uber should have quickly suspended surge pricing during the crisis and proactively offered support to affected customers to improve its image as a responsible company.

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    Primo Hiring Solutions 

     
    Send your submissions to contact@primohiring.com with the subject “Primo Hiring - Take Home 
    Assignment- Your Name” 
     
    1. Case Study 
    Uber briefly ​introduced surge pricing​ up to four times the normal rate in Sydney during an armed 
    hostage crisis that upended the city's central business district. One Uber customer in Sydney 
    described it to ​Mashable​ as "almost price gouging at its worst." 
    When first contacted by the media, Uber appeared to ​defend the move​ by noting the fare hike is 
    algorithmic, based on demand for rides outstripping the supply. A little more than an hour later, the 
    company shifted into reverse and began refunding rides to Sydney customers and offering free 
    rides to others in the area. That was undoubtedly the right move from a PR perspective, but one 
    that came a crucial hour or two too late. 
     
    Q. According to you, how should have Uber tackled such a situation from a PR 
    perspective? What steps can be taken by Uber after this issue to improve its public image 
    and be seen as a good corporate citizen? (125 words) 
     
    2. Writing Sample 
    I am an investor looking to invest a sum of Rs. 5 crore in shares of a publicly listed fast food 
    company. You work in the Investor Relations Department of the popular fast food restaurant chain 
    Pizza Hut. Seeing this as a good opportunity to raise funds and provide value to your organisation, 
    you decide to approach me. Write an email in about 100 words to convince me to invest my 
    money in Pizza Hut’ shares.  
     
    3. Research Sample 
    Visit the website of the company ‘Fractal Analytics’, and prepare a report in 100 words on what 
    you think the company does, its business model and target audience. The report should be easy to 
    understand and written using layman language, avoiding use of any words or jargon that will not 
    be understood by people not in that profession.  
     
    4. Analytics Sample 
    A bullet train runs between Delhi and Chandigarh, both to and fro. Guesstimate the monthly 
    revenue of the bullet train, clearly stating all assumptions made in the estimating process.  
    To do this, think about the possible parameters that may affect the final revenue, and estimate their 
    numbers (rounded off, ballpark figures are easier to handle).  
     
     
    Please adhere to the following instructions: 
    - Please stick to the word limit. 
    - Please focus on ​concision and present maximum information in minimum words. ​No need 
    to introduce the topic; jump straight to answering the questions. 
    - DO NOT​ plagiarize.  
    - Remember to write your name at the top of your report. 
     

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