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Please rate my first AWA - GMATPrep Motorcycle X [#permalink]
04 Sep 2012, 03:47
I am not a native speaker. This is my first AWA. From Gmatprep official tests. Thanks!
"Motorcycle X has been manufactured in the United States for over 70 years. Although one foreign company has copied the motorcycle and is selling it for less, the company has failed to attract motorcycle X customers — some say because its product lacks the exceptionally loud noise made by motorcycle X. But there must be some other explanation. After all, foreign cars tend to be quieter than similar American made cars, but they sell at least as well. Also, television advertisements for motorcycle X highlight its durability and sleek lines, not its noisiness, and the ads typically have voice-overs or rock music rather than engine-roar on the sound track."
The argument claims that there must be a number of reasons why a foreign imitation of the American Motorcycle X did not succeed. Motorcycle X’s customers stated that the foreign imitation lacked loudness, however the author is not convinced that this is the only reason. He/she thinks so because the TV advertisements do not highlight Motorcycle X’s noise and quieter cars sell as well as louder cars. This argument is somewhat correct but lacks some very important key factors.
One of the assumptions is that price is the determining factor behind buying behavior. This is not the case. We know that sometimes a higher price creates a perception of higher quality. So, the thought that the foreign imitation of Motorcycle X failed despite its lower price can be discarded. Furthermore, there is not enough evidence how the pricing strategies of the two products affected their sales. A lower price could have even made the sales of the foreign product worse.
Another key factor omitted in this argument is “brand loyalty”. We have seen the power of brand loyalty many times in history. Sometimes the name of a product outweighs all of its qualities. And since Motorcycle X has been around for 7 decades, it is quite possible that it has its own customer base and it is a very strong brand. For such cases, obtaining a market share from that product may be very difficult and even nearly impossible, even with very low prices and high quality. This could have been a reason why Motorcycle X’s newest rival failed.
Finally, the distribution channels in which these 2 products are being sold is as equally important as the previous aspects. Motorcycle X, which is an old brand, probably has many stores around the country. On the contrary, the new foreign imitation might not be as accessible as Motorcycle X. This is another very important factor. The consumer might not be willing to travel long distances for a new product. Even different payment options affect the consumer behavior. We cannot draw conclusions without having more detailed information on the subject.
The argument is somewhat flawed and incomplete due to points mentioned above. Ultimately, it can be improved and made more convincing by giving more information.