Please review and grade my essay - many thx in advance!
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29 Jan 2013, 03:30
Subject:
The following appeared in an Excelsior Company memorandum.
"The Excelsior Company plans to introduce its own brand of coffee. Since coffee is an expensive food item, and since there are already many established brands of coffee, the best way to gain customers for the Excelsior brand is to do what Superior, the leading coffee company, did when it introduced the newest brand in its line of coffees: conduct a temporary sales promotion that offers free samples, price reductions, and discount coupons for the new brand."
My essay:
The argument that the Excelsior company should adopt the strategy used by the Superior company in order to gain new customers for its new brand is flawed. In this essay, I will discuss the reasoning behind this argument that was presented in an Excelsior Company memorandum and show why it is logically unsound.
One assumption of the argument is that the marketing strategy used by Superior company in introducing its new bran is a representative sample of the strategies the company always used. This assumption is not valid since it is plausible that, for example, the company used different successful strategies when introducing its old brands and customers were pleased from them, but the new strategy adopted in the new brand failed. The argument would be made stronger if the author were to show details proving that the company has gained a lot of his customers because of the marketing strategy used with the new brand..
Another invalid assumption of the argument is that there is a direct casual link between the success of the new brand and the strategy Superior used to introduce its newest brand. The flaw here is that the author ignores the possibility that there might be other reasons ,such as publication of new research that emphasized the benefits from consuming coffee, that cause the company's success with the new coffee brand. One way of improving the argument is to show survey that proves that a direct link is indeed exist between the marketing strategy Superior used and the success of the brand.
The flaws detailed above suggest that the conclusion presented in an Excelsior Company memorandum may not be logically drawn. Therefore, it is evident that the line of reasoning is neither sound nor convincing.