Joined: 28 Nov 2012
, given: 3
Second Attempt AWA - Any Feedback is much appreciated. [#permalink]
26 Jun 2013, 08:50
Thanks for reading.
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 products lack 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 above is reasonable to conclude that there are other factors that could potentially prevent the foreign motorcycle from selling well in the United States. However, the argument lacks evidence to make and definite conclusion on what the main reason is for the bikes not selling.
First, Motorcycle X has been manufacturing these machines for over 70 years, therefore there could have a strong brand preference among consumers to its bikes because they have been established in one country for so long. Moreover, the argument does not address the current customer base and therefore we do not know if they are price sensitive. These foreign bikes may be cheaper but if the customers do not care about the price and are brand loyal then sales will be very minimal if they are targeting that group. In addition we no nothing about the quality of the bikes that are currently produced, some may break down more than other, causing more expense on the customer. Certainly the reliability of a bike could factor in the purchase process. The argument is also making the assumption that foreign cars will sell as well as the foreign bikes. Unfortunately comparing the sales and customers of bikes to cars is not comparing similar objects, customer bases, or purchasing decisions.
To really determine why the competitor is not selling the bikes well, it would be crucial to discover who is their target market? As stated above, they could be targeting a brand loyal group and all they would need is a shift in demographics. In addition, it would be beneficial for the competitor to survey current motorcycle riders and as why they chose the bike they currently ride. The argument above lacks the evidence about the consumers and what drives them to make a purchase and relies heavily on the looks, feel, and sound of the bike.
In conclusion the argument above has some valid statements but again there are far too many assumptions, lack of definite evidence, and research to conclude that the bikes are selling for a reason other than lacking a loud engine. A deeper investigation would need to happen so we can determine the true cause lackluster sales.