A recent survey commissioned by the market research department of XY

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"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.

Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.


In the above argument, based on a study conducted by market research department of XY Gen Stores, the author claims that XY Gen Stores should launch a significant rebranding and marketing campaign to change the company's image and bring in new customers.Though the claim may well have merit, the author presents a poorly reasoned argument, and based solely on the reasoning that author offers, the argument cannot be accepted as valid.

The primary issue with the author's argument lies in his premises. The author mentions that 60% of the people surveyed who recognized the name of the store, did not stop at the company's store. The author treats this information as if these 60% people have never ever shopped any of the products of XY Gen Stores. This conclusion is too strong for the given evidence. It may be the case that most of these 60% people shop of XY Gen Store products online or that may be the stores are not available in all cities, creating a limitation.To overcome this problem,the author concludes that rebranding and marketing campaign will help to attract new customers. This premise is not properly substantiated. For instance, if there are no stores of XY Gen Stores in city A, then marketing in that city will only cause the company extra money with no returns.Thus, the author's premises, the basis for his argument, lack evidentiary support and render his argument invalid.

In addition, the author makes several assumptions that remain unproven.The first assumption made in argument is that if people do not shop at XY Gen Stores,then people do not shop for XY Gen Store products at all. This can very easily be negated. People who do not shop at the store, may buy the same brand products online or at super-marts. Secondly, the author also assumes that the only requirement to increase customer base of the given company is rebranding and marketing. This assumption is also flawed. It may be the case that the prices of their products are very high, thus causing a reduced customer base. In this case, marketing or rebranding will not help to increase customer base, but the launch of more affordable line of products might.The author weakens his argument by making assumptions and failing to provide explication of link between rebranding and marketing efforts and increase in customer base that he assumes exists.

Though there are several key issues with the author's reasoning at present,it cannot be concluded that his entire argument is without base. The author is correct in pointing out that marketing and rebranding will help the company. In the current times, any company can benefit from the above two approaces. But the author does not try to investigate whether these two are actually required. If the proposal is adopted without proper research,it will only lead to more losses. Also the author should try to find out whether the 60% of people surveyed who did not shop at any of the XY GEn Stores, did not buy its products at all, or whether they adopted any different means of purchase than visiting the store. This will give the author a better picture of the customer base of company XY Gen Store.While there are several key issues with the argument at present, with proper research and clarification, the author can make his argument more convincing.

In sum, as there are several key issues with the author's argument at present, the argument is not sound or persuasive. If the author truly wants to change his readers' minds on the topic, he will have to largely restructure his argument, fix the flaws in his logic, provide explication of assumptions. Without these, the author will likely convince few people.