Studies suggest that an average coffee drinker’s consumption of coffee

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The aforementioned argument proposes that investments should be transferred from Coca Loca to Early Bird Coffee on grounds that the younger population will grow old and reduce their cola consumption while coffee consumption will stay high with growing age. The conclusion they have arrived to seems premature and unfounded with regards to the information provided, due to which this argument does not seem well-reasoned.

The primary issue with the argument is that they have not accounted for the fact that as current cola consumers grow old and reduce their consumption of cola, there will be an infusion of new population of younger patrons over the next 20 years that need to be considered as part of the overall demographic. It is possible that the population may see an increase over the coming years and there may be a larger proportion of youngsters, which will skew the numbers in their favor, thus increasing the cola consumption. hence, the cola companies may not be vastly affected by the decrease in consumption of the older population.

The secondary issue with the argument is that the proportion of overall coffee and cola consumption has not been taken into account. Based on their sample size, they should be able to determine what the proportion of cola and coffee consumption is. If the cola consumption is much higher than that of coffee, any transfer of investments into Early Bird may not yield a significant increase in profits. To add to that, as per the aforementioned primary issue, they may not be able to benefit from the demand for cola from the younger population, since they have given up their market share.

The tertiary issue with this argument is that trends can change. If there were to be a study published on the negative effects of coffee on adults or if coffee grounds were suddenly to be in short supply due to trade or other external factors, this could negatively impact the business of Early Bird Coffee. Removing the entire stake in Coca Loca may prove to be detrimental in this case. It is also possible that coffee just simply falls out of favor with the general populace over the next 20 years. While it is true that past trends are helpful in assessing future directions, it could also work against their favor.

One thing that could strengthen the argument is if there is substantial research conducted on both cola and coffee markets and their targeted demographic. If they are able to analyze and predict future population trends such as a drop in annual births, resulting in a subsequent drop in the target demographic for cola, this investment strategy could pay off. In addition to this, they would need to analyze the future of the cola industry and its longevity. With adequate information, this decision could very well pay off.

Based on the aforementioned points weakening the argument as well as potential strengthening points, I am of the opinion that this argument could be better reasoned. It is possible that the conclusion drawn can change based on additional research and analysis conducted regarding the independent cola and coffee markets as well as population trends.

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Sajjad1994, edited, please take a look.

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The author suggests that an investment firm should transfer its investments from Cola Loca to Early Bird Coffee citing evidence that average coffee drinker's consumption of coffee increases with age while the trend is reversed in case of cola. The author further states that even after age 60, coffee consumption remains high and this trend has remained stable for the past 40 years. Extrapolating on the fact that number of older adults will significantly increase as the population ages over the next 20 years, the author infers that demand for coffee will increase while the demand for cola will decrease and arrives at his final conclusion. While the argument does look sound, there are some aspects the author has failed to notice.

Firstly, the author has not discussed about how the population and its composition might change over the next 20 years. A higher birth rate might cause the proportion of older adults to remain constant or even decrease. Thus, extending the author's reasoning, cola demand will be higher than coffee in that case. Similarly, the average life expectancy is not discussed anywhere by the author. For instance, if the said country has a life expectancy of early 40s, then demand for cola can be and stay higher.

Secondly, the author has not talked about how reliable are past trends in determining future consumer behaviour. If cola gains popularity suddenly and coffee loses its popularity due to some other reason, then past data is just data. In other words, consumer behaviour is influenced by a range of factors like affordability, accessibility, marketing, offers, discounts , so on and so forth. The author can cite evidence relating to what motivates a person of certain age (or people of certain age group) to choose cola or coffee. This can throw more light into this aspect of the argument.

Finally, the author assumes that business like Cola Loca and Early Bird Coffee will only sell beverages they specialize upon or known for. Businesses constantly monitor consumer behaviour and market trends, and constantly evolve by charting out new strategies. Further, businesses will always be looking to break into new customer segments in order to be in the market and build reputation. Thus, they might have different products for different customer segments. The author has cited nothing about the range of products these 2 companies offer. Also, there is no information about the market share, reputation and growth potential of each of these companies in order to properly evaluate if the investment firm should invest in any of these 2 companies or go for another company.

Therefore, even though the author rightly uses average consumer's consumptions to correlate with his/her age, there are other aspects of the argument the author should address in order to make a more pressing and convincing plan to the investment and financial consulting firm.

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The argument's conclusion states that since the average consumption of coffee increases with age while the average consumption of cola declines with age and because the population is aging, therefore it would be a good idea to consider transferring the author's investments from a cola company to a coffee company. In general, this argument lacks critical evidence, as well as contains a number of assumptions which can easily be disproven to show that the conclusion reached is not sound.

Firstly, the argument assumes that trends in the average consumption of coffee and cola remaining stable for a period of time means that these trends will continue to hold as the population ages over the next couple of decades. It also assumes that cola and coffee are and will continue to be the main players when it comes to drink consumption habits over the next few decades. All it would take to make this assumption invalid was for a new, exciting new drink to enter the market or for already existing drinks such as non-alcoholic beer alternatives or energy drinks to start to gain market share.

Secondly, the argument assumes that the population will continue to age and that the taste of older consumers will remain constant. As international migration becomes more popular, the author's country could see an influx of younger drink consumers. The birth rate could also rise sharply as we have seen in other periods of human existence. And as healthcare and technology both advance, older consumers might begin to enjoy longer, healthier lives and see no reason to stop consuming the drinks of their youth.

Lastly, the argument doesn't mention any actual values while discussing average consumptions. It could well be that despite decreases in consumptions of cola as a consumer ages, the starting point of cola consumption might be so high that cola consumption remains higher than coffee consumption even at a consumer's end of life. The argument's lack of details and numbers in terms of how much coffee and cola is actually consumed makes it very difficult to evaluate this aspect of the argument.

In conclusion, this argument clearly contains too many assumptions to recommend investment transfers as a good action plan. The author should consider clearing up the problematic points discussed above, as well as include some relevant data and evidence so that it can be more accurately evaluated.