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16 Aug 2023, 09:10
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The following appeared in a memorandum from the vice-president of the Dolci Candy Company.
“Given the success of our premium and most expensive line of chocolate candies in a recent taste test and the subsequent increase in sales, we should shift our business focus to producing additional lines of premium candy rather than our lesser-priced, ordinary candies. When the current economic boom ends and consumers can no longer buy major luxury items, such as cars, they will still want to indulge in small luxuries, such as expensive candies.”
Discuss how well reasoned . . . etc.
On a superficial level the argument “when economic boom ends and consumers can no longer buy major luxury items, such as cars, they will still want to indulge in small luxuries, such as expensive candies” may seem very logical, but the devil lies in the details, which are almost entirely missed in the argument or even if considered they were wrongly assumed. A cogent argument would have considered target market of candies and its purchasing behaviour, sales cycles, marketing influence on sales, etc.
Usually, success in any kind of marketing act, such as a taste test, causes the sales of the product to increase. But not all marketing tactics produce a long-term sustainable increase in sales. The goal of such marketing tactics must to be get as many eyeballs for the product and make the prospective users try the product. The product then has to generate, by some quality of its own, loyalty within the customers for the product. The quality could be taste or the way the product is served or the likes. The loyal customer base then ensures consistent returns on the product and a thriving business. In short, to assume that the increase in sales subsequent to the taste test is sustainable, is not prudent.
Moreover, the success of one product cannot be replicated so easily with other product lines similar to the first one just by the virtue of having them in the same category – premium candies line in this case. Also, even if the new product lines are developed, there would be risk of new products cannibalizing the old ones. So, each product line is expected to have something unique and target a particular market segment. Furthermore, new product line development comes with significant R&D costs, which again impact the business. So, to chuck all the existing lesser-priced candies and starting other premium candies business is little hasty.
Finally, the argument that the consumers will want indulge in small luxuries when economy slows down, is falsely assumed. Data supporting such a behavior must have been presented. Especially highlighting the current customer base persona, the impact of economic downturn on them and the change in purchasing behavior. The customer, who is not impacted by economic downturn, may buy candies and cars as he/she pleases. But the other customers, even slightly impacted by economic downturn, may not buy the candies as frequently as earlier or may choose a cheaper candy. So, either way, the argument is not cogent.
For all the above sighted reasons, the memorandum does not present a well-reasoned argument and may need to be revised before the it’s too late for Dolci Candy company to roll back their actions.
“Given the success of our premium and most expensive line of chocolate candies in a recent taste test and the subsequent increase in sales, we should shift our business focus to producing additional lines of premium candy rather than our lesser-priced, ordinary candies. When the current economic boom ends and consumers can no longer buy major luxury items, such as cars, they will still want to indulge in small luxuries, such as expensive candies.”
Discuss how well reasoned . . . etc.
On a superficial level the argument “when economic boom ends and consumers can no longer buy major luxury items, such as cars, they will still want to indulge in small luxuries, such as expensive candies” may seem very logical, but the devil lies in the details, which are almost entirely missed in the argument or even if considered they were wrongly assumed. A cogent argument would have considered target market of candies and its purchasing behaviour, sales cycles, marketing influence on sales, etc.
Usually, success in any kind of marketing act, such as a taste test, causes the sales of the product to increase. But not all marketing tactics produce a long-term sustainable increase in sales. The goal of such marketing tactics must to be get as many eyeballs for the product and make the prospective users try the product. The product then has to generate, by some quality of its own, loyalty within the customers for the product. The quality could be taste or the way the product is served or the likes. The loyal customer base then ensures consistent returns on the product and a thriving business. In short, to assume that the increase in sales subsequent to the taste test is sustainable, is not prudent.
Moreover, the success of one product cannot be replicated so easily with other product lines similar to the first one just by the virtue of having them in the same category – premium candies line in this case. Also, even if the new product lines are developed, there would be risk of new products cannibalizing the old ones. So, each product line is expected to have something unique and target a particular market segment. Furthermore, new product line development comes with significant R&D costs, which again impact the business. So, to chuck all the existing lesser-priced candies and starting other premium candies business is little hasty.
Finally, the argument that the consumers will want indulge in small luxuries when economy slows down, is falsely assumed. Data supporting such a behavior must have been presented. Especially highlighting the current customer base persona, the impact of economic downturn on them and the change in purchasing behavior. The customer, who is not impacted by economic downturn, may buy candies and cars as he/she pleases. But the other customers, even slightly impacted by economic downturn, may not buy the candies as frequently as earlier or may choose a cheaper candy. So, either way, the argument is not cogent.
For all the above sighted reasons, the memorandum does not present a well-reasoned argument and may need to be revised before the it’s too late for Dolci Candy company to roll back their actions.
16 Aug 2023, 12:50
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AWA Score: 5 out of 6
Coherence and Connectivity: 5
The essay demonstrates a reasonable level of coherence and connectivity. The writer presents a clear line of reasoning and follows a logical progression of ideas. Transitions between paragraphs and sentences are generally effective, although there are a few instances where further improvement in connecting ideas would enhance overall coherence.
Word Structure: 5
The word structure and sentence formation are sound, and the writer effectively conveys their ideas. There is room for improvement in using more varied sentence structures and vocabulary to enhance expression and clarity. Some sentences could be rephrased for smoother flow.
Paragraph Structure and Formation: 5.5
The essay is structured into distinct paragraphs that address different aspects of the argument. Each paragraph contains a clear topic sentence and elaborates on the points made. Some paragraphs could be more concise and focused, with a tighter link to the overall argument.
Language and Grammar: 5
The language and grammar are generally accurate, but there are some minor errors and awkward phrasings that impact the overall fluency and clarity of the essay. Close attention to grammar and syntax would improve the overall quality of the writing.
Vocabulary and Word Expression: 4.5
The vocabulary usage is adequate, but there is room for improvement in terms of using more sophisticated and varied vocabulary. Some word choices and expressions could be refined to enhance the precision and impact of the writer's arguments.
Overall, the essay effectively analyzes the given argument's weaknesses and assumptions. The writer raises important points regarding sustainability of sales increase, product differentiation, potential cannibalization, and the assumption about consumer behavior during an economic downturn. To further enhance the essay, the writer could focus on strengthening vocabulary usage, refining sentence structures for better flow, and ensuring greater precision in word choice. Thorough proofreading and editing would help eliminate grammatical errors and enhance the overall coherence of the essay.
Coherence and Connectivity: 5
The essay demonstrates a reasonable level of coherence and connectivity. The writer presents a clear line of reasoning and follows a logical progression of ideas. Transitions between paragraphs and sentences are generally effective, although there are a few instances where further improvement in connecting ideas would enhance overall coherence.
Word Structure: 5
The word structure and sentence formation are sound, and the writer effectively conveys their ideas. There is room for improvement in using more varied sentence structures and vocabulary to enhance expression and clarity. Some sentences could be rephrased for smoother flow.
Paragraph Structure and Formation: 5.5
The essay is structured into distinct paragraphs that address different aspects of the argument. Each paragraph contains a clear topic sentence and elaborates on the points made. Some paragraphs could be more concise and focused, with a tighter link to the overall argument.
Language and Grammar: 5
The language and grammar are generally accurate, but there are some minor errors and awkward phrasings that impact the overall fluency and clarity of the essay. Close attention to grammar and syntax would improve the overall quality of the writing.
Vocabulary and Word Expression: 4.5
The vocabulary usage is adequate, but there is room for improvement in terms of using more sophisticated and varied vocabulary. Some word choices and expressions could be refined to enhance the precision and impact of the writer's arguments.
Overall, the essay effectively analyzes the given argument's weaknesses and assumptions. The writer raises important points regarding sustainability of sales increase, product differentiation, potential cannibalization, and the assumption about consumer behavior during an economic downturn. To further enhance the essay, the writer could focus on strengthening vocabulary usage, refining sentence structures for better flow, and ensuring greater precision in word choice. Thorough proofreading and editing would help eliminate grammatical errors and enhance the overall coherence of the essay.
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03 Nov 2023, 07:11
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The argument provided in the memorandum by the vice-president states the idea of shifting the business focus of the Dolci Candy Company to producing additional lines of premium candies instead of their lesser priced ordinary candies. The premise of this argument given is that consumers would continue indulging in small premium luxuries such as expensive candies after the end of the current economic boom. Stated this way, the argument is inconclusive and lacks concrete evidence to substantiate the claim. A critical analysis reveals several flaws in its reasoning that compel the need for more comprehensive data before making such a decision.
Firstly, the argument assumes a direct causal relationship between the recent taste test of the premium candy and the subsequent increase in sales observed. It provides no grounds that would help to concretely identify whether such a relationship indeed exists. Whilst some consumers may prefer the taste of the premium line of chocolate given better ingredients, it does not mean that they would also be willing to pay for it. Also, the test performed does not indicate the conditions such as the demographics of the tasters, the likes/dis-likes , and the other alternatives presented to them. It is unwise to base such a business decision on this premise.
Secondly, the argument assumes that consumers would continue to purchase these expensive candies even after the end of the economic boom. The assumption looks completely unfounded as a downswing in the economy would simply mean lesser spending and lesser money in the hands of the consumers. Even if we are to assume that a certain portion of people would continue to prefer these candies simply for their taste, it is illogical to conclude that the sales can be maintained during those times.
Additionally, the argument does not state any data about their ordinary candies. It is quite possible that ordinary candies have a higher profit margin, or are simply a preferred alternative to the expensive lineup. Diversification of products at various price points generally provides a safety net in events of economic downturns. By exclusively focusing on premium candies, the company risks losing out on a significant portion of sales that come from such price-sensitive consumers.
In conclusion, the argument’s recommendation is questionable due to shaky assumptions, lack of trustable data, and over-generalisation of economic behaviours. A more prudent approach would be to conduct comprehensive surveys and market research to back the claims presented. Therefore, Without robust facts and evidence, the argument presents no grounds for basing this decision on and remains speculative at best.
Firstly, the argument assumes a direct causal relationship between the recent taste test of the premium candy and the subsequent increase in sales observed. It provides no grounds that would help to concretely identify whether such a relationship indeed exists. Whilst some consumers may prefer the taste of the premium line of chocolate given better ingredients, it does not mean that they would also be willing to pay for it. Also, the test performed does not indicate the conditions such as the demographics of the tasters, the likes/dis-likes , and the other alternatives presented to them. It is unwise to base such a business decision on this premise.
Secondly, the argument assumes that consumers would continue to purchase these expensive candies even after the end of the economic boom. The assumption looks completely unfounded as a downswing in the economy would simply mean lesser spending and lesser money in the hands of the consumers. Even if we are to assume that a certain portion of people would continue to prefer these candies simply for their taste, it is illogical to conclude that the sales can be maintained during those times.
Additionally, the argument does not state any data about their ordinary candies. It is quite possible that ordinary candies have a higher profit margin, or are simply a preferred alternative to the expensive lineup. Diversification of products at various price points generally provides a safety net in events of economic downturns. By exclusively focusing on premium candies, the company risks losing out on a significant portion of sales that come from such price-sensitive consumers.
In conclusion, the argument’s recommendation is questionable due to shaky assumptions, lack of trustable data, and over-generalisation of economic behaviours. A more prudent approach would be to conduct comprehensive surveys and market research to back the claims presented. Therefore, Without robust facts and evidence, the argument presents no grounds for basing this decision on and remains speculative at best.
