"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."
The argument claims that The Excelsior Company will introduce a new brand of coffee on market. As the coffee market is expensive and very competitive, Excelsior had to adopt a similar marketing strategy like a leading competitor. Stated in this way the argument fails to mention key factors, on the basis of which it could be evaluated. The conclusion relies on assumptions, for which there is no clear evidence. Therefore, the argument is rather weak, unconvincing and incomplete.
First, the beginning of the passage assumes that in order to experience a great success with its new brand of coffee. Excelsior has to copy the marketing strategy of an important competitor. This statement is a stretch as it does not provide any information about Excelsior's situation on the coffee market. Moreover, the author does not explain why such strategy would be effective in the case of Excelsior. We can take the example of Apple. a leading smartphone company. If we imagine that Apple was about to create TV set and home cinema -like Samsung or Sony-, nobody could say that Apple would experience success or failure. More precisely, Apple is not known as a TV producer, but as a hardware producer and seller. Therefore, it might be irrelevant for Apple to use the same strategy of leading competitors as Apple does not benefit from the same reputation in this specific area. Actually, it would be better for Apple to develop first its image in the TV set area before copying Sony's or Samsung's strategy. In brief, we can say that the first claim is unconvincing as the author does not provided any piece of background about Excelsior. Therefore, the reader cannot assess if such marketing strategy would be effective in the case of Excelsior Company. The argument would have been clearer if it had stated that such strategy was the fittest in the case of Excelsior.
Second, the argument asserts that the marketing strategy consists in offering free samples, introducing promotions etc. This is again an unsupported claim as it does not demonstrate any correlation between a discount strategy and the success of a new brand. We can consider the example of Nespresso. Nespresso represents a luxuary brand or coffee and is very successful thanks to its free samples. More precisely, when you go to a Nesspresso shop and when you buy Nespresso's coffe, then employees offer you a free cup of coffee. So we can conclude that Nespresso success is based on the good atmosphere created in their shops. Nevertheless, people are able to get free samples only when they buy. On the contrary, it is really hard to say if Nespresso would have been as successful as it is if it has provided free samples for non-buyers people. Therefore, Excelsior's success with promotion cannot be guaranted as the Nespresso's example is exactly the opposite situation. If the argument had provided some statistical data or evidence that the more a company makes promotion the more sales increase, then it would have been much more convincing.
Finally, some additional information would have strengthened the argument. As explained before, providing information about Excelsior's background could have help to understand the company's situation, and so to determine what strategy was the fittest in this situation. Furthermore, a comparative analysis of marketing campaign would have helped the reader to determine whether a promotion strategy is good or not, or if another strategy -such as Nespresso's- is better. Without any answers to these questions, one is left with the impression that the argument is a wishful thinking rather than a substantiated argument. The claim would have been strengthened if it has mentioned one of the relevant facts cited before.
In conclusion, the argument is flawed for the above-mentioned reasons and is therefore unconvincing. Actually, in order to assess the merits of a decision, it is essential to have a full knowledge of all contributing factors. Without this information, the argument remains unsubstantiated and open to debate.
| Post date | Users | Rates | Link to Content |
|---|---|---|---|
| 2018-12-16 | yashicasaun | 58 | view |
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- "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, t 58
Grammar and spelling errors:
Line 3, column 443, Rule ID: UPPERCASE_SENTENCE_START
Message: This sentence does not start with an uppercase letter
Suggestion: A
...sior. We can take the example of Apple. a leading smartphone company. If we imagi...
^
Line 3, column 1097, Rule ID: DID_BASEFORM[3]
Message: The verb 'does' requires base form of the verb: 'provide'
Suggestion: provide
... is unconvincing as the author does not provided any piece of background about Excelsior...
^^^^^^^^
Line 5, column 753, Rule ID: IF_WOULD_HAVE_VBN[1]
Message: Did you mean 'had been'?
Suggestion: had been
..., it is really hard to say if Nespresso would have been as successful as it is if it has provid...
^^^^^^^^^^^^^^^
Transition Words or Phrases used:
actually, but, finally, first, furthermore, if, moreover, nevertheless, really, second, so, then, therefore, as to, in brief, in conclusion, such as, on the contrary
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 33.0 19.5258426966 169% => OK
Auxiliary verbs: 21.0 12.4196629213 169% => OK
Conjunction : 18.0 14.8657303371 121% => OK
Relative clauses : 15.0 11.3162921348 133% => OK
Pronoun: 42.0 33.0505617978 127% => Less pronouns wanted
Preposition: 73.0 58.6224719101 125% => OK
Nominalization: 30.0 12.9106741573 232% => Less nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 3389.0 2235.4752809 152% => OK
No of words: 661.0 442.535393258 149% => Less content wanted.
Chars per words: 5.12708018154 5.05705443957 101% => OK
Fourth root words length: 5.07049507093 4.55969084622 111% => OK
Word Length SD: 2.95744144259 2.79657885939 106% => OK
Unique words: 287.0 215.323595506 133% => OK
Unique words percentage: 0.434190620272 0.4932671777 88% => More unique words wanted or less content wanted.
syllable_count: 1069.2 704.065955056 152% => OK
avg_syllables_per_word: 1.6 1.59117977528 101% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 9.0 6.24550561798 144% => OK
Article: 13.0 4.99550561798 260% => Less articles wanted as sentence beginning.
Subordination: 5.0 3.10617977528 161% => OK
Conjunction: 3.0 1.77640449438 169% => OK
Preposition: 7.0 4.38483146067 160% => OK
Performance on sentences:
How many sentences: 36.0 20.2370786517 178% => OK
Sentence length: 18.0 23.0359550562 78% => The Avg. Sentence Length is relatively short.
Sentence length SD: 39.658262415 60.3974514979 66% => OK
Chars per sentence: 94.1388888889 118.986275619 79% => OK
Words per sentence: 18.3611111111 23.4991977007 78% => OK
Discourse Markers: 4.58333333333 5.21951772744 88% => OK
Paragraphs: 5.0 4.97078651685 101% => OK
Language errors: 3.0 7.80617977528 38% => OK
Sentences with positive sentiment : 23.0 10.2758426966 224% => Less positive sentences wanted.
Sentences with negative sentiment : 8.0 5.13820224719 156% => OK
Sentences with neutral sentiment: 5.0 4.83258426966 103% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.138578385676 0.243740707755 57% => OK
Sentence topic coherence: 0.0383759112089 0.0831039109588 46% => OK
Sentence topic coherence SD: 0.0516828070656 0.0758088955206 68% => OK
Paragraph topic coherence: 0.0794424206277 0.150359130593 53% => OK
Paragraph topic coherence SD: 0.0514436022573 0.0667264976115 77% => OK
Essay readability:
automated_readability_index: 11.9 14.1392134831 84% => Automated_readability_index is low.
flesch_reading_ease: 53.21 48.8420337079 109% => OK
smog_index: 3.1 7.92365168539 39% => Smog_index is low.
flesch_kincaid_grade: 10.3 12.1743820225 85% => OK
coleman_liau_index: 12.47 12.1639044944 103% => OK
dale_chall_readability_score: 8.3 8.38706741573 99% => OK
difficult_words: 158.0 100.480337079 157% => OK
linsear_write_formula: 8.0 11.8971910112 67% => OK
gunning_fog: 9.2 11.2143820225 82% => OK
text_standard: 12.0 11.7820224719 102% => OK
What are above readability scores?
---------------------
Write the essay in 30 minutes.
Rates: 58.33 out of 100
Scores by essay e-grader: 3.5 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.