The following was presented as part of a business plan by Apex Corporation.
"To answer the increased demand for artisan coffee, Apex Corporation is releasing a new line of coffee, "Gourmet Select." Apex Corporation will first introduce the coffee into major supermarkets, where it hopes word-of-mouth advertising will sustain sales. After a few months Apex Corp. will run an advertising campaign aimed at television and radio while simultaneously releasing the brand to several major chain restaurants. Based on this strategy, Apex Corporation hopes to make "Gourmet Select" one of the top sellers in the coffee market."
Write a response in which you examine the stated and/or unstated assumptions of the argument. Be sure to explain how the argument depends on these assumptions and what the implications are for the argument if the assumptions prove unwarranted.
In this Argument, a business plan from Apex Corporation is revealed in which the company is responding to apparent demands for artisanal coffee. The author assumes a few bits of information in this plan that may or may not be valid. The first assumption of the author is that the new coffee that they are to release, ‘Gourmet Select’, is artisanal. The second is that some increased amount of consumers are wanting artisanal coffee. Lastly, it is assumed that in the initial stages of release of this product that word-of-mouth will be sufficient enough to make adequate sales. If any of these assumptions are incorrect, it could undermine the companies goals of releasing a successful product.
The author of this business plan mentions the word “artisanal” in reference to the specific type of coffee that is desired by coffee enthusiasts. Nowhere is it mentioned what makes a coffee artisanal or how that might be different to any other type or brand of coffee already being sold. Further, there is no mention of whether or not the new ‘Gourmet Select’ is even artisanal, just that it is a new line of coffee. The apparent reason for this company to even be releasing this new coffee is because of the need for artisanal style coffee and there is no support as to whether the new coffee in question even fits in that category. If proved to not be “artisanal”, then the people who are after that coffee will not be more inclined to by the ‘Gourmet Select’ over other brands already on the market.
Another assumption in this plan is that there is increased demand coming from the public for the artisanal coffee. There is no further explanation on who is demanding this coffee, though. Based on the strategy mentioned, introducing it into supermarkets and use of word-of-mouth and then to TV and radio, as well as chain restaurants, assumes that the specific people who want the artisanal coffee frequent the supermarket or chain restaurants or that they listen to the radio and watch TV. The people who want this coffee might do none of the above things and would therefore be unaware of the introduction of ‘Gourmet Select’. There is also no mention of how much of an increase there has been in demand and whether or not it is a significant increase. If the increase was something like a 1% increase, it might not warrant release of a specific type of coffee as it might not make enough sales for those who are interested or aware of the release of this coffee.
Lastly, it is assumed that word of mouth is a strong enough advertising strategy to initially sustain sales of this coffee product. However, this may not necessarily be the case in practice. Say that this coffee was released in a rural area. Neighbors may be miles away from each and not communicate frequently, and if they do, it may not be about the new artisanal coffee that was released recently. If word-of-mouth doesn’t help the company make enough sales, the coffee may not be continued if more money is spent producing than is receives through profits.
The business plan of the Apex Corporation on their intent to release ‘Gourmet Select’ coffee, a new type of artisanal coffee in order to satisfy demands is one full of unsupported assumptions. While potentially all true, it must be clarified whether this companies new brand of coffee is indeed artisanal, who and where the demand for this product are coming from, and whether word-of-mouth is a strong enough advertising strategy for the product’s initial release. If any of these assumptions are incorrect, it could very well mean that the company’s plan may not work and the product may not succeed to the degree foreseen.
| Post date | Users | Rates | Link to Content |
|---|---|---|---|
| 2020-01-07 | sn140 | 82 | view |
| 2019-08-04 | sikrewalrohit96@gmail.com | 33 | view |
| 2019-07-13 | ron_84 | 83 | view |
| 2019-07-11 | Pushkar A Pandit | 77 | view |
| 2019-07-04 | dreece2304 | 63 | view |
- The best leaders are those who encourage feedback from those they lead. 62
- The following was presented as part of a business plan by Apex Corporation."To answer the increased demand for artisan coffee, Apex Corporation is releasing a new line of coffee, "Gourmet Select." Apex Corporation will first introduce the c 82
Comments
Essay evaluation report
Attribute Value Ideal
Final score: 4.5 out of 6
Category: Good Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 25 15
No. of Words: 633 350
No. of Characters: 2955 1500
No. of Different Words: 226 200
Fourth Root of Number of Words: 5.016 4.7
Average Word Length: 4.668 4.6
Word Length SD: 2.613 2.4
No. of Words greater than 5 chars: 214 100
No. of Words greater than 6 chars: 150 80
No. of Words greater than 7 chars: 98 40
No. of Words greater than 8 chars: 69 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 25.32 21.0
Sentence Length SD: 9.898 7.5
Use of Discourse Markers (%): 0.68 0.12
Sentence-Text Coherence: 0.334 0.35
Sentence-Para Coherence: 0.503 0.50
Sentence-Sentence Coherence: 0.086 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 1, column 361, Rule ID: ENGLISH_WORD_REPEAT_BEGINNING_RULE
Message: Three successive sentences begin with the same word. Reword the sentence or use a thesaurus to find a synonym.
...pos;Gourmet Select', is artisanal. The second is that some increased amount of...
^^^
Line 1, column 415, Rule ID: PROGRESSIVE_VERBS[1]
Message: This verb is normally not used in the progressive form. Try a simple form instead.
...that some increased amount of consumers are wanting artisanal coffee. Lastly, it is assumed...
^^^^^^^^^^^
Line 3, column 332, Rule ID: WHETHER[7]
Message: Perhaps you can shorten this phrase to just 'whether'. It is correct though if you mean 'regardless of whether'.
Suggestion: whether
...g sold. Further, there is no mention of whether or not the new 'Gourmet Select' is e...
^^^^^^^^^^^^^^
Line 3, column 587, Rule ID: WHETHER[6]
Message: Can you shorten this phrase to just 'whether', or rephrase the sentence to avoid "as to"?
Suggestion: whether
...al style coffee and there is no support as to whether the new coffee in question even fits in...
^^^^^^^^^^^^^
Line 5, column 722, Rule ID: WHETHER[7]
Message: Perhaps you can shorten this phrase to just 'whether'. It is correct though if you mean 'regardless of whether'.
Suggestion: whether
...n increase there has been in demand and whether or not it is a significant increase. If the in...
^^^^^^^^^^^^^^
Transition Words or Phrases used:
also, first, however, if, lastly, may, second, so, then, therefore, thus, well, while, as to, as well as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 50.0 19.6327345309 255% => Less to be verbs wanted.
Auxiliary verbs: 19.0 12.9520958084 147% => OK
Conjunction : 20.0 11.1786427146 179% => OK
Relative clauses : 26.0 13.6137724551 191% => OK
Pronoun: 52.0 28.8173652695 180% => Less pronouns wanted
Preposition: 78.0 55.5748502994 140% => OK
Nominalization: 12.0 16.3942115768 73% => OK
Performance on vocabulary words:
No of characters: 3124.0 2260.96107784 138% => OK
No of words: 632.0 441.139720559 143% => Less content wanted.
Chars per words: 4.94303797468 5.12650576532 96% => OK
Fourth root words length: 5.01394158123 4.56307096286 110% => OK
Word Length SD: 3.03904912435 2.78398813304 109% => OK
Unique words: 243.0 204.123752495 119% => OK
Unique words percentage: 0.384493670886 0.468620217663 82% => More unique words wanted or less content wanted.
syllable_count: 985.5 705.55239521 140% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 8.0 4.96107784431 161% => OK
Article: 10.0 8.76447105788 114% => OK
Subordination: 7.0 2.70958083832 258% => Less adverbial clause wanted.
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 3.0 4.22255489022 71% => OK
Performance on sentences:
How many sentences: 25.0 19.7664670659 126% => OK
Sentence length: 25.0 22.8473053892 109% => OK
Sentence length SD: 59.7100192598 57.8364921388 103% => OK
Chars per sentence: 124.96 119.503703932 105% => OK
Words per sentence: 25.28 23.324526521 108% => OK
Discourse Markers: 4.16 5.70786347227 73% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 5.0 5.25449101796 95% => OK
Sentences with positive sentiment : 13.0 8.20758483034 158% => OK
Sentences with negative sentiment : 5.0 6.88822355289 73% => OK
Sentences with neutral sentiment: 7.0 4.67664670659 150% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.191334751052 0.218282227539 88% => OK
Sentence topic coherence: 0.0751104786052 0.0743258471296 101% => OK
Sentence topic coherence SD: 0.0776282144159 0.0701772020484 111% => OK
Paragraph topic coherence: 0.137064450147 0.128457276422 107% => OK
Paragraph topic coherence SD: 0.0615680318043 0.0628817314937 98% => OK
Essay readability:
automated_readability_index: 14.5 14.3799401198 101% => OK
flesch_reading_ease: 46.1 48.3550499002 95% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 13.0 12.197005988 107% => OK
coleman_liau_index: 11.67 12.5979740519 93% => OK
dale_chall_readability_score: 7.72 8.32208582834 93% => OK
difficult_words: 114.0 98.500998004 116% => OK
linsear_write_formula: 11.5 12.3882235529 93% => OK
gunning_fog: 12.0 11.1389221557 108% => OK
text_standard: 12.0 11.9071856287 101% => OK
What are above readability scores?
---------------------
Write the essay in 30 minutes.
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
---------------------
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.