argument65
Grounding on the five best-selling domestic cheeses at newest store, supplying a survey which shows an increasing preference for domestic cheeses among subscribers, the memo accordingly concludes that the best way to improve profits is to discontinue stocking imported cheese and concentrate on domestic one. However, although the conclusion sounds indeed reasonable at first thought, a series of unsubstantiated assumptions and several logical flaws may seriously undermine this argument.
First of all, the five best-selling domestic cheeses at their newest store cannot represent the stores in their chain located throughout the United States. According to the memo, there is only one new store and one store even cannot be a sample. Then how could it represent a whole? The memo does not show any information concerning the selling of the other stores. The best-selling at the other stores may be imported cheeses instead of domestic one. Thus the memo cannot rule out the potential possibility that they should pay more attention on domestic cheeses.
In addition, best-selling is not equal to best profit. It stands at good chance
that customers purchase domestic cheeses for their low price or for sales promotion. However, profit does not only depend on quantity. If the profit of imported cheeses is much higher than the domestic one, the store may get much more from imported cheeses, that is to say, the best-profit may be the imported cheeses.
Moreover, the survey cited by the memo is too vague to be informative. Neither does the memo provide information concerning how many people responded to the survey and whether the respondents can represent all people, nor does the memo offer any information about the areas of the respondents. For example, was the survey limited to a certain city or geographic region? Besides, we must consider how the survey was conducted. If the questions were not leading or if the survey relied on self reports, the results might be unreliable—people might just respond with the expected answers. Therefore, until these questions are answered, it is impossible to assess the validity and reliability of the survey.
Last but not least, although the company could reduce expenses by limiting inventory, discontinuing stocking of imported cheeses may not be the best way. It is possible that the total expense of stocking domestic cheeses is much higher than imported one. So decreasing domestic cheeses may be the best way to reduce expenses.
To sum up, the conclusion lack credibility because the evidence cited in the analysis does not lend strong support to what the memo maintains. To strengthen the argument, the arguer would have to provide us more information regarding selling of the other stores, total profit of domestic cheeses and imported one and more evidence concerning the survey. |