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The following appeared in a memorandum written by the vice president of Nature's Way, a chain of stores selling health food and other health-related products.
'Previous experience has shown that our stores are most profitable in areas where residents are highly concerned with leading healthy lives. We should therefore build our next new store in Plainsville, which has many such residents. Plainsville merchants report that sales of running shoes and exercise clothing are at all-time highs. The local health club, which nearly closed five years ago due to lack of business, has more members than ever, and the weight training and aerobics classes are always full. We can even anticipate a new generation of customers: Plainsville's schoolchildren are required to participate in a 'fitness for life' program, which emphasizes the benefits of regular exercise at an early age.'
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In the argument, the arguer concludes that the company should build their next new store in Plainsville. To substantiate the argument, the arguer points out that residents of Plainsville are highly concerned their healthy lives. Meanwhile the arguer cites the report that sales of shoes and exercise clothing are very highly. The argument is well-presented, but not well-reasons. After a careful examining, I think it suffers several flaws, as illustrates below.
In the first place, the arguer assumes that the residents of Plainsville are very concerned their healthy lives, However he or she does not provides sufficient evidence to support it. Even The arguer points out that the sales of sports products including shoes and exercise clothing are considerably. Actually, it is not a good reasons that the residents like sports. There are some other factors may contributed the highly sales, such as the product of this area are always sold to other area. Moreover, the residents that buying the sports products are not go to the stores of the company.
In the second place, the arguer indicates that the local health club have more business than five years ago and the weight training and aerobics classes are always full. On the one hand, that the local health club have more business is not mean the new store will be profitable. On the other hand, many residents are willing go to the weight training and aerobics classes, however they are not necessarily go to the company 's new store.
Last but not least, the arguer thinks that Plainsville's schoolchildren will become a new generation of customers of the new store. He or she indicates that the schools require the children to participate in a 'fitness for life' program that emphasizing the benefits of regular exercise at an early age. However the arguer commits a fallacy of hasty generalization. In fact, the children that participating the program are not consequentially become the customers. Firstly, when the children become adults, their conception of the life is possible change. Secondly, the children have the choices to shopping in other stores in the futures.
To sum up, the argument is plausible, however not persuasive . To strengthen the it, the arguer should provide more information about the consume prefer of the residents to the healthy related-products. Even with this evidence, in order to properly evaluate the argument, I would have to know that the development of the other company in this area and the material condition of the children program. If the argument including those evidence discussed above, it would been more sound and adequate. |
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