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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 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 Plainsxille, 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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The arguer concludes that a new store should be built in Plainsville for the
reason that there are many residents who are highly concerned with leading healthy
lives. To justify the conclusion, the arguer points out that previous experience
has shown the stores are most profitable in these areas where residents are more
concerned with health. What's more, the report from the merchants, the local club
and even school shows the requirment for health related products.However, the
argument relies on several unsubstantiated assumptions as it stands.
First of all, the arguer assumes that the report from the merchants that sales of
running shoes and exercise clothing are at all-time highs shows that the local
residents are likely to buy health-related products. However, there is no evidence
to substantiate the assumption. Perhaps there always be athelic competetions in
Plainsville, or perhaps in Plainsville there are many factories to produce
high-quality running shoes and exercise clothing.Moreover,it is possible that the
price of these products is especially low. Without ruling out these possibilities
the arguer cannot justifiably conclude residents in Plainsville would be likely to
but health related products.
Additionally, according to the vague statistical evidence from the local health
club the arguer claims that the residents in Plainsville are concerned with their
health. However, the arguer doesnot provide the exact number of the members of the
club and the number of people who attend the weight training and aerobics classes.
It is possible that there were only very few people, might only ten persons, to go
to the club five years ago. Yet now there are 20 persons to train in the club and
attend their classes. What's more, perhaps there are only 10 persons in each
training class, so the classes are always full. To the extent that this is the
case the author can not convince us that the local residents are concerned with
their health.
Moreover, in claiming that the schoolchildren are required to participate in a
"fitness for life" program the arguer asserts that the children would buy the
healthy products for their whole life. However, the arguer provides no evidence to
convince us that this is the case. It is possible that schoolchildren are so
concentrated by their classes and lessons that they have no time and no energy to
be intrested in healthy products. To the extent that this is the case, the arguer
cannot justifiably conclude the schoolchildren would be the potential customers of
the healthy products.
Finally, the wholly argument is based on the assumption that the local people who
concerned with health would buy the store's products. Absolutely this is not
necessarily the truth. As the argument mentioned, in Plainsville there might be
many stores which have health-related products and healthy foods. If they open a
new store in Plainsville they might face to competetion with many merchants which
might cause less or even no benefits.
In conclusion, the auguer should take into account the posibilities mentioned
above. To better assess the argument the author should provide evidence that the
local residents are concerned with their health, and more important the author
should convince us the store is competitive in the local market. |
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