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TOPIC: ARGUMENT224 - The following appeared in a corporate planning memo at ABC Cereal Company, the makers of Better Bran cereal.
"Sales of Better Bran have declined in recent years, for reasons that management has now identified. First, Better Bran is a cereal with high sugar content, and recent research studies have found that most consumers say they are concerned about the amount of sugar added to their breakfast cereal. Second, the price of Better Bran has increased by 5 percent in each of the last three years. Therefore, to increase our company's profits we need to reduce the amount of sugar in Better Bran and lower Better Bran's price."
WORDS: 357 TIME: 00:30:00 DATE: 2009/7/13 20:52:34
In this argument, the author asserts that the declining sales of Better Bran is caused by its high sugar content and incresing price. Yet, the evidences he lists are weak to support this assertation.
Primarily, the author fails to prove that the high sugar content is charge for the decresing sales. In this argument, the author justs says that most consumers are concerened about sugar amount in their breakfast cereal, and no futher information tells us that Better Bran Cereal belongs breakfast food.Perhaps Better Bran Cereal is a kind of food which is exclusively eaten by people at night. Even if it is not true, that most consumers concern the sugar content doesn't mean that they won't eat food containing much sugar. For example, years ago, when I was trying to loss my weight, I concerned the calorie of each food I eat.But when I could control myself to eat hamburger from KFC, because I loved eating them very much.
Meanwhile, the increaing price may not lead to the decreasing sales of Better Bran Cereal. The author don't compare the price of most goods in the market. Perhaps with the economic development, it is normal that most goods has a high price than before, and people can accept the increasing price of Better Bran Cereal. So, without comparing with the price of other goods especially the same kind of goods, we couldn't conclude that the increasing price results in declining sales.
In addition, that reducing the sugar content and lowering the price of Better Bran may not ensure the profits increase. As mentioned above, these two reasons may not cause the declining sales, there are many other factors may contributing to this outcome. Perhaps the former consumers don't like the taste of the Better Bran Cereal any more, or perhaps more competitors arise in the cereal market, some consumers eat other brands of cereal. We should find what is really caust the poor sales, then take the measures.
In sum, the author couldn't make us draw the same conclusion based on what he said. If he want to fortify his assertion, he should provide more cogent evidences. |
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