argument65@@A D@@小组第3次作业by小小amy

小小amyUID: 2541111

ARGU：65

The following appeared in a memo from the president of a chain of cheese stores located throughout the United States. "For many years all the stores in our chain have stocked a wide variety of both domestic and imported cheeses. Last year, however, the five best-selling cheeses at our newest store were all domestic cheddar cheeses from Wisconsin. Furthermore, a recent survey by Cheeses of the World magazine indicates an increasing preference for domestic cheeses among its subscribers. Since our company can reduce expenses by limiting inventory, the best way to improve profits in all of our stores is to discontinue stocking many of our varieties of imported cheese and concentrate primarily on domestic cheeses."




The five best-selling cheeses all belong to domestic cheddar cheeses, which lead out the cutting of the varieties of imported cheese and raise the concentration on domestic cheeses. Will this work out as the author concerned, reducing expenses on inventory of various imported cheeses, which will throw a new light on domestic cheeses selling? As far as I expound below, the proposal is not well organized and should not be taken.


The first basic reason, according to the author’s analysis, is the five best cheese sellers in the newest store are from the State last year. There are three flaws in this statement. To begin with, more than two thousand kinds of cheeses are presented around the world everyday, so only top five is not persuasive. There can be many other cheeses to sell well that you actually cannot ignore and have no excuse to pull out them from the shelf. Then it comes to me that it is only a survey from the newest store. This is a chain system, which requires a whole comprehensive critical analyze to reload their market with a new product distribution, cannot inquire only after its newest store and ignore the marketing outcomes of other places. Third, usually a chain store should place far-reaching profits as a primary goal, while this research is near-sighted to study about the last year’s outcome only. Who can tell people’s old flavor will disappear or head right back in a long run? Due to the declining of the cheese categories, the lost of customer will lead to serious consequences.

Furthermore, as the second reason, Cheeses of the World magazine’s recent survey among their subscribers indicates that people adore domestic cheeses more, is lacking persuasive evidence to support the author. There is no proof that everyone loves cheeses has bought this magazine, while who have this magazine may not be interested in the preference survey and give their opinions. We can totally set the assumption that the outcome of the survey is not accurate and the suggestions only represent a small group of cheese lover, because the magazine hasn’t give the details of the data who took part in. It is not objective about let this judgment bias to be the considered factor in stead of the whole picture.

Last, but not the least, the author wants to reduce expenses by limiting inventory on various imported cheeses. Obviously, the supply and demand relation is omitted, which is the key to keep up with the changing market. The author hasn’t looked into the market to see whether the domestic cheeses market is saturated or not. What if the world you live in suddenly turned into only one color, I guess after a period of time, you will feel more than just bored. It is the same to the customer, that no matter how interested they are in domestic cheeses recently, tasteless will they feel about the product later if homogeneity was found among those cheeses. This will be fatal to a business, cutting the diversified imported cheese, which seems to reduce expenses and gain money in a short time but will be lost a lot potential costumers and profits as well.

As I concerned, I think the president of the chain stores should remake comprehensive and reasonable research on the selling plan. The chain stores themselves in the State as a whole, not the magazine, will be proper to research the customer’s preference and be convincing to the proposal. He should also make sure the profits the selling makes be far-reaching and enhance the relationship with both recent and potential customer.