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gmattesttaker2
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Hello,
Can you please help rate this essay? This is from MGMAT CAT. Thanks for your help.
ESSAY QUESTION:
The following appeared in a market research report examining consumer perceptions of a chain of clothing stores:
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.
Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.
YOUR RESPONSE:
In this argument the author is saying that a recent survey commisioned by the market research department of XY Gen stores indicated a high level of recongnition among consumers of the brand and nature of the apparel sold in XY Gen stores. However, about 60% of those who were surveyed and who recognized the name of XY Gen stores had never shopped at one of the company's stores. Hence, the author is concluding that the executives of XY Gen stores should launch a significant rebranding and marketing campaign to change the company's image thereby brining new consumers into the stores.
Though this conclusion does appear valid there are some other issues that need to be analyzed before overhauling the entire brand of XY Gen stores. It shouldn't happen that this rebranding alienates the current loyal customers of XY Gen stores! The 60% of those surveyed who claim to have never shopped at any of the stores of XY Gen Stores might just not be the market segment whom XY Gen store targets. It is also possible that XY Gen store might be a lot more expensive than it's competitors. As a result, though these consumers might be aware of the brand and the nature of the apparel sold at XY Gen stores they might have never shopped at any of the stores of XY Gen store just because it is more expensive.
Launching a significant rebranding and marketing campaign might seem like a good idea. However, without knowing how expensive the apparel sold at XY Gen store is, it would be very hard to justify whether this strategy will help in brining new customers to the store. The author could have greatly strengthened his argument had he mentioned how expensive the apparel sold at XY Gen store was. Also, the author has not mentioned anything about the type of demography that is being targeted by XY Gen store whether it is Male/Female, young/old etc. Changing a company's image also carries the risk that consumers might get confused about what the company really stands for. Hence XY Gen store might not only not attract new consumers but also alienate the existing ones!
Also, the sample size of the survey also matters. If it is a small sample size then the results might not be accurate. Hence, the author could have strengthened his argument by mentioning about the type of segment that XY Gen store targets, some basic pricing information and also the number of people who were actually surveyed. This would have helped to strengthen his argument.
Can you please help rate this essay? This is from MGMAT CAT. Thanks for your help.
ESSAY QUESTION:
The following appeared in a market research report examining consumer perceptions of a chain of clothing stores:
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.
Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.
YOUR RESPONSE:
In this argument the author is saying that a recent survey commisioned by the market research department of XY Gen stores indicated a high level of recongnition among consumers of the brand and nature of the apparel sold in XY Gen stores. However, about 60% of those who were surveyed and who recognized the name of XY Gen stores had never shopped at one of the company's stores. Hence, the author is concluding that the executives of XY Gen stores should launch a significant rebranding and marketing campaign to change the company's image thereby brining new consumers into the stores.
Though this conclusion does appear valid there are some other issues that need to be analyzed before overhauling the entire brand of XY Gen stores. It shouldn't happen that this rebranding alienates the current loyal customers of XY Gen stores! The 60% of those surveyed who claim to have never shopped at any of the stores of XY Gen Stores might just not be the market segment whom XY Gen store targets. It is also possible that XY Gen store might be a lot more expensive than it's competitors. As a result, though these consumers might be aware of the brand and the nature of the apparel sold at XY Gen stores they might have never shopped at any of the stores of XY Gen store just because it is more expensive.
Launching a significant rebranding and marketing campaign might seem like a good idea. However, without knowing how expensive the apparel sold at XY Gen store is, it would be very hard to justify whether this strategy will help in brining new customers to the store. The author could have greatly strengthened his argument had he mentioned how expensive the apparel sold at XY Gen store was. Also, the author has not mentioned anything about the type of demography that is being targeted by XY Gen store whether it is Male/Female, young/old etc. Changing a company's image also carries the risk that consumers might get confused about what the company really stands for. Hence XY Gen store might not only not attract new consumers but also alienate the existing ones!
Also, the sample size of the survey also matters. If it is a small sample size then the results might not be accurate. Hence, the author could have strengthened his argument by mentioning about the type of segment that XY Gen store targets, some basic pricing information and also the number of people who were actually surveyed. This would have helped to strengthen his argument.
