"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.
RESPONSE:
The argument that store executives should launch a significant rebranding and marketing campaign to change the company's image and to bring new customers to its stores is seriously flawed. The argument is based on some assumptions, which are not backed up by concrete evidence. To make a strong argument more details about the survey should be provided.
First, the argument jumps to a conclusion based on a percentage i.e 60%. It is not clear exactly how many people were surveyed in total. In absence of this information it is difficult to determine if the survey reflects a significant population or not; for example 60% of 10 is 6, but 60% of 10,0000 is 6000. The argument will be strengthened if if provides information about the total number of people surveyed.
Second, even if we assume that 60% represents a significant population, the argument arrives at a conslusion based on the fact that none of the consumers represented in 60% shop in stores. However, the argument fails to take into consideration that some of these consumers might be shopping online. If this is true the argument falls apart because the percentage on which the argument is based on will become irrelevent. Thus, the argument will will be strengthened if it confirms that the consumers represented by 60% are in store shoppers only or that XY Gen Stores only sell apparel in stores.
Third, the argument fails to provide more information about the individual effect of rebranding and marketing on the shopping characteristics. The argument states that 60% of those surveyed said that they recognize the store but dont stop to shop in one of company's store. This statement fails to highlight what is most responsible for customers not shopping, the type of brands, the store location or the marketing. It is important to find the root cause of the problem before a conclusion is drawn. Hence, the argument will be strengthened if it provided a detailed break up of those surveyed by:
1. Those who did not like the brands
2. Those who did not know the location of stores
3. Those who know either one of the two and those who did not
In conclusion, the argument based on which the conclusion is drawn has some inherent flaws. It is important to correct these flaws before a strong case can be made for rebranding and new marketing campaign as explained above.[/b]
RESPONSE:
The argument that store executives should launch a significant rebranding and marketing campaign to change the company's image and to bring new customers to its stores is seriously flawed. The argument is based on some assumptions, which are not backed up by concrete evidence. To make a strong argument more details about the survey should be provided.
First, the argument jumps to a conclusion based on a percentage i.e 60%. It is not clear exactly how many people were surveyed in total. In absence of this information it is difficult to determine if the survey reflects a significant population or not; for example 60% of 10 is 6, but 60% of 10,0000 is 6000. The argument will be strengthened if if provides information about the total number of people surveyed.
Second, even if we assume that 60% represents a significant population, the argument arrives at a conslusion based on the fact that none of the consumers represented in 60% shop in stores. However, the argument fails to take into consideration that some of these consumers might be shopping online. If this is true the argument falls apart because the percentage on which the argument is based on will become irrelevent. Thus, the argument will will be strengthened if it confirms that the consumers represented by 60% are in store shoppers only or that XY Gen Stores only sell apparel in stores.
Third, the argument fails to provide more information about the individual effect of rebranding and marketing on the shopping characteristics. The argument states that 60% of those surveyed said that they recognize the store but dont stop to shop in one of company's store. This statement fails to highlight what is most responsible for customers not shopping, the type of brands, the store location or the marketing. It is important to find the root cause of the problem before a conclusion is drawn. Hence, the argument will be strengthened if it provided a detailed break up of those surveyed by:
1. Those who did not like the brands
2. Those who did not know the location of stores
3. Those who know either one of the two and those who did not
In conclusion, the argument based on which the conclusion is drawn has some inherent flaws. It is important to correct these flaws before a strong case can be made for rebranding and new marketing campaign as explained above.[/b]
Last edited by amishra on Wed Sep 23, 2009 5:17 pm, edited 1 time in total.
