The following was presented as part of a business plan by Apex Corporation.
"To answer the increased demand for artisan coffee, Apex Corporation is releasing a new line of coffee, "Gourmet Select." Apex Corporation will first introduce the coffee into major supermarkets, where it hopes word-of-mouth advertising will sustain sales. After a few months Apex Corp. will run an advertising campaign aimed at television and radio while simultaneously releasing the brand to several major chain restaurants. Based on this strategy, Apex Corporation hopes to make "Gourmet Select" one of the top sellers in the coffee market."
Write a response in which you examine the stated and/or unstated assumptions of the argument. Be sure to explain how the argument depends on these assumptions and what the implications are for the argument if the assumptions prove unwarranted.
The business plan presented by Apex Corporation aims making of their new line of coffee "Gourmet Select" one of the top sellers in the market with some thought out marketing plan for it. Although the plan seems to be reasonable, these plans have some flaws that might ultimately hinder their plans.
Firstly, the plan did not specify which product is in the increased demand by the customers. Apex Corporation might have various lines of coffee, and there is demand for only a specific type of coffee, or even a range of coffees or even all of their coffee range. If we look all the above points from the business standpoint, it would make sense to continue their existing line of coffee as it has already been subsidized by the company and would potentially reap out more profit than launching a new product.
Also, the report does not answer any quantitative and qualitative questions about the new range of coffee. The report failed to mention the contents of coffee, how the product is better than any previous product and most importantly, how does it answer the current increased demand for the coffee. Not only that, does the new product meet the quality standards that is expected by the customer and the industry. All the above questions are actually general customer questions and needs to be answered in order to make the product likely to be a success.
And finally, the business plan is largly dependent on the word-to-mouth sales from various major supermarkets they want to launch it in. The plan is already assuming the soft launch of their product in supermarkets to be successful and has made future plans dependent on that success only. And in business, there is a significant chance of a product to fail, no matter how good it is. So, the plan must include secondary plans if the major plan fails, so that they can move further with advertising.
As we know, launching a new product is very volatile in any market. For a product to be successful, there is a need of thorough market research, different soft launch plans and understanding the actual demand of the market, which Apex Corporation need to provide with business plan in order to showcase the potential success of their new line of coffee, "Gourment Select".
Comments
e-rater score report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
Transition Words or Phrases used:
actually, also, finally, first, firstly, if, look, second, so
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 17.0 19.6327345309 87% => OK
Auxiliary verbs: 8.0 12.9520958084 62% => OK
Conjunction : 12.0 11.1786427146 107% => OK
Relative clauses : 7.0 13.6137724551 51% => More relative clauses wanted.
Pronoun: 22.0 28.8173652695 76% => OK
Preposition: 53.0 55.5748502994 95% => OK
Nominalization: 5.0 16.3942115768 30% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 1886.0 2260.96107784 83% => OK
No of words: 386.0 441.139720559 88% => More content wanted.
Chars per words: 4.88601036269 5.12650576532 95% => OK
Fourth root words length: 4.43248042346 4.56307096286 97% => OK
Word Length SD: 2.71851909126 2.78398813304 98% => OK
Unique words: 181.0 204.123752495 89% => More unique words wanted.
Unique words percentage: 0.468911917098 0.468620217663 100% => OK
syllable_count: 576.0 705.55239521 82% => OK
avg_syllables_per_word: 1.5 1.59920159681 94% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 4.96107784431 40% => OK
Article: 7.0 8.76447105788 80% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 4.0 1.67365269461 239% => Less conjunction wanted as sentence beginning.
Preposition: 0.0 4.22255489022 0% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 15.0 19.7664670659 76% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 25.0 22.8473053892 109% => OK
Sentence length SD: 63.1525138059 57.8364921388 109% => OK
Chars per sentence: 125.733333333 119.503703932 105% => OK
Words per sentence: 25.7333333333 23.324526521 110% => OK
Discourse Markers: 4.06666666667 5.70786347227 71% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 9.0 8.20758483034 110% => OK
Sentences with negative sentiment : 2.0 6.88822355289 29% => More negative sentences wanted.
Sentences with neutral sentiment: 4.0 4.67664670659 86% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.264937424968 0.218282227539 121% => OK
Sentence topic coherence: 0.0871321649548 0.0743258471296 117% => OK
Sentence topic coherence SD: 0.0923454626601 0.0701772020484 132% => OK
Paragraph topic coherence: 0.162294953475 0.128457276422 126% => OK
Paragraph topic coherence SD: 0.0852858376945 0.0628817314937 136% => OK
Essay readability:
automated_readability_index: 14.5 14.3799401198 101% => OK
flesch_reading_ease: 54.56 48.3550499002 113% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 11.9 12.197005988 98% => OK
coleman_liau_index: 11.38 12.5979740519 90% => OK
dale_chall_readability_score: 7.94 8.32208582834 95% => OK
difficult_words: 75.0 98.500998004 76% => More difficult words wanted.
linsear_write_formula: 14.0 12.3882235529 113% => OK
gunning_fog: 12.0 11.1389221557 108% => OK
text_standard: 12.0 11.9071856287 101% => OK
What are above readability scores?
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Rates: 50.0 out of 100
Scores by essay e-grader: 3.0 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.