The following was presented as part of a business plan by Apex Corporation. “To answer the increased demand for artisanal 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 Corporation 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.
Apex corporation’s new business plan for realeasing their new line of coffee as a response to the increased demand for artisanal coffee, includes a myriad of unwarraned assumptions upon which the success of the bussiness plan hangs. Thus, in case these assumptions are proven to be incorrect, the whole argument for this plan’s contribution to them becoming one of the top coffee sellers falls apart.
First and foremost, it is assumed that not only major supermarkets will agree to put “Gourmet Select”, a brand new line of product for which no advertisment has been done, on their shelves, but also word-of-mouth advertising will be enough to sustain sales. However, most major supermarkets care too much for their reputation and profit to introduce an unknown brand of coffee to their customers. Even if some decide to do so, they might remove the products from their supermarkets before the product’s quality and people’s suggestions to one another could sustain the sales. If such a thing happens, “Gourmet Select” will be out of the advertisement game before it even starts.
Furthermore, for the company to be able to run an advertisement campaign, it is necessary that the previous stage of the plan goes as expected, otherwise the company might not have enough funds to run such an expensive campaign aimed at television and radio. Considering the riskiness of the previous stage’s strategy, it is anything but unlikely for the company to not have enough funds to advertise the product through pervasive media.
Moreover, It is assumed that chain restaurants will accept to use “Gourmet Select”. However, using a popular brand, for which advertisement through pervasive media has been done, is not what increases the profit of chain restaurants, most of which are already extremely popular. What the chain restaurants look for is to use inexpensive and affordable products to maximize their profit. Thus, it’s quite unlikely for the chain restaurants to agree to use “Apex Corporation”’s line of coffee.
In conclusion, the success of the business plan presented by “Apex Corporation” lays upon a number of unstated assumptions, which are likely to not hold, making the plan prone to failure.
Comments
e-rater score report
Attribute Value Ideal
Final score: 4.0 out of 6
Category: Good Excellent
No. of Grammatical Errors: 4 2
No. of Spelling Errors: 8 2
No. of Sentences: 13 15
No. of Words: 357 350
No. of Characters: 1795 1500
No. of Different Words: 179 200
Fourth Root of Number of Words: 4.347 4.7
Average Word Length: 5.028 4.6
Word Length SD: 2.825 2.4
No. of Words greater than 5 chars: 125 100
No. of Words greater than 6 chars: 98 80
No. of Words greater than 7 chars: 69 40
No. of Words greater than 8 chars: 47 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 27.462 21.0
Sentence Length SD: 9.508 7.5
Use of Discourse Markers (%): 0.923 0.12
Sentence-Text Coherence: 0.359 0.35
Sentence-Para Coherence: 0.359 0.50
Sentence-Sentence Coherence: 0.119 0.07
Number of Paragraphs: 1 5
Transition Words or Phrases used:
also, but, first, furthermore, however, if, look, moreover, so, thus, in conclusion
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 15.0 19.6327345309 76% => OK
Auxiliary verbs: 7.0 12.9520958084 54% => OK
Conjunction : 7.0 11.1786427146 63% => OK
Relative clauses : 8.0 13.6137724551 59% => More relative clauses wanted.
Pronoun: 19.0 28.8173652695 66% => OK
Preposition: 49.0 55.5748502994 88% => OK
Nominalization: 7.0 16.3942115768 43% => More nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 1889.0 2260.96107784 84% => OK
No of words: 357.0 441.139720559 81% => More content wanted.
Chars per words: 5.29131652661 5.12650576532 103% => OK
Fourth root words length: 4.34677393335 4.56307096286 95% => OK
Word Length SD: 3.060231461 2.78398813304 110% => OK
Unique words: 186.0 204.123752495 91% => More unique words wanted.
Unique words percentage: 0.521008403361 0.468620217663 111% => OK
syllable_count: 574.2 705.55239521 81% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 6.0 4.96107784431 121% => OK
Article: 3.0 8.76447105788 34% => OK
Subordination: 2.0 2.70958083832 74% => OK
Conjunction: 1.0 1.67365269461 60% => OK
Preposition: 4.0 4.22255489022 95% => OK
Performance on sentences:
How many sentences: 13.0 19.7664670659 66% => 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: 27.0 22.8473053892 118% => OK
Sentence length SD: 55.9661774445 57.8364921388 97% => OK
Chars per sentence: 145.307692308 119.503703932 122% => OK
Words per sentence: 27.4615384615 23.324526521 118% => OK
Discourse Markers: 6.38461538462 5.70786347227 112% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 0.0 5.25449101796 0% => OK
Sentences with positive sentiment : 8.0 8.20758483034 97% => OK
Sentences with negative sentiment : 2.0 6.88822355289 29% => More negative sentences wanted.
Sentences with neutral sentiment: 3.0 4.67664670659 64% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.282326826548 0.218282227539 129% => OK
Sentence topic coherence: 0.102461558013 0.0743258471296 138% => OK
Sentence topic coherence SD: 0.100529820983 0.0701772020484 143% => OK
Paragraph topic coherence: 0.158401138402 0.128457276422 123% => OK
Paragraph topic coherence SD: 0.0969325259642 0.0628817314937 154% => OK
Essay readability:
automated_readability_index: 17.2 14.3799401198 120% => OK
flesch_reading_ease: 44.07 48.3550499002 91% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 13.8 12.197005988 113% => OK
coleman_liau_index: 13.7 12.5979740519 109% => OK
dale_chall_readability_score: 8.74 8.32208582834 105% => OK
difficult_words: 85.0 98.500998004 86% => OK
linsear_write_formula: 19.0 12.3882235529 153% => OK
gunning_fog: 12.8 11.1389221557 115% => OK
text_standard: 14.0 11.9071856287 118% => OK
What are above readability scores?
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Rates: 58.33 out of 100
Scores by essay e-grader: 3.5 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.