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.
Apex Corporation is planning on releasing a new line of coffee, “Gourmet Select” in order to satisfy the demand for artisanal coffee. Although a business plan was proposed, it makes a myriad of assumptions that render the optimism of the plan questionable. In order for Apex Corporation to fulfill its goal of making Gourmet Select one of the top sellers in the coffee market, it must address these assumptions in order to succeed.
The first assumption Apex Corporation makes is that its line of coffee “Gourmet Select” will satisfy the demand for artisanal coffee. Nowhere in the business plan does Apex Corporation address how Gourmet Select is different from other coffees or why it will answer the increased demand for artisanal coffee. Without this information, it is hard to conclude that Gourmet Select will satisfy those wanting artisanal coffee, much less become a “top seller” in the coffee market. Without addressing this vagueness, it is possible that Gourmet Select may not be any more successful than any other coffee currently on the market, which will result in Apex Corporation wasting money on the production of a mediocre-at-best product. Depending on how successful Apex Corporation is as a company to begin with, this could potentially be detrimental.
However, Apex Corporation does appear to be money-conscious as part of their business plan is to initially sustain sales through word-of-mouth advertising. Although this is a cheap and easy business plan for any business, it is not guaranteed to work if the company in question is unknown. Apex Corporation is assuming that they are popular enough that if they release a new artisanal coffee, people will talk about it and persuade each other to buy it. This business plan is even risky for businesses that are very popular, and Apex Corporation is assuming that simply releasing this new line of coffee and not advertising it will sustain sales. If this does happen to be successful, then Apex Corporation certainly saved a decent amount of money on advertisement. However, if Apex Corporation believes that they are more well-known then they actually are and word-of-mouth advertising is abysmal, then they will not be generating revenue on their new coffee line and will be losing money. Furthermore, “sustain sales” is a vague term and it is questionable as to what Apex Corporation wants out of their minimal advertising method. Do they want to break even and sell enough product to counter the money they spend on producing it? Or, do they want to generate a profit and make money off of the coffee being sold? This is unclear and must be addressed, as the latter certainly requires more effort to achieve than the former.
Furthermore, Apex Corporation assumes that major chain restaurants will be willing to sell Gourmet Select at their businesses, thus increasing the sales of Gourmet Select. Although this is not too profound of an idea, Apex Corporation once again leaves this as ambiguous. In order for this to work, Apex Corporation must have relationships to some extent with the owners of these major chain restaurants. Moreover, it is unlikely that these owners will want to sell Gourmet Select without also reaping some sort of benefit from this collaboration. Apex Corporation does not address in its business plan how it intends on proposing this plan to the other business owners or how they will all negotiate some sort of plan that works for everyone. If Apex Corporation does not know these restaurant owners too well, it is questionable as to whether or not they will be willing to help out Apex corporation. Furthermore, it is likely they will be wanting something in return for doing Apex corporation a favor, and if sales leading up to this point of Gourmet Select have not been too favorable, then it is possible that Apex corporation could end up owing a significant portion of their revenue to these business owners.
Although it is impossible for any business to anticipate every roadblock they will encounter, it is certainly not impossible to plan for a majority of them. Even though Apex Corporation devised a business plan to reach their goal of making their new line of artisanal coffee a top seller in the coffee market, they drafted a vague plan that left much open to interpretation. If they truly wish to achieve their goal, they must address many of the assumptions they made, otherwise it is possible that they may end up losing money from what they initially thought would be a raging success.
Comments
Essay evaluation report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 28 15
No. of Words: 753 350
No. of Characters: 3688 1500
No. of Different Words: 260 200
Fourth Root of Number of Words: 5.238 4.7
Average Word Length: 4.898 4.6
Word Length SD: 2.766 2.4
No. of Words greater than 5 chars: 257 100
No. of Words greater than 6 chars: 190 80
No. of Words greater than 7 chars: 127 40
No. of Words greater than 8 chars: 92 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 26.893 21.0
Sentence Length SD: 8.411 7.5
Use of Discourse Markers (%): 0.536 0.12
Sentence-Text Coherence: 0.335 0.35
Sentence-Para Coherence: 0.499 0.50
Sentence-Sentence Coherence: 0.114 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 452, Rule ID: EN_A_VS_AN
Message: Use 'an' instead of 'a' if the following word starts with a vowel sound, e.g. 'an article', 'an hour'
Suggestion: an
...ting artisanal coffee, much less become a 'top seller' in the coffee ma...
^
Line 9, column 836, Rule ID: LESS_MORE_THEN[1]
Message: Did you mean 'than'?
Suggestion: than
... believes that they are more well-known then they actually are and word-of-mouth adv...
^^^^
Line 13, column 833, Rule ID: WHETHER[4]
Message: Wordiness: Shorten this phrase to the shortest possible suggestion.
Suggestion: whether; whether or not; as to whether
...ant owners too well, it is questionable as to whether or not they will be willing to help out Apex c...
^^^^^^^^^^^^^^^^^^^^
Line 13, column 941, Rule ID: PROGRESSIVE_VERBS[1]
Message: This verb is normally not used in the progressive form. Try a simple form instead.
...on. Furthermore, it is likely they will be wanting something in return for doing Apex corp...
^^^^^^^^^^
Line 15, column 1, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...eir revenue to these business owners. Although it is impossible for any busine...
^^^^^
Transition Words or Phrases used:
actually, also, first, furthermore, however, if, may, moreover, so, then, thus, well, as to, sort of, to begin with
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 43.0 19.6327345309 219% => Less to be verbs wanted.
Auxiliary verbs: 23.0 12.9520958084 178% => OK
Conjunction : 14.0 11.1786427146 125% => OK
Relative clauses : 16.0 13.6137724551 118% => OK
Pronoun: 84.0 28.8173652695 291% => Less pronouns wanted
Preposition: 91.0 55.5748502994 164% => OK
Nominalization: 29.0 16.3942115768 177% => OK
Performance on vocabulary words:
No of characters: 3824.0 2260.96107784 169% => OK
No of words: 753.0 441.139720559 171% => Less content wanted.
Chars per words: 5.07835325365 5.12650576532 99% => OK
Fourth root words length: 5.23840104116 4.56307096286 115% => OK
Word Length SD: 2.93099133407 2.78398813304 105% => OK
Unique words: 279.0 204.123752495 137% => OK
Unique words percentage: 0.370517928287 0.468620217663 79% => More unique words wanted or less content wanted.
syllable_count: 1192.5 705.55239521 169% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 14.0 4.96107784431 282% => Less pronouns wanted as sentence beginning.
Article: 1.0 8.76447105788 11% => OK
Subordination: 10.0 2.70958083832 369% => Less adverbial clause wanted.
Conjunction: 2.0 1.67365269461 119% => OK
Preposition: 6.0 4.22255489022 142% => OK
Performance on sentences:
How many sentences: 28.0 19.7664670659 142% => OK
Sentence length: 26.0 22.8473053892 114% => OK
Sentence length SD: 49.3112770147 57.8364921388 85% => OK
Chars per sentence: 136.571428571 119.503703932 114% => OK
Words per sentence: 26.8928571429 23.324526521 115% => OK
Discourse Markers: 4.10714285714 5.70786347227 72% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 5.0 5.25449101796 95% => OK
Sentences with positive sentiment : 21.0 8.20758483034 256% => Less positive sentences wanted.
Sentences with negative sentiment : 2.0 6.88822355289 29% => More negative sentences wanted.
Sentences with neutral sentiment: 5.0 4.67664670659 107% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.439160887508 0.218282227539 201% => OK
Sentence topic coherence: 0.161428846066 0.0743258471296 217% => Sentence topic similarity is high.
Sentence topic coherence SD: 0.117223670765 0.0701772020484 167% => OK
Paragraph topic coherence: 0.30092517495 0.128457276422 234% => OK
Paragraph topic coherence SD: 0.0931341073279 0.0628817314937 148% => OK
Essay readability:
automated_readability_index: 15.9 14.3799401198 111% => OK
flesch_reading_ease: 45.09 48.3550499002 93% => OK
smog_index: 11.2 7.1628742515 156% => OK
flesch_kincaid_grade: 13.4 12.197005988 110% => OK
coleman_liau_index: 12.48 12.5979740519 99% => OK
dale_chall_readability_score: 7.82 8.32208582834 94% => OK
difficult_words: 138.0 98.500998004 140% => OK
linsear_write_formula: 12.0 12.3882235529 97% => OK
gunning_fog: 12.4 11.1389221557 111% => OK
text_standard: 12.0 11.9071856287 101% => OK
What are above readability scores?
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Write the essay in 30 minutes.
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 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.