Greentree Grocers开咖啡店Greentree Grocers has been experiencing high sales volume but decreasing profit margin. Its customers are wealthy people looking for gourmet food and luxury shopping experience, so it must cut costs without hurting the customers' shopping experience. So it plans to layoff 10 employees per store and eliminate expensive displays and free samples. In addition, it will partner with XX Cafe to have a coffee shop in each store. This is supported by a recent survey that the Grocers and the Cafe attract similar types of customers. The conclusion is that Greentree Grocers will experience high sales volume as well as high profit margin 一家GROCERY,最近REVENUE和从前差不多,但是PROFIT下降了,为了改变这种状况,公司决定LAYOFF10个员工,取消新品陈列,取消发放小样。此外,公司还计划和一家咖啡馆合作,在全国所有的店里都设置一个卖咖啡的COUNTER,理由是经过一个SURVEY证明咖啡馆的消费群体和这个GROCERY的消费群体一致,公司预计通过卖咖啡的方式可以弥补因上述其他政策造成的客户流失。
In this statement the author agues that Greentree Grocers’s layoff plan and the new partnership with XX cafe will guarantee its current high sales volume and bring high profit margin as well. To support this conclusion, the author points out that costs cut is a must regarding the decreasing profit margin, and recent survey showed that the Grocers and the Café attract similar types of customers. This conclusion is not very compelling for a couple of reasons.
In first, the author assumes that the customers of Greentree Grocers, wealthy people looking for gourmet food and luxury shopping experience, will not find their shopping experience degraded with the layoff of 10 employees per store and the disappearance of expensive displays and free samples. There is, however, no guarantee that this is the case. since what if it turns out that the number of sales present in the store make customers feel well served and those expensive decorative displays remind them of the luxury quality of the products sold in the store? Lacking a credible survey on a group of representative body of customers on the expectation of their shopping experience, the forecast of the author is quite unacceptable.
In second, the poll stated by the author is too vague to be informative. The claim does not indicate who conducted the poll, who responded, or where and how the poll was conducted. Until these questions are answered, the results of the survey are worthless as evidence for the conclusion.
In the third place, even if we grant the preceding assumption and trust the result of the survey, will a partnership with a café necessarily increase the profit margin of Greentree Grocer? The current difficulty that the Grocer meets is not insufficient customers’ visits since the volume of sales remains high, but a declining profit magin. By opening coffee shops in each store will only strengthen the fidelity of the current group of customers, while brining nothing to improve the profit of the Grocer. In sum, the author’s belief is ill founded. To strengthen the argument, the author will have to bring a more thorought market analysis on the customers’ expectation on the shopping environment, and rule out on this basis the future action plan to increase the profit margin of the Grocer. In sum, the author’s belief is ill founded. To strengthen the argument, the author will have to bring a more thorought market analysis on the customers’ expectation on the shopping environment, and rule out on this basis the future action plan to increase the profit margin of the Grocer.
[此贴子已经被作者于2008-11-22 22:09:58编辑过] |