第一次写，没什么模板，没有计时，评分出来之后，不太明白

leonfermi

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Total Score		5
	Analyzes the issue	5
	Supports ideas	4
	Organizes a coherent idea	5
	Language control	5

第一次写，没什么模板，没有计时，评分出来之后，不太明白supports ideas怎么就差了那么一点。还有，跟6分比还差在哪。拜托CDers帮忙看看。万分感谢！！

The following appeared in anExcelsior Company memorandum.

The Excelsior Company plans tointroduce its own brand of coffee. Since coffee is an expensive food item, andsince there are already many established brands of coffee, the best way to gaincustomers for the Excelsior brand is to do what Superior, the leading coffeecompany, did when it introduced the newest brand in its line of coffees:conduct a temporary sales promotion that offers free samples, price reductions,and discount coupons for the new brand.

Discuss how wellreasoned you find this argument. In your discussion be sure to analyze the lineof reasoning and the use of evidence in the argument. For example, you may needto consider what questionable assumptions underlie the thinking and what alternativeexplanations or counterexamples might weaken the conclusion. You can alsodiscuss what sort of evidence would strengthen or refute the argument, whatchanges in the argument would make it more logically sound, and what, ifanything, would help you better evaluate its conclusion.

Thememorandum mentions that Excelsior Company intends to bring out a new coffeebrand by copying the promotional strategies, such as free samples, pricereduction and discount coupons, employed by Superior to introduce the newestcoffee brand. Moreover, the author claims that a similar move can helpExcelsior in gaining new customers and establishing itsnew brand.  Thisargument is questionable in two aspects.

First,the author assumes that Superior, the leading company, achieved success in attracting newcustomers when it exerted a sales promotion in the past. The result ofSuperior's promotion is not mentioned in the memorandum. Even if the promotionsuccessfully captured new customers for Superior, theauthor does not analyze the differences existed between Excelsior and Superior,so it is doubtful whether a similar strategy can be replicated in Excelsior.For example, the managers and sales representatives in Excelsior may not sharethe same qulities of those in Superior in exsecuting the promotional sales. When the staff of Excelsior carry take such a bold move, they mayoverlook a lot of details that originally led to Superior's success.

Second,even though Superior attractednew customers through sales event and no significant differences exist between the two companies, there is a fatal flaw in assuming that thecoffee quality from Excelsior isas good as Superior's. The author in the memorandum suggests, by adapingSuperior's promotion strategies, Excelsior will also gain new customers. Thismay hold for while, but as long as the Excelsior' coffee quality does not liveup to customer's expectation, the customers will not continue buying.

In conclusion, theargument in the memo is not convincing. To strengthen the argument, the authormust consider discrepancy of the two companies and the validity of replicatingthe Superior's strategy. Regarding the coffee product, the author must provideevidence that manifests the flavour and quality can satisfy the customers.