▶ Your Answer :
In this memo, the author recommends Monarch Books to
open a cafe in its store to attract more customers and compete better with
Regal Books. To support this argument, the author points out that opening a cafe
will clearly attract more customers, and the current members of Monarch will still
use Monarch with the change. The author also cites the national consensus to support
the claim that replacing the children’s section to open a cafe would be more
beneficial. However, the argument relies on a series of unproven assumptions
and is therefore unconvincing as it stands.
To begin with, the author relies on the threshold
assumption that opening a cafe within the store will attract more customers.
However, the author fails to provide clear evidence to show how opening a cafe will
bring more customers to Monarch Books. How can the author be so sure about it
without any evidence? The problem is that cafe and book store are independent
of each other. People who would use cafe might not be interested in buying
books at all. They might glance the store while they are waiting for their
coffee, but this does not mean that they will buy books. To reinforce the
argument, the author should have provided data that shows the people who use cafe
would buy some books from the book store.
Moreover, the author once again assumes that the
existing customers would still like “new Monarch” with cafe. Stating that
Monarch has been at the same place for more than 20 years with wide customer
base, the author assumes that the current customers would love the cafe too and
that they would still use Monarch. However, the author overlooks the
possibility that the existing customers might not like it. They might have been
using Monarch for its old- 20 year old- appearance and atmosphere. However, if
Monarch changes and remolds then they might not be interested in using the
store anymore. Therefore, unless the author provides validations mentioned
above, the argument is not convincing.
Finally, the author unfairly assumes that since the
national consensus shows that the population of children under age ten will
likely to decline, it would be more profitable for them to replace the children’s
book section with cafe. However, the author misses an important point: even if
the national census data is reliable, some might interpret it as the parents
with less children would invest more time and money to their fewer children.
This will increase the demand of children books, so the book stores should have
provide more books for the children’s section. If Monarch does not even have
the book section for children, then these parents and children would go to
other stores like Regal Books, and Monarch will be less competitive in the
market.
In conclusion, the author made some hasty assumptions
that opening a cafe, which will replace children’s book section,will attract
more customers. The author also asserts that the existing customers would like
the idea and would still use Monarch. To strengthen the argument, the author
should provide more data that the the people who will use cafe will be Monarch’s
customers, and that the way that Monarch interpreted the national census data
is right. |