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The following appeared as a memorandum from the vice-president of the Dolci candy company:

“Given the success of our premium and most expensive line of chocolate candies in a recent taste test and the consequent increase in sales, we should shift our business focus to producing additional lines of premium candy rather than our lower-priced, ordinary candies. When the current economic boom ends and consumers can no longer buy luxury items, such as cars, they will still want to indulge in small luxuries, such as expensive candies.”


The argument that switching to a focus on producing premium candies rather than lower-priced candies will increase the success of the company is inherently flawed. There is no evidence to support the claims that future high-quality confections will fare as well as the expensive chocolate candies, nor is there any reasoning to back the idea that Dolci will be able to survive without the less expensive candies. Furthermore, no evidence is provided to prove that people will still want to purchase these premium candies when the economic boom ends.

The argument claims that a recent taste test of expensive chocolates was successful and lead to an increase in sales. However, there is no data given to describe the percentage of this increase. If the sales increased by a miniscule amount, then this information would not be sufficient to call for a change in the business’s production focus. It is possible that the increase in sales of premium candies would not be enough to cover the lost revenue from the sale of the lower-priced candies. Providing information on the percentage of increase in profits from premium candies, and how this relates to profits from ordinary candies, would strengthen the argument.

Switching the focus of production from ordinary candies to premium candies may result in a loss of the client base. There is no explanation given in the argument of how the company plans to attract customers who want to purchase high quality candies rather than lower-priced treats. Decreasing the production of less expensive products could result in a decrease in overall sales, as customers who cannot afford the luxury candies may no longer shop at Dolci. If the vice-president included information on the company’s plans to target this new population of luxury candy buyers, the argument would have more merit.

Lastly, the vice-president’s assumption that consumers will continue to purchase premium candies despite the state of the economy is just that – an assumption. Again, there was no data provided to support this claim. It is plausible that, during an economic downturn, luxurious extras will be the first items to be cut from consumers’ spending budget. If the memorandum were to include evidence to support the idea that sales of premium candies remain stable regardless of the economy, the argument would seem more valid.

The above argument, as stated herein, is flawed. There are several things that the vice-president of Dolci candy company could do to further support his plan to shift the focus of production from ordinary candies to premium ones.