ask for suggestion :)

This is my critique to an argument, would u please read it and give me some suggestions?

Thank u in advance

Argument:

The following appeared in a memo from the vice president of marketing at Dura-Sock, Inc.

'A recent study of Dura-Sock wearers suggests that our company is wasting the money it spends on its patented 'Endure' manufacturing process, which ensures that our socks are strong enough to last for two years. Dura-Sock has always advertised its use of the 'Endure' process, but the new study shows that the average Dura-Sock customer actually purchases new Dura-Socks every three months. Furthermore, Dura-Sock customers surveyed in our largest market, northeastern United States cities, say that they most value Dura-Sock's stylish appearance and availability in many colors. These findings suggest that Dura-Sock can increase its profits by discontinuing its use of the 'Endure' manufacturing process.'

My critique:

In the memo, the arguer recommends Dura-sock Inc. to stop its use of the 'Endure' manufacturing process. To support his recommendation, the arguer cites frequency of new socks purchasing and a customer survey done in northeastern United States cities. However, close scrutiny of the argument reveals that there are several critical logic flaws in it.

To begin with, the mere fact that customers buy new Dura-Socks every three months, lends no credible support to the conclusion that the Endure manufacturing process is not successful. According to common sense, it is normal for an individual to have ten or even more socks. For that matter, if the socks are strong enough to last for two years, customer will purchase new socks every three months or even more frequently. Also, given that most housewives buy socks not only for herself but also for her whole family, the three-month frequency is a reasonable one, and can justify the high quality of Dura socks.

Additionally, the arguer fails to scientifically analyze the sample and result of the customer survey. First, the arguer provides no sufficient evidence that the sample of customer survey can be representative of all the possible and perspective customers of Dura-Sock. Second, even customer values stylish appearance and availability in many colors most, there is no information provided to justify that customer does not care about the quality of socks. It is at least likely that the customers pay more attention to the style and color when choosing Dura-Socks because they believe in Dura-Socks' high quality.

Further more, the arguer fails to acknowledge other influential factors related to profits. First, the arguer neglects demand-supply relation. Perhaps, the discontinue of use 'Endure' manufacturing process will lead to a decrease of demand for Dura-socks, which consequently cause the decrease of profit. Second, the arguer neglects the cost of adoption of new manufacturing process. Perhaps, because of the need to adopt other new manufacturing process, the net cost of the Inc. will increase, and thus lead to a decrease of profit. Therefore, without taking into account all the relevant factors of the Inc.'s profit, the recommendation is premature at most.

In sum, the recommendation is not persuasive as it stands. To bolster the recommendation, the arguer has to provide more information concerning how long can Dura-socks last for and which properties of Dura-Socks do customer actually value. Also to better support the recommendation, the arguer has to consider thoroughly the influential factors related with profit. Otherwise, a false stop of 'Endure' manufacturing process may cause lost to Dura-Socks Inc.