Re: [Review Request] Monarch Books Cafe -- Thank you!
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22 Jul 2020, 17:17
In a recommendation from the Board of Directors of Monarch Books, the Board posits that Monarch Books should “open a cafe in its store [in order to] attract more customers and better compete” with Regal Books. The Board arrives at this conclusion after identifying three premises: Monarch Book’s loyal customer base, the declining population of children under the age of ten, and its competitor Regal Book’s latest move. in order to better assess the predicted result of the recommendation proposed, it is imperative that the answers to three key questions be scrupulously evaluated.
Firstly, what is the likelihood that Monarch Books is similar to Regal Books? The issue that this question raises is a key flaw in the recommendation — the usage of a troubled analogy. In fact, the Board’s issue here is that it has not yet established enough similarities between Monarch and Regal to warrant the conclusion that Monarch should reactively open a cafe. There is a strong possibility that Monarch’s stalwart customer base values Monarch for its lack of a cafe, since that space can be used to provide a wider assortment of books! Regal, on the other hand, may not have the library to compete with Monarch and thus opened a cafe to give themselves a unique edge. Such details are unknown and unstated. As such, without more information as to what Regal’s true purpose of opening a cafe is or the initial response of the customer’s to Monarch’s opening of a cafe, it is challenging to assess whether such a tremendous capital effort will engender a larger crowd.
Following that train of thought, is there evidence that Regal Book’s cafe opening has proven profitable? In the recommendation excerpt, the Board simply states that Monarch can “attract more customers and better compete”with Regal. It never states that Regal saw positives in their bottom line or an influx of new customers. As the argument stands, there is strong potential that Monarch’s reactive strategy of mimicry will not attract more customers — especially if the children’s area will be renovated into the cafe space. No one knows, based on the Board’s statement, for certain which section of Monarch produces the most profits or brings in the most customers. For all we know, the children’s book section may be the most profitable area and obliterating the space would lead to fewer customers! It must be stated, however, that the Board does attempt to buttress its obliteration decision with “data” from the recent national census, which states that there is a “significant decline in the percentage of the population under ten.” While this information is better than none at all, there is no reason to believe that Monarch’s population is representative of the national census. There is a chance that Monarch Book’s customer base is made largely of families with children under 10. Thus, eliminating this section of the store would in fact counter the intention of the cafe — reduce the customer base. As such, without an understanding of the customer demographic, it is impossible to make any conclusions about the success of the Board’s planned endeavour.
In conclusion, the Board’s recommendation as it stands today is seriously flawed based on the aforementioned points. Without further supporting evidence and answers to the above questions — perhaps in the form of demographic records, competitive analysis, and qualitative feedback from current customers — it would be completely blasphemous to go forward with their reactive strategy and expect a successful outcome. If the Board plans to go ahead with its recommendation, it may find itself in a dire straits for making such a large investment based on an argument that is pure sophistry at best.