report+by+Jessica+and+Candy

I. Introduction 1.1 Background In light of the keen competition among MP3 player producers in recent years, there is a need to upgrade our H&F MP3 player in several aspects to capture more market shares. 1.2 Purpose As required by Mr Gary Connick, this report aims to fully examine the survey results by comparing H&F MP3 player with the competitor's iGADGET MP3 players. The report writing activity has involved analysing the gathered data, followed by drawing conclusions and making recommendations. 2. Procedure The data for this report were gathered by means of a market survey consisting of two sections. One was questionnaire survey undertook among an equal number of 200 H&F and iGADGET MP3 users in August 2010. The statistics was also collected in terms of the H&F and iGADGET market shares from September 2009 to August 2010. 3. Findings Attachment 1 shows six aspects that MP3 users were surveyed. Respondents expressed lower satisfaction of H&F MP3 player than iGADGET MP3 player in term of three aspects, which will be discussed in more detail below. In addition, H&F products illustrated a laggard market share compared with its competitor. 3.1 Functions As clearly presented in the table, no more than 40% of the users were satisfied with H&F MP3 whereas near two thirds of the interviewees felt content with iGADGET products. One possible explanation could have been that the H&F entered the market three years ago and the functions innovated then seems incapable to acc omo date today's users' needs, while iGADGET enhanced its MP3 players with new user-friendly operations. 3.2 Headphone quality The table indicates that more than half of the trialist (consumers) were discontent with the headphone quality of both H&F and iGADGET MP3 players. The reason behind could be that H&F MP3 players were made in Malaysia where the workers were ill not skillful to produce highly sophisticated products. 3.3 Design Only around half of the consumer guinea-pigs (informal use) were content with the design of our products compared with approxim ate 90% of those interviewed who were satisfied with iGADGET ones. This may be due to the inconvenient music file transforming process, where a software proram was required to be installed on the user's computer. As this was not the case for iGADGET, which involved simply drag-and-drop, it is more troublesome and time consuming for H&F users whenever new songs are added to the players. (i think this is related to functions) 3.4 Market shar es The chart exhibits H&F's dim low market share from September 2009 to August 2010. In contrast, iGADGET MP3 players, with as had twice the market shares as H&F, and experienced a steady growth in the same period. This could be attributed to several reasons. Nowadays, many people tend to buy an iPhone4 or an Android mobile phone, which contain the functions of a music player. The substitutions pose threats to the market position of MP3 players. Another cause could be the lame promotion campaign, where Felix Chan, a 49-year old TV star, has been the celebrity spokeperson of H&F MP3 players for three years. This old man might not be attactive enough for young buyers and thus rthe market share capture progress was retarded. 4. Conclusion The above findings reveal that H&F users are highly dissatisfied with three aspects of its MP3 players and our products also had a plunging market share in the past year. It can be concluded that f unti onal enhancement and strategic market compaign are demanded to improve the consumers' satisfaction as well as increase the market possession rate.

5. Recommendations (use numbering) Firstly, given that the customers expressed dissatisfaction in H&F's lack of new functio ns, we might need to carry out extensive R&D activities so as to bring out marketable new functions (operations). For example, we could promote the musician ranking or the "my favorites" function to allow users to customize ing their music listening catelogue. Also, touch screen that allows MP3 users to pick song by turning pages of CD covers might also be introduced, which has already been a proven fashion in the industry.

In the light of the fact that users found headphone quality less than satisfactory, we should immediately engage our Malaysian production subcontractor to implement quality improving measures. In specific, we could acknowledge our serious concern over the quality of headphone to Malaysian producer by setting specific acceptance criteria for future batches of headphones. If the quality of proceeding the next sample product shows no progress, we might shift the outsourcing contract to another producer since quality producers in Vie tnam and Indonesia who are competitive in handset mass production have been approaching us recently.

As shown in the findings, the weakness in design was a major cause that retards H&F market penetration. It seems the music file transformation should be upgraded in a timely basis. We might engage our software developing team to incorporate a default drag-and-drop f unti on, which would give more convenience for users. In addition, we could also take extra efforts speeding up file transformation without sacrificing the quality of song, with a view to obtain a co mpetiti e advantage over our competitors.

Finally, in view of the declining market share of H&F MP3, we had better implement effective marketing strategy along with solving the product-related problems mentioned previously. A primary step might be terminating the current contract with the 49-year-old TV star. Since the MP3 products are targeted towards young people, we could contract with a young pop idol who displays an energetic and stylish image in promoting our product renovation.

Overall good.

Make sure you have numbering in the recommendations,and they relate to the numbers in the Findings Section. You can use words such as consumers, customers and respondents to refer to the people who did the survey.