Report+by+Pixie+and+Susan

Report on Market Research of H&F MP3 Players 1. Introduction 1.1 Background H&F Electronics entered the local market for MP3 players three years ago. The markets for MP3 players are shrinking nowadays because of the increasing competition from iPhone4 and Android mobile phones. 1.2 Purpose As requested by Gary Connick, the marketing manager at H&F Electronics, this report aims to compare and investigate the differences between the performances of H&F and iGADGET MP3 players. The results of the report can be served as a general guide for future improvements for our products. 1.3 Outline Procedures for conducting the market survey are explained. Several findings in respect of seven investigating areas are presented with possible reasons and implications. Recommendations are provided after a brief conclusion of the current situation. 2. Procedure The findings of this report are based on a market survey performed by M&D Market Research Company in August 2010. Two hundred MP3 users of H&F and iGADGET respectively participated in the research. Data are also gathered in respect of the two companies’ market shares from September 2009 to August 2010. 3. Findings Attachment 1 shows satisfaction rates regarding seven aspects of H&F and iGAPGET MP3 players. H&F MP3 players obtain lower grades in general. The gap between the two MP3 players’ market shares also has an increasing trend in Attachment 2. Detailed analysis is presented below. Say which aspects you will discuss - Design, Functions, headphones and market share) 3.1 Design  Under half of the H&F MP3 interviewees are satisfied with the product design, whereas over 85% of iGADGET MP3 users find the design appealing. This could possibly be explained by limited selections of colors for H&F MP3 players. The buyers may sometimes choose MP3s according to their preferred colors and this may imply a potential loss of sale for H&F.  3.2 Functions  Merely one-third of the consumers are content with the H&F MP3 functions. More than 60 out of 100 iGADGET MP3 users, however, find the functions satisfying. The result is probably due to H&F’s additional software-installing requirement when transferring of music files on the user’s computer. A simple drag-and-drop action would do for iGADGET MP3 players. H&F MP3 buyers may find it annoying for the complex transformation functions. 4. Conclusion The findings clearly indicate that H&F MP3 customers are disgruntled with the product design, functions and headphone quality. The results of the survey also present the increasing gap between H&F and iGADGET market shares. It can be concluded that improvements need to be made. 5. Recommendations 5.1 Design Given the fact that H&F MP3 users are disgruntled with the product design, it is recommended that various color options should be made available to the market. H&F can also tailor-make the MP3 players to adopt holiday or seasonal schemes. 5.2 Functions Since the major problem is the requirement to install additional software program on the user’s computer, H&F can focus on research and development and employ the most updated technology to make the MP3 players user-friendly. 

The main problem is that you miss out two problems in the findings (headphones and declining sales share) and also the corresponding recommendations.