Report+by+Candy+and+Elaine

I. Introduction 1. Background H&F entered the local market for MP3 players three years ago. Although we earned huge profits in the first year, our sales began to suffer a loss from last year. Therefore, it is necessary to explore the possible reasons which may cause the current situation. 2. Purpose As requested, based on the survey data, the report analyzes three significant aspects of low customer satisfaction, which are on functio ns, design and headphone quality. After that, the report discusses the decreasing market sha re. Following a brief conclusion, some recommendations are made in at the end of the report. II. Procedure The research was conducted by M&D Market Research Company. In the customer satisfaction part (Attachment 1), there were 200 H&F MP3 users and 200 iGADGET MP3 users involved. The questions focused on design, functions, sound quality, battery life, headphone quality and overall satisfaction of the two products. In the market share part (Attachment 2), the survey collected the market share percentage of the two companies from September 2009 to August 2010. III. Findings short introduction needed saying which aspects you will focus on. 1. Customer Satisfaction a. Design 110 out of 200 of our users are disgruntled at the desig n; however, more than 170 users are happy about the iGADGET’s design, which is attributed to the unchangeable unchanging appearance of our products in the last three years. The old fashion look may lose our customers’ interests to buy the players. b. Functions Comparing to nearly two thirds of users satisfying satisfied with the iGADGET MP3 functions, there are just one third of H&F users expressing their satisfaction. One possible reason is that many people tend to buy an iPhone4 or an Android mobile phone nowadays. The mobile phones contain similar functions of music players, which decrease our product demand. Another possible reason is that transfer of music files onto H&F MP3 players requires a software program that must be installed on the user’s computer, which is simply use drag-and-drop on iGADGET MP3 players. The two possible reasons both indicate that customers may exclude H&F due to its inconvenience. c. Headphone quality The users are less satisfied with the headphone quality of H&F MP3 than that of iGADGET MP3, with 32% and 40% (use approximation) respectively. It may be due to the different production origins. Our players are made in Malaysia where workers are not well-trained and the technology is out-of-date, while iGADGET MP3 players are made in Korea where the situation is opposite. (although iGadget still not high?) 2. Market shares The market share gap between iGADGET and H&F are is steadily increasing from September 2009 to August 2010. The trend of our market shares is downward. The reason may be that the young generations are unfamiliar with Felix Chan, who has been the celebrity spokesperson promoting H&F MP3 players for three years. In other words, our promotion approach is not effective enough to attract our potential consumers’ attention. IV. Conclusion Overall, it appears that nearly half of our users are disgruntled at our MP3 players, especially on the design, functions and headphone quality aspects. Such low satisfaction and inefficient promotion approach lead to our market share decreasing from last year. (also spokesman) V. Recommendations (numbering) Given that the majority of our customers are not satisfied with our product design, we should assign new design department in order to change our product appearance. technical improvement is necessary for us to improve our products’ function. (more details)
 * Report on the recent market survey from M&D Market Research Company**

In the light of function dissatisfaction of our products, it is recommended that we increase the budget to the technology department to engage in technology improvement. The process of file transfer should be simplified and we need to develop new multi-functional MP3 players.

Since many customers reflected their unhappiness about the headphone quality, I propose to communicate with our Malaysian partner or to change to another partnership.

Finally, we could expand our promotion approaches to the Internet to attract more young people in order to increase our market shares. (spokesman)

Overall quite good. More details needed in some parts and in the recommendations. Make sure numbering is used throughout.