Practice+Task+by+William+and+Arthur


 * 1. **** Introduction **
 * It has been three years since H&F Electronics entered the local MP3 market and recently, M&D Market Research Company was hired and completed a market survey about the Mp3 product.**


 * As requested by the marketing manager, Gary Tsang, this report illustrates and discusses the survey data. The comparison between H&F players and iGADGET MP3 players and the change in market share are the two main aspects** which are discussed.


 * 2. Procedure**


 * M&D Market Research Company completed this recent market survey and prepared the attached data. There are two main proportions. The first part is “Satisfaction with H&F and iGADGET MP3 players in summer 2009”. The data in the first part was collected from 500 H&F MP3 users and the same number of iGADGET MP3 users. The second part is “H&F and iGADGET market shares”, which shows the market share data from September 2008 to August 2009.**


 * 3. Findings**


 * __3.1 Customer Satisfaction__**
 * Table 1 shows the comparison of customer satisfaction with H&F and iGADGET MP3 players in summer 2009. It is clear that the degree of overall satisfaction with H&F MP3 is about 10 percent less than iGADGET MP3. This is a result of several questions .**


 * 3.1.1 Design**
 * Firstly, less than half of H&F users are satisfied with the design of player, while about two times of users think the design of iGADGET player satisfactory. One possible reason is that the design of H&F players failed to notice and follow the change in customers’ requirements. Poor design may make H&F product less attractive and competitive in the market and thereby, the impact on sales should not be ignored.**


 * 3.1.2 Function**
 * Secondly, only about one-third of H&F player users are satisfied with the function. This may be attributed to the software what must be installed on the user’s computer when transferring music files onto H&F MP3 players. In contrast, iGADGET users can simply use drag-and-drop to manage their music and 60% of their users are satisfied with the function. Such inconvenience could create a negative image of H&F players and turn those potential customers to iGADGET product.**

__ 3.2 Market Share __ As shown in Table2, the overall trend of the market share of H&F was decre ase from September 2008 to August 2009. Before February 2009, the market share of H&F was basically steady and fluctuated around 20%, while the market share of iGADGET increased slowly from 56% to 65%. From March to May, both these two bran d suffered a loss of market share. However, iGADGET rebounded from June while H&F continued the trend of decrease. From the whole point of view, the market share of H&F was only about one-third of iGADGET, t his is probably because H&F has been in this market for only three years. In addition, the spokesperson, 49-year-ol e Felix Chan, is somewhat not so famous among the youth, which is the main customer of MP3 player.
 * 3.1.3 Headphone Quality**
 * Finally, both the users of H&F and iGADGET MP3 are less satisfied with the headphone quality compared with other aspects. The satisfaction is 30% and 40% respectively. This seems to be the result of the production factory. H&F players are produced in Malaysia and iGADGET players are made in Korea. The dissatisfaction of headphone quality will surely influence the feeling of the user, who may turn to other brand s fo****r a better** Listening experience.


 * 4. Conclusion**
 * It is clear that H&F product are less competitive than iGADGET. The design, function, and headphone of H&F MP3 players should be impro ve to fulfill user requirement and gain market share.**

__ 5.1 Customer Satisfaction __ The design department is recommended to conduct a market survey to know the users’ expectations. Outsourcing of design is also practical. As the music management software causes inconvenience, the drag-and-drop method could be introduced. Regarding the poor headphone quality, it is suggested to enhance the quality control in the Malaysia factory. __ 5.2 Market Share __ In light of the taste of teenagers, a young popular star should be invited to promote the product, so that more young uses may choose H&F MP3 players.
 * 5. Recommendations**

Comment Generally good but some small errors and unfinished