Practice+Task+by+Aggie,+Wanda+and+Wendy


 * __Report on Perforamance of H&F MP3 Players__**

1.Introduction

In light of the performance of our MP3 players, M&D Market Research Company has completed a recent market survey to compare our products with iGADGET MP3 players.It seems that customers do not reflect a positive attitudes towards our players.With this in mind, the marketing department has recently analyized the survey results and provided possible suggestions.

As requested, this report presents the performance of our players compared with that of iGADGET, which mainly focus on four aspects: design, function, headphone quality and market share.

2.Procedure

The findings for this analysis are based upon the market survey conducted by M&D Market Research Company from September 2008 to August 2009. 500 H&F MP3 users and 500 iGADGET MP3 users were interviewed and asked to complete a questionnair on the six aspects of the two products.H&F and iGADGET market shares are also summarized.

3.Findings

Attachment 1 clearly illustrate the lower levels of satisfaction of H&F MP3 players compared with iGADGET players in many aspects. The dissatisfaction with our products is strongest with the design, function and headphone quality. Attachment 2 shows the monthly lower market shares of our products.

3.1 Design

Less than a half of our customers were satisfied with the design, against with most iGADGET users who were contented with its design. One possible reason for this is that our design team is located in Malaysia, which does not catch up with the world's tendency (fashion trends) of fashion. This means that our MP3 players are not attractive to our target teenagers, who follow closely to fashion.

3.2 Functioins

A similar result was found with functions. Only about one-third of customers held a positive view of our functions. However, nearly two-thirds of iGADGET users were satisfied with its features. This could be attributed to that the fact that transfer of music files onto H&F MP3 players requires a software program that must be installed on the user's computer. Consequently, customers are discouraged to purchase our MP3 because of the inconvenience.

3.3 Headphone Quality

Only over a quarter of the invertiewees using our products are happy with our headphones, compared with more than one-third of iGADGET users. It seems that we neglect the manufacturing quality of our accesories. As a result, our MP3 players are less competitive than iGADGET's.

3.4 Market Share

Before Feburary 2009, our market share was maintained at twenty percent, while iGADGET kept a steady increase and reached a peak during the same period. From March to May, both of the two brends suffered from a decline in market share. Nevertheless, our product experienced a continuous dimishment and met the lowest point, and iGADGET bottomed up. Overall, our market share is only about one-third of iGADGET's, a situation which is because H&F has only entered into the market for three years and H&F has not captured enough social awareness. Besides, we invited an unpolular 49-year old TV star, Felix Chan to promote our brand, resulting that our product is less popular among the young.

4. Conclusion

To summarize, it is clear that H&F MP3 players are not competitive in the market unless several improvements are made. This is mainly because the design, functions and headphone quality do not fulfill customers' expectation and our market share is too low.

5. Recommendation

5.1 Design

Given that our design is not fashionalbe, it is recommended that the company invite a popular team to redesign our products.

5.2 Functions

As a result of the present dissatisfacion of the function, it is suggested that we introcuce drag-and-drop funtion to simplify the music-transfer process.

5.3 Headphone Quality

Our findings have suggested that the low quality of headphones has a negative effect on the customer perception. In the light of this, it is recommended that we upgrade our quality control system to ensure that headphones reach the quality standard.

5.4 Market Share

Considering the low market share, we are advised to invite a popular and young singing star to promote our brand in order to expand our market share.

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