Report+by+Joy,+Tina+and+Sherry

= **__Report on H&F MP3 Players __** =

**1. Introduction **

The recent market statistics show that H&F MP3 players suffered a continuously declining market share after February 2010 from 22% to a record low level of 13% in August 2010. In contrast, our main competitor iGADGET remained at  a high market share between 53%-65%. Moreover, the growing popularity of mobile phones with music player function adds additional pressure on the competitions within to  the MP3 players market.  This report aims to find out the reasons behind the decreasing market share of our MP3 players with comparison to iGADGET. By reviewing and analyzing the researched data, some recommendations are given with reference to the findings and conclusions.  **2. Procedure ** The report is based on the survey conducted by M&D Market Research Company. Two hundred H&F MP3 users and the same number of iGADGET customers were interviewed about their level of satisfaction on the two products.

**3. Findings ** In the light of the survey results, H&F MP3 players had inferior performance in the following three aspects according to customers’ perception compared with iGADGET. //3.1 Design //

Less than half of our users were conte nded  with the MP3 design while the figure of iGADGET was (or “is”?) (As you started in the past tense - were content - then continue with past tense here)  nearly twice of ours. One possible reason might be that the appearance of the players is old-fashioned which does not appeal to most customers. Meanwhile, its complicated traditional style probably makes it not user-friendly. //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">3.2 Functions // <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">Over 60 percent of our users were disgruntled with the functions. In contrast, only less than 40 percent of iGAGET’s users expressed dissatisfaction. It could be resulted from the inconvenience of our players, which require software installation for music transfer. As iGADGET’s players can be used easily by drag-and-drop, they have an operational advantage over ours. //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">3.3 Headphone quality //

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">The customers were dissatisfied with headphone quality of both players. Even worse than iGADGET, merely less than a third of the interviewees recognized our headphone as of sufficient quality qualified <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">. This may be because that <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">our manufactory is located in Malaysia to take advantage of its low labor cost, where the quality standard might not be in line with the customers’ expectations. Inadequate internal control may also contribute to the problem.

**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">4. Conclusion ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt;">The above findings clearly indicated that our MP3 players have been under-performed in areas of design, functions and headphone quality compared to those of iGADGET. In order to boost up our market share, improvements on these three aspects are needed.

**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">5. Recommendations ** //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">5.1 Design // <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">Given the low satisfaction rate, our MP3 players need to be redesigned to track the recent trend. Some fashionable factors and pictures are suggested to be incorporated. (more detail) //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">5.2 Functions // <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">In view of the inconvenience issue, it is recommended that the compatibility of the product be enhanced. To be more specific, customers will be relieved from installing any additional software for music transfer in the future. (a little more detail) //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">5.3 Headphone quality // <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">Regarding to the product quality, more strict internal control measures are proposed. Sufficient internal auditing and monitoring procedures should be executed. With a better control over manufacturing, the quality is expected to be upgraded. <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;"> <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">

Generally good. <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;"> I think I would put the declining sales part in the Findings (3.4). A possible reason could be the celebrity used, as well as all the other factors. Then, in the Recommendations, one recommendation could be to change the celebrity which you use. For the design,you should go into a little more detail (different colours for example). For the functions, specify 'drag and drop' in the recommendations. <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify;">