Max

1. Introduction 1.1 Background The H&F Electronics has entered been in (entered the market 3 years ago (past tense)) the local MP3 market for 3 years. The performance of the H&F MP3 is, however, not satisf ying satisfactory. According to a recent market survey, the H&F MP3 has been remaining at a low level of around 20% since the last September, whereas the iGADGET always maintained its market share over 50%. Currently, H&F MP3 player only accounts for 13% of the market share and the number has been declining since the beginning of 2010. 1.2 Purpose As requested, this report investigates the causes of the dissatisf ying performance in comparison with the music player produced by our major competitor, IGADGET. It also aims to provide insight to the management of the company on how to increase the market share of H&F MP3. 2. Procedure The findings for this analysis are based on the result from market survey conducted by the M&D Market Research Company in August 2010. 200 H&F users and 200 iGADGET users were interviewed about their satisfaction with their MP3 Players. A set of five criteria as well as an overall evaluation were involved in the questionnaire. 3. Findings (short overview needed to show which aspects you are discussing) 3.1 Design As suggested by Attachment 1, over half of the interviewees said they were not satisfied with the product design of H&F MP3. In contrast, the iGADGET MP3 is overall very attractive, with more than 85% of the respondents being satisfied. This is probably because the design team of the H&F Company is relatively small and uncompetitive compared with the iGADGET company, who owns has a whole department of for product design. As a result of this, H&F may lose plenty of younger customers in the young people that pursue fashionable design. 3.2 Functions Regarding the functions of the H&F MP3, nearly two-fifths of the respondents said they were not satisfied, while nearly two-thirds of the iGADGET users are satisfied. One possible reason for this may be that the H&F users must install a software program on their computer to transfer music files. The iGADGET adopts a simple drag-and-drop method, which is more convenient compared to the H&F MP3. One implication of this is customers who change their music library frequently will prefer iGADGET. 3.3 Headphone quality Less than a third of the interviewees felt satisfied with the H&F headphone. Though iGADGET gains a slightly better satisfaction, only two-fifths of its users were satisfied. One reason for this is the two companies have the same headphone provider, whose products are of poor quality. It implies some customers may purchase headphone separately. This will invisibly increase the costs of the MP3 player. 3.4 Battery life The only aspect that H&F MP3 outperforms the iGADGET MP3 is its battery life. Nearly two-thirds of the respondents were satisfied with H&F MP3’ battery, while only one third of the iGADGET MP3 users were satisfied. The reason for this is probably the different battery provider they adopt. This finding implies that H&F has higher attractiveness to those customers who use MP3 frequently. 4. Conclusion The finding clearly indicates that iGADGET has achieved a higher overall satisfaction among customers compared to H&F. From the results of the market survey, the figures strongly suggest that the H&F’s design and function were two key competitive disadvantages, while the advantage of H&F lies in its lengthy battery life. The result also suggests that the two brands have common weakness in their headphone quality. 5. Recommendatio ns 5.1 Design In light of the fact that most H&F customers were not satisfied with the design of the MP3 player, we could hire a design manager, which as this position is currently vacant (not mentioned in Findings?). A new manager will bring new blood to the design team and therefore lead to changes to the product design of the H&F MP3. 5.2 Functions Since many customers were not satisfied with the functions of H&F MP3, I suggest we make some modification to its functions. One area that needs improvement is the method to transfer music file. Is it possible to abandon the software program and adopt simple drag-and-drop method? The later method is more convenient and will reduce our costs on software development and maintenance. 5.3 Headphone quality Because of the low quality of headphones as reported by the H&F users, it is recommended that we may select a new headphone provider. Since the iGADGET MP3 is also weak in headphone, an improvement to our headphone will probably result in a competitive advantage of our product.

Overall good.

I think I would put the declining sales part in the Findings (3.4 or 3.5). 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. You do not really need to mention battery life as it is not a problem, although in your report it is written well.