Angel,+Susan+and+Lew

1 Introduction This report was requested by Gary Connick, Marketing Officer of H&F Electronics, on 26 November 2010. It concerns the current issues of H&F MP3 players performance in the market. The main objective of the report is to investigate and identify the problems that caused the bad performance of our MP3 players, comparing to our rival, iGADGET MP3 players. The report writing activity has involved analysing the survey result, drawing conclusions and making recommendations. I hope that the recommendations will be helpful to increase the market share of our MP3 players. The findings of this report are presented with the aid of graphi cs, and followed by conclusions and recommendations.

2 Methodology The data for this report were gathered by means of questionnaire survey of a large sample of H&F and iGADGET MP3 users. This survey was conducted by M&D Market Research Company. It consisted of 200 MP3 users respectively. The questionnaire was divided into several parts: design, functions, sound quality, battery life, headphone quality and views about the overall satisfaction. In addition to the survey, a detailed graphic about the comparison of H&F and iGADGET market share from September 2009 to August 2010 was provided.

3 Findings The table clearly illustrate the lower levels of satisfaction of H&F MP3 users compared to iGADGET MP3 users in most aspects. The dissatisfaction among H&F MP3 users is strongest with the design, functions available and headphone quality of H&F MP3. From the graphic, it shows that the market share of H&F MP3 players was significantly smaller than iGADGET MP3 players.

3.1 Headphone quality As is shown in the table figure, less than a third of H&F users are satisfied with the headphone quality. It This is probably caused by the headphone production department. In order to achieve a cost-saving target, they have reduc ed the appraisal manufacturing cost by decreasing the process of inspection and testing. This could lead to the MP3 users reject ing to use our tailor-made headphone.