FW+by+Alex+and+Reid

__ F.Worthington Electronics MP3 Products Survey __ To:Gary Tsang, Marketing Manager From: Felix Chan, Assistant Electronic Engineer Date:15 November 2008 Subject: Report on F.Worthington Electronics MP3 Products 1. Introduction Since F.Worthington MP3 players had entered the market for three years, our company would like to have feedback for our MP3 products from our customers. In this report, we show the findings from the survey and discuss the result. In the final part of this report is the recommendation. 2. Method F.Worthington Electronic invited M&D Market Research Company to do a customer survey on September 2008. The survey interviewed 1000 MP3 users; half of them are the F.Worthington Electronics MP3 users, and the other half is the Keysound MP3 users. 3. Findings and Discussion Based on the result from the M&D market research company’s survey, we found that F.Worthington Electronic products (MP3 players) do not have a good market for the last three years when compared with Keysound MP3players. About two-thirds of F.Worthington Electronic MP3 users reported that they were satisfied with the overall satisfaction of the MP3 products. It is much lower than that of the Keysound (80 percent). The basic items which the users are concerned about are the design, functions and headphone quality. 3.1 MP3 design Just below half FW MP3 users are satisfied with the product design. On the other side, the satisfaction level of the Keysound users is double this number. The main design difference is the method of transfering files from computers. For Keysound MP3 players, users can directly drag-and-drop to the computers. However, this is not possible for the F.Worthington players. Users are requested to install a software program to their computer before doing the music files transferring. This design is not user friendly as reported from the users. 3.2 Functions Although about half of users enjoy the functions of their Mp3 player, the satisfaction level of FW MP3 users is 10 percent lower than that of the Keysound users. One possible reason to explain this result is that many people tend to buy a mobile phone with functions of an MP3 player. The customers would not be satisfied with a product for a single function only. They would like to have a multi-functions or all-in-one product inserted of separating the functions in many electronic devices. 3.3 Headphone quality With the same result as the design, the satisfaction level of keysound MP3 is a double of that of the F.Worthington with 70 percent and a third for the keysound MP3 and the F.Worthington respectively. This is due to F.Worthington headphones being made in China but in Japan for Keysound one. 4. Conclusion The findings clearly indicate that the satisfaction level of the Keysound MP3 is higher than that of our company. 5. Recommendations After investigation of the findings, the following recommendations are made: 5.1 Given that users are not satisfied with our MP3 design, we should improve our design to allow the users transfer music files more conveniently. 5.2 To attract the users’ consideration in buying our MP3, we should enlarge the memory of the MP3 players. (What is the link to Findings?) 5.3 In order to improve the quality of headphone, we should co-operate with the other manufacturer in the other countries.