FW+by+Alki+&+Jonathan+&+Kliff

1. Introduction 1.1 This report was requested by Alan Irvin, the general manager of F.Worthington Electronics, on 15 November 2008. The report is a response to the performance of our MP3 players in the market. The main aim of the report is to identify the causes of the dissatisfaction of the poor performance of the MP3 player sales and to recommend ways of attracting customers to buy our products in order to increase our profits. 1.2 In the report, I present findings which attempt to explain the poor performance of the MP3 player. Following the findings, brief conclusions are drawn and a number of recommendations are made as to improve our product sales. 2. Method The data of the report were gathered in September 2008. Data were collected by interviewing 500 F.Worthington Electronics MP3 users and 500 Keysound MP3 users. 3. Findings and Discussion 3.1 Headphone quality The findings shows that just more than one-third of the FW MP3 users are satisfied with the headphones while more than two-thirds of the Keysound users are satisfied. Perhaps the most important cause of the poor headphone quality is that FW headphones are made in China while the one used by Keysound are made in Japan. 3.2 Design For the design of the MP3 player, most of the Keysound users are satisfied with the design of the Mp3 player that they are using, but only under a half of the FW users think that the design of the MP3 player is satisfactory. This may be due to the reason F.Worthington Electronics entered the market of MP3 players three years ago. The design is unchanged over these three years and becomes old-fashioned nowadays. 3.3 Functions Under a half of the FW MP3 users said that the functions provided by the MP3 players were enough for their needs. On the other hand, more than a half of the Keysound users were satisfied with the functions provided by the MP3 players they are using. One possible explanation for this is that many people tend to buy a mobile phone with the function of MP3 player instead. And FW MP3 players require a program to transfer files while Keysound MP3 players use simply drag-and-drop. 4. Conclusion The findings clearly indicate that the FW MP3 player users are looking for a better design, with a multi-functioning and a high quality headphone included. Our research has shown that the FW MP3 player users are only satisfied with the battery life. At the same time, the overall satisfaction of the FW MP3 player is acceptable. 5. Recommendations 5.1 Since the headphone quality is not satisfactory for the FW MP3 player users, it is suggested that the headphone included with the MP3 player should be changed. The country of origin for the headphone should be changed to Japan instead of China. 5.2 Given that so many FW MP3 player users are deeply concerned about the design, perhaps the design of the MP3 player should be revised and have it look more fashionable. 5.3 In the view of the dissatisfaction in the poor functions of the FW MP3 players, it is proposed that more functions should be added to the MP3 players. For example, software such as games and schedules.