FW+by+Karen+and+Kevin

F. Worthington Electronics MP3 Productivity Report 1. Introduction 1.1 This report was requested by Gary Tsang, Marketing Manger of the F.Worthington (FW) Electronics, on 15 November 2008.The report is a response to the poor performance of our MP3 players in the market when compared with that of Keysound MP3 players. The main aim of the report is to identify the causes of the bad performance and to recommend ways of increasing our market share. 1.2 In the report, I present the method of how the survey was conducted and how the data was obtained. After that, the findings and discussion will be discussed which attempt to explain the low performance when comparing with the Keysound MP3 players. Following the findings and discussion sections, brief conclusions are drawn and a number of recommendations are made as to how the market share can be increased. 2. Method Data of the report were collected on September 2008. Primary data were collected by interviewing 500 F.Worthington Electronics MP3 users and 500 Keysound MP3 users. 3. Findings and Discussion 3.1 Headphone quality Perhaps the least satisfaction of our MP3 players was the headphone quality. There was less than two-fifths of the users satisfied with our headphones while about three-quarters of the user are satisfied the headphones provided by Keysound. This may be caused by the low cost manufactory of our headphone in the Mainland while Keysound uses Japanese made headphone. We are not paying enough attention on the quality of that aspect. 3.2 Design There were less than half of users satisfied with the design of our products while nearly all of the users are satisfied with the design of Keysound MP3. Perhaps that is because we are still using the design from 3 years ago which is outdated. 3.3 Functions There were less than half users satisfied with the functions of our MP3 players and over two-quarter of Keysound users satisfied in this aspect. Many people tend to buy a mobile phone with the functions of an MP3 player. Also, the use of simply drag-and –drop for transfer of music files will increase the satisfaction by the users. 4. Conclusion The findings clearly indicate that our products are not competitive in the aspects of design, functions and headphone quality when comparing with the Keysound MP3 players. 5. Recommendations 5.1 Given that the headphone made in China are not satisfied by the users, I recommended that we should try to manufacture some high quality headphone in another country, such as Japan. 5.2 As a result of dissatisfaction with the design of our MP3 players, it is proposed that the design should be improved to be more modern and attract the users’ attention. 5.3 in view of the fact that there are not enough functions in our MP3 players, it is strongly recommended that we should try to cooperate with the phone company and try to provide some new MP3 players that included more functions. Also, the hardware design should be improved in order to have the drag-and-drop function.