FW+by+Jason+&+Ben

1. Introduction**
 * A report on FW MP3 players compared with Keysound MP3 players in the market

1.1 This report was requested by Alan Irvin, the General Manager of F.Worthington (FW), on 15 November 2008. The report is a response to the bad performance of our MP3 players when compared with that of Keysound MP3 players. The main aim of the report is to identify the cause of the bad performance of our MP3 players and to recommend way of improve the performance compared with that of Keysound MP3 players.

1.2 In the report, I present finding which attempt to explain the low satisfaction of our MP3 players. Following the findings, brief conclusions are drawn and a number of recommendations are made as to how we can improve the quantity of our MP3 players.


 * 2. Method**

Data for the report were collection in September 2008. Primary Data were collected by M&D Market Research Company; their data were collected by interviewing 500 F.Worthington Electronics MP3 users and 500 keysound MP3 users.


 * 3. Findings**

From table, it is clear that there are some aspects that are with the low satisfaction levels. The dissatisfaction among our MP3 players compared with that of Keysound MP3 players are design and headphone quality. In addition, both MP3 users are dissatisfied with the functions.

Just over a third of the FW MP3 users are satisfied with the headphone quality. One possible reason is our headphones are made in China, but keysound uses Japanese made headphones.
 * 3.1 Headphone quality**

Under a half of our users are satisfied with the functions of our MP3 players. The product functions are dissatisfactory perhaps because our MP3 players requires a software program that must installed on the user’s computer to transfer the music file. However Keysound MP3 just use the simply drag-and-drop method.
 * 3.2 Product functions**

Over a half of our users are dissatisfied with the design of our MP3 players. Since our company just entered the market of MP3 players three years ago, our own designer was not the top class in the market.
 * 3.3 Design**

The findings clearly indicate that users are dissatisfied with headphone quality of FW MP3 players. Another aspect of dissatisfaction with our MP3 players is their design and functions. The overall performances were dissatisfactory, because many people tend to buy a mobile phone to replace the MP3 players. (New information!!)
 * 4. Conclusion**

After considering the Findings the following recommendations are made:
 * 5 Recommendations**

5.1 Given that just over a third of the FW MP3 users are satisfied with the headphone quality, we suggest that we change the headphones to be made in Japan.

5.2 In view of the dissatisfaction with the functions, we recommend that we may use the simple drag-and-drop method too. Besides, we can add some additional functions; for example the online playing system.

5.3 Since the users show their unhappiness in the design, we may use money to employ the top designer of Keysound MP3 Company.