Outcome 3.

2: Evaluate the benefit of user and non-user surveys in determining customer needs Definition: Users are customers who are using products or services of Mattel. Main purpose of user survey is achieving customers satisfaction. User survey is used to capture customers characteristics and patterns in order to understand clearly their need, want and expectation from the products/services. Then, Mattel can improve their current facilities and services. It can identify current trend of market and forecast potential market; therefore they can avoid unattractive products and focus more on favourite products. Mattel can redesign price and quality of products/services to be suitable with how much customers are willing to pay. User survey is also a tool to introduce new products/services and develop new products/services depended on responses of customers. Another benefit is improving Mattels image. User survey is more important than non-user survey. When customers know more clearly about Mattel products/services, they know exactly their expectation so they can bring useful answers. Non Users are also customers but they dont interest in products/ services or can afford to them. Non-user survey is used to collect non-user profiles and their impacts in order to serve user survey. Mattel can determine what barriers are to access customers and why products/services dont attract customers attention. Then, Mattel will have suitable marketing strategy and redesign products/services to satisfy customers expectation while still qualifying the standards of Mattel. The responses of non-users may be not convincing because customer dont know much about Mattel. Therefore, Mattel should take effort to combine both user and non-user survey to cover its advantages and disadvantages products/services to have best result of determining customer needs.

MATTELS USER SURVEY: Questionnaires of Fan Zone Spotlight Contest

1.Tell us the basics: a. Name b. Location (city and state) c. Age d. Profession e. Contact Information (email address, mailing address, phone number) 2. When did you start collecting Mattel action figures and why? 3. Tell us about your collection: a. Whats the best thing about your collection? b. How many Mattel action figures do you have? c. What was the first Mattel action figure you had? d. Whats the best Mattel action figure in your collection and why? e. What do you think is the latest, greatest Mattel action figure release and why? f. Whats your favorite Mattel action figure of all time and why? 4. How do you display your Mattel action figures? Do you open them? 5. What do your family and friends think of your collection? 6. What's your favorite Mattel action figure memory? 7. If you could be a hero or villain, which one would you be and what would be your super power?

Questions

Assessment time and

Benefits to Mattel the Mattel will have information

2) When did you start collecting Determine Mattel action figures and why?

reason of the product take of best time to marketing attention of customers. strategy such as: sales, promotional program

3a) Whats the best thing about Determine favorite products your collection?

Know

the

strengths

and

weakness of specific products to improve them Satisfy customers needs and wants Increase sales and profit.

7) If you could be a hero or Determine the trend of villain, which one would you be products in the future and what would be your super power?

Conclusion, these questionnaires are helpful to develop Mattel action figures. Action figures are profitability growth products of Mattel. The customers who response these questionnaires are often loyalty customers. They really like Mattel action figures and have their own collection. It means that they actually have good knowledge of Mattel action figures and know exactly the advantages and disadvantages of the products. They also know what they expect of Mattels products. Based on their opinions, Mattel should focus more on manufacturing the favorite products; and developing new products which are suitable to trend of market.

NON- USER SURVEY OF MATTEL: 1. Overall, are you satisfied with your experience using our new product, neither satisfied or dissatisfied with it, or dissatisfied with it? Extremely satisfied Moderately satisfied Slightly satisfied Neither satisfied nor dissatisfied

Slightly dissatisfied Moderately dissatisfied Extremely dissatisfied Other (please specify)

2. How can Mattel improve to better satisfy your needs?

3. How reasonable is Mattel with problem solving?

4. Have you had a problem with the Barbie and Tanner play set?

5. How likely are you to use our company? How likely are you to use our company? Extremely likely Very likely Moderately likely Slightly likely Not at all likely

Questions

Assessment

Benefits to Mattel the potential

1) Are customers satisfied Measure the level of customers Assess or dissatisfied with new satisfaction products? 2) How can

development of new products to decide right direction.

Mattel Identify the way to improve the Meet customers needs and of Mattels products.

improve to better satisfy customers, what customers expect wants your needs?

4)

Have

you

had

a Assess the weakness of product

Improve the products, avoid mistakes and have suitable solution to mistakes.

problem with the Barbie and Tanner play set?

To conclude, Mattel can know its weaknesses through customers problems. The problems can be about low quality, errors in the production process, customer cannot afford because of high price, products can be harmful. By solving the problems, they can satisfy current customers and break barriers to non-user customers. Therefore, it can improve their performance and reputation to attract more customers and have customers belief.

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