Report Writing Exercise

Gemma Gifts, an online gift store, was established in early 2019. They sell gifts for various
occasions, such as birthdays, anniversaries, newborns, corporate events, etc. They quickly
became very popular. Their business was slightly affected during the pandemic, and they were
hoping that things would start picking up in 2022, but instead, they continued to see a drop in
revenue. Although the demand for such gift services remains high in the market, Gemma Gifts
was not performing as well as their competitors. The CEO of the company, Ms. Christina Wong,
has requested the Marketing Manager to investigate this matter. Based on the data gathered via
mobile surveys on customer satisfaction, they were able to identify some problem areas.

Task:
As the Marketing Manager, write a report of approximately350-400 words to discuss the findings
and conclusions. Suggest recommendations that can help Gemma Gifts improve customer
satisfaction and increase profit.

Table 1: Customer Satisfaction Ratings (1

– Very dissatisfied, 5 – Very satisfied)
2020 2021 2022
Variety of gifts 3.5 3.7 4.0
Quality of gifts 4.0 3.8 3.0
Promotions / Deals 2.9 2.8 2.8
Delivery service 4.3 3.8 2.5
Website functionality 4.0 4.1 4.2

In 202, customers showed the most satisfaction in aspects of Delivery service at 4.3 which
deteriorated gradually to 3.8 in 2021 and declined further to 2,5 in 2022.

When it comes to website functionality, customers were quite satisfied with the site in 2020 at
2.0 which slightly fluctuated to 4.1 in 2021 and then slightly increased 0.1 more in 2022.

THE quality of girfts which stood positively at 4.0 in 2020 begun to face steady decline to 3.8 in
2021 and reached average satisfaction for customers for 3.0 in 2022.

Customers were not very satisfied with the promotion/deals from 2020 until 2023 as the figure
slightly fluctuated from 2.9 to becoming stagnant at 2.8.

The variety of gifts at

Gemma Gifts Company

Report of Customer Satisfaction Ratings based on Gemme Gifts store performances for year
2020-2022.

1.0 Terms of Reference

To discuss the reason why Gemma Gifts store’s sales have declined post covid from 2020-2022
based on customers’ satisfaction ratings and provide recommendations to increase the customers'
satisfaction and profit, as requested by CEO of the company, Ms. Christina Wong on 15th Sept
2023.

2.0 Background

Gemma Gifts store is an e-store established in early 2019 before COVID-19 and it immediately
became viral upon launching. After facing a slight decrease in sales post covid, they suspected
that the pandemic might be the reason. However, they experienced a continuous decline in sales
further without recovering from it. A detailed analysis is warranted to uncover why Gemma Gifts
store is experiencing gradual business loss.

3.0 Procedure
The data in this report was acquired from data gathered via mobile surveys on customer
satisfaction.

4.0 The key findings are as follows:

4.1 In 2020,

4.0 Findings
The key findings are as follows:
4.1 Fish and Chips
In 2014, fish and chips was the most consumed fast food (100 times eaten per
year);
however, its consumption rate fluctuated between 2014-2016. Starting 2016, its
consumption rate gradually decreased and by 2019, became the least consumed
fast
food.
4.2 Burger
The consumption rate for burgers in 2014 was approximately double the
consumption of pizza (10 times per year), but the increase in consumption rate
was
more drastic. After 2016, the consumption rate continued on a gradual increase
till
2019. Burgers became the most consumed fast food among Australian
teenagers
(approximately 100 times per year) in 2019.
4.3 Pizza
Pizza was the least consumed fast food in 2014 at approximately 5 times per
year.
The consumption rate gradually increased till 2018, and it remained constant at
85
times per year till 2019.
5.0 Conclusions
5.1 The downward trend over the years suggests that fish and chips has become
unpopular among Australian teenagers.
5.2 Pizza seems to be still popular among Australian teenagers, but there hasn’t
been
much growth in market demand for this item.