The survey results have provided valuable information on the current condition of the organization and the customer perception of various components. Categories performing well based on customer feedback are product quality, competitive pricing, and customer satisfaction (Chart 1). The areas showing the lowest feedback score from customers are E- commerce activities, ordering, and advertising (Chart 1 and Table 1). The survey responses saw the most customer satisfaction responses between a score of 7 and 7.99 (Chart 2), with the majority of the responses between 6 and 7.99 (54%). This indicates that customers are fairly pleased with the customer service of HBAT. However, there is room for improvement. Upon further analysis, the lowest survey score responses may not be the optimal areas to focus on if the goal is to gain back market s