Product Failure Failure refers to the state or condition of not meeting a desirable or intended objective, and may be viewed as the opposite of success. Product failure ranges from failure to sell the product to fracture of the product, in the worst cases leading to personal injury, the province of forensic engineering. The criteria for failure are heavily dependent on context of use, and may be relative to a particular observer or belief system. A situation considered to be a failure by one might be considered a success by another, particularly in cases of direct competition or a zero-sum game.
Similarly, the degree of success or failure in a situation may be differently viewed by distinct observers or participants, such that a situation that one considers to be a failure, another might consider to be a success, a qualified success or a neutral situation. It may also be difficult or impossible to ascertain whether a situation meets criteria for failure or success due to ambiguous or ill-defined definition of those criteria. Finding useful and effective criteria, or heuristics, to judge the success or failure of a situation may itself be a significant task.
Failure can be differentially perceived from the viewpoints of the evaluators. A person who is only interested in the final outcome of an activity would consider it to be an Outcome Failure if the core issue has not been resolved or a core need is not met. A failure can also be a process failure whereby although the activity is completed successfully, a person may still feel dissatisfied if the underlying process is perceived to be below expected standard or benchmark. Failure to carry out a task
Failure to perceive Failure to anticipate Fail product in local market In Malaysia, there is a lot of product failure and it just too numerous to say it one by one, most of them, it did not even catch the public attention, basically, the public don’t even know the existence of the particular product. There is so much factors that can leads to product failure. Failure causes are defects in design, process, quality, or part application, which are the underlying cause of the failure or which initiate a process which eads to failure. Rather than the simple description of symptoms that many product users or process participants might use, the term failure cause refers to a rather complete description, including the pre-conditions under which failure occurs, how the thing was being used, proximate and ultimate/final causes (if known), and any subsidiary or resulting failures that result. The term is part of the engineering lexicon, especially of engineers working to test and debug products or processes.
Carefully observing and describing failure conditions, identifying whether failures are reproducible or transient, and hypothesizing what combination of conditions and sequence of events led to failure is part of the process of fixing design flaws or improving future iterations. The term may be applied to mechanical systems failure. One of the product/brand that fail in Malaysia is: M . Mobile or simply known as M. Mobile is an R&D and mobile communication design company based in Malaysia. M.
Mobile is Malaysia’s first cell phone manufacturer and is also the world’s first Muslim-owned mobile phone R&D and marketing company in a partnership between Malaysia and China. This company is currently in operation under its parent company, Kosmo Technology Industrial Berhad Type: Berhad Founded: 2005 Headquarters: Kuala Lumpur,Malaysia Key people: Norhamzah Nordin,Chairman Industry: Telecommunications Products: Mobile phones Website: M. Mobile M. mobile’s products: Factors that leads to this brand failure
The reason why this brand failed in malaysia market because: M. mobile cannot give a better satisfaction to the consumer compare to their competitor that are well established in mobile technology sector such as Nokia, Sony Ericsson , Samsung etc. Promotion (marketing) M. mobile cannot compete with their competitors in term of : Price Features Quality After sales service Promotion M. mobile should have promote their product and brand more aggressively since they enter a market where most of them already loyal to a particular brand, M. obile did not market their product as well as their brand effectively, therefore they able to capture only few attention from the public, most Malaysian don’t even know the existence of the brand. Price Price offered by M. mobile considered less expensive, but somehow, consumer nowadays always think, “even though it’s not very expensive, but it’s still money, does it worth the money? ” instead of taking a risk of buying the product which they don’t really know the background of the company, consumer prefer to spend their money on trusted brand for the same price or a bit more. Left picture is NOKIA 2690 and on the right picture is M. obile M10, both phone has a pretty similar specification and the price is almost the same(RM300+), most consumer will go for NOKIA because they want to avoid risk from buying unestablishrd brand. Features Most M. mobile product is a low end product and it does not offer variety of features compare to their competitors. As we know, consumer nowadays demand for the latest technology, therefore as a mobile phone manufacturer, knowing the consumer needs and want is the main priority in coming up with a new product, most of the product produced by this company does not reach consumer expectation who demand for better technology.
Quality The quality of the product produced by this company proven not to be as good as the other brand’s products, the materials they use to make the product is low in quality, from the mainboard(interior) to the exterior of the phone. After sales service After sales service is the service provided by the company to the customer of their product, M. mobile does not offer a good after sales service compared to another company like nokia and sony ericsson. It shows that the company do not really think about building a long and strong relationship with the consumer.
How the product could be successful In order for this brand to be successful, there are so many things that the company have to take into account, its not easy becoming a great company in consumer eyes, there are several things that the company have to take into consideration especially the strength of the competitors, in order to be successful, a company need to have an advantage that can overcome the competitor’s strength. This is the reason why R&D very important in coming up with new product. The 1st thing M. obile have to focus on is their promotion, promotion plays an important part in creating a good image in consumer mind, since there’s a lot of well established company in mobile phone sector, M. mobile have to make a huge action in promoting their brand and product. Doing aggressive marketing by keep on promoting the product and brand is the best way to create a good image in consumer mind, of course it will cost a lot, but the return is way better. Psychologically, It’s a human nature, the more we hear n see it, the more we favor it, thus it will create the sense of security towards the product or brand.
Price, features and quality are related to each other, this is one of the most important things a company need to think about, they need to know what type of product they want to come out with in term of the product’s quality level and the variety of it features, therefore they can set the price for the product, The company have to make sure the price is reasonable with the quality and the features of the product or else consumer will favor the competitors, M. obile comes out with one new product called M10 and the price for the product is around rm300+,Nokia as well comes out with a new product which is nokia 2690 and the price is almost the same with M. mobile m10, both model provide almost the same features, but in term of quality, we know nokia is better, consumer will think, why choose m. mobile instead of nokia? M. mobile have to make sure their offer can overcome their competitors offer, therefore consumer will find the advantage of choosing M. mobile’s products. May be it will take some time for M. obile to keep pace with the other established company in term of product quality and technology, but by putting a correct price, the company can attract more market and the company will grow. A company have to know how important word of mouth and how dramatic change it can do with the influence of word of mouth, satisfied customer will tell the others how good the product is, dissatisfied customer will spread the bad things about the product, do not give a high expectation to the consumer because the possibility of getting dissatisfied customer is high.
After sales service is one of the thing people nowadays always talk about, M. mobile have to make sure they can deliver a good after sales service so that their customer will spread a good deal with the others. It is important for M. mobile building a strong and long relationship with the customer because it can create brand loyalty, once customer loyal to the product, they will keep on purchasing the product and influence other people into buying the same product. Good after sales service shows that the company really care about their customer and customer loves it when the company cares about their rights.