Apple is the major American Multinational company which focus on designing and processing gadgets and related software products. Apple competes with strong competent like others smartphone makers Android and Symbian OS. Therefore the Apple should present proper operational aims in order to keep up higher level of quality for its product on the market.
Recently, there have been reported antenna issues with iPhone4 when it premiered on 4th June, 2010. This type of problem in apple iphone 4 4 has influenced the Apple's reputation on the market. Many customers, publication like BBC etc share their negative reaction.
Therefore, Apple should concentrate on quality operation in order to retain and keep maintaining its reputation among the customer.
Operation management is very important in any business operation since it is the heart and soul of the company. It can help in controlling the machine in the business. It discounts in design, operation and improvement of the machine which creates the best product.
Apple's strategy commences with the objective and vision statement where procedure management relies on. As we realize Apple is leader coming to the development of product. Its product like Mac OS X operating systems, iTunes, marketing browsers, iPod and multimedia system software have in a position to maintain its effects on customers.
In the Firm all the procedure professionals and employees should well aware of their company's objective and vision affirmation. Therefore the Apple's and they should make sure that they are running smoothly.
Following are the Apple's strategic goals:
Apple has always set up as highly charged product on the market using its quality product. Its product like iPhone series. iPod. This sort of differentiation i. e. price always helped the business to compete with its competitors. For example, intro of iPhone was efficient competitive strategy. Furthermore to iPhone, this phone has offered plenty of facilities in comparison to other smartphone like email, web browser and music facilities. These types of facilities experienced made the iPhone different from other smartphone.
As we realize iPhone is the fourth technology i. e. successors to the apple iphone. Firm has been facing problem in each series and also able to conquer with those hindrances. For insatnace, introduction of ipod touch the iTouch which is quite similar to the iPhone with just a difference i. e. without phoning facilities.
Every firm aspires to obtain additional and more market tell its product and services in order the Apple. In addition, it aims to get more market show. Company has launched iPod and iPhones to be able to capture more market talk about. They have also presented iTunes where users can downloads and this gives understanding about iPhone. So the customers know about the iPhone till it involves the market. So the Apple made a decision to lunch break its product in this situation and firm lunched apple iphone 4 4 and finally able make more earnings with sale of 1 1. 7 millions in its first phase.
Unfortunately, Apple has to endure the bad response from the customers and various source about the performance of the product i. e. apple iphone 4 4. There has been reported about signal reduction when the phone is held in certain way by a few of iPhone 4 4 users. Especially when phone is kept on left palm antenna problem occurs.
The procedure management should in a position to handle this problem very effectively therefore the Apple's performed in effective way. The business has offered rubber bumper which helps to reduce signals problems and also offered a free case to its customer in order to correct this antenna problem.
This was the earliest action used by the Apple's operation management.
So above record says, it is quite clear that iPhone has still small market. It target audience are professional, corporate and business, businessman and students. It demonstrates Apple aims to improve its market talk about in future. In order to achieve this objective Apple must improve its operation i. e. quality aspects. So that it should concentrate on introduction and implementation of good quality control, tools and techniques and methods which can help improve the quality of operation.
The EFQM model for excellence non- prescriptive framework which is handling the business's quality issues. This model is used most generally as self-assessment for the organization so as Apple may use this model. It really is predicated on nine criteria that are discussed below:
Leadership: people with good quality can plainly speak the organizational goals and targets. This can help Apple to inspire and encourage its people that may finally help to retain high skilled human reference which is Apple's best learning resource.
Policy and strategy: Apple's plan and strategy are based on the needs and expectation of the customers and other stakeholders. Apple always give more desire to its customers and their satisfaction.
People: there should be right man for right job plus they should be acknowledged through time to time for their contribution in the company. Apple keeps doing all the actions like rewarding and warding which makes their workers to work hard for the organization. So these kind of activities really help Apple's to attain its proper goals easily.
Partnership and resources: this allows the way the Apple manages its scare resources i. e. technology, financing and skilled labour for the creation of good quality product and operations. The resource, partners and suppliers should be handled properly for ecological development of the Apple.
Product and process: this can help Apple to manage and improve its process and the procedure was created to enhance the stakeholder's value. Apple always promotes its product with great effort which really helps to enhance the audio romance between customers and company.
In the above, the enablers will help Apple to achieve result which causes great satisfaction among employees and customers and its own impact on other community like and key performances signals like people results, customer results, society results and key performance results.
This model will provide special model to improve Apple's operation by having clear and proper objectives. So the Apple should focus on customers' satisfaction along with quality which helps to retain sound connection between customer and company.
Quality system that Apple can follow:
Quality management system performs s significant role in virtually any business in modern world. Its standard is vital for the process and manufacturing of the product. It establishes a standard framework for how a organization like Apple handles its key process.
Some of the product quality management system i'd like to discuss which would succeed for Apple. They can be:
The ISO9001:2008: Apple may use this model to keep the level of standard. It helps Apple to keep carefully the consistency in the quality of product and services through better process. It will also help Apple to lessen the unnecessary waste products. This standard mainly focus on customer needs and satisfaction which very important for the Apple.
The ISO 9001 standard focus on the next four elements which are discussed below:
The management responsibility- Apple top level management should in a position to ensure the commitment to quality system and develop them in line with the needs of the customers along with company's aims.
Resources management handles people, infrastructure and working environment which Apple has already. But Apple needs to keep up currently like providing training to its employees with changing environment.
Product realisation- here main give attention to what customer wants and expect from the business i. e. Apple's customer always have higher expectation. Therefore the firm must look into the area like sales process, design and development, purchasing, service of the business while delivering the customer's needs.
Finally ISO 90001 helps to learn measurement, analysis if the firm has satisfied its customer of course, if not. How and what should be done to improve it.
In the same way ISO 9004:2009 standard takes on vital role in quality management system in the organization. This standard mainly targets customer, management and continual improvement which is most effective for the Apple.
Apple also can follow the full total Quality Management system (TQM) in order to keep standard and quality that could increase the Apple's procedure process and brings about fruitful results.
Apple needs to follow four degree of TQM which can be discussed below:
Inspection- Quality control- Quality guarantee- Total quality management
The first level is inspection where Apple can appraise incoming products, created components and assemblies at appropriate things in the development process. For this Apple plc must appoint the dedicated staff for the inspection and he'll be in charge of the procedure.
Next coming to quality control Apple should give attention to amount of work i. e. typical characteristics such as performance-data collection, feedback to earlier levels along the way, and self-inspection.
The third level is quality confidence where Apple must set up a system for controlling what is being done and the system is audited to ensure that it's sufficient both in design and use. A significant part of this change is the use of both second-party and third-party audits to determine the efficiency of the system.
Finally, Apple needs to be a specific and develop unambiguous perspective regarding total quality management system, both management and staff in the organization has to recognize that quality is not merely product quality but also the quality of the whole group, including sales, finance, personnel and other non- developing functions.
Thus, Apple could enhance the organizations operation and can perform its targets.
Apple can improve its performance by making use of above quality management requirements. The company must follow on process strategy i. e. discovering the its essential business activities along with considering each part of process like in apple iphone 4 4 circumstance i. e. assembling all the completed parts jointly. Apple also needs to follow system procedure management where handling the process along a system which leads increased efficiency. The firm needs to concentrate on skilled people by providing training and profession opportunities. Apple needs to entail all the personnel which makes them alert to their tasks within the business and need for providing what the customer wants. It should also consider the organizational environment for increasing the its shows. Apple should in a position to up to date with changing environment i. e. look out opponents like other mobile producer like African american Berry.
Through ongoing improvement within the firm and good leadership Apple can improves its performance and with total quality management system it can assess its current and desire degree of organizational performance.
In above circumstance, Iphone4 4 has antenna problem and customer are annoyed with this issue and its own image have been afflicted on the market. Therefore the Apple realised its problem and required immediate action to avoid further loss.
Apple needs to put into action quality management system which can help keep the level of quality in the process and products. Through QSM Apple will be benefited in following ways:
Apple can perform greater regularity in providing good quality product or services.
It will decrease the expensive flaws like apple iphone 4 4 issues.
It will boost the firm's efficiency by improving use of your time and resources.
It will improve the degree of client satisfaction.
Finally, Apple will be benefited with consistent improvement in pursuits like product, process and system.
As we realize apple iphone 4 4 is the brand new technology in mobile industry. It offers huge demand in the initial level. But later it has been reported and complained with fault in the product i. e. transmission problems in the telephone set which has damaged Apple's image in the market. So this problem has been occurred due to poor quality system in the process as stated by the older engineer and top level management of Apple. it's been also told that absence value string and there is not proper coordination on the list of management in the firm.
In this circumstance six sigma will help Apple to boost its performance. Six sigma methodologies provides the Apple with frame works i. e. providing training to its employees and make them clear understanding the strategic aim of the organization along with customer needs.
Apple always includes impressive product along with advanced technology. Therefore the employees needs to aware of the main element issues within the firm. It also needs to keep and meet up with the expectation of stakeholder i. e. what the client want from the company along with quality.
Therefore, all the elements related to quality management standard Apple needs to analysis extensively and deeply first to be able to ensure that all the devices are well operating which results in obtaining firms' objectives and finally, avoid the problem like in apple iphone 4 4 circumstance- antenna issues.