Apple is one of the most recognizable brands in the world. They have amassed international acclaim for distributing premium technology such as high-end smartphones and notebook computers. However, in recent years they have also been the subject of criticism due to the built-in obsolescence of their models and lack of cheap repair services. Apple-certified Genius Bars are seven to ten times more expensive than third-party shops and make it more economically sound to purchase a new phone. The idea proposed during the last unit was to reduce repair expenditures by 25% for customers within twelve months. In order to achieve this goal, it is necessary to apply the team effectiveness model to encourage group cohesion and communication.
Apple already offers hardware repairs and tech support in Genius Bars. However, it is necessary to establish hardware repair as a separate, independent department within Apple instead of simply a subsection of sales. An exceptional leader that prizes teamwork and innovation will be chosen to head this new department and encouraged to contribute to the team assembly. The team will ideally consist of at least ten representatives from marketing, accounting, production, and engineering. Members will be chosen on the basis of previous performance, collaborative skills, and adaptability. A team of ten is large enough to successfully perform all the needed tasks and yet small enough for efficient coordination and meaningful connection.
The team will be mostly self-directed and expected to implement tech repair into the Apple business model independently and thus have substantial autonomy over the plan’s execution. Each member should be highly motivated and understand the overall assigned task: work as a team to make repairs cheaper for customers. Representatives from production and engineering will be expected to figure out how to simplify and streamline the repair process to make it cheaper. Accountants will calculate how to minimize the cost of repairs for customers as much as possible while still turning a viable profit to keep the department running. Marketing will set the final prices and determine how to roll out the initiative to the public. While they all have separate tasks to achieve, they will be encouraged to coordinate and positively contribute to each other’s goals.
Once the team is assembled, they will inevitably undergo the four stages of team development: forming, storming, norming, and performing (McShane, 2018). The process will be accelerated through team-building activities, such as simulation games to practice problem-solving and team sports events to encourage role clarification and strengthen interpersonal relations. Different personalities will learn how work together in order to successfully meet their goals. Then, a meeting will be held to identify short-term and long-term plans and a mechanism for systematic feedback for the project’s achievement. Team members will evaluate how to take advantage of their different strengths to fulfill all required needs and objectives. A brain writing session will encourage creativity while maintaining a sense of psychological safety. The team will be encouraged to meet face-to-face at least once a week to share their progress, encourage open communication, and make further plans. It is important to remember that team development is an ongoing process, and steps need to be taken to ensure team behavior aligns with the department’s objectives.
The proposed goal to reduce customer expenditures on repairs by twenty-five percent can only be met through effective team development. A new department focused on hardware repair will be established, consisting of a self-directed team with representatives from marketing, accounting, production, and engineering. The process of role clarification and problem-solving will be encouraged through various team-building activities, such as sports competitions. It is also important for teams to identify short-term and long-term goals, and have the opportunity to think of creative ideas in a safe psychological space. Organizing these events is beneficial to Apple as it will help accelerate team cohesion and lead to enhanced team performance.
References
McShane, S. L., & Von Glinow, M. A. (2018). Organizational behavior: Emerging knowledge, global reality (8th ed.). McGraw-Hill Education.