Final Paper Assignment -
The goal of this project is to describe how you would implement a major program of organizational change as if you were a senior leader of the company, using the following approaches - Total Quality Management Initiative (TQM).
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The requirements for your paper are - Research the initiative you select and the business. What is at issue here is how to affect large scale organizational change. What is the company you selected doing in this regard? Answer/address these questions:
a) What is meant by TQM, Six Sigma or CQI?
b) What specific goals do you hope to achieve with this program? For example, improve Return on Investment, Market Share, reduction in errors, etc
c) How will these goals be measured?
d) How will the program be implemented?
e) How will the company be structured to achieve these results?
f) How will "buy-in" by the employees be gained?
g) What is the role of leadership/management in the implementation of TQM?
h) Discuss the implications for organizational culture?
Answer - Organizational Behaviour
Microsoft is one of the leading multinational company in the world, has majorly captured the market share of software development, electronic media devices and mobile media industries. The company in this competitive market is facing a huge challenge from varied companies such as Apple, Google etc. which is directly affecting the overall growth of the company. Thus, it becomes essential to implement appropriate change to improves its position in the market. This study highlights all the important aspects which are affecting Microsoft's progress and thus to provide a better understanding of the subject TQM is executed as a structured approach which improves the quality of the outcome. The study emphases on the issues in varied categories of the market such as software, media devices and mobile media. The implementation of the change process is also illustrated in the study.
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History of the Company
Microsoft is a multinational company; it was established in the year 1975 in a period, where most of the American was using the typewriter. It was founded by Bill Gates and Paul Allen as a computer software development company (Britannica, 2019). It initiated its business from Albuquerque, New Mexico, then relocated it in the year 1979 to Washington State in America. After relocation, the company gradually grew into a major multinational technology corporation. The year 1987 is marked as the golden year for the Bill Gates as in this year, he becomes the youngest billionaire at the age of 31 by making its company Microsoft public. Initially, Microsoft was known as Micro-Soft as software and microprocessor development company. The company developed its first operating system which is known as MS-DOS and thus after a few years, in 1995 the company launched its first home and office use a computer with debutant Window 95 as an operating system. In the year 2001, the company penetrated in the media device market and launched the Xbox Console.
Challenges in the Marketplace
Nowadays the market trend is changing very frequency and it is uncertain to predict the nature of the market (Doraszelski, Lewis, & Pakes, 2018). The market is extremely competitive and thus to sustain its position in the market, needs appropriate strategies to handle such issues. It is essential to first identify the weak areas of the organization to implement change with appropriate change model. Microsoft is one of the leading company but still, it's lagging some of the areas and thus other companies took advantages and captured its market share. The brand such as Apple, Samsung etc. have greatly affected its mobile market share and by Google in the search engine market (Nytimes.com, 2019).
The issues in the following market place are followed:
- Media Device
- Mobile Media
Software: Microsoft started its company as a software development company and then expanded its business to mobile media and media devices. This expansion was the best decision by Microsoft but gradually the evolving of new companies such as Oracle, German company SAP has created challenges for the company in the software marketplace. The company currently occupies major shares in the OS filed but small firms also directly compete with the market share of the Microsoft, such as Red Hat, Linux etc. The dynamic market has created a sense of emergency among all the companies that adaption is the key to success and to maintain its position in the market, such factors become very important.
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Media Devices: Microsoft was initially started as a software development company but gradually penetrated into the media device market by observing the market demand of PlayStation. The company launched its first media device in the year 2001 and names it as Xbox (The Economist.2019). It was the company's first assault in the gaming console marketplace. Recently the company has outgunned its big gaming console rival Nintendo Switch but still, it's an alarming situation for the company as it can be changed anytime. The Nintendo Switch recently has gained a lot of popularity over Xbox, as it doesn't rely on graphical prowess. The Nintendo Switch has also backed and supported by several analysts and was awarded as the bestselling console in the year 2019 (Nytimes.com.2019). The Nintendo Switch captured about 35 per cent market share and thus in future, it can close the gap.
Mobile Media: Mobile consumer are rapidly increasing day by day and have a huge potential market. The company also enters into the mobile market place in order to generate the revenues from the sale for selling mobile devices. Microsoft entered into the mobile market by acquiring Nokia, a mobile manufacturing company. It launched its first phone in the year 2014. The company enters with an upward inclined graph but gradually the graph went down. The wrong decision which Nokia took was repeated by Microsoft. They focus on their window operating system which was not accepted by the consumer, as Google's Android platforms provided more flexibility over the OS of Microsoft. Therefore, the company collaborated with Android OS but the challenges are not yet over as the big giant company Samsung has captured the major portion of the company as well new companies are also giving tough competition in the mobile market. The company has in the year 2016 sold off its mobile assess back to the Nokia (Hern,2016).
Resolutions to Issues in the Market Place
TQM (Total Quality Management): It can be defined as management approach which, defines the organization's long term goals and success by improving the overall quality of the company's output through continuous development of the core exercises (Sabet, Adams& Yazdani, 2016). In this effort, all the organizational members contribute to improving products, processes, services and culture of the organization. It is generally a customer-oriented approach and aims to enhance the services or products of the company. The TQM is used to improve the overall performance of the company by considering the following practices.
- Strategic Planning
- Customer Focus
- Committed Employee
- Training Method
- Process Management Quality
- Performance Measure
Leadership: It is one of the most important skills, which is needed to handle any adverse situations with ease. Leadership in terms of bold decisions which is essential for Microsoft to develop. The authorities need to have proper risk assessment quality and thus need to deliver a strong statement to the marketplace.
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Strategic Planning: The improvement in the productivity, performance or sales involves proper strategic planning, as creates a framework for the stakeholders to achieve the desired goal of the organizations. The planning helps to identify the issues and challenges associated with the operations and thus provides an opportunity to mitigate those issues. Microsoft, with proper strategic planning in the respective marketplace, can identify the gaps and thus taking the advantages of those loopholes, can establish the company
Customer Focus: The customer oriented company has maximum growth as it fulfils the demands and needs of the consumer. It is one of the objectives of the quality. The company improves its overall growth and market share by understanding the needs of its customer and acting accordingly (Kandampully, Zhang, & Bilgihan, 2015). Customer satisfaction improves reputation as well creates a sense of loyalty in the consumer mind. If Microsoft focuses more on customer needs, it can overpower other brands by creating loyalty among its existing as well as potential customers.
Committed Employees: Microsoft should train as well as motivates its employees in providing quality services to the customer in order to satisfy their needs. Company's employees need to be appraised and awarded by providing incentives or promoting it to the higher position etc. Microsoft needs to focus on the needs of employees and should be proactive in fulfilling it. The bureaucratic attitude needs to be ignored by the company and a collaborative decision model is to be implemented, where it can easily interact with the employee. Working with people is quite far better than working above people (Dhar,2015).
Performance Measure: Suitable performance measure is required to implement regarding customer's complaints, defects in products, delaying in attending the consumer's needs, the inefficiency of the employees, etc. The improvement of the performance can be attributed by designing a statistical control chart and it should be supported by brainstorming sessions, training and suggestion rewards schemes.
Measuring of Goal
The practices of TQM will enable the organisations to improve its overall performance which will result in progress market share. As nowadays the company are more inclined towards developing its services as the price competition margin is less. The better leadership, customer-oriented approach, strategic planning and continuous measuring of the performance results in improved production performance, employee morale and customer satisfaction (Cook, Castillo, & Gas, 2017). While focusing on the requirements of the consumer, Microsoft can gain an extra edge over its rivals.
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Implementation of TQM
The above six steps are required for the proper implementation of the TQM.
1. All the employees must be committed to the quality improvement of the organizations.
2. The modern quality improvement culture needs to be followed by the organizations on a continuous basis.
3. The procedures, policies, and the operations laid by the organizations must go through the continuous improvement process.
4. The organizations should use employee's experiences and cooperation to enhance performance and improve strategies.
5. The long term survival is depended on customer satisfaction and thus focus on customer becomes very essential.
6. The continuous monitoring and measuring of the performance should be laid down.
Role of Management in Implementing TQM
The management plays a very important role in implementing TQM in the organization as initiating this program requires a lot of research and planning (Khanam, Siddiqui, & Talib, 2016). The cost is involved in the implementation of the TQM, so it's become the responsibility of the management to allocate budget. The senior management acts as a facilitator and thus directs as well as assist employee's in implementing the TQM. The implementation of TQM involves challenges which need to handle by effective communication between the employees and making them aware of the benefits if the total quality management. Management is a great source of inspiration for working in the organizations
In the above study, it can be concluding that Microsoft is still a leading company in the field of software development but the other areas of the marketplace, its facing lots of challenges from the competitors. Mobile and Media Devices are the two marketplaces where it is facing huge opposition. The TQM is being implemented in the study, which revealed varied areas of the organizations, where the scope of improvement exists. The TQM practices are also being discussed which enables the company to improve its organizational performance by implementing the practices into regular exercise. The customer-oriented company has an extra advantage over its rivals as it understands the needs of its customers and tries all possible way to satisfy them. The implementation of tools involves challenges thus in this study the six steps are identified by executing those steps, the organizational approach can be implemented with ease.
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