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Part A – Written Assessment
Case study report
The Apple organisation provides an interesting case study in terms of organisational management and change. Between 1993 and 1997, Apple was struggling to find a consistently profitable source of revenue. They developed everything from digital cameras and portable CD players to TV appliances. The company had a range of CEOs after Steve Jobs had been removed from the position and nothing seemed to be working. Jobs was reinstated as CEO in 1997 and the company’s direction changed radically, with Apple focussing once more on electronics, starting with the iMac in 1998. The also acquired the video editing and digital production companies and began to develop electronics that used these media. Apple led the digital music revolution with the iPod and iTunes. They reinvented the mobile phone with the iPhone and led mobile computing with the iPad. The iPod was an enormous success, selling over 100 million units within six years of its 2001 launch. The iPhone produced a 100% year-over-year rise in sales according to CNN Money.
(Adapted from https://bit.ly/1eENjqj)
None of this would have been possible without organisational change in a big way. The change management process required the program manager, in conjunction with key stakeholders and under the sponsorship of Steve Jobs
to consider such things as cost benefit analysis, risk analysis, prioritisation of change requirements, the development of a change management project plan, processes for gaining approvals, how resources would be assigned and what the reporting protocols would be.
Research “Apple” Organisation and write a report (3-4) pages about the changes at Apple, taking into account the following items:
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Part A total: 50 marks
Part B – Written or Oral Questions
Part B total: 60 marks
Part C – Written Assessment
Prepare a change management communication plan for a project or program you have worked on or which has been done in one of your workplaces.
Part C total: 10 marks
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