Communication implications for quality control, outsourcing and consumer relations Essay

1. INTRODUCTIONQuality control and product condom are key challenges for companies that manufacture in third-world countries. In the event of a safety or quality control crisis, weeds must respond quickly and efficiently using clear crisis communication and image repair strategies. By studying the Mattel opine case, we see how a multinational corporation restored its reputation amongst multiple stakeholders it also implemented policies and processes to divert or lessen future crises.The lessons learned from Mattel demonstrate the richness of transparent communication practices and may guide companies facing similar communication challenges. The teaching notes allow for originally introduce the purpose of the Mattel case study, followed by a brief synopsis. Students will next learn relevant theories and principles from which to understand Mattels corporate communication reception, particularly strategic crisis communication theory (SCCT) and issues management principles. Studen ts will then compare Mattels communication response to the industry best practice principles as outlined by Page and suggest a revised, to a greater extent suitable and effective course of action.2. PURPOSE OF CASE STUDYUpon completion of this case study, students should demonstrate that1. Issues develop over time, not overnight. 2. Through environmental scanning, crisis arithmetic mean and strategic communication theory planning, corporations can minimize the damage done by emerging and sustained crises. 3. Prompt corrective action can remedy the legitimate crisis and avert future crises and criticismin the event that a crisis recurs. 4. Companies can turn a crisis into a long-term competitive advantage if it is handled properly from the outset. 5. out of doors influences may affect a corporations image. Communicators must demonstrate preparedness to deal with external effects. 6. In the event of a crisis, a corporation must address (and prioritize) a number of audiences with t ailored messages, for example investors, customers, the media, government and the industry. 7. Initial responses to a crisis will remain present throughout a communication theory campaign, for better or worse, and must be planned carefully. For example, Mattels shifted blame to Chinese manufacturers. This backfired and has remained a controversial point since. 8. Successful cross-cultural communication is inborn for corporations operating in foreign countries.3. SYNOPSISBeginning in August 2007, Americas largest playact manufacturer, Mattel, announced the first of what would become a serial of five recalls involving 21 million toys. The majority of the recalls were caused by poorly designed magnets fashioned in the United States, while a smaller number were collectable to toxic lead paint applied by slipshod Chinese suppliers. On the one hand, Mattels various publics, such as parents, investors and the government, have raspingly criticized the toymaker on the other hand, analys ts and industry experts have praised it for its quick response and stringent safety inspection systems, which are purportedly the industrys tightest. Regardless, the case draws perplexity to the quality control challenges facing companies that outsource manufacturing to developing countries. Students, through discussion of the case study and the attached study materials, will analyze the positive and invalidating approaches of Mattels corporate communications response. They will critique the responses suitability to the level of crisis, and suggest possible alternatives. They will consider the unique communications challenges facing a corporation that operates in an international, cross-cultural arena.4. TEACHING COMPONENTS4.1 Assignments, Activities and Study MaterialsStudents will read the case before class. They will browse Mattels website, remunerative particular attention to the recall page (http//service.mattel.com/us/recall.asp) and the Investors and Media pages (http//www .shareholder.com/mattel/default.cfm). They should review Mattels history, financial information, corporate governance documents and social responsibility pages. For additional information, students should visit toy industry websites such as Toy Industry Association (www.toy-tia.org) or consumer action group sites like Healthy Toys (www.healthtoys.org). Students should carefully read the news releases in the case appendix.4.2 Relevant TheoriesStudents must understand the key theories informing Mattels crisis and response strategies.Situational Crisis Communication Theory (SCCT)SCCT posits that each unique crisis requires a unique response tailored to the events and characteristics at hand. It is based on convergent research from Coombs, Benoit, Benson and Hearit that aims to minimize or deflect all possible negative outcomes such as confounded sales or low stock prices.? In order to determine the best strategy, corporate communicators must assess the reputational threat of the crisi s. This is a two-step process. The first step is to determine the nature of the crisis.