BSBPUB401 Assessment 1.docx - Pikul Duangdok Students...

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Pikul Duangdok Students ID:820443 BSBPUB402 Assessment 1 McDonald Tranquil Tecoma, 35km (20 miles) east of central Melbourne, has become a battleground between McDonald's and "community" protesters over the construction of a 24-hour drive-through restaurant. Opponents say the restaurant would be too close to a nursery and primary school, would damage other businesses and disrupt the fabric of a leafy community known for its artists and wildlife McDonald's has dropped a claim for damages against a group of demonstrators, while a judge has sent both sides to mediation to resolve a dispute over the company's legal costs Why these examples are PR disaster? From the situation, the organisation experience with the negative response from building McDonald in the area . This is the urgent and emergency case for the company that needs to restore its reputation and solve the issue immediately. This could cause distrust and huge rumor on product quality and business ethic in the eye of customer. Business need to take immediate action on the problem. The crisis would take huge impact on business reputation and customer dissatisfaction including loss of customer trust and loyalty to McDonald. The crisis would impact on current sale and marketing activity including future business direction and operation. What to prevent from disaster? We can prevent this crisis from occurring again in the future by; - Developing crisis management plan on this crisis and communication to all relevant stakeholder - consider both internal and external stakeholders – including regulators, employees, and customers - tap into varied data sources for a more complete perspective - use independent and objective data to track stakeholders perceptions - look at all level of the organization - look at crisis management and business continuity management framework, process and teams so to immediately and effectively react in the event of a crisis.
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