Case Study Action Plan

2967 Words Dec 2nd, 2009 12 Pages
RUNNING HEAD: Johnson and Johnson Case Study Action Plan

Johnson and Johnson Case Study Action Plan

PHL/323 Abstract
This paper briefly summarizes the action plan case study of Johnson and Johnson. Seven people had died after ingesting Tylenol, a painkiller that was produce by McNeil Laboratories, a Johnson & Johnson division. The Tylenol was mix with cyanide poisoning. Johnson and Johnson realized that the tragic event was not the company’s fault but an external sabotage. In addition, Learning Team C proposes an action plan that determines all the facts: symptoms of problems, root problems, unresolved issues, roles of key players, ethical issues involved, alternative, and recommendation for Johnson and Johnson.

Johnson and
…show more content…
Before the scandal, Tylenol had captured over one-third of the painkiller market, was the most successful over-the-counter product in the United States and was one of Johnson & Johnson’s top income earning products. Although investigation proved that the poisoning was the result of external sabotage instead of internal causes the public perception was that the drug was no longer safe for use and the problem the company faced was restoring the public confidence in the product. Compounding the matter was the fact that, in the beginning, the product tampered, and initial media reports focused that the product was responsible for death. When investigations revealed that the cause of the poisonings was external sabotage and even when that information became public knowledge, the situation proved to be a public relations nightmare. However, officials of Johnson & Johnson rose to the occasion and were able to correct the corporate image and the public once more accept the product. The handling of this crisis by the company resulted in the company acclaimed for its positive results. They became pioneers in the area of tamper-resistant packaging, introduced the use of caplets instead of capsules and promoted triple sealed packaging. One prominent scholar states that "The Tylenol crisis is without a doubt the most exemplary case ever known in the history of crisis communications. Any business executive, who has ever stumbled into a public relations ambush, ought to
Open Document