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TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC KỲ THI KẾT THÚC HỌC PHẦN
THÀNH PHỐ HỒ CHÍ MINH Học kỳ II, Năm học 2020 – 2021
KHOA QUAN HỆ QUỐC TẾ
Môn: XỬ LÝ KHỦNG HOẢNG
ĐỀ CHÍNH THỨC Thời gian làm bài: 90 phút, không kể thời gian phát đề
(Đề có 02 trang) (Sinh viên ĐƯỢC sử dụng tài liệu)

Question 1: Based on the theory of crisis leadership, how should you handle properly
the Rang Dong company’s incident in the following? (5 marks)

A fire occurred at the Rang Dong company’s factory, that manufactures fluorescent lights
in Thanh Xuan district, Ha Noi on August 28, 2019. Six thousand-square meters factory of
Rang Dong light bulbs factory were burned. Rang Dong company was embarrassed to have
initial declaration there was no flammable liquid mercury in the fire because amalgam
compound has been used to replace it in production process since 2016. Thanh Xuan district
People's Committee also announced that the burned factory surroundings was at a safe
level.

On September 4, the Ministry of Natural Resources and Environment concluded that the
mercury level in the factory and surroundings passed the safe threshold by 10 to 30 times.
On September 8, Vietnam Environment Administration confirmed that Rang Dong
company admitted 480,000 burned-out fluorescent lamps which had liquid mercury, not
amalgam compounds as reported.

This resulted no loss of life. However, Rang Dong had an immediate financial damage up
to 150 billion and environmental pollution in some apartments, schools, and surrounding
urban areas. Investors’ stocks were sold out at floor price of 81,900 dong for one. Quantities
of dispersed mercury was 27 kg.

A week later, the company factory was covered with canvas sheets. This caused serious
health effects to the workers who worked in the factory afterwards and to the residents of
the area. Communication of crisis with devastating consequences was appeared in many
media. Rang Dong company was constantly criticized and condemned by the public for its
irresponsible actions.

Question 2: (5 marks)

Kinh Do confectionery is a famous brand owned by Kinh Do Joint Stock

Company. On its homepage ( Kinhdo.vn), Kinh Do Joint Stock Company introduces itself:
" Kinh Do, one of the famous brands in Vietnam, has affirmed its name with the enthusiasm
of the founders, quality product quality and consumer confidence. With consumers as the

1
focus for all activities, we are always pioneers in creating consumer trends in the food
industry and always innovate to serve consumers safe, delicious and nutritious products. ".
On September 17nd 2015, according to information and video in the article "Infiltrating
Kinh Do Joint Stock Company, revealing horrifying truths!" of a press agency reported that
"thousands of eggs of unknown origin along with maggots..., workers also revealed many
shocking facts, such as: Eggs of unknown origin; there are many worms squirming in the
baking ingredients; the ingredients are not enough, so use more dirty ingredients…”. This
is considered a shocking information for the confectionery industry in general. and
mooncakes in particular because the current time is the peak of the 2015 mooncake season.
Therefore, the above information is forecasted to have a significant impact on Kinh Do
mooncake sales as well as prestige. of this brand.
However, after many days of information being posted and widely spread, Kinh Do
Joint Stock Company did not make any move to "respond" to the media to protect the brand,
"vindicating" consumers? When surrounded by a "storm" of information, this unit chose
the unusual "silent" solution? This is the summary about Kinh Do crisis, and please answer
the following questions:
- If you were a member of Kinh Do crisis management team, what do you do to
resolve the crisis?
- THE END -