Mission, Visionbur , and

Background Values of Cad y Problem

MalaysiCaadbury

Cadbury missiodbu Cadbury Malaysia issued

Cadbury Mal
statement is: “Ca ry a voluntary recall of two
joint venture aysia is a means quality; this is our batches of Cadbury
Mondelez, Tbetween promise. Our replity utation is chocolate bars in May
B sett, andrebor built upon quacontinu ; our
Malaysiasan the commitment towill ensure ous 2014. Random testing by
Malaysian health
controlle-dGBovouernment- improvement mise is authorities found they
Hold stead that our pro
Cadbu ingMs aland FELDA. delivered.”
were contaminated with
Alam faryctor aysia's Shah

pork DNA. Pork and its

by-products are not
to manufayctwuas certified Cadbury’s visioning considered Halal –
chocolates inre Halal statement is “Work permissible under Islamic
20 ate brands
Cad
registerebdury Malaysi0a4. together to crelov law for Muslims to eat.
revenue for a 5 % gro people e”. Malaysian health
driven by2st 012-2w0th13in,

are
authorities did not notify
ra te The core valuespeo Cadbury Malaysia of
mar gic respect for othsib er ple,
youngerketcoinng targeting taking respon a ility and alleged contamination.
Rumours about the tests
su m er
brand re-lau and a s
(Boustea nch winning as team began circulating on social

media in May 2014. The
2013, Boustd, 2013). In crisis spread to othe
ea d
strong result reported
Cad s from countries and Cadburyr
investmbenury Malaysianits products were officially
t.
perform Improving the tested in Saudi Arabia,
Introduction part of thane ce of G
governLmCen'st'is
Brunei, Singapore and
Indonesia– even though

Economic Tra s the suspected batches Solution
global n
Program (Khsformation
Cadbury is ,ama rketer, were not exported to The contr

ma nu fac tur er Nasional 20az1anah ccurreodvwersy crisis

an d distribu tor of br anded

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te
leaked,ryit test reporta wa
business re ess segment two Cadb showed that s
biggest busin prod ury Dairy
with around 46% of2008.
the porcinuecDts containedMilk
overall reveannuyeshaFY imm NA. JA
The comp ion ins the strong the Headlaialtely suspenKdIMed

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rk et posit UK the affecte certification
ma et share in
(30% markan d took othe d products aonf
FY2008), d). Irelan th r sample d
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y testing ann line for furth

The companiay'sinckelud d investig er

CADBURY
e Cadbury
ation.
brands in As ilk ,
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rs/ Ch oclai Clorets, to in with the auth erate
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has a leadinwith asit30 ion in in Englishment was issu nt.
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adburyally as damaginryg, and
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visits. Throconduct offwlinere
a
c lavou age nd in
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om av ng . de rganizaysia me day nd
s
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r third s valuag the us an
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op an a iscuit , etc. t the rea ury
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c chose raesponseen. a modre
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