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Tesco in Horsemeat Scandal

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by

Yao Dong

on 16 October 2013

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Transcript of Tesco in Horsemeat Scandal

Tesco in Horsemeat Scandal
What happened
What Tesco did
Tesco's CEO Philip Clarke made a video statement
Good PR team or not ?
Crisis Communication Case Study
About Tesco
British multinational grocery and general merchandise retailer founded by Jack Cohen in 1919
Third largest retailer in the world based on revenues, and has stores in 14 countries across Asia, Europe and North America
"Good, better & best" policy for its products, including food, clothing, electrical devices, Tesco mobile, financial services...
Crisis
Jan 15, 2013 The Food Safety Authority of Ireland (FSAI) revealed that horse DNA was found in frozen beefburgers on sale in Tesco, Iceland, Aldi and Lidl in UK.
In Tesco Everyday Value Beef Burgers, horse meat accounted for approximately 29 percent of the meat.
Later some Every Day Spaghetti Bolognese was found containing 60% horsemeat.
An apology statement
Withdraw products from suppliers in question
Full refund to customers for contaminated products
An inappropriate tweet
Good
Quick response
Apololgy
Compensation
Corrective action
Bad
Improper tweet
Shifting blame
Multiple channels
Controversial
Suggestions
Be cautious in using social media
Avoid controversial moves
Food safety report from authority
Full transcript