KDQT TT60A group 9 business communication proposal
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National Economics University
School of Advanced program
BUSINESS COMMUNICATION
PROPOSAL
RANG DONG LIGHT BULB
WAREHOUSE FIRE
Class: International Business Advanced 60A
Group: 9
Members:
Dinh Thi Khanh Linh
Dao Yen Nhi
Pham Thanh Long
Dinh Van Yen Thanh
A. PART 1: Real business communication situations in Rang Dong
light bulb warehouse fire
I.
Communication between the company and nearby citizens
Fire at Rang Dong factory (August 2019).
Thousands of square meters of the Rang Dong light bulb factory have been burned and released
mercury into the environment. This is the case of communication in the environmental crisis,
quite new in Vietnam.
The factory was confused at first saying that there was no burning liquid mercury and then
forced to admit that having burnt liquid mercury meant a much higher level of danger.
Authorities from city-related ministries expressed confusion in information processing. The
coordination between the authorities at all levels was not smooth, leading to the revocation of the
ward's instruction on poisoning prevention in the area around the factory.
The information has been confusing in public opinion for a month, but in the end, there is no
really convincing conclusion to reassure the people. This fire posed more communication
problems in crisis and coordination of ministries rather than pure business communication.
II.
Communication between the company and the public:
According to the company's initial report after the fire, since 2016, only amalgam tablets
(amalgam of Hg - Zn and Bismut) have been used to produce bulbs and the volume of amalgam
pellets in the 1st floor chemical storage burned were only a few kilograms.
However, through actual inspection of the General Department of Environment and the process
of fighting with the company's leaders, Rang Dong Company admitted that all 480,000
fluorescent lamps were burned using liquid mercury, with the amount of mercury as calculated.
of scientists is 30 mg / ball. Most of the mercury in the bulbs was released into the environment
along with smoke and fire emissions. The remaining amount of chemicals at the factory consists
of more than 4.5 million amalgam tablets with a total weight of 41.75 kg, and 108.9 kg of liquid
mercury. Of these, 34.3 kg of liquid mercury was safely stored with amalgam in the freezer in the
burnt area. The amount of mercury released into the environment due to fire and explosion can
be from 15.1 to 27.2 kg.
In addition to this, ten days after the fire, the company officially sent their apology to the
authorities and the public. The letter of apology from Rang Dong Company admitted that the
factory fire on August 28, 2019 “caused polluted the air, soil and water environment in some
areas in Thanh Xuan district".
B. PART 2: Reasons why you want to study these topics/situations?
We choose these topic because of these following reasons:
First of all, it is clear that this topic is related to written communication(Written communication
involves any type of interaction that makes use of the written word). In fact, after the fire, there
were many documents released to the public such as reports,articles, ... Furthermore, the topic
chosen is also related to verbal communication. During the disaster, we received a lot of
statements from many sides: the company's representatives, the people around Rang Dong
inventory, the Ministry of Natural Resources and Environment, the government,.. and these
statements were updated day by day. Finally, the reason our team chose this topic is that this is a
systematic problem. The problem related to many parties requires in-depth report, analyzing
from many aspects, from which reasonable solutions can be showed
C. PART 3: Lessons drawn from the course:
Business communicators must present graphical data in the same ethical, honest manner required
for all messages.
D. PART 4: Expecting lessons afterwards:
The Rang Dong company has not yet been accused of any physical penalty. It’s due to the fact
that the spread of mercury in the burn doesn’t immediately affect residents’ health so there are no
direct consequences. Moreover, since the factory is burnt down, the company can not go back to
business and therefore, we can not know how the customers may react to their products
afterward. So in this case, we’d like to speculate different future scenarios and evaluate solutions
that we think the company can apply to gain back what is lost - whether it is sales or customers’
loyalty or both. These solutions may be illogical at some point, but it can be our first minor step
to gain more experience in running our own or assigned business.
In addition, we can know the importance of the real information as well as giving timely
warnings about dangerous areas (even if necessary, the people can evacuate) because the health
of the people is not something that can be ignored. Besides, timely and accurate announcements
are very significant. If the company has no timely accurate information when there is a problem,
it will be easy to occur different erroneous statements on social networks. As a result, the citizens
or consumers will be puzzled and the company will have more troubles with the fake news.
The Rang Dong Company finally had an official announcement about the amount of mercury
released into the environment after the fire, but only after there was irrefutable scientific
evidence. While every day, environmental pollution can directly affect people's health, this late
acknowledgment shows the insensitivity and lack of responsibility of the company. Selfawareness and timeliness of announcement are the most important factors that influence the
company when there is a problem.
