i. IntroductionThe analytical aspect of a crisis management stands for a systematic attempt to avoid organizational crises. It is the way of managing those crises events that do occur in an organisational set up (Pearson & Clair, 1998). As the word suggests in itself; it is a major, unpredictable event that threatens to harm an organization, along with its stakeholders. The management part comes in as these crises are though unpredictable, yet are not unexpected (Coombs, 1999). There are three elements of crisis that are common to most of its definitions (Seeger, Sellnow & Ulmer, 1998).
These are as follows -straight threat to the organization, accompanies with an element of surprise, and gives short decision making time All these elements are supported by four types of organizational crises (Smith & Millar, 2002). These types can be categorised intoSudden Crises; these are the crises that are sudden in character. These are represented by natural disasters or workplace violence; Smoldering Crises, are those problems that starts in a miniature form and gets fixed recognising the potentiality for trouble; Bizarre, are those crises that are like the finger in the Wendy's Restaurant Chili; and the last being Perceptual Crises, which is a long-running problem.
This can be exemplified to what Proctor & Gamble used to have with their former corporate logo that included a half-moon and stars. The problem was by the critics who would claim it to be a symbol of devil-worship, calling for boycotts of P& G products. Crisis management plans cover all those incidents that are due to bomb threats, child abuse, natural disasters, suicide, drug abuse and gang activities (Kansas City Public Schools, 2007).
These plans also aim to address all those people who are in need of information about a particular crisis or the way to come out of it (Virginia Department of Education, 2002). This paper is going explore all these aspects and will find out how Mattel Inc. fell into a crisis in 2007 and came out of it with proper application of certain theories and managerial proceedings. Mattel Inc. is a kind of case that this paper will focus and thereby will highlight the analytical aspects of crisis management. II.
Crisis eventFigure 1 Mattel headquarters in El SegundoMattel Inc. is recognized as the world's largest toy company based on revenue. The famous toys icons that it imports are Barbie dolls, Hot Wheels and Matchbox cars, American Girl dolls, board games. In 1945 this company came into existence by Harold "Matt" Matson and Elliot Handler, hence was the named as “matt-el". The crisis of Mattel Inc. broke on August 2, 2007. On this particular day, the Mattel's Fisher-Price subsidiary recalled almost a million Chinese-made toys. It was all because of potential hazards that came up due to the colored section of the toys which were done using lead-based paint [Fisher-Price Recalls Licensed Character Toys Due To Lead Poisoning Hazard].
The scientific assessments was that children who suck on or ingest toys with high lead content may be poisoned, which can lead to learning and behavior problems, and even death. The cases turned worst than ever, and Mattel toys' lead in paint was found to be 180 times the limit. The estimations that came after the strict investigations, stated that the paint on the toys was up to 11% lead, or 110,000 parts per million.
Whereas on the contrary, the U. S. Federal law allows a minimal of just 0.06% lead, or 600 parts per million of paint over the toys.