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The Painful Truth of a Company’s Pursuit of Quality

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GM588 FINAL PROJECT PROPOSAL OUTLINE
Annette M Daniels

1. THE PAINFUL TRUTH OF A COMPANY’S PURSUIT OF QUALITY 2. Johnson and Johnson 3. Johnson & Johnson was organized in the State of New Jersey in 1886. Today they employee approximately 115,000 people worldwide. Johnson & Johnson has more than 250 companies located in 57 countries around the world. From these 250 companies they Manufacture and sell health care products.
The Family of Companies is organized into several business segments comprised of franchises and therapeutic categories. * Consumer Health Care
The Consumer segment includes a broad range of consumer health and personal care products in the beauty, baby, oral care and women’s health categories, as well as nutritional products and over-the-counter medicines and wellness and prevention platforms. * Medical Devices & Diagnostics
The Medical Devices & Diagnostics segment focuses on technologies, solutions and services in the fields of cardiovascular disease, diabetes care, orthopedics, vision care, wound care, aesthetics, sports medicine, infection prevention, minimally invasive surgery, and diagnostics. * Pharmaceuticals
It includes products in the anti-infective, antipsychotic, cardiovascular, contraceptive, dermatology, gastrointestinal, hematology, immunology, neurology, oncology, pain management, and urology and virology fields.

* Many of Johnson and Johnson’s businesses and facilities have been certified to meet International Organization for Standardization (ISO) requirements for quality management. ISO certification means that a quality management system has been thoroughly reviewed by an outside audit committee and found to satisfy rigorous standards when it comes to such important principles as customer focus, leadership, employee involvement, and continual improvement.

4. With such a large governance of 250 companies owned by Johnson and Johnson, how can any corporation meet the Quality demands for all of its health care products? They cannot.
This paper will focus on one product Tylenol, which is manufactured and distributed by Johnson and Johnson. The McNeil Laboratories, one of their smaller manufacturing companies.
Johnson and Johnson have been plagued with problems with quality issues pertaining to their Tylenol products for many years. In 1982 Johnson and Johnson faced a Public health nightmare when one of their best selling products Extra Strength Tylenol was linked to the murders of 11 individuals. The culprit was Product tampering, and whoever placed the cyanide in the capsules has not been arrested to date. In my paper I will explore what and how a company of Johnson and Johnson’s magnitude is able to out sell competitors, have massive recalls with millions of dollars in lost revenue and be able to gain back the public’s confidence and go on to continue to sell Tylenol today.
Has Johnson and Johnson learned from mistakes in the past no , you would imagine any company who has had a massive Public relations issue as large as the Tylenol murders would never want to test those waters again. However here we are the year is 2011 and Tylenol has been recalled again. This recall is the companies fault. On June 29, 2011 -- Johnson & Johnson announced a recall of 60,912 bottles of Tylenol Extra Strength Caplets because of reports that some containers had an "offensive" odor that has been associated with gastrointestinal symptoms. Behind this recall is the same laboratory from 1982- McNeil laboratories which manufactures the Extra Strength Tylenol. What needs to be done, what Quality measures should be in place, or need to be put in place. I will explore:

* Restoration of consumer confidence * Product safety * Crisis management * Government intervention * Recalls
5. The potential is there for Johnson and Johnson to gain back its consumer confidence and increase its market shares on Tylenol. Johnson and Johnsons goal is to retain the consumers’ confidence not only in their Tylenol product but all of its products. Their name is behind 250 companies which represents a multitude of healthcare products. If one products reputation is ruined, it is possible for consumer confidence to wan on all of their healthcare products. This could result in substantial losses in market shares for many of their company’s products. * Japanese professor Noriaki Kano, with his teachings on meeting customer expectations he states safety featured which consumers feel is a given. * Requirements consumers want, creates customer satisfaction when they are given to them. * New innovation which a customer is not expecting and is given this creates customer satisfaction. A lot of these ideas Johnson and Johnson used to restore they client base, but now with continued failure for quality and safety how they will restore their reputation and gain back their consumers confidences. (Evans & William, 2011)
6. A Quality management initiative I would like to see incorporated into all of the Johnson and Johnsons 250 divisions of manufacturing would be the Lean Principles of Japanese Guru Iwao Kobayashi The 5S Process, or simply "5S", is a structured program to systematically achieve total organization, cleanliness, and standardization in the workplace. A well-organized workplace results in a safer, more efficient, and more productive operation. It boosts the morale of the workers, promoting a sense of pride in their work and ownership of their responsibilities.
It also promotes a sense of cleanliness which is needed in some of the Johnson and Johnson facilities. http://www.siliconfareast.com/5S.htm

7. The importance of customer satisfaction, loyalty, complaint resolution, and customer relationship management, is one of the course objectives. I will explore some of the ways Johnson and Johnson managed these consumer relations nightmares and identify ways Johnson and Johnson used to gain back (if they ever lost) their customer loyalty and retains it to this day.

8. Sources:
Evans, J. R., & William, L. M. (2011). Managing for Quality and Performance Excellence. Mason,Ohio: South-Western Cengage Learning.
Knight, J. (1982, October 11). Tylenol's Maker Shows How to Respond to Crisis, p. 1. http://www.jnj.com/wps/wcm/connect/9927c0804f5568329fdebf1bb31559c7/dedication-to-quality.pdf?MOD=AJPERES http://en.wikipedia.org/wiki/Chicago_Tylenol_murders
http://www.siliconfareast.com/5S.htm

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