Company
Background
Sanlu was a
state-owned Chinese dairy products company based in Xinhua District,
Shijiazhuang.It produced one of the oldest and most popular brands of infant
formula in China.And New Zealand's Fonterra owned 43% of Sanlu.
Due to the Sanlu crisis,it
received a bankruptcy order from Shijiazhuang Court on 24 December 2008, and
several of its top managers were sentenced to long prison terms.
Sanlu Crisis refer its
infant formula had been contaminated with the toxic chemical melamine.
Melamine, a chemical used to produce plastics and fertilizer, can appear to
heighten the protein levels of milk so that the milk is erroneously iden-
tified as a higher grade and yields a higher price. The dangerous effect to health
is infants and young children will become sick or even die from kidney failure.
The melamine scare also resulted in many countries recalling and banning goods
using milk products from China
How did Sanlu milk crisis arise?
There are reasons leading initial rise of Sanlu in
China
- Breastfeeding
was declining in China
- Emphasizes
on using infant forumla
- Very
intensifies inter-regional competition among the industry
Most importanyly. Sanlu took advantages of
low price
First complaint about milk adulteration: Dec 2007
A consumer posted in the internet community about
package dated post 17th Dec and reported to be a fake (Power of Internet)
The crisis came into light in Sept 2008 when the
company did not respond to the Chinese government on the alteration of milk and
its effects which killed 3 babies
The Chinese government was alerted by the New Zealand prime minster as Fonterra group, a New Zealand milk company and joint ventured with Sanlu for mutual benefits
Sanlu made a public apology on 15th Sept
Who is responsible?
1. Sanlu:
Neglect the harmful results of adding chemicals into milk powder
Want to maximize their profit & decrease their cost
Top management: not ensuring a visibility in supply chain
Also hide the problem to government
1. Sanlu:
Neglect the harmful results of adding chemicals into milk powder
Want to maximize their profit & decrease their cost
Top management: not ensuring a visibility in supply chain
Also hide the problem to government
2. Suppliers:
produce & supply milk powder with chemicals(melamine)
produce & supply milk powder with chemicals(melamine)
3. Government:
Should regulate the quality control as compulsory
The internal food crisis was discovered by a foreign country
Should regulate the quality control as compulsory
The internal food crisis was discovered by a foreign country
Why do companies outsource?
- Sanlu can concentrate on its core activities(dairy
R&D) which has competitive edge
- Non-core activities aren’t the company’s
competitive edge
- require management effort and continuous
investment to keep them operating
- Avoid taxes, governmnet regulation,
labour cost, etc.
Pros of outsourcing
§
Milk Station
(Outsourced vendors) are specialized on the raw milk production
§
To reduce the
costs and the dependence on non-core activities
Enjoy economies of scale by reducing labour cost
Sanlu has > 30 production plants and > 10,000 employees
§
The risk of the
raw milk production can be shared with the outsourced vendors
Cost of raw milk production can be reduced, including labour and operating cost
Cons of
outsourcing
- Risk of losing controls of quality and unable to have the first
hand information
- Hidden costs and legal problems
- Losing management over the raw milk production , for example :
leak of formula of milk
What is the role of ethics in supply-chain management?
We divide it into different aspects.
We divide it into different aspects.
Economic
responsibilities:
|
Supply
high quality products and services
|
Legal
responsibilities:
|
Obey
laws and regulations
|
Ethical
responsibilities:
|
Conduct
business in a way that is morally consistent with the beliefs of society
|
Vertical integration: Suppliers >Farmers
- Offering
acceptably price to the farmers in order to prevent causing cost pressure
- Share
the knowledge with the farmers and management method to milk centre
- Clearly
clarify the company ethical expectation with the suppliers and
distributors
- Hiring
consulting companies to monitor the supply chain process
Channel
Management
§
Direct and
indirect connection to Supply Chain
§
More direct
connection with milk center
>Supervise the whole process of
collecting the raw materials whether conduct is ethical or not
§
Ensure high
visibility in Supply Chain
>Sanlu covers the
problems at the beginning which increase the seriousness of the scandal
Competition in the industry
Because Sanlu grows too aggressive causing the
shortage milk and lower the quality,the crisis was discovered.
For creating a stronger corporate culture, Sanlu should recruit talented individuals with high moral
standard to assure quality control.
Society expectation
Sanlu should distinguish the expected ethical
values between business operations and society (clear about the customers’
expectation)
What can be done to restore confidence
in Chinese dairy products?
1.
Corporate Social Responsibillity
>Increase visibility between
trading parties –Tracing System
(Through labeling and database)
(Through labeling and database)
>Establish received feedback
and recall defected products channels
>Encourage the customers to
set up Customer Council
>Release the annual report and
compliant improvement time to time
2.
Advertising
>Cooperation with other dairy
companies through experience sharing
>Milk Station Open Day/
Exhibition for public
>Emphasize the importance of fair trading
3.Supervision
and management
> Set up real time database by
enhancement of information updating
>Grading system to the diary
products based on different criteria
>Strictly standardize the regulations
to dairy products
> Termination of bad record
suppliers
4.Select
raw materials from foreign suppliers
>Choose
some famous foreign suppliers with good reputation( using Natural materials )
and publicise it
>Invite foreign expertise to monitor the
manufacturing process
Reference:
https://hbr.org/product/sanlu-s-melamine-tainted-milk-crisis-in-china/an/HKU837-PDF-ENG
http://www.chinabusinessreview.com/ethical-supply-chain-management/
Reference:
https://hbr.org/product/sanlu-s-melamine-tainted-milk-crisis-in-china/an/HKU837-PDF-ENG
http://www.chinabusinessreview.com/ethical-supply-chain-management/