COM323e: Vertafit Crisis Response and Evaluation TMA 2 | January 2025, Singapore

Question 1

Answer all the following questions based on the scenario below. (100 marks)

Scenario: Vertafit, a premium gym and fitness apparel brand, has built a strong reputation for high-quality products and an empowering fitness community. However, the brand faces a potential crisis after a whistleblower reveals that an internal training session conducted by a senior manager included offensive remarks and bullying behaviour that contradicted the company’s stated commitment to Diversity, Equity, and Inclusion (DEI). The incident quickly gained traction on social media, with users calling out Vertafit for not practicing what it preaches about inclusivity. Customers and employees alike are expressing disappointment, and several news outlets have reached out for a statement.

a) Crisis Contingency Plan (50 marks)

Formulate a crisis contingency plan for Vertafit to address the growing backlash. Your plan should include steps to manage the immediate fallout, assign roles and responsibilities, and prepare the company’s media communication strategy. You should also outline how Vertafit should communicate with the media to ensure transparency while protecting its brand reputation.

b) Evaluating Crisis Response (40 marks)

Discuss how Vertafit can evaluate their crisis response. Your strategy should include methods for monitoring public sentiment, engaging stakeholders, and optimising communication efforts to rebuild trust and reinforce the brand’s commitment to DEI.

Language, Content Organisation, and APA Referencing (10 marks)

Note: This TMA covers materials in Study Units 1, 2 and 3. Please review the materials before beginning the assignment. You are required to look up external resources to provide a substantial answer to the question.