Case Analysis

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  • Topic: Kraft Foods, Fast food, Burrito
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  • Published : September 26, 2011
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Case Analysis: Taco Bell & Kraft Foods Incorporated
BUS 600
James Moore
August 28, 2011

Case Analysis: Taco Bell & Kraft Foods Incorporated
Laurie Gannon, the Public Relations Director at Taco Bell Corporation received a call that would change the dynamic of the entire corporation. The company’s government relations team informed Laurie that a special interest group in Washington, DC named Friends of the Earth, had planned to hold a press conference within the next week to discuss Taco Bell labeled taco shells distributed by the corporation’s partner, Kraft Foods. (O'Rouke) The group had also planned to publish their findings in the Washington Post as another attempt to raise awareness that the Taco Bell labeled taco shells that were sold in grocery stores contained an ingredient that was proclaimed unsuitable for human consumption.(O'Rouke) Although, Kraft Foods was primarily responsible of the production and distribution of the taco shells, the Taco Bell Corporation’s reputation would be negatively affected as much as Kraft with all of the media attention because the product has the company’s label. In this situation, both Taco Bell and Kraft should look into producing at-home taco shells and taco products that are not genetically modified to ensure not only the safety of the company, but also the consumers. Once Kraft Foods and Taco Bell agreed on coming together and producing a grocery line of Taco Bell products in 1996, the agreement effected each company positively. With Kraft’s extremely respectable reputation among the national market, and Taco Bell’s familiar name and logo business had no other choice but to successfully increase. However, since Kraft Foods deals with the products more hands on in comparison to Taco Bell. The individuals of the Taco bell Corporation may not have known that the products that Kraft was producing contained StarLink. StarLink, a genetically modified strain of corn engineered to produce a toxin to prevent...
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