Odwalla must take full ownership of this crisis and communicate to its stakeholders about the recall process, quality assurance policies and steps taken to resolve the issue. The timing and the process is extremely important to communicate effectively. Below are the list of key issues and the communication strategies for each stakeholder that will help get through this crisis.
Some of the key issues that Odwalla face because of the E. coli breakout are:
•Determining communication strategy to respond in the crisis •Identifying pasteurizing methods to maintain the same taste and quality •Maintaining current core competency – use of minimal production processes to deliver superior taste and nutritional values •Researching side effects of adding chlorine, as suggested by a quality assurance manager •Identifying ways to provide safe products in future
•Identifying ways to maintain the customer loyalty
•Identifying strategy to regain stakeholders’ faith
•Handling lawsuits from affected consumers
These issues will affect the company’s future business operations. Therefore, Odwalla must take immediate action to contain the breakout and find solution to avoid re-occurrence in future.
COMMUNICATION STRATEGIES FOR EACH STAKEHOLDER
Odwalla must communicate with all of its stakeholders. The following are the communication strategies for the nine most important Odwalla stakeholders – the affected customers, the public, the employees, the crisis management committee, the distributors, the retailers, the suppliers, the officials, and the...