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Odwalla Case

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Odwalla Incorporate is known for high quality products and it takes pride in the way the juices are made. However, with E. coli crisis it has become extremely difficult to maintain that standard unless Odwalla designs a proper strategy to counter the effect. I will help you design a communication strategy for each stakeholder to emerge from this crisis, regain loyalty and improve brand image.

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.

KEY ISSUES

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...