Odwalla Juice Recall Crisis

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Individual Case Analysis

Companies in Crisis- What to do when it all goes wrong?

Discussion Questions:

1. What should the company do regarding the following specific issues? a. Should the company recall all of its fresh apple juice, just those batches considered potentially contaminated, or not recall any of the product?

I think Odwalla should recall all of its fresh apple juice in order to prevent consumers from having to worry about purchasing the product and getting contaminated. Until the problem is solved fresh apple juice should not be distributed.

b. Should the company admit responsibility immediately? If so, then why? If not, the why not?

Yes the company should admit responsibility as soon as they are certain that the crisis has occurred so that people see that they are serious and willing to do as much as they can.

c. How should the company address media interviews? What should be said and what should not be said?

The company should be honest and acknowledge that they have made a mistake. On all interviews the company should express sympathy and regret for those affected and immediately promise that the company will pay all medical costs associated with the crisis. The company should also say the latest news on the crisis and ensure the public that the company has a handle on the problem. Listing places customers can ask questions and seek help about problems related to the crisis can be very appreciated by the customers knowing that the company cares about them.

The company should set up a web site explaining what has happened as well as speak to the press and appear on T.V. to reach a great number of people.

d. Write a short press release for the company addressing the outbreak to present on national television?

Press Release

FOR IMMEDIATE RELEASE Contact: Greg Steltenpohl October 31, 1996...
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