Odwalla Case Essay

Odw solelya Incorporate is known for high pure tone products and it takes pride in the way the juices are made. However, with E. coli crisis it has become extremely difficult to find 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, recover loyalty and improve brand image.Odwalla essential take full ownership of this crisis and communicate to its stakeholders about the recall process, quality assurance policies and steps taken to patch up the issue. The timing and the process is extremely pregnant to communicate efficaciously. Below are the list of key issues and the communication strategies for each stakeholder that will help get done this crisis.KEY ISSUESSome of the key issues that Odwalla face because of the E. coli suspension areDetermining communication strategy to respond in the crisis Identifying pasteurizing methods to introduce the same tast e 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 futureIdentifying ways to maintain the customer loyaltyIdentifying strategy to feel stakeholders faithHandling lawsuits from bear on consumersThese issues will affect the comp whatevers 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 STAKEHOLDEROdwalla 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 shareholders/investors.Affected Custom ersApologize immediately and take full responsibility for the crisis to the affected consumers by contacting them by phone or paying a visit Guarantee appropriate measures will be taken to fix the issue Send condolences letters to all consumers who are affected by consume the Odwalla juice and compensate them for medical costs and hardshipPublicLaunch TV, Radio and Internet advertisements to inform everybody about the crisis and seek apology Regain consumers confidence by assuring that this issue will be resolved soon Arrange factory tours for public assuranceEmployeesCall in for all-employee concussion to explain the crisis and ask employees for ideas to pasteurize the products by maintaining same taste Send out a memo to all employees requesting them to contact crisis management committee with ideas and inquiries watch all employees to direct any questions or inquiries from media to Internal communication departmentCrisis management committeeIdentify the batch numbers of the aff ected productsQuarantine all the affected productsDevelop the convalescence figure and review with officials before implementationDistributorsSend memos to distributors with batch numbers and ask them to recall the products and freeze any emerge going to the retailer Tell distributors to dispose all the products matching the batch numbers given to themRetailersSend memos to retailers with batch number and ask them to recall the affected products. Work with retailers for any customer re-funds requestsSuppliersSuspend receiving of all the supplies from the suppliers Ask suppliers to look for E. coli in their supplies and urge them to take appropriate actions Discuss with supplier for ideas and methods to avoid any contamination even before the products get to Odwalla facilityOfficialsCommunicate openly with the health agencies and law officials by cooperating with the investigation process Explain the recovery plan developed by crisis management committee Get certified for the proc ess from the health agenciesShareholders/InvestorsCall for immediate Board of director meeting and explain the crisis, recovery plan and cost of fixing the crisisNEXT STEPOdwalla must take immediate action to avoid damage to customers confidence direct and lose faith in stakeholders. In order to resolve the issue quickly Odwalla must take following important stepsIdentify the colly batch numbersQuarantine the contaminated productsCommunicate with all stakeholdersFind the root-cause of contaminationImplement the solution from root-cause analysisGet approval from health agencies prevail consumers updated via advertisements TV, Radio, Newspapers and Flyers Organize factory tour for customer satisfactionFINAL WORDSOdwalla must communicate immediately by enforcing the communication strategies. The consequences for non communicating effectively are worse and will affect from losing customers to long lawsuits and filing bankruptcy. It will be very challenging to find a solution that wi ll maintain the same taste and not to have pasteurized the products. However, you will find smart and effective ways of communicating with stakeholders in this memo that will not only help Odwalla regain the lost glory but also avoid any adverse implications.With every Core Competencies, there are rewards and crisis. Odwalla must embrace this crisis as a lesson learned and use this experience to come up with new tools and technologies for production process and live up to its visionOdwallas vision has always been to nourish people everywhere with the ineffably honest art and rhythm of natures offerings. We live on the principle of celebrate for our consumers who rely on us for consistent quality in taste and nourishment and respect for the earth on which we rely for holistic nourishmentI would like you to consider my communication strategies and be calm and patient in handling the crisis. Please feel free to contact me for any questions you may have.