Odwalla Memo Essay Example

maintain consumer confidence and public opinion, Odwalla must take appropriate measures to ensure consumers that this unfortunate situation is an isolated incident.

Addressing Contaminated Juice ProductsSeptember 4, 2008 Page 2 of 2 Plan of Action: Mr. Williamson, as a representative of Odwalla, must quickly and accurately respond to the connection between Odwalla fresh apple juice and the E. coli viral incidents brought forward by the Washington State Department of Health. In order to address this issue in the most comprehensive manner, a strategic plan must include:

Strategy for External Communications

• Instigate an immediate recall of all Odwalla products in order to avoid future incidents and accurately address the contamination
• Issue a press release and hold a press conference to publically take responsibility and express grave concern for the illnesses and death caused by consumption of Odwalla products.
• Offer to cover medical expenses and other intangible expenses related to health concerns for the victims and their families
• Attend all solicited interviews - answer all questions about contamination incidents and address strategic solutions
• Develop a website to outline details of the incident, offer specific dates and times of press conferences and address a tactical plan of action
• Focus efforts on maintaining the quality standard in the production of products which will serve to reinforce the brand image and customer loyalty

Strategy for Internal Communications.

1. Hold company-wide press conferences to inform employees about strategic solutions to cure contamination and assure them that similar incidents will not occur in the future
2. Deliver all current and relevant information to company employees via email or phone conferences to mediate public response and prevent the circulation of company-wide gossip
3. Reinforce company moral and assure employees
   

that the brand image will not be tainted

Odwalla must honestly and accurately answer all questions concerning these health incidents while maintaining public responsibility and sincere apologies to the victims, their families and all Odwalla consumers.

If this plan is enacted and maintained, Odwalla should be able to retain their perceived quality standard, brand image and customer loyalty in the marketplace.