The Rise and the Fall of Odwalla

1/16/2013

Odwalla

The rise and the fall of Odwalla

Odwalla was a company that was founded in 1980 and its strategeticall differentiation was base on "all -natural" composite of their products.

The key communication issues for Odwalla were internal and exteovidernal communications. Base on the inTernal aspect the company had on a daily basis comference call from company wide, which were to provide employees the latest imformation as well for new instruction and also to ask questions. for the external side was company communicate to the press aswel appearing on tv within 24 hours following the E-coli outbreak, and attemps were made to provide current imformation.

The communication strategy may focus on retaining consumer confidence by coming forward with a plan that will insurethe public that a resolution has been establish, the previous approach was not the right approach but now we have found a way to keep up with producing the taste whill also process the fruit and a guaranteed way to destroy E-coli .

Before the crisis odwalla appears not to have an effective crisis management system in place. The CEO focus was to followed the vision statement of the company, and aswell its core values ,intergrety and honesty. It's appear to be the company main concern was keeping up with their reputation on the healthiest way to go.

Company such as Odwalla I find it very important to develop guidelines before a crisis happen because when a crisis is happening time is limited. It is important for the company to establish a plan which should include defining the risk, establishing action to mitigate the risk, identifying the risk and demonstrations of responsibility of management action.

Company such as Odwalla has a responsibility to change its production processes to insured the public as well the comsumers that it is safe to consume their product specially when their market is mostly people who concern for their health. Company such as odwalla it is important for them to take the extra step to establish new strategy for a crisis like E.Coli does not happen again.

...