Odwalla, Inc. Dear Odwalla Retail Term Paper

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Due to the fact that Odwalla does not pasteurize its products and, therefore, it preserves the initial texture, but also internal microorganisms (E. Coli), an unfortunate incident occurred in Florida, leading to the sickness of 60 persons. Specialists made a connection between the sickness and the Odwalla fruit juice, so the Corporation was somehow made responsible for the situation created.

Action plan: The consultancy company that handles this case submits you the following action plan:

1. Organize a formal press statement that would be later on made public through all media and communication channels. The aim is to:

a) Apologize and explain to customers the reasons that led to this situation (the desire of the company to offer natural products, in contrast to synthetic ones);

b) Highlight once again the positive implications of using Odwalla products - offering strength, more energy, vitamins, etc., as well as enumerating the negative consequences of constant use of preservative content products on a regular basis.

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A c) Indicate a solution for improving the current status - using chlorine for limiting bacteria intrusions, but in appropriate quantities so as to not distort the taste of the product.

Deadline for this action: 1 week.

Offer compensation to affected Odwalla consumers: the company should support the customer's expenditures on drugs, hospital treatment and moral damages caused by the consumption of Odwalla products. The company should designate a manager for investigating the compensation figures (call hospitals, health security funds, involved….....

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