This paper is a crisis management case study for Karma-Organic Food for Dogs.
Written in 2008; 1,310 words; 3 sources; APA; $ 44.95
Paper Summary:
This paper reviews a crisis campaign or over-arching strategy geared towards ensuring that Karma-Organic Food for Dogs can emerge in good condition from a bruising product recall, which has turned its industry upside down. The author identifies the groups that should be targeted by any marketing campaign in the grim aftermath of this recall. The paper points out that crisis planning involves reminding the public that the company is concerned about its consumers, quality, ethical business practices and making a product that can meet the most exacting quality standards. The author concludes that the best communication strategy is to accentuate the positive and the company's long and distinguished history of providing organic food at economical prices so that Karma-Organic Food for Dogs can emerge from this industry-wide crisis a winner.
From the Paper:
"Before going too far, it is important to discuss in some detail the entire recall crisis. To begin with, a quick glance at the Menu Foods recall website reveals that the list of recalled items has grown recently and that ChemNutra Wheat Gluten appears to be the main culprit responsible for the crisis. Furthermore, the website indicates that Menu Foods is taking (or was as of March, 2007) steps to divine the cause of the illnesses striking the pets of customers - the identification of the aforementioned ChemNutra Wheat Gluten (and the massive recall of food products) would seem to be the most significant step."
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