International Foods Company is an international firm that deals in global food production and supplies.
writing
Description
Case study: International Foods Company
International Foods Company is an international firm that
deals in global food production and supplies. It has been a successful producer
and supplier of bagged salads and noodles to a number of South Asian countries
since 1998. The company, which is Chinese-owned, has since 2001 made numerous
inroads into the South Asian sub-continent especially in countries like
Malaysia, Singapore and Indonesia. Its products especially the bagged salads
are heavily patronised by many people. The company has an outlet at the Xiamen
University Malaysia campus where students and staff members buy from. More
recently, some customers reported that they found millipedes in the course of
eating the salad. Some customers have since boycotted the salads. The issue has
caused considerable concern to the company and has affected its brand.
You have been contracted by the firm, as an international
Business consultant, to allay the fears of customers and also to help it in its
current crisis. It would be appreciated if you could critically examine the
issue on this basis:
1.
What issues do this
problem raise?
2.
What Marketing efforts
are you going to use in dealing with the situation? How would this impact on the company’s reputation and
what efforts can be used to mitigate the negative reputation on the brand?
3.
With your knowledge of foreign market
analysis, determine whether it would be a good opportunity for the company to
invest outside the South Asian sub-region in the light of the present
happening. What key considerations would you make in line with this?
Not
more than 1500 words including reference
