Primary File Info
Chobani: Managing Explosive Growth, Aggressive Competition and Threats to Product Quality
Xie, Y, Truesdell, K., and O’Rourke, J. S. (Editor)
February 15, 2018
Strategy & General Management, Marketing & Sales
Brand Management, crisis management, customer communication, customer relations, Food and Beverage, reputation management
A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem, and address a flood of customer concerns. While the company successfully identifies the problem, recalls the product, and fields customers’ concerns within weeks, the adverse incident calls Chobani’s foundational strategy into question. The company must decide if product quality and word-of-mouth marketing are enough to spur continued growth, combat increased competition and manage future threats associated with product quality.