Taco Bell Case Memo

Laxman Rao Medavarapu,

Date: January 21st, 2014,

MBAP 6001 Management Communications,

Taco Bell Case,

To: CEO of Taco Bell

This memo will suggest effective communications with the stakeholders when a company’s product has been given a negative impression, and it will discuss how to solve several brand license issues.

Background:

* Company’s Government Relations team, looks after government policies towards the company.

* Taco Bell was founded in 1962 by Glen Bell in Downey, California. It is a quick-service restaurants and famous for fast-food.

* Kraft Foods, Inc. was founded in 1903 by James L. Kraft. It is the world’s second largest food and beverages company.

* Taco Bell and Kraft have license agreement for Kraft to manufacture and distribute Taco Bell branded taco shells in grocery stores. They meet periodically to discuss things like quality, financial and strategic questions as per their agreement.

* Genetically Modified (GM) Foods means foods that are produced from crop plants that are improved with molecular biology methods.

* “Cry9c” is protein caused by GM, and it is a pesticide that unfit for human consumption. The Taco Bell shells had found consists of “Cry9c” in their products. Some countries and organizations like non- government organizations (NGO’s) are against the use of GM products until they authorized to use.

* Aventis is a world leader in life sciences, formed in December 1999 by Germany and France. StarLink is developed by Aventis and is strain of corn engineered to produce a toxin to prevent crop-harming pests. The toxin is called as “Cry9c” should be used in a animal feed only.

* Government Regulations since the U.S does not have a central agency, three organizations look after the GM products to protect the public. They are the Food and Drug Administration (FDA), the Environmental Protection Agency (EPA), the United States Department of Agriculture (USDA).

Discussion:

Of course using the product...