Assignment 2_Haagen-Dazs Case
From Haagen-Dazs Case, we can clearly know the crisis of Haagen-Dazs is about environment. As an ice cream company, its ingredients and the quality of production are the most important. Moreover, it may appear some other crises easily at the same time. Due to these points, Haagen-Dazs needs to pay attention to several crises, particularly the environmental crisis.
Haagen-Dazs is a company which produces and sells numerous kinds and flavors of ice cream. For example, vanilla ice cream, chocolate ice cream and coffee ice cream are the original flavors for consumers. What’s more, the Haagen-Dazs brand has a large attraction for people. This is a remarkable organizational culture of Haagen-Dazs, and its brand comes from various countries. Furthermore, Haagen-Dazs aims at the traditions, craftsmanship, natural ingredients, and quality production. Therefore, environment, especially the ingredients become more and more vital for this company. It cannot ignore the importance of ingredients, because it will influences the quality of ice cream.
In the recent years, the honey bee is disappearing around the world, such as theUnited States, theUK,Canada, and some countries of Europe andAsia. When we were children, we learned a lot of knowledge about biology from our textbook, so we expressly understood that bees could pollinate up to many kinds of plants. From this article, someone only focuses on the product on honey. However, I think this is short-sighted and irresponsible. Even though a bee only produces half of a teaspoon of honey in a long time, it can pollinate up to three million plants. It can say that food which we eat in general depends on engaged bees. From this reason, we can know the function of bees is very essential and crucial in our lives.
Nevertheless, because of the disappearance of honey bee, lots of plants or foods which we usually eat have been in danger. Besides that, this type of effect or crisis is widespread. Additionally, without bees, Haagen-Dazs will not produce any ice cream with fruits and nuts. Moreover, more than 40% ingredients of all-natural flavors need honey bee pollination. It proves the importance of honey bee pollination and bees. Consequently, this kind of crisis needs to be solved as soon as possible by scientists, organizations and relevant departments and people.
There are so many reasons causing the crisis. Actually, some of them are not true; even they are some suspects by experts. The author says that “The primary symptom is simple no adult honey bees present in the hive—or a low number—but with a live queen and no dead honey bee present. Often, there is still honey in the hives and some immature bees.” From this sentence, we can clearly know that multiplying for bees limits the amount of present bees so that less and less bees work around the plants and pollination. Therefore, our plants cannot grow up well. Of course, this crisis also exists some rumors, such as cell phones impacts on the crisis. However, some experts do not approve of this point, and make an investigation which is based on this statement.
Furthermore, from this case, the leading reason may be a parasite, an unknown virus, a bacteria, and pesticides. These four elements can decrease the bee, even can kill bees. Nevertheless, the experts cannot find the dead bee. Besides that, there is a kind of mite which called varroa mite that lives in theNorth Americainfesting colonies and sucking blood from the bees. In my opinion, this point is the main reason which causes weight loss, deformities, disease, and reduced life span.
Although honey bee crisis has occurred all over the world, Haagen-Dazs has not been affected yet. On the contrary, it gives Haagen-Dazs a hard-won chance so that develops and sells the production. Moreover, it is occasional to adopt crisis management plan by Haagen-Dazs. It is another problem for this company which will influence the profits and any other things when crisis comes.
There are five strategies for Haagen-Dazs to reply this crisis, objectives, research, planning, execution (Tactics), and evaluation and success.
In the objectives campaign, it is to persuade people to obtain more profits, to pay more attention to this crisis, to protect bees, to focus on the importance of bees, and to understand and spread the meaning of the Haagen-Dazs brand, and so forth. For instance, recommending consumers to plant all kinds of flowers in order to attract more bees to pollinate.
Moreover, making a research is to ensure the credibility and necessity of protecting bees around the company, even the world. Simultaneously, this strategy also can educate and guide people to think about this issue and have more passion to protect bees. Also, it can show that consumers focus on their foods and care about the where they come from and what they eat.
It is more approachable and pivotal to have a plan in order to help create a close relation between people and the brand of Haagen-Dazs. Besides, this campaign guides consumers to have more insights.
What’s more, Haagen-Dazs offers many parts to face the environment crisis about honey bee. Donation, development of special area of expertise, creation of more flavors, industry and media outreach, and other elements support execution campaign. These factors have a lot of advantages to reply this crisis.
Comparing to the previous strategies, evaluation and success campaign is similar to the objectives campaign. It also has three sets of goals: business, awareness/comprehension and behavior.
This crisis brings a vital opportunity for Haagen-Dazs to adopt the power and popularity of the brand of ice cream. Moreover, Haagen-Dazs won several awards through this crisis. In my view, it is immeasurable and unlimited for Haagen-Dazs. The outcomes are positive for Haagen-Dazs and the world, especially theUnited States. Consumers have focused on planting the bee-friendly habitats and flowers so that they aim on protecting bees.
Furthermore, although there is no conclusive data showing the reasons why bees disappear, this crisis announces companies and people that should pay more attention to the environment crisis in our lives.
Through this case, I understand the environment is very important and necessary for us and our lives. We should pay attention to environment crisis and crisis management plans. In my future job, I should focus on the importance and necessity of biology.