The Action Plan and Considerations
The action to be taken by the company will depend on the short and long term impact on productivity, the perception of the people, and demand in the market. The action plan will highly consider the ethical and legal consequences to ensure a rational decision is made. The strategic action plan will influence the success of Green Power Corporation now and in the future. The alternative courses of action have been raised and address all the concerns of the stakeholders in the supply chain.
Alternative Course of Action
The first alternative course of action to take is changing the market plan to focus on ensuring products do not last long on the shelves. Changing the marketing plan ensures that output and processes are customer-centered and will determine the strategic dimension in the relationship the organization will have with its business environment (McDonald 118). According to James, the rate of reaction of the chemical compound was increasing over the course of time, and thus the more they stay on the shelves, the more they harm the people. Although the ingredients have been approved by the Food and Drug Administration, GPC will need to look at the ethical compliance and consider the needs of the consumer in the final decision. Releasing the information to the public will have a catastrophic effect on the company and the employees. It will destroy the reputation that the company has tried to build since 2015. Recalling all the products in the market will raise a concern among the clients, leading to a wrong perception by the people. As the chief ethical officer, the change in the marketing plan will ensure the problem will be addressed in the short term. The clients will not continue to suffer due to taking Green Power energy drink. The marketing plan will start with the control of the production of the energy drink. That will ensure that products are released based on the market demand and the energy drinks will have a short shelf life. The action will not raise an alarm among the clients, and it will give the company ample time to make rational decisions that will contribute to its long-term success.
The second alternative course of action to take is the company investing in doing research on the chemical compound found in its drinks. According to the case study, the European Union banned Green Energy products due to the potential of containing carcinogenic contaminants. Sydney, who is the CEO of the company, wants to propel the company net stock options to about 20 million dollars. To achieve that, she will need to make strategic decisions such as venturing into new markets on top of the New England market. More resources will need to be allocated to ensure the company has a good research and development team to deal with such issues in the future. To calm the speculations from the media reports and social media, Sydney will need to address a press conference to assure all the people that the company is investigating the issue and really cares for the needs of the clients. Further research will help the company in making its decision regarding the energy drink to ensure it continues to dominate and grow its market share. The in-house team will need to be trusted in conducting the research before an independent team is brought. Better research will ensure there is continuous testing of the product to improve the quality, address the ethical and legal concerns, and ensure GPC products do not affect the users in the future. It will help Green Power Corporation to address the health concerns and be given the authorization to sell its products in the European Union market and succeed in its global expansion program.
Another alternative course of action to take is considering changing the packaging material. The spread of the media reports and social media posts will continue to affect the reputation of the company. Before more research is conducted, the company can consider changing the packaging material and use one that does not contain an inner liner that causes harm to the people. The company can seek an eco-friendly packaging option to eliminate the concerns and ensure the safety of their clients. It will help to address the issue and contribute to its strategy of entering the European Union market where its product was banned due to the potential of contamination. GPC can also use the opportunity to attract more clients, especially those who are concerned about environmental conservation, by using environmentally friendly materials. Changing the material will give the company a competitive advantage over its competitors and contribute to its growth in the New England states and other regions in the United States and in the world.
Recommendation
The best action that Green Power Corporation can take is investing in research. According to Gilaninia, research and development help organizations stay ahead of the market and maintain relevance. Announcing the findings will give a competitive edge to other established companies in the market, such as Red Bull. It will also affect the plan of the company to attract the older generation who work in the taxi industry and long-distance drivers. One of the advantages of investing in research is it will help GPC make short and long-term decisions. There are issues that will affect the company's product in the future, and investing in research will help to ensure there is continuous testing of the products before they are released to the market. The second advantage of investing in research is to choose the best packaging materials for its energy drink. With the inner lining being considered a contaminant, GPC will need to find an alternative that will meet the ethical and legal standards in the United States and other regions in the world. The third advantage is it will help GPC make a tentative finding. The company will find the cause of the illnesses and release a report to the mainstream and social media to address the speculations that have been spreading. Through research, GPC will prevent any lawsuits in the future as it will be legally compliant, and its products will not be affecting people. Addressing the current issues will help in the long-term success of Green Power Corporation and give it a competitive advantage over its competitors.
Work Cited
Gilaninia, Shahram. "Competitive support of governments for research, development and
innovation and its interaction with knowledge production criteria." Cogent Business & Management 4.1 (2017): 1315861.
McDONALD, M. A. L. C. O. L. M. "Strategic marketing planning: theory and practice." The
marketing book. Routledge, 2016. 108-142.
