ASSIGNMENT 1

CASE STUDY

Read the Case carefully and answer the questions that follow

FDA orders withdrawal of 16 tomato paste brands from market

The Food and Drugs Authority has directed the withdrawal of some 16 brands of tomato paste from the market.

The sixteen tomato paste products which were described by the FDA as unwholesome, are said to contain starch and colour ingredients which were not indicated on the labels. According to the FDA, these ingredients are not permitted in tomato paste, thus, violating the Ghana standards for tomato paste.

The products include; Prestige Tomato Paste, Roi Lion Double Concentrated Tomato Paste, Richese Tomato Paste, Green Garden Tomato Paste and Rococo Tomato Paste. The rest are Alyssa Tomato Paste, Aicha Tomato Paste, Shalom Tomato Paste, Mama and Papa Tomato Paste; Juliet Tomato Paste, Star-Time Tomato Paste and Daily Double Concentrated Tomato Paste.

In an interview with Citi News, James Lartey, Head of Communications and Public Education at the FDA said his outfit has not found any of the said products on the market after announcing the withdrawal.

He, however, assured the public that the FDA will frequently embark on such food safety exercises to ensure that only wholesome products are on the Ghanaian market.

Citi News Room (December 28, 2019)

Case Study Questions

1. Analyse the case using the appropriate case analysis technique.

2. Discuss five (5) potential consequences of a Product Recall.

3. What improvements in marketing strategy would you like to suggest to the listed companies to keep the Product Recall damage in check? Discuss five (5).

SUBJECT: CONSUMER BEHAVIOUR