Arla Foods, Europe’s largest dairy company is the first major Scandinavian company to beginning blogging externally. Taking the scent is their Danish company, with three (3) different blogs all in Danish. The company hopes to store lowdown about food and health, the life on a farm and what is happening behind the organization.
Reasons for Blogging
Arla Foods’ corporate blogging is aimed at building long-term relationships by providing a man face to its consumers. Their blogs also wish to present their qualifications in the specific industry they’re in. In the average of much criticism in Denmark, blogging is a gallant but a logical step to take in countering bad press.
Aside from having to advocate itself against accusations of crushing small diary businesses in their native home, Arla Foods had to face the prevailing boycotts in the Middle East over the Danish caricatures of Prophet Mohammad. The drawings which were published in a Danish newspaper depicted an image of the prophet wearing a turban shaped as a bomb with a burning fuse. Islamic traditions prohibit any depiction of the prophet including considerate ones to prevent the consumption concerning such images that would lead to idolatry. The offended parties demanded an apology from the Danish government.
The Danish government stood its strand that the issue is primarily on freedom of the press, but Arla Foods was in a another toilsome position as it felt the satiation force of the appeal for a trade boycott like Danish products. Its sales plummeted to zero et sequens it had to lay-off as plenty as 100 people because of the inexistent demand. For a company that had annuity sales spil high as $480 million in the area, Arla Foods certainly felt the pressure.
The company has spent over 40 years to build a big business in the Middle East further is not about to give up easily in the face of such a challenge. They have been able to gain an intimate knowledge of the market and have managed to provide their co-operative members a stable income in the process. It came as a shock to see such a big work entity come to a finish stop in exclusively the countries in the region.
The paper that published the said caricatures has already apologized for offending many Muslims even if it were not in violation of any Danish law. The Danish government welcomed this act but reiterated that sovereignty media is denial edited aside the gubernatorial and thus it cannot apologize in behalf of the newspaper. The general situation was not positive as the backlash included diplomatic sanctions and Islamic militant attacks and threats.
Arla Foods was seen by many, exclusively the Danes to have bended its knees too quickly to the offended parties. When it was announced that the boycott of Danish products was to come to an fragment in a conference attended by Muslim clerics plus representatives of Arla, it was widely perceived as a deal that signaled the conquest of thuggery and extortion over free speech. The limit of the problem in the Middle East was the start of a new problem in Denmark.
The company’s sites refer to this move as an active marketing approach. Arla Foods facilitated the printing of the Danish government’s official statement indicating its respect for Islam in a Saudi newspaper. It was followed by a full attendant advertisement in 25 countries all clear the sector stating the company’s understanding of the region’s culture and values equal well as Islam. Arla Foods has also offered to start humane projects in the Middle East including helping disabled children and cancer sufferers. The company’s move is quite understandable if the business state is to indigen considered. However, altering shared perception may need to indiging given serious attention.
Blogging at Present
In the face of inactive criticism for supposedly trying to appease Muslim fundamentalists, Arla Foods had to find a way to air its side. After successfully putting an end to a boycott in the Middle East region, the omen of the Danish public’s boycotting of Arla products remain. It should live noted that the multinational company has long been criticized und so weiter boycotted in Denmark because of their supposed abuse concerning their dominant market position. They are entity accused concerning trying to eradicate smaller ampersand more ecologically minded dairies further small farmers in Denmark.
Serious image problem is probably the reason why the company opted to launch three blogs. The Danish press regularly features the company’s questionable tactics towards farmers who are uncooperative to them. The problem is not about their products which are considered good by anyone’s standard but the widespread dislike for the company itself.
One blog is handled by a couple regarding farmers who are shareholders in Arla. Extra blog called “Natural Thoughts” is handled apart the head of Arla’s Fact and Consumer Essential and the chief PR person. These blogs allow comments but not trackbacks. Arla’s blogs are said to be venturesome and imaginative but still falls short on its purpose.
The company’s head of communication has confirmed that putting up their weblogs is one initiative towards also dialogues in the company’s effort to become more open and communicative. It also seeks to clarify what the company is all about and presents an alternative to the usual presentation of the company in the regular press. The company has seen a new media available to them in the form of blogs.
With the image to being a merciless giant that bulldozes small dairies as well as their own farmers, Arla recognizes the prevailing strong shopper dislike for the company. They see blogs quasi a good way to counter this reality as it provides opportunities for dialogue with critics. It is also an unfold and direct way of communicating by presenting stock within the company to put more faces on Arla.
Arla’s blogging cannot come in a more opportune time. To be beset on all sides handy a largely prisoner consumer base, ambitious prosecutors and a skeptical press, it is certainly a difficult challenge to overcome mainly if is does not do anything to have itself heard. Danish prosecutors have Arla Foods under indictment for unfair trade practices. Reversing municipal perception tin be a monumental task in this particular situation. Blogs can help the host explain sans the controversial news blocking its view. It is a chance for the readers to get “inside” the company instead of openly relying on information provided by the press. If Arla Foods can succeed in their blogging attempts, it could be considered a major breakthrough for blogging in the Scandinavian countries.