Tasty Bite Eatables Ltd. (TBEL) Case

Tasty Bite Eatables Ltd. (TBEL), was a subsidiary of Grand Foods, with a state-of-the-art production facility for Ready-to-Serve food and frozen vegetables, in India. When the company's sales failed to pick up, the management made several efforts such as a tie-up with PepsiCo and marketing in the Middle East, Russia, and the US. By 1995, TBEL's networth had eroded to INR -120 mn. It was declared a sick unit and was referred to the Board of Industrial and Financial Restructuring. A new management took over and decided to turnaround the Company. The management then evolved for TBEL a vision and a path to achieve the same. They identified the key stakeholders and what they ex pected from each one to achieve their strategic goals. The case presents the communication objectives set for various stakeholders and the communication actions adopted to achieve the objectives. The role and impact of communication during negotiations, for motivation, smooth processes, and understanding consumer psychology is illustrated in the case