Harvard Case - El Ordeno: Implementing Blockchain
"El Ordeno: Implementing Blockchain" Harvard business case study is written by Fabrizio Noboa Sanchez. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Jan 1, 2022
At Fern Fort University, we recommend El Ordeno proceed with a phased implementation of blockchain technology, focusing on traceability and transparency within their supply chain. This approach will leverage the benefits of blockchain while mitigating risks and ensuring a smooth transition for the organization.
2. Background
El Ordeno, a leading producer of organic coffee in Nicaragua, faces challenges in maintaining transparency and traceability within its supply chain. The company's commitment to fair trade practices and environmental sustainability is undermined by the lack of reliable information about the origin and processing of its coffee beans. This situation creates challenges for El Ordeno in building trust with consumers, ensuring ethical sourcing, and achieving its sustainability goals.
The case study focuses on the decision-making process as El Ordeno considers implementing blockchain technology to address these challenges. The key protagonists are:
- Carlos Flores: CEO of El Ordeno, passionate about ethical sourcing and sustainable practices.
- Maria Rodriguez: Head of Operations, responsible for implementing new technologies and optimizing the supply chain.
- Javier Diaz: Chief Technology Officer, tasked with evaluating and implementing blockchain technology.
3. Analysis of the Case Study
To analyze El Ordeno's situation, we can utilize the following frameworks:
1. SWOT Analysis:
- Strengths: Strong brand reputation, commitment to fair trade and sustainability, established relationships with coffee farmers.
- Weaknesses: Lack of transparency and traceability in the supply chain, limited technological expertise, potential for resistance to change within the organization.
- Opportunities: Improved consumer trust, enhanced brand image, increased efficiency and cost savings, potential for new business models.
- Threats: High initial investment costs, complexity of blockchain implementation, potential for cyber security threats.
2. Porter's Five Forces:
- Threat of New Entrants: Moderate, as the coffee industry is competitive but requires significant investment and expertise.
- Bargaining Power of Buyers: High, as consumers are increasingly demanding transparency and sustainability.
- Bargaining Power of Suppliers: Moderate, as El Ordeno relies on coffee farmers but can diversify its sourcing.
- Threat of Substitute Products: Moderate, as consumers can choose other beverages or coffee brands.
- Competitive Rivalry: High, as the coffee industry is fragmented with numerous competitors.
3. Balanced Scorecard:
- Financial: Increase revenue, improve profit margins, reduce operational costs.
- Customer: Enhance customer satisfaction, build trust and loyalty, increase brand awareness.
- Internal Processes: Improve supply chain efficiency, enhance data accuracy and transparency, optimize resource allocation.
- Learning and Growth: Develop technological expertise, foster innovation, promote employee engagement.
4. Recommendations
El Ordeno should implement a phased approach to blockchain adoption, focusing on specific areas of the supply chain where the technology can deliver the most value. This approach will minimize disruption and ensure a successful transition.
Phase 1: Traceability and Transparency
- Focus: Implement a blockchain-based platform to track coffee beans from farm to cup, ensuring transparency and traceability.
- Scope: Start with a pilot project involving a select group of farmers and coffee processors.
- Timeline: 6-12 months.
Phase 2: Smart Contracts and Payments
- Focus: Explore the use of smart contracts to automate payments to farmers and ensure fair compensation.
- Scope: Pilot smart contract applications for specific transactions within the supply chain.
- Timeline: 12-18 months.
Phase 3: Supply Chain Optimization
- Focus: Leverage blockchain data to optimize logistics, inventory management, and quality control processes.
- Scope: Integrate blockchain data with existing enterprise resource planning (ERP) systems.
- Timeline: 18-24 months.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Blockchain aligns with El Ordeno's commitment to transparency, sustainability, and ethical sourcing.
- External customers and internal clients: Blockchain will enhance consumer trust and provide farmers with greater transparency and control.
- Competitors: Implementing blockchain will differentiate El Ordeno from competitors and position it as a leader in ethical and sustainable coffee production.
- Attractiveness: The potential benefits of blockchain, including increased efficiency, reduced costs, and improved brand image, outweigh the initial investment costs.
6. Conclusion
By implementing a phased approach to blockchain adoption, El Ordeno can leverage the technology's benefits while mitigating risks and ensuring a smooth transition. This strategy will enable the company to achieve its sustainability goals, enhance its brand image, and gain a competitive advantage in the increasingly demanding coffee market.
7. Discussion
Alternatives:
- Not implementing blockchain: This would leave El Ordeno at a disadvantage in terms of transparency and sustainability, potentially harming its brand reputation and customer loyalty.
- Full-scale blockchain implementation: This could be too disruptive and costly, potentially leading to delays and challenges in implementation.
Risks:
- Technical challenges: Implementing blockchain technology requires specialized expertise and can be complex.
- Data security risks: Blockchain systems are vulnerable to cyberattacks, requiring robust security measures.
- Resistance to change: Employees and stakeholders may resist adopting new technologies, requiring effective change management strategies.
Key Assumptions:
- El Ordeno has the financial resources to invest in blockchain technology.
- The company can secure the necessary technical expertise to implement and maintain the blockchain platform.
- Stakeholders will be receptive to the benefits of blockchain and support its adoption.
8. Next Steps
- Form a dedicated team: Assemble a team of experts to lead the blockchain implementation project.
- Develop a detailed implementation plan: Outline the phases, timelines, and resources required for each phase.
- Pilot the blockchain platform: Conduct a pilot project with a select group of stakeholders to test the technology and gather feedback.
- Communicate with stakeholders: Keep stakeholders informed about the progress of the blockchain implementation and address concerns.
- Monitor and evaluate: Regularly assess the impact of blockchain on the supply chain and make necessary adjustments to the implementation plan.
By taking these steps, El Ordeno can successfully implement blockchain technology and reap its benefits, positioning itself as a leader in ethical and sustainable coffee production.
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Case Description
The case tells the story of El Ordeño, an Ecuadorian company competing in the dairy sector, whose central purpose is to help small ranchers in the country's Andean (mountainous) region rise out of poverty. To do this, it designed a business model in which they were included as shareholders, received fair payment for their milk and avoid intermediaries by creating their own distribution centers. To better communicate the social impact of this enterprise, and provide more transparency to its supply chain, the company decided to build a blockchain solution, the first of its kind in Ecuador and Latin America. In January 2021, after almost two years since launching the initiative, senior management has to make a decision: Should El Ordeño strengthen or abandon the blockchain technology.
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