{"id":26822,"date":"2017-11-15T22:58:03","date_gmt":"2017-11-16T03:58:03","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/olam-sustaining-supply-chain-competitive-advantage-in-agribusiness-through-digitalization\/"},"modified":"2017-11-15T23:56:27","modified_gmt":"2017-11-16T04:56:27","slug":"olam-sustaining-supply-chain-competitive-advantage-in-agribusiness-through-digitalization","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/olam-sustaining-supply-chain-competitive-advantage-in-agribusiness-through-digitalization\/","title":{"rendered":"Olam: sustaining supply-chain competitive advantage in agribusiness through digitalization"},"content":{"rendered":"<p><em><u>Olam\u2019s success story and key challenges going forward<\/u><\/em><\/p>\n<p>Olam started in 1989 sourcing cashews from Nigeria to Europe. Nowadays, after decades of sustained 25% annual growth, it plays in 47 agricultural chains in 70 countries and has revenues of over U$15B (1) (2). How did Olam manage to create such a success story? The answer lies in <strong>state-of-the-art management of the full supply chains <\/strong>in which it plays. Its repeatable business model is based on strong relationships with a very fragmented base of growers, trading and price management capabilities, robust risk management, and operational excellence and efficiency\u00a0in its\u00a0lean and vast logistical footprint (2).<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-26985\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain-300x64.jpg\" alt=\"\" width=\"464\" height=\"99\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain-300x64.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain-768x165.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain-1024x220.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-value-chain-600x129.jpg 600w\" sizes=\"auto, (max-width: 464px) 100vw, 464px\" \/><\/a><\/p>\n<p>Nevertheless, Olam will need to keep reinventing itself in order to sustain its edge in the years to come. Total shareholder returns show huge variation within each segment of the agribusiness value chain (3). This, together with external macro trends, will drive competitors to innovate and constantly pursue further profitability gains. <strong>What are the key strategic imperatives for Olam as a leading global agribusiness player?<\/strong><\/p>\n<ul>\n<li>Increase yields substantially and relentlessly. A growing global population, paired with a sustained increase in per-capita income and dietary shifts, will require agricultural and protein production to grow by at least 30% and 45% through 2050, respectively (4). At the same time, available arable land per person will continue to decline (5). Thus, 80% of the required production growth will need to be driven by yield increase (3).<\/li>\n<li>Capitalize strengths and continue to drive constant operational efficiency (3).<\/li>\n<li>Enhance supply and price volatility hedging, as commodities prices are expected to remain highly variable (6).<\/li>\n<li>Double-down on transparency, safety and sustainability, following demands from consumers in developed markets (7).<\/li>\n<\/ul>\n<p>Digitalization and connectivity will be fundamental enablers, both for Olam and for the global agribusiness industry (3). <strong>But<\/strong> <strong>how is Olam capturing the opportunities that digitalization opens up to address its key challenges?<\/strong><\/p>\n<p><em><u>Olam\u2019s current digital strategy: taking interaction with farmers to\u00a0the next\u00a0level<\/u><\/em><\/p>\n<p>In 2016, Olam launched the <strong>Olam Farmer information System (OFIS)<\/strong>, a proprietary tool for collecting and analyzing data gathered at the farm level, and for connecting its complex network of growers. Through an App designed to operate with low network data requirements, growers can collect farm-gate, geo-localized data that before was registered using pen and paper. The App also manages the farmers\u2019 training programs, and digitally supports farm-level transactions and operations including purchases, distribution, financing and stock management. In addition, Olam is prototyping the delivery of Customized Farm Development Plans through its OFIS, which recommends customized practices for growers to boost yields and margins based on collected information (8).<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-app-3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-26964\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/olam-app-3-300x200.jpg\" alt=\"\" width=\"359\" height=\"239\" \/><\/a><\/p>\n<p>The <strong>successful implementation of OFIS<\/strong>, which by 2017 has 100,000 users and expects to reach 500,000 users by 2020, <strong>will be crucial to address Olam\u2019s key strategic challenges<\/strong>:<\/p>\n<ul>\n<li>Firstly, it will reduce yield variability by providing data-supported, customized agricultural practices. Addressing yield variability alone can lead to yield increases of 30 to 40% in some crops (3).<\/li>\n<li>Secondly, it will help achieve significant operational efficiencies. Increased responsiveness of the value chain and communication with growers will facilitate better planning and inventory and transactions management (9).<\/li>\n<li>Thirdly, it will allow Olam to enhance its \u201csmart view\u201d of the supply chains, which in turn will allow for better risk management and price volatility hedging.<\/li>\n<li>Lastly, this increased transparency will enable Olam to better manage supply chain traceability and sustainability.<\/li>\n<\/ul>\n<p><em><u>Untapped digital opportunities for Olam<\/u><\/em><\/p>\n<p>Even when OFIS will definitely strengthen Olam\u2019s supply chain-related core capabilities in the short and medium term, there is <strong>significant room for the company to further rely on digital in the long term<\/strong>.<\/p>\n<p>OFIS currently relies on manually inputted data. In a next stage, Olam could explore embracing Internet of Things (IOT) and implement the use of sensors and drones to take data collection to the next level. For instance, drone imagery is being piloted in oil palm plantations in Indonesia and Malaysia (10).<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/sensor-agri.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-26986\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/sensor-agri-300x195.jpg\" alt=\"\" width=\"300\" height=\"195\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/sensor-agri-300x195.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2017\/11\/sensor-agri.jpg 309w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Additionally, Olam could further leverage the value it gets out of the data it collects by integrating it with other\u00a0sources of information. Other industry players, like Monsanto, integrate information collected at the farm level with climate, soil-moisture and other data pulled from satellites, weather stations and sensors in order to make highly tailored and specific recommendations to\u00a0boost farmer&#8217;s productivity\u00a0(11).<\/p>\n<p><em><u>Some key questions for discussion<\/u><\/em><\/p>\n<ul>\n<li>Olam\u2019s traditional competitive edge has been based on its expert management of fragmented and complex value chains. <strong>To what extent does digitalization erode Olam\u2019s competitive advantage<\/strong>, by allowing other players to have\u00a0greater value chain visibility and control more easily?<\/li>\n<li>Many large, non-digitally centered organizations like Olam need to embrace digitalization in order to remain competitive. <strong>What trade-offs should they consider when deciding on their approach to the digital transformation of their organizations?<\/strong> (i.e. invest heavily to develop in-house technologies, acquire early-stage companies with interesting innovations, other approaches)<\/li>\n<\/ul>\n<p>Word count: [800]<\/p>\n<p><span style=\"text-decoration: underline\">Citations:<\/span><\/p>\n<p>(1) Chris Zook, James Allen, \u201cRepeatability: Building Businesses for a World of Constant Change\u201d, Bain &amp; Company and 性视界 Business Review Press, 2012<\/p>\n<p>(2) Olam\u2019s 2016 Annual report, <a href=\"http:\/\/49tmko49h46b4e0czy3rlqaye1b.wpengine.netdna-cdn.com\/wp-content\/uploads\/2017\/04\/Olam_Annual_Report_FY16.pdf\">http:\/\/49tmko49h46b4e0czy3rlqaye1b.wpengine.netdna-cdn.com\/wp-content\/uploads\/2017\/04\/Olam_Annual_Report_FY16.pdf<\/a><\/p>\n<p>(3) Satish Shankar, Fran\u00e7ois van Raemdonck and Dalton Maine, \u201cCan Agribusiness Reinvent Itself to Capture the Future?\u201d, Bain &amp; Company, March 24, 2016, <a href=\"http:\/\/www.bain.com\/publications\/articles\/can-agribusiness-reinvent-itself-to-capture-the-future.aspx\">http:\/\/www.bain.com\/publications\/articles\/can-agribusiness-reinvent-itself-to-capture-the-future.aspx<\/a><\/p>\n<p>(4) \u201cHow to Feed the World in 2050: the 2012 revision\u201d, FAO, 2012, <a href=\"http:\/\/www.fao.org\/fileadmin\/templates\/wsfs\/docs\/expert_paper\/How_to_Feed_the_World_in_2050.pdf\">http:\/\/www.fao.org\/fileadmin\/templates\/wsfs\/docs\/expert_paper\/How_to_Feed_the_World_in_2050.pdf<\/a><\/p>\n<p>(5) \u201cAchieving Sustainable Gains in Agriculture\u201d, FAO, 2014, <a href=\"http:\/\/www.fao.org\/docrep\/014\/am859e\/am859e01.pdf\">http:\/\/www.fao.org\/docrep\/014\/am859e\/am859e01.pdf<\/a><\/p>\n<p>(6) Lutz Goedde, Maya Horii, Sunil Sanghvi, \u201cPursuing the Global Opportunity in Food and Agribusiness\u201d, McKinsey &amp; Company, July 2015, <a href=\"https:\/\/www.mckinsey.com\/industries\/chemicals\/our-insights\/pursuing-the-global-opportunity-in-food-and-agribusiness\">https:\/\/www.mckinsey.com\/industries\/chemicals\/our-insights\/pursuing-the-global-opportunity-in-food-and-agribusiness<\/a><\/p>\n<p>(7) Anja Strothk\u00e4mper, \u201cFarm to Fork Goes Digital: How Agribusiness Digitalization can Feed the World\u201d, SAP Digitalist Magazine, September 2016, <a href=\"http:\/\/www.digitalistmag.com\/digital-supply-networks\/2016\/09\/07\/farm-to-fork-agribusiness-digitization-can-feed-world-04446745\">http:\/\/www.digitalistmag.com\/digital-supply-networks\/2016\/09\/07\/farm-to-fork-agribusiness-digitization-can-feed-world-04446745<\/a><\/p>\n<p>(8) Olam\u2019s 2017 OFIS report, <a href=\"http:\/\/49tmko49h46b4e0czy3rlqaye1b.wpengine.netdna-cdn.com\/wp-content\/uploads\/2017\/06\/OFIS-brochure-June-2017.pdf\">http:\/\/49tmko49h46b4e0czy3rlqaye1b.wpengine.netdna-cdn.com\/wp-content\/uploads\/2017\/06\/OFIS-brochure-June-2017.pdf<\/a><\/p>\n<p>(9) Stefan Schrauf, Philipp Berttram, \u201cIndustry 4.0: How Digitalization makes the Supply Chain more efficient, agile, and customer-focused\u201d, PWC-Strategy&amp;, 2016, file:\/\/\/C:\/Users\/MBAUser\/AppData\/Local\/Microsoft\/Windows\/INetCache\/IE\/DG524HC6\/Industry4.0%20-%20PWC.pdf<\/p>\n<p>(10) Anja Strothk\u00e4mper, \u201cA New Agricultural Revolution, Courtesy of the Internet of Things and Machine Learning\u201d, SAP Digitalist Magazine, November 2017, <a href=\"http:\/\/www.digitalistmag.com\/iot\/2017\/11\/10\/new-agricultural-revolution-courtesy-of-internet-of-things-machine-learning-05512717\">http:\/\/www.digitalistmag.com\/iot\/2017\/11\/10\/new-agricultural-revolution-courtesy-of-internet-of-things-machine-learning-05512717<\/a><\/p>\n<p>(11) \u201cMonsanto &amp; Climate Corp: Big Data Transforming the Agriculture Industry\u201d, 性视界\u2019s Digital Innovation and Transformation Course Blog, 2015, <a href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/monsanto-climate-corp-big-data-transforming-the-agriculture-industry\/\">https:\/\/d3.harvard.edu\/platform-digit\/submission\/monsanto-climate-corp-big-data-transforming-the-agriculture-industry\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Olam has created an amazing success story based on state-of-the-art management of agricultural supply chains. What are its key challenges going forward and why is digitalization a crucial strategic imperative for this company and its industry in general?<\/p>\n","protected":false},"author":10122,"featured_media":26823,"comment_status":"open","ping_status":"closed","template":"","categories":[1243,788,4191],"class_list":["post-26822","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-agribusiness","category-digital","category-olam","hck-taxonomy-organization-bain-company","hck-taxonomy-industry-consulting","hck-taxonomy-country-argentina"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/rc-tom-challenge-2017\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Olam: sustaining supply-chain competitive advantage in agribusiness through digitalization - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/olam-sustaining-supply-chain-competitive-advantage-in-agribusiness-through-digitalization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Olam: sustaining supply-chain competitive advantage in agribusiness through digitalization - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Olam has created an amazing success story based on state-of-the-art management of agricultural supply chains. 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