Transcend

Coffee
Group 3

Group Members

Dessy Puspitasari
Didit Aprilio
Dimas Rhoully Soeridatmadja
Dipo Dwiki Harsya
Fabian Bahar Laut

Summary
In early 2014, Poul Mark was trying to resolve a
supply chain issue that resulted in quantity and
quality concern for his coffee.
Transcend coffee providing better-tasting coffee
for customers at a fair price for producers
In 2007, Mark decided to change bussiness model
to direct trade coffee bean sourcing
He dealt directly to the farmers for transparency

Question
Based on all of these accomplishments,
Transcend had become a much more sustainable
business. Nevertheless, Mark was acutely aware
that many challenges remained. For one,
Transcend was still struggling to remain
profitable. What should Mark do?

Answer
As Mark consider the implications, he identified
this:
o Do not buy the crop but retain the suppliers
o Do not buy the crop and sever the relationship
o Buy the crop and roast it to the best of
Transcends ability
o Buy the crop and share the story with
Transcends community

 What Mark should do for the sustainable and

profitable company is:
To do cost leadership, although quality is the
primary option here, he should think about the cost
that affects the entire company
For profitable future, he must enlarge the market
target so people around the world can buy the
products
He must know about the competitors that already
had the most market so they can compete with their
advantage