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Scharffen Berger case study
Citation preview
Supervisor : James Baulch
Group : 7
Team Members : Jorge Franco Zapata
Anu Shree
Fermi Trafianto
Tuncay Akdeniz
Hu Jingwen
Wang Jianfeng
Scharffen Berger Chocolate Company
Web Tutorial – Case Study 1 2012
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TABLEOFCONTENTS
1 INTRODUCTION .................................................................................................................. 3
2 QUESTION 1 ........................................................................................................................ 4
3 QUESTION 2 ........................................................................................................................ 7
3.1 MODIFICATIONS SUGGESTED: .................................................................................. 11
4 QUESTION 3 ...................................................................................................................... 14
5 CONCLUSIONS................................................................................................................... 17
6 BIBLIOGRAPHY AND REFERENCES .................................................................................... 18
Scharffen Berger Chocolate Company
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1 INTRODUCTION
Since it was founded by Robert Steinberg and John Scharffenberger in 1996, Scharffen
Berger has competed in premium quality chocolate business that consider ingredients,
manufacturing methods, taste and pricing as important roles to provide taste experience.
As one of the few companies that manufactured chocolate “From Beans to Bar”, Scharffen
Berger had a prospective future with a 10 folds sales growth in 5 years to $10 million in
2004 and a projected annual growth for premium chocolate segment of 15-20% between
2000 and 2010. Its primary products were unsweetened, extra dark, bittersweet, semi-
sweet, mocha, mint, nibby bar and milk chocolate with a different blend of several carefully
selected beans for each chocolate type.
This company offered up to 80 different chocolate products to both direct chocolate
consumers and food service industries in the form of chocolate bars with a different size,
drinking chocolate, cocoa powder and chocolate-covered figs. The company boosted the
sales not only by optimizing its five retail stores, other various retail outlets and its own
website but also by gaining distribution with large gourmet chains as well as smaller chains,
single stores and non-traditional specialty chains.
As the main strategic plan of the company, Scharffen Berger committed to “Produce
chocolate of the highest quality possible from the finest cacao beans available” to meet
customer’s expectations and to gain market share. Quality had to be managed both in the
production process and the final products to maintain Scharffen Berger brand equity. This
sort of quality control across all the stages involved lead to the excellent product quality.
Hence, even at Scharffen Berger the 'process quality' meant and ensures 'product quality' in
the form of creating one of the best premium chocolates. However, since the demand grew
rapidly and outstripped supply, Jim Harris, the chief operating officer, faced the challenge of
meeting current demands for the chocolates using current production facilities while
maintaining its quality.
Scharffen Berger Chocolate Company
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2 QUESTION 1
Explore the interaction of product quality with process quality
It should be noted that while the business expanding, quality control has a vital role and
becomes more complex in all organizational functions to ensure both process quality and
product quality. Process quality is a reflection of the end product quality. If the process is
capable and stable enough, the products shall definitely meet the required quality
standards. Thus, a quality product comes from a quality process. Process quality is a tool to
achieve a company's goal to make profits, make it competitive in the market and meet
customers' requirements.
In order to ensure process quality is
maintained in Scharffen Berger
chocolate factory, other components
like ingredients (beans), machines
(roaster, winnower, conches etc.),
management and/or machine operator
interaction and others are required to
be examined. As an initial production
process, the selection of cacao beans
plays the important role that will be
carried along the process. The founders of the company used to travel to remote areas in
order to find farmers who grew best quality beans. Unlike other manufacturers, Scharffen
Berger had a mixture of nine different kinds of beans (while others used maximum 2
varieties).
For quality control purpose, the chocolate quality was tested at least twice in a month, the
beans and chocolates were blind tasted at various stages of the production process.
Furthermore, they had very precise timings for the removal of foreign objects from the
beans, separately roasts each kind of bean in terms of time and temperature which is varied
by bean, and six different conching processes for six ratios of chocolate to meet different
customers' needs of a various chocolate flavour which again implied a good sense of quality
Figure 1 -Scharffen Berger involved in the selection of
premium cacao beans from farms around the world
Scharffen Berger Chocolate Company
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control. Machine operators usually judged the quality of the chocolate under process before
and after most of the various processes involved. In the end, 35% packaging processes are
maintained in their own factory to keep a
watch on the quality.
For Scharffen Berger, to be a part of the
"premium" range of chocolates, product
quality was one of the most important
criteria for them to address. Most of the
quality process implemented such as
selection of cacao beans, flavour tasting,
texture testing and even packing are
performed by the owners or very
experienced operators or in other words
they rely merely on manual processes. The owners of the company are also reluctant to
upgrade/change their existing machinery or production methods because it can
detrimentally affect the quality of the final product, unless extensive test and tastings are
performed to achieve the desired quality levels. However, due to the increasing demand,
they have although been forced to think in the direction of increasing their supply the
process and hence product quality is still the most prioritised aspect for the company
founders. It is impossible for them to improve process quality by reducing chocolate-making
process time or chocolate production cycle while maintaining product quality as the finest
dark chocolate in America without spending money. Quality is closely related to the
customer satisfaction. If a company is incapable to meet high customer demand, customer
satisfaction may be degraded even though it provides high quality products. Bottlenecks in
the production process devastate this issue. Faster production process while maintain
product quality gives value addition to the product as it increase customer satisfaction for
product availability.
Although, they had contemplated some possible process that can minimized the overall
producing time, this was not to valid option for the company founders since optimum
process time already had been established to produce high quality product. They had set up
Figure 2 - Quality control is maintained throughout
the entire production process including the packing
process.
Scharffen Berger Chocolate Company
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the time for each machine to complete its own process after experienced the satisfactory
result for each process. Even though they know the required time for each process, they still
want to double check by operators testing to finalize the each process and these activities
take times.
Therefore, the decision to deploy a ball mill machine is essential for the company as it can
reduce the total conche time 40-60 hours to about 10 hours and by doing so, they can
increase the capacity of more than 75 %. The ball mill shall particularly be very helpful in
mixtures where higher sugar content is maintained. It would be capable of grinding it down
to even finer particles in much lesser time. Also, it shall help reduce the degradation in
flavour that might happen when any mixture is over-processed.
Even though they might not be a mass producer of chocolates they could still survive
because of their chocolate quality in terms of taste, packaging, quality of beans used etc. In
Scharffen Berger, the production process is more an artisan process than an industrial
process and its market is basically directed to those with much selected palate who can
afford to pay a premium price for a chocolate bar. Besides, premium chocolates is a highly
growing market in chocolate industry. Furthermore, in order to improve its serviceability, it
has diverse sale channels, including retail and online, making it convenient for customer to
purchase. Besides, Scharffen Berger has its nutrition information of each product on their
website. It also has its particular recipe and also their website contains information about
satisfaction guarantee and return policy.
Figure 3 - online shop at http://shop.scharffenberger.com
Scharffen Berger Chocolate Company
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3 QUESTION 2
Identify the capacity bottlenecks throughout the process
A bottleneck is a stage in a process that causes the entire process to slow down or stop. This
in turn, reduces the capacity of the whole chain. In order to maintain optimum production
levels in sync with the increasing demand of any product, the identification of bottlenecks
and/or potential bottlenecks is quite useful. The figure below shows how bottlenecks affect
the downstream processes/flow.
Figure 4 - Bottleneck definition
In this question we are required to identify and analyse the bottlenecks in the entire
production process at Scharffen Berger. For this purpose, we first calculated the output of
each stage (kg/week) and then compared it with the preceding and succeeding stages to
check if the stage is a potential bottleneck. Also as per the rule of thumb, changing anything
else before addressing the bottleneck shall not improve the performance.
With the increasing demand and the precedence given to quality control at Scharffen
Berger, they need to identify the possible bottlenecks in order to increase their production
whilst maintaining the same quality. Once the bottlenecks are identified they could come up
Scharffen Berger Chocolate Company
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with solutions in terms of increasing the capacity of the particular stage by upgrading the
equipment, increasing the number of shifts etc.
The entire production process at Scharffen Berger is divided into seven stages as shown in
the flowchart below:
Figure 5 - Production process at Scharffen Berger
Bean Cleaning: Scharffen Berger uses beans of the highest quality and blends (up to nine
kinds of beans) contrary to other companies that use no more than two types of beans.
Roasting: The Company roasts the different kinds of beans separately in order to enhance
the flavour of the cocoa beans. The roasting process requires accurate temperature control
to avoid changes in the quality of the final product.
Winnower: Its function is to crack each cacao bean to separate the chocolate nib from the
centre of the shell.
Melangeur: This stage guarantees a smooth cocoa paste and defines the texture of the
finished product.
Cleaning Roasting Winnowing
MelangeurConcheTempering
Molding Packaging
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Conching: Involves further refinement and grinding of the chocolate mass while introduces
air into the mixture for a better taste, which has great influence in the quality of the
product. Also in the conching process other ingredients such as sugar, vanilla and lecithin
are added.
Tempering and molding: Turns the liquid chocolate mixture into solid state by introducing
changes in temperature while make sure that the gloss is well maintained.
Packaging: The final process is packing the finished chocolate bars. 35% is done inside the
company with the aim of maintaining the high quality levels.
Each of these seven steps has a specific capacity and by analysing this value of each stage
the various bottlenecks can be identified.
The table below shows the current total output of each stage.
PROCESS INPUT OUTPUT SHIFTS TOTAL OUTPUT
Bean Cleaner 200kg/15min 192kg/min 8hr/day,7days/week 43008kg/week
Roaster 250kg/1.25hrs 8hr/day,7days/week 11200kg/week
Winnower 450kg/hr 185kg from 250kg 8hr/day,7days/week 18648kg/week
Melangeur 115kg/1.25hr 2*8hr/day,7days/week 10304kg/week
Conche 2*1400kg/60hrs 24hr/day, 7days/week 7840kg/week
Tempering 140kg/hr 2*8hr/day,7days/week 15680kg/week
Molding 140kg/hr 2*8hr/day,7days/week 15680kg/week
Table 1 - Current summary of production process
To give a clearer idea we have the following bar graph plotted:
Scharffen Berger Chocolate Company
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Figure 6 - Process output in kilograms per week
From the graph above we observe that the Conche and Roaster are initially the major
bottlenecks. But it is observed from the calculations and also from the case study that once
the Conche capacity is increased the Melangeur becomes a potential bottleneck.
The detailed explanation of the identification of bottlenecks is as follows:
The bean cleaner can process 200kg/15min and after cleaning the beans we obtain about
192kg/15min (43008 kg/week). Now these beans are sent to the roaster but the roaster has
a capacity of 250kg/1.25hr i.e. 11200kg/week, which is about 1/4th
of the bean cleaner
output. Also the succeeding stage: winnowing has an input capacity of 450kg/hr. i.e.
25200kg/week. Thus, these calculations show that there is a serious need of increasing the
roaster capacity/yield as it is restricting the output of the next stage.
Similarly, we observe a major dip in the output from the “Conche”. It has a weekly output of
about 7840kg/week which when compared to all the previous stages is very less.
Therefore we can say that in the resent scenario i.e. without any changes to the production
system, the ‘Roaster’ and the ‘Conche’ are the major bottlenecks (shown in red in the bar
0
5000
10000
15000
20000
25000
30000
35000
40000
4500043008
11200
18648
10304
7840
1568015680
To
tal
Ou
tpu
t (k
g/w
ee
k)
Output of each stage
Scharffen Berger Chocolate Company
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graph above) for Scharffen Berger. Any other potential bottlenecks arising from any
modifications shall be discussed in the next section.
3.1 MODIFICATIONS SUGGESTED:
As discussed in the previous section, the roaster and the conche need to increase their
outputs as they are the major bottlenecks. The following modifications are suggested in
order to address the various bottlenecks.
All the suggestions are made assuming that the machine downtime is zero and trained
personnel are available throughout to attend to the machines.
1. Roaster: The amount of roasted beans we get could be increased by increasing the
number of shifts from one 8 hour shift to 2*8 hours shift and add up one more
roasting machine. (Calculations shown below)
2. Conche: The conching machine could be installed along with the new 'ball mill',
which shall reduce the total conching time to about 10 hours and the ball mill shall
need to operate for about 5 hours.
PROPOSED SOLUTIONS (changes marked in RED)
PROCESS INPUT OUTPUT SHIFTS TOTAL OUTPUT
Bean Cleaner 200kg/15mins 192kg/15mins 8hr/day, 7 days/week 43008kg/week
Roaster 2* 250kg/1.25hrs 2*8hr/day, 7 days/week 44800kg/week
Winnower 450kg/hr 185kg from 250kg 8hr/day,7days/week 18648kg/week
Melangeur 115kg/1.25hr 2*8hr/day,7days/week 10304kg/week
Conche+Ball mill
2*1400kg/10hrs + 1400kg/5hrs
24hr/day, 7 days/week 47040kg/week
Tempering 140kg/hr 2*8hr/day,7days/week 15680kg/week
Molding 140kg/hr 2*8hr/day,7days/week 15680kg/week Table 2 – Proposed production modification 1
Although with these changes we observe a major increase in the output of the roaster and
conche but at the same time we see that with the same capacity of the Winnower,
Melangeur & Tempering and Molding the final output of the entire production system
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remains the same, which doesn’t really help in the scenario of rapidly increasing demand.
Therefore there is a need to increase the output of these as well.
1. Winnower: we could increase the shifts of the winnower to 2*8 hour/day.
2. Melangeur: The number of Melangeur machines if increased to 2, and also operated
24hrs/day in 3 shifts we observe an appreciable increase in its total output.
3. Tempering & Molding: In order to keep up with the increased production of
previous stages, the number of tempering and molding machines might have to be
increased to 2.
The final outputs of each stage are as follows: (changes are marked in red)
PROCESS INPUT OUTPUT SHIFTS TOTAL OUTPUT
Bean Cleaner 200kg/15mins 192kg/15mins 8hr/day, 7 days/week 43008kg/week
Roaster 2* 250kg/1.25hrs 2*8hr/day, 7 days/week 44800kg/week
Winnower 450kg/hr 185kg from 250kg 2*8hr/day, 7 days/week 37296kg/week
Melangeur 2* 115kg/1.25hr 3*8hr/day, 7 days/week 30912kg/week
Conche+Ball mill
2*1400kg/10hrs + 1400kg/5hrs
24hr/day, 7 days/week 47040kg/week
Tempering 2*140kg/hr 2*8hr/day, 7 days/week 31360kg/week
Molding 2*140kg/hr 2*8hr/day, 7 days/week 31360kg/week
Table 3 – Proposed production modification 2
So, we see that doing the above up gradations our final production is increased from
15680kg/week to about 31360kg/week. So the new production process flow chart is as
shown below:
Scharffen Berger Chocolate Company
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Figure 7 - Summary of recommended changes
Also, we know from the case study that a portion (35%) of the packaging is done by
employees at Scharffen Berger to control quality. Since this is obviously a much slower
process as compared to a mechanised one, another suggestion could be to either increase
the number of employees doing this task or by employing a trained third party to do the
same.
Thus, we can conclude that in all the cases either by increasing the number of hours the
equipments run or by adding similar machines or by increasing the number of employees,
Scharffen Berger to keep pace with the growing demand and at the same time have a strong
control over the process quality.
Molding (*2)
2*8 hours/day, 7 days/week 31360kg/week
Tempering (*2)
2*8 hours/day, 7 days/week 31360kg/week
Conche (2) + Ball Mill24 hours/day, 7 days/week 47040kg/week
Melangeur (*2)3*8 hours/day, 7 days/week 30912kg/week
Winnower2*8 hours/day, 7 days/week 37296kg/week
Roaster (*2)2*8 hours/day, 7 days/week 44800kg/week
Bean Cleaner8 hours/day, 7 days/week 43008kg/week
Scharffen Berger Chocolate Company
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4 QUESTION 3
Assess the attractiveness of a high quality process development for a
premium quality product
The chocolate industry was segmented into two categories: mass market and premium.
Although Scharffen Berger's chocolate industry competed in only $1.2 billion premium
market segment compared to $14 billion of those of mass market chocolate industry, it has
a promised projected annual growth of sales of about 15-20% between 2000 to 2010 and
this is far above mass market industry. This is not only due to the increasing consumer
knowledge of dark chocolate health benefits, appreciation of richer chocolate flavour and
availability of premium chocolate retailers or some other reasons; but also result from the
faith which the company insist on producing chocolate of the highest quality possible from
the finest cacao beans available, specially focus on the taste by using the high quality
process. Then the high quality process make its chocolates were sold through over 4000
retail outlets in the US, in more urban and upscale areas. And they hold the view and obey
it: Quality is the biggest concern for the company.
At the same time, its brand position and price segment for a high quality process in
chocolate product makes Scharffen Berger has less competition and build up a good
reputation in premium segment, especially in the US. Thus, it becomes very attractive for
this company to play in this segment of chocolate industry as it gives more flexibility in
varying products with greater trust or loyalty from consumers.
Premium quality product need to fulfil several elements including performance, cost,
feature, aesthetic, conformance, reputation. What Scharffen Berger has done and need to
be improved can be assessed as follow:
Scharffen Berger Chocolate Company
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Figure 9 - Premium selected cacao beans
1. Aesthetic: good appearance is
essential to give customers good feeling,
the company need improve its
configuration to attract and seize the
customers. So they can do more
management work associated with the
customer relationship.
2. Cost: every company want to reduce
the cost of product and increase the profit. In this case, they arrange their machine to work
in different time according to the working load. It is a good way to save energy and cost. On
the contrast, maybe they can improve the processing line and therefore reduce the need of
labour to decrease the cost. So they can arrange their machine to work in different time
according to the working load in order to save energy, reduce the cost and increase the
profit.
3. Demand: it can be seen that high quality process development in Scharffen Berger
has a great attractiveness for meeting consumer expectations of high quality premium
chocolate products. With the ongoing drastic increase in demand, the artisan process of
chocolate production needs to be upgraded but still keeping quality as the core
competence. At the same time, the company need do some surveys to acknowledge the
customers' needs.
4. Feature: in this case, Scharffen
Berger added a higher grade of flavour and a
higher quantity of cocoa in their product and
paid more attention to each process to make
sure the beans are carefully treated. In
addition, they also do a lot of work to train
their workers.
Figure 8 - Chocolate bars carefully packed at the factory
Scharffen Berger Chocolate Company
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5. Conformance: what Scharffen Berger did is the experience manager and staff carried
out the 'blinding taste testing' by identify the chocolate taste within quality control process.
While although this method is considered to be one of their strength, it still has a potential
risk because the tasting work depends on different people's perception, sometimes maybe
make some deviations. Furthermore, If their experienced staff get retired or switch to
another company, the new one who are responsible to the taste may have make more
deviation due to his possible different perception.
6. Reputation: Scharffen Berger offers an open area to show the manufacture process
to customers. during which they can get adequate positive information about the chocolate
quality directly, therefore they can optimize their quality process in order to build up better
reputation and get better product quality Furthermore, they also built up various sales
channels and differentiate their product by altering the ingredients to affect their customers
by different ways. By implementing above methods, their reputation has been built up.
Well, Scharffen Berger has concentrated on their supply chain to get qualified raw materials.
But maybe they can develop new
approaches to optimize their product
with these raw materials to compete
in the market. For example, they can
pay more attention to the nutrition of
chocolate by inventing new producing
procedure without dampening the
original good taste. But it will need
capital investment, so it is the top
managers' duty to balance them.
Figure 10 - Scharffen Berger allow factory visits so their
customers can enjoy the chocolate making experience
Scharffen Berger Chocolate Company
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5 CONCLUSIONS
For Scharffen Berger the quality of their product is fully determined by each step of the
chocolate making process; from selecting the best cocoa beans to final packing and
wrapping of the chocolate bars using the highest quality levels. This strategy has made their
products so successful and profitable in the market and has leaded them in the market
position and recognition they are nowadays.
As part of the increase in demand of products in the near future, Scharffen Berger will need
to carefully assess the introduction and development of new technologies used to transform
the raw materials into final products. As studied in the case, slight variations of process
time, temperature and even the geometry of the machinery can affect the desired quality.
Although it is unlikely that Scharffen Berger become a mass production factory, the nature
of their artisanal production process and therefore their premium chocolate, is highly
affected by internal factors such as rare machinery and highly-qualified operators who lately
will retire, in addition to external factors such as customer taste and market conditions. In
that case, having the existing process might not become profitable neither attractive and
the company will have to adapt a new marketing strategy in order to survive. Although they
are facing rapid increase in demand, they have decided to improve on their technology in
order to fulfil their demands but still keeping in mind the quality levels they assure their
customers of. In order to achieve high quality, the company should clearly understand what
modifications could be made and when they supposed to be carried out. Thus, it can be
impracticable for them to ensure high product quality.
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6 BIBLIOGRAPHY AND REFERENCES
Snow, D.C., Wheelwright, S.C., Wagonfeld, A.B., 2007, “Scharffen Berger chocolate maker”,
Harvard Business School, viewed 03 August 2012,
<http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=60
6043>.
Foster, S. T., (2010). “Managing Quality Integrating the Supply Chain”, Fourth Edition. Ed.
Pearson.
Figure 1 - http://www.examiner.com/article/scharffen-berger-chocolate-s-ray-major-a-man-
with-a-chocolate-career
Figure 2 - http://theceliachusband.blogspot.com.au/2009/03/scharffen-berger-chocolate-
tasting.html
Figure 3 - http://www.scharffenberger.com/
Figure 8 - http://www.seriouseats.com/20110103-scharffen-berger-bars.jpg
Figure 9 - https://secure.flickr.com/photos/timferriss/2258335525/
Figure 10 - http://www.chubbychinesegirleats.com/wp-
content/uploads/media/2011/10/6286669607_25a67a842a.jpg