Mystic Monk Coffee

Case 01 - MYSTIC MONK COFFEE

1) Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? What is his vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?

Father Daniel Mary has very much established a future direction for the Carmelite Monks of Wyoming by describing what he would like to achieve in the future, both for the monastery and their order. For the monastery, his vision is to transform the small brotherhood of 13 to 30 monks, build a Gothic Church, a covenant for Carmelite nuns, a retreat center for lay visitors and a hermitage.

Father Daniel believed that their Mystic Monk Coffee will able to fund for their future expansion by turning coffee into land. A mission is something that describes its present business and purpose. Something that would answer the question, "who we are?", "what we do?", and "why are we here?" The mission of the Carmelite Monks of Wyoming is to live a secluded life, worship God and earn money so they could achieve Father Daniel Mary's vision. And their target market is the part of the U.S. population who drinks coffee and wished to support their monastery's mission.

2) Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?

According to Gamble, Thompson and Peteraf, objectives are, "an organization's performance targets." There are two types of objectives: financial objectives and strategic objectives. We don't think Father Daniel Mary has set definite objectives. Mystic Monk Coffee's financial statement lacks information on what they would like to gain in the next period. Strategic objectives are also somewhat absent. It is somewhat because it is implied that they would like to increase their coffee production by replacing their current roaster, which has a maximum of 540 pounds per day, with a larger 130-pound-per-hour as soon as the demand for their coffee reaches the capacity of their current roaster.

3) What is Father Prior's strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee's strategy produce?

To achieve his vision of purchasing the Irma Lake Ranch, Father Prior plans to exercise Mystic Monk Coffee sales as a financial source to purchase it. The competitive advantage employed by Mystic Monk Coffee is by using a focused differentiation strategy - targeting a market niche - in this case, a segment of the U.S. Catholic Population who enjoy drinking coffee produces more loyal customers because they provide them with services and attributes that appeal to their tastes such as the option of joining a coffee club, T-shirts, gift cards, CDs, and an appeal to them to use their dollar for Christ and his Catholic Church.

4) Is Mystic Monk Coffee's strategy a money-maker? What is MMC's business model? What is your assessment of Mystic Monk Coffee's customer value proposition? Its profit formula? Its resources that enable it to create and deliver value to customers?

Although the demand has not yet exceeded their capacity to supply the consumers of their coffee, Mystic Monk Coffee's strategy can still be considered as a money maker, with their net profit margin equalling to 11% of their revenues.