Father Daniel Mary and the monks believe that they would be able to acquire the property through donations and the profits generated by the monastery’s Mystic Monk Coffee operations. To work towards this goal: i) They need to increase production of coffee. Monastery’s plan to purchase a larger, 130
The mission statement mentioned in the case was, “We beg you prayers, your friendship and your support that this vision, our vision may come to be that Mount Carmel may be refounded in Wyoming’s Rockies for the glory of God.” Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? I wouldn’t say they are definite but more a loose outline. He knows he has to make 8.9 million dollars, and knows that they have three sources of income. Their sources of income are mystic monk coffee sales, large donations, and the fund started in their name. They are going to purchase a larger roaster, that can roast 130 pounds per hour, in order to produce more coffee but no where in the case is there anything about how much should be produced a day or any target number of sales in order to reach their goal of 8.9 million.
Analysis Vision and Mission Father Daniel Mary created and pioneered the strategic vision for the Carmelite Monks with the primary aim to obtain additional land in order to further expand the operations of the monastery. He determined a clear sense of the future, direction and inspiration for achieving his goal. The biggest vision of Father Daniel Mary included expanding the monastery by acquiring the Irma Lake ranch for its current listed price of $8.9 million. This would help to build a retreat center, a Gothic church, a convent for Carmelite nuns, and transform the small brotherhood of 13 monks to 30. Father Daniel Mary believed that Mystic Monk Coffee could fund the purchase of the new land.
He wishes to have Catholics “use their Catholic coffee dollar for Christ and his Catholic church.” Mystic Monk Coffee is sold online to a target market of Catholic followers who wish to support the mission of the monastery. Father Prior’s mission is stated as “We beg your prayers, your friendship and your support that this vision, our vision may be refounded in Wyoming’s Rockies for the glory of God.” He hopes to someday relocate The Carmelite Monks of Wyoming to a remote location that is better suited for their capabilities. Father Prior hopes that between donations and coffee sales with their Mystic Monk Coffee, they will be able to raise enough money to fund this relocation. To accomplish these tasks, the Carmelite Monks of Wyoming need to utilize their capabilities and resources. However, in order to fully accomplish this task, they need to invest in a more proficient coffee maker in order to supply enough bags of coffee.
memorandum to: Cheryl TraHms FROM: MATT STRAATE SUBJECT: RECOMMEDATIONS CONCERNING MYSTIC MONKS COFFEE DATE: 10/6/2013 CC: SUMMARY Mystic Monk Coffee was established for founding and maintaining the Carmelite Monks' monastery in the mountains of Wyoming. The symbol of Mystic Monk Coffee shows the monk drinking coffee on the New Mount Carmel mountain land where the monks hope to build soon. The Carmelite Monks are often best known for roasting and selling gourmet coffee under the name Mystic Monk Coffee. Their coffee has won awards from famous coffee reviewers and is known for its small batch quality and freshness. The Monks of the Most Blessed Virgin Mary of Mount Carmel (Carmelite Monks) is an enclosed religious community of diocesan right, founded in 2003 by the authority of Bishop David Ricken.
Father Mary’s mission for the Wyoming Carmelite’s is to continually grow the monastery by screening and accepting young men between the ages of 19 and 30 years old who are willing to commit their life to the Catholic Church. The monks at the monastery grow and produce high-quality organic Arabica beans, and promote and sell a variety of coffee blends to customers mainly from Catholic parishes. The sale of Mystic Monk’s coffee is essential as it supports the religiously dedicated Carmelite Monks of Wyoming who have promised their life to worship. To achieve his vision, Father Mary’s strategy is to purchase a larger, 130-pound-per-hour roaster so when the demand approaches the current roaster’s capacity, Mystic Monk will be ready to fulfill the customer needs and wants. With higher product capacity, Father Mary will have the ability to meet a higher demand for Mystic Monk coffee products, which would to some extent, put him at a competitive advantage to other coffee producers.
The Carmelite’s were started by a foundation, it is more likely that this foundation would contribute a great deal to helping father Daniel Mary with building the new monastery. I would recommend Mystic Monk coffee to offer more to the customers than t-shirt gift cards, CD’s, and coffee mugs they have more than 69
Strategic Vision Father Daniel Mary, the prior of the Carmelite Order of monks in Clark, Wyoming, developed a vision for the monastery which pictured the monastery as expanding the small brotherhood, of thirteen monks living in a small home, into a much larger organization by acquiring a 500-acre monastery. He envisioned the future direction for the Carmelite Monks would eventually be comprised of thirty monks “who would join the brotherhood at ages nineteen to thirty and live out their lives I the monastery” (Gamble, Thompson, Peteraf, 2013, p. 237). Also, Father Daniel Mary’s vision of the monastery would host a Gothic church, a covenant for Carmelite nuns, a retreat center for lay visitors, and a hermitage on the property. Moreover, his vision was focused on generating the necessary funds to achieve the overall goal, primarily through the profits and donations earned by the Carmelite Monks’ Mystic Monk Coffee roasting business, which he intended to increase by increasing the quantity of production; however, he was willing to be flexible and open to other possible modes of generating funds. Ultimately, Father Daniel Mary published his vision statement on the Mystic Monk Coffee website, which stated, “We beg your prayers, your friendship and your support that this vision, our vision may come to be that Mount Carmel may be re-founded in Wyoming’s Rockies for the glory of God” (Gamble et al., 2013, p. 237).
To transform the small brotherhood of 13 monks living in a small home used as makeshift rectory into a 500 acres monastery that would include accommodations for 30 monks, a Gothic Church a convent for Carmelite nuns and a retreat center for lay visitors. 4. What is his vision for Mystic Monk Coffee? Is to minimize the effect of its cloistered monastic constraints, maximize the potential of monastic opportunities, and to realize Father Daniel Mary’s vision of buying the Irma Lake Ranch. 5.
Crafting & Executing Strategy 18th Edition 265 CASE 1 Mystic Monk Coffee Overview T his 4-page case requires that students consider the future direction of a monastery located in Clark, Wyoming and evaluate the vision, strategy, and business model of the monk’s fledgling coffee business. As the case unfolds, students will learn of Father Daniel Mary’s vision to build a new Mount Carmel in the Rocky Mountains and transform the small brotherhood of 13 monks living in a small home used as makeshift rectory into a 500-acre monastery that would include accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. Father Daniel Mary had identified a nearby ranch for sale that met the requirements of his vision perfectly, but its listing price of $8.9 million presented a financial obstacle to creating a place of prayer, worship, and solitude in the Rockies. Father Daniel Mary hoped to fund the purchase of the ranch through charitable contributions to the monastery and through the profits of its Mystic Monk coffee business, which had earned nearly $75,000 during its first year of operation. 1 Suggestions for Using the Case This case was written as a leadoff case and was carefully crafted by the case author to require students to draw upon most all of the concepts discussed in Chapters 1 and 2 to sufficiently prepare for a class discussion of the case.