Mystic Monk Coffee Case Study

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1. Yes, Father Daniel Mary has established a future direction for the Carmelite monks of Wyoming. His vision for the monastery is to transform the small home used as a make shift rectory into a 500 acre monastery that would include accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns and a retreat center. This space would allow him to increase the number of monks to 30. The vision for Mystic Monk Coffee is to make Father Daniel Mary’s vision a reality by selling more coffee. The Carmelite Monks of Wyoming have the same mission as Father Daniel Mary to purchase $8.9 million ranch near Irma Lake. 2. Father Prior has a definite objective of purchasing the $8.9 million ranch near Irma Lake. However, besides “increase coffee production,” he does not have specific target objectives set. 3. Father Prior’s strategy for achieving his vision is to promote Mystic Monk Coffee. The coffee sales are a means of support from the outside world that would provide financial resources to purchase the land. Their competitive advantage is lower prices than their competition and more than 69 million Americans that are members of the Catholic Church are potential customers. 4. Mystic Monk Coffee’s strategy is a good money-maker for making profits now, but they are going to have to expand if they want to reach their fundraising goal. Its business model is selling to individuals on its website and occasional phone orders. It has recently just expanded its business model by selling wholesale to churches and local coffee shops. Mystic Monk Coffee’s customer value proposition is based on the top benefit to its target customer that they can “use their Catholic coffee dollar for Christ and his Catholic church.” They are also receiving high value coffee beans, as the beans that the monks roast with are fair trade. Its profit formula = Sales – (total cost of goods

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