Mystic Monk Coffee Case Study

Mystic Monk Coffee Case Study

Assignment Questions

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?

1) The future direction of the monastery was to develop a strategic vision to achieve the purchase of a land to further expand the operations of the monastery. That is, the monastery would use the funding from donations and the coffee-roasting operations. However, operations of the coffee business would need to be further expand and improve in order to obtain the funding that would allow the monastery to achieve its vision and mission.

2) The biggest vision of Father Daniel Mary for the monastery included expanding it by acquiring the Irma Lake ranch for its current listed price of $8.9 million. This would enable to build a retreat center, a Gothic church, a convent for Carmelite nuns, hermitage and transform the small brotherhood of 13 monks to 30.

3) The vision of the Mystic Monk Coffee was to make the vision for the monastery a reality, by “turning the coffee into the land”; its profits will be towards purchasing the required land to expand the monastery; the main vision.

4) The mission of the Carmelite Monks of Wyoming was to be able to earn money to sustain themselves and be able to buy the Irma Lake ranch and further expand from 13 monks to 30 and build a gothic church, retreat canter and convent.

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

Since the production of Mystic Monk coffee didn’t generate enough cash flows to pay for the Irma Lake ranch, Father Daniel Mary set objectives and performance targets such as:

1) Objective 1: Increase the production of coffee. Coffee sales were a means of support from the outside world; however, they would need to be used towards financing the...