Mystic Monk Coffee Case 1 by David L. Turnipseed

1. Has Father Prior 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?

a. Father Daniel Mary has a direction in which he would like the Carmelite Monks of Wyoming to steer towards. He wants to create a new Mount Carmel in the Rocky Mountains. Father Prior wishes to increase his small brotherhood of 13 monks living in a small home used as a makeshift rectory to having 30 monks located on a 500-acre monastery. This would also accommodate a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. His vision for the Mystic Monk Coffee is to be able to sell enough to purchase a nearby ranch that will fulfill his visions for the new Mount Carmel. The mission of the Carmelite Monks is the same as Father Priors; they would like to raise enough money to relocate to a more suitable location to carry out their life they’ve dedicated to worship.

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

a. Father Prior has set objectives to purchase a ranch by selling more coffee. They also have plans to purchase a new roaster to be able to produce more coffee. However, they have not set any goals or made any financial objectives as to how much coffee they need to produce to obtain the money for the ranch and also make their money back on the new roaster.

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

a. His strategy is promoting Mystic Monk Coffee by word of mouth, their website, and their Mystic Monk Affiliate Program. They also depend on the U.S. Catholic population to support their cause. The Catholic Church is the largest denomination in the United States making it an advantage to the monastery for a future customer...