Mystic Monk Coffee Case
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 established a future direction for the Monks such as the expansion of the monastery to 500 acres that would, in turn, increase the capacity of monks up to 30, build a church and a convent for nuns and a hermitage. Their vision for the monastery was to strengthen the whole church and be a spiritual oasis in America and their vision for the Mystic Monk Coffee was to be able to fund the expansion of the monastery and “turn the coffee into the land.” The mission of the monks were to purchase the land and build a better place for worship and vow obedience, chastity, poverty and make sacrifices associated with living a cloistered religious life.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
Father Daniel Mary has set definitive objectives such as to increase the production of coffee by purchasing a new roaster which will lead to an increase in sales. The profit will then be used to fund the expansion of the monastery. Another objective he set was to decrease the total cost and expenses of the MMC. On the other hand, he does not have a set performance target for achieving his mission such as target sales per day or when they should be able to purchase the land and start the construction.
3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee’s strategy provide?
Father Prior’s strategy was to provide more commission to people who can refer new affiliates to the Mystic Monk through their ShareASale program. They are also targeting wholesale sales to churches and local coffee shops. Their competitive advantage was that there is a large percentage of US Catholic coffee drinkers who
Father Daniel Mary established a future direction for the Monks such as the expansion of the monastery to 500 acres that would, in turn, increase the capacity of monks up to 30, build a church and a convent for nuns and a hermitage. Their vision for the monastery was to strengthen the whole church and be a spiritual oasis in America and their vision for the Mystic Monk Coffee was to be able to fund the expansion of the monastery and “turn the coffee into the land.” The mission of the monks were to purchase the land and build a better place for worship and vow obedience, chastity, poverty and make sacrifices associated with living a cloistered religious life.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
Father Daniel Mary has set definitive objectives such as to increase the production of coffee by purchasing a new roaster which will lead to an increase in sales. The profit will then be used to fund the expansion of the monastery. Another objective he set was to decrease the total cost and expenses of the MMC. On the other hand, he does not have a set performance target for achieving his mission such as target sales per day or when they should be able to purchase the land and start the construction.
3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee’s strategy provide?
Father Prior’s strategy was to provide more commission to people who can refer new affiliates to the Mystic Monk through their ShareASale program. They are also targeting wholesale sales to churches and local coffee shops. Their competitive advantage was that there is a large percentage of US Catholic coffee drinkers who