Mystic Monk Coffee

What is the case about?

The case focuses on the future of a monastery located in the Rocky Mountains and the vision and strategy of its coffee business. The vision of the monastery is to buy a ranch of $8.9 million in the Rockies. The point of the case is to evaluate to what extent Mystic Monk Coffee can be relied to provide the financial resources to achieve the monastery‘s vision and make recommendations to improve Mystic Monk Coffee's performance.

Mission

The mission for the Carmelite Monks of Wyoming was to be able to buy a nearby ranch that met Father Daniel Mary’s requirements of his vision. Father Daniel Mary’s vision is to transform the small brotherhood of 13 monks living in a small house 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 to came up with an execution plan that would enable Mystic Monk Coffee to minimize the effect of its monastic constraints and maximize the potential of monastic opportunities, so the monastery could achieve its main mission that was to earn the money to achieve their vision.

S.W.O.T Analysis

Strengths

• Mystic Monk Coffee is produced by using high-quality fair trade/organic Arabica beans.

• It offers a variety of flavors.

• Mystic Monk Coffee website features T-shirts, gift cards, CDs,and coffee mugs.

Weaknesses

• The capacity of Mystic Monk Coffee's roaster limited production to 540 pounds per day.

• The production is also limited by time devoted to prayer, silent meditation, and worship.

Opportunities

• Mystic Monk Coffee is a unique coffee for U.S. Catholic population who drink coffee and want to support the monastery's mission. It has a unique meaning for Catholics.

• People that are not necessarily Catholic, but are concerned about their health and social concerns may want to taste the delicious coffee made by the monks, and at the same time support them.

• Their prices are between the range compare to the other brands.

• Since they support a cause, they are able to ask for donations.

Threats

• Because of the background and meaning of Mystic Monk Coffee, some Christians and other religions, may not purchase Mystic Monk Coffee.

• The majority of Mystic Monk's sales are made