Mystic Monk Coffee

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  • Topic: Carmelites, Monastery, Carmel
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  • Published : February 11, 2013
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Mystic Monk Coffee
Case Study

Prepared for Kim Kennedy
Strategy course

Prepared by Brittney Davey
Due: January 24th, 2013
Introduction
Father Daniel Mary, is a prior of the Carmelite Order of monks in Clark, Wyoming, has a vision that he could transfer the small brotherhood of 13 monks living in a small used as makeshift rectory into a 500 acre monastery that would include accommodations for 30 monks, a gothic church, a convent for the nuns, a retreat centre for visitors, and a hermitage presented a formidable challenge (Turnipseed, p.c-2, 2010). His vision could not come true unless he could afford a new place and have enough money for it. He saw a ranch for sale and knew that, that would be the perfect place where his vision would come true. The current listing of this ranch was 8.9 million. The only money they had was a 250,000 donation to the Carmelites, and 75,000 that the monastery has earned from their first year of their mystic monk coffee-roasting operations, and with that, they need to purchaser a larger roaster because the other roaster reached its capacity. The new roaster will cost the monks 35,000. External Analysis

Strengths- Internal
* They have the Mystic Monk Coffee business so that gives them money inflow. * They do have some money flow/ donations to start buying the ranch. * Each brother has their own sets of skills so they do work throughout the day. * More than 69 million Americans were members of the Catholic Church. Weaknesses- Internal

* They do not have enough money to fully buy the ranch.
* They do not have advertising.
* The expenses are high.
* The monks have a non-continuous work schedule because every now and again they have to stop work to pray. This will drive them away from making the money they need to buy the ranch and the new roaster for their Mystic Monk Coffee business. * The Mystic Monk Coffee does not have enough customers so they do not make a lot of money. * Limited marketing targets.

Opportunities- External
* They Carmelites could possibly get more donations or anyone from outside the monastery could donate. * The Cody Business owners set up a New Mount Carmel foundation to help the monks raise money towards the ranch. Threats- External

* Someone else could buy the ranch before Father Daniel Mary does. * Lose money from buying the new roaster that will cost them $35,000. * Other coffee businesses such as, Starbucks, Seattle’s best, and Great Mountain Coffee Roasters, are overpowering the Mystic Monk Coffee business because they are so far away from society.

The Fish Bone analysis

Low Income
Low Income

Time
* Work schedule is not continuous because they have to pray. * Spend 8 hours a day praying

Time
* Work schedule is not continuous because they have to pray. * Spend 8 hours a day praying

High Expenses
* High operating cost for the business
* Old roaster may not work up to standards
* Expense cost is high
* Revenue is low

High Expenses
* High operating cost for the business
* Old roaster may not work up to standards
* Expense cost is high
* Revenue is low

Marketing
* Advertising is poor
* Target markets are limited
* Isolated from society
* Tight schedule everyday
Marketing
* Advertising is poor
* Target markets are limited
* Isolated from society
* Tight schedule everyday

Capacity
* Old roaster exceeds capacity
* They have to buy another/new roaster

Capacity
* Old roaster exceeds capacity
* They have to buy another/new roaster

Internal Analysis
Financial Strengths
* The Mystic Monk Coffee has more than 69 million consumers of this particular type of coffee and those are just the people who are members of the “coffee club”. They have more people who are around their community who will buy their coffee also so it is not just the people who order online. This will help them because...
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