Mystic Monk Coffee

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February 4, 2013
MGMT 439
Mystic Monk Coffee
Father Daniel Mary definitely established a future direction for the Carmelite Monks of Wyoming. His vision was to transform the small brotherhood of around 13 monks living in a small rectory into a bigger, 500-acre monastery that could accommodate 30 monks. He found a nearby ranch but the current listing price of 8.9 million is too much of an obstacle for him. His vision for Mystic Monk Coffee is to raise enough money so that they can afford the property for 8.9 million and build up the new monastery. Overall, they want Mystic Monk Coffee to make enough profits so that they can afford the land. The Carmelite Monks of Wyoming are dedicated to a life of solitude. They pray daily by Mount Carmel and they live near Jerusalem. It appears that Father Daniel Mary has set some objectives and performance targets for achieving his goal. He is already selling varieties of Mystic Monk coffee, t-shirts, and samples on his Mystic Monk website, His target market for the buyers is in the USA and he targeted Catholics. He used an appeal to Catholics to get them to support his mission. He published the following quote on his website, in referring to the American Catholics, “to use their Catholic coffee dollar for Christ and his Catholic church” (Turnipseed 239). At first, Mystic Monk Coffee was being promoted by word of mouth, which isn’t that great for business purposes. Mystic Monk Coffee now uses secondary practices to gain new clients by using websites and internet postings. These objectives all help out in gaining the overall profits and making vision of buying the new property come true. Father Daniel Mary’s strategy is to take his initial donation and save that, while also gaining sale in the Mystic Monk Coffee. The only competitive advantage that Mystic Monk Coffee can produce is by making Catholics feel guilty if they don’t purchase their coffee. He posted that quote right on his website for all...
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