Mystic Monk Coffee Case Analysis

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Mystic Monk Coffee
Company History
Mystic Monk Coffee is a company established by Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming. The monks are a group of 13 living in a small home. Coffee sales are used to support the brotherhood and to eventually prepare for expansion of the order. Coffee is produced using high quality fair trade Arabica and fair trade/organic Arabica beans. There are many popular flavors such as Mystical Chants of Carmel, Cowboy Blend, Royal Rum Pecan, and Mystic Monk Blend. The company’s traditional target market has been the segment of the U.S. Catholic population who drinks coffee and supports the monastery’s mission. Industry Analysis

The approximate number of coffee consumers in the United Stated is 150 million and 89 percent of those drinkers prefer to make coffee at home rather than purchase from franchises. Of the consumers who drink coffee at home, approximately 30 percent prefer premium specialty coffees that sell for $7 to $10 per 12-ounce package. These coffees are made from high quality Arabica beans rather that low quality, bitter Arabica beans. Mystic Monk Coffee is among the distributors that produces a higher quality product. Company Mission

The current mission is to produce a high quality product that is marketed to the segment of the U.S. catholic population who drink coffee and wish to support the monastery’s mission. The monks make their appeal by asking the Catholics to use their Catholic coffee dollar for “Christ and his Catholic church.” This is published on the website. Company Objective

Mystic Monk Coffee has a primary goal of transforming the small brotherhood of 13 monks lining in the small home to include accommodations for 30 monks. There is a property in the Rockies with an asking price of $8.9 million. The monks currently have a donation of $250,000 and a plan to raise the remainder of the funds. There are currently more than 500 inquiries who want to...
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