Mystic Monk Coffee Case Study

Topics: Coffee, Monastery, Coffea arabica Pages: 6 (2375 words) Published: September 26, 2012
What is the vision and mission of Mystic Monk Coffee? Are they different?

Father Daniel Mary’s vision was quite simple; he wanted to create a new Mount Carmel in the Rocky Mountains. His vision got more complex as he defined it. First he wanted change his small 13 monk monastery into a 500-acre monastery. These 500 acres would hold 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage that presented a formidable challenge. In a letter on the monastery’s website he explains his vision. “We beg your prayers, your friendship and your support that this vision, our vision may come to be that Mount Carmel may be refounded in Wyoming's Rockies for the glory of God.” Father Daniel Mary’s final mission is “to develop an execution plan that would enable Mystic Monk Coffee to minimize the effect of its cloistered monastic constraints, maximize the potential of monastic opportunities, and realize his vision of buying the Irma Lake Ranch.” The vision and the mission in this case are very similar. However the vision is the initial idea the Father set out to accomplish with the monastery and the mission is decided after being established. The mission is the goal the company is trying to achieve in this case it is to continue to expand which is similar to the original vision.

What steps can Mystic Monk take to make their goal achievable?

Mystic Monk Coffee can increase their brand awareness through advertising. They could also consider selling their coffee beans in grocery stores. By growing their coffee business they have a better chance of bringing in enough revenue to purchase their new monastery. The company should also consider purchasing a larger coffee roaster to keep up with the demands necessary to achieve their vision.

What are Mystic Monk’s S.W.O.T ?

When looking at Mystic Monk’s business structure there is definitely room for improvement in some areas but the difficult thing is that some areas Mystic Monk coffee cannot change because of their time of prayer and worship. Mystic Monk has a good structure of management because there are 13 monks that share a equal value in the monastery and company but they all listen to Father Prater. Father Prater has a group of thirteen monks that all preform a specific task that they carry out to support the community. Although father Prater is the head monk they all have the same say in decisions which is unique because most companies do not do that. These monks are very dedicated to this business because they work for the expansion of their monastery to the Irma Lake ranch. Although this company does not produce high numbers on the income statement they do have some sort of profit which is very good. This company averages $6,000 a month which isn’t a lot but it will help the monastery to expand. With this monastery being very good with the community it led them to receive multiple donations by various parts of the community. Also this company is focused on the high quality coffee industry which can lead to higher profits because the coffee is a higher price than other coffee.

While looking at the operations structure of this company it is shown that this part of the company is very weak. It is weak because the monks only have a certain amount of time they are allowed to work because of the amount of time they leave for worship. They are not going to reduce the time of worship because that is their main reason for the company to expand the monastery with the profits of the coffee business. Along with only being able to work a certain amount, certain monks do different things to keep the monastery working. Each monk has a different trade or meaning for themselves which either one or a few are to work the coffee business. Having only certain amounts of monks on the monastery limits them to the amount of production they can have and the amount the business can work. Another weakness that this company needs to fix is their...
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