CASE 01 - MYSTIC MONK COFFEE
1. Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? What is his vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?
Father Daniel Mary Has Established a future direction for the Carmelite Monks of Wyoming. His vision for the monastery is to transform their small brotherhood of 13 living in a small home used as a makeshift rectory into a 500-acre monastery. His vision to acquire the Irma Lake Ranch for them to provide accommodations for 30 monks, have a retreat center for lay visitors, build a Gothic church, have a convent for Carmelite Nuns, and a hermitage. Father Daniel Mary’s vision for Mystic Monk Coffee is to minimize the effect of cloistered monastic constraints and for it to be a stronger source of income for the monks to acquire the Irma Lake Ranch. The Mission of the Carmelite monks of Wyoming is to be able to increase the number of monks to 30 who will live out their lives in the monastery who understands the reality of the vows of obedience, chastity, and poverty and the sacrifices associated with living a cloistered religious life.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
Father Daniel Mary has not set definite objectives and performance targets to achieve his vision. He and the monks have only made steps widening the reach of Mystic Monk Coffee but it is not enough to support the vision of acquiring Irma Lake Ranch. They have to establish specific programs to really widen the reach of Mystic Monk Coffee to have more consumers, thus increasing profit. Through this, they become more closer in achieving their vision of transforming their existing home to the “New Mount Carmel”.
3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee’s strategy produce?
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