Mystic Monk Coffee

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Topics: Revenue
Business Strategy
Case 1
Mystic Monk Coffee

Jordan Eliuk
Olds College
Submitted on: January 24, 2013

Introduction

Mystic Monk coffee company is a cloistered monastic environment where monks from the Carmelite monastery of Clark, Wyoming spend their daily manual labour hours roasting coffee (Thompson, 2012, pg. 420). The monks are a religious sect of the Catholic church and are fully dedicated to their religious and spiritual side, which requires most of their daily hours, be spent praying or contemplating in silence; this leaves little time to spend on coffee roasting productions, especially due to the small population of monks that are able to live at the Carmelite monastery. There were many restrictions that the Carmelite monks faced with their coffee productions such as having restricted roasting capacity, inadequate land and partial workers.
Father Daniel Mary, the prior of the Carmelite order, had a vision of expanding the small monastery of 13 monks, by creating a new Mount Carmel in the Rocky Mountains of Wyoming. There is a nearby location called the Irma Lake Ranch that would include a large house, caretaker house, guesthouse, a gothic church, a convent for Carmelite nuns, a hunting cabin and a dairy and horse barn; this would allow the monks to expand their opportunities, as well as expand their Carmelite monk residents (Thompson, 2012, pg. 421). This vision is everything that Father Daniel Mary ever dreamed, the only thing prohibiting the change, is that the Irma Lake Ranch will cost the monks $8.9 Million. The Mystic Monk coffee company only earns money based on their coffee sales (11% of revenues) and donations from private donators; the Carmelite monastery received a $250,000 donation which they can use at their discretion (Thompson, 2012, pg. 420,423). The following report will take a look at the options that are available to the Carmelite monks and what would be the most strategic plan that should be enforced in order for the



References: Mystic Monk Coffee | Buy Coffee Beans Online | Online Coffee Store. (n.d.). Mystic Monk Coffee | Buy Coffee Beans Online | Online Coffee Store. Retrieved January 24, 2013, from http://www.mysticmonkcoffee.com/store/storefront.php Thompson, A. A., Peteraf, M. A., Gamble, J. E., & III, A. S. (2012). Case 1. Crafting and Executing Strategy (18th Edition ed., pp. 420-424). New York: McGraw-Hill/ Irwin.

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