Mystic Monk Coffee Case
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 established the future direction for Carmelite Monks. He determined clear sense of the future, directions and inspiration for the goal setting. The biggest vision of Father Daniel Mary included expanding the monastery by acquiring the Irma Lake ranch for its current listed price of $8.9 million. This would enable to build a retreat center, a Gothic church, a convert for Carmelite nuns, hermitage and transform the small brotherhood of 13 monks to 30. Father Daniel Mary believed that Mystic Monk Coffee could fund the purchase of the new land. The vision of the Mystic Monk Coffee was to make the vision a reality, by “turning the coffee into the land”. The mission of the Carmelite Monks of Wyoming was to be able to earn money to buy the Irma Lake ranch and to expand from 13 monks to 30, gothic church, retreat canter and convent. 2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
Production of Mystic Monk coffee didn’t generate the kind of cash flows to pay for the Irma Lake ranch. Father Daniel Mary has set definite objectives and performance targets for achieving his vision. Objective 1: Increase the production of coffee. Coffee sales were a means of support from outside world to finance the purchase of the land. Demand for Mystic Monk Coffee exceeded the capacity of a roaster and the monastery had planned to invest in a larger roaster. Performance target: Buying a new roaster that would allow the production of a coffee to increase from 540 pounds per day to 780 (6 hours of work X 130 pounds per hour = 780).Objective 2: Better distribution of a product. Mystic Monk Coffee was primarily sold online with an exception of