Mystic analysis session

Question 1:
Father Daniel Mary’s vision is to expand the current brotherhood of 13 monks living in small
church used as makeshif rectory into a 500-arce monastery, which can enable to build a Gothic
church, a convent for Carmelite nuns, a retreat enter for lay visitors, and a germitage including 30
monks
The vision for monastery: “We beg the prayers, you friendshi and your support that this vision,
our vision ,ay come to be that Mount Crmel may be refounded in Wyoming’s Rockies for the
glory of God”
The vision for Mystic Monk coffee: to sell more coffee to fund the Carmelite Monks of
Wyoming. The coffee sales is only means of supporting finance from outside woorld that would
help them purchase the land along with any docation they receive.
The mission of Carmelite Monks of Wyoming: is to develop an action plan that would enable
MMC to minimize the effect of its cloistered monastic constraints, maximize the potential of
monastic opportunities, and realize Father Daniel Mary’s vision of buying the ranch.
Question 2:
He has set a definite objectives that is to increase the production of coffee. His strategy for
achieve the vision is to use the website to produce orders of coffee packages sales of MMC to
help him buy the ranch.
Question 3:
MMC’s target market was the segment of the U.S Catholic popuation who drank coffee and
wished to support the mission- niche market. However, they need to expand if the want to reach
the fund raising goal.
To expand the potentical increasing demand. MMC invests in a new coffee roaster with the larger
capacity can roast 130 pound per hour instead of per day and set up the wholesales system to the
churchs and coffee shops
Marketing strategy is word of mouth. The majority of sales is coming from phone call or website
The competitive advanatges of Mystic Monk coffee is the high quality and wide array of coffee
blens. Brother Jave roasts the high quality coffee beans and Arabica beans in to four popular
flavors
Question 4:
MMC’s startegy is money-maker because they have niche target market- US cathoics although it
does not generate the required amount for Father Daniel Mary to reach his goal for the monastery.
Business modelis selling to individual on the MMC website and occasional phone order.
Recently, it also sells wholesales to chruch and local coffee shops
Customer value propostion is based on the top benefit to its target customer stating “ they can use
their Catholic coffee dollar for Christ and gis Catholic church”. They also receive high value
coffee beans that are bought at fair trade value.
MMC has a winnign strategy, it earns enough to reach the goal, but slowly. They wins with the
external situation by having loyal customer in the long run but loses internally because of missed
opportunities with mow much MMC could have been produced. Also, the competive advantges is
not significant enough to increase the sales when the customer will be familar with brand.
Therefore, MMC must acquire enough funds within limited time. MMC has failed in the last
category for a startegy to be considered winning. An 11% of margin per ,omth is not enogh
because it would take decades before the funds reach $8.9 billion.