Discussion Case 1 Assignment

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University of Alabama *

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490

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Business

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Feb 20, 2024

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docx

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Caroline Stein GBA 490 Discussion Case Assignment 1 Yes, Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming. His vison for the monastery is to create a new Mount Carmel in the Rocky Mountains that will include transforming the current brother hood of 13 monks living together in a small house to a brotherhood of 30 monks living on a 500-acre monastery. He invasions this including “accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage”. His vison pertaining to Mystic Monk Coffee is to invest in a larger coffee roaster that will expand the business, putting the profits towards the new land. The mission of the Carmelite Monks is dedicating their life to prayer and worship along with a place where they are able spread their beliefs. Yes, he does have an objective in mind for his vision. This includes expanding Mystic Monk Coffee through purchasing a new, larger coffee roaster that will increase production and profit. The support from the outside world in purchasing their coffee will provide financial assistance in purchasing the land. The strategy that Fathers Prior’s is relying on to achieve is vison is to increase Mystic Monks coffee sales and put that money towards purchasing the new land. Some of Mystic Monks competitive advantages includes being made from “high-quality fair-trade Arabic and fair-trade/organic Arabic beans” as targeting worshiping Catholics who are wanting to support their brotherhood. Mystic Monk Coffee’s strategy is a money-maker. They are providing their customers with high quality coffee at an affordable low cost. Their strategy consists of a modern business approach combined with the traditional views of the monastery. Their business model includes selling high quality coffee with an assortment of flavors, targeting devoted Catholics through word of mouth, their website, ads, and phone orders. They can deliver value to customers because of the company's traditional views, the quality and variety in their coffee, and the accessibility to an online website. My assessment of their customer value proposition is that it places an emphasis on customer support and loyalty for their community through the purchasing of their products. Their profit formula includes COGS minus their additional expenses (roaster, sourcing, shipping, etc.). The profit would be then turned over for construction of the new monastery. I think that his strategy CAN be a winning strategy, but it might need a few adjustments. I think that it is a great plan/fit for Father Priors situation and circumstances he is given living in this community, and they do have advantages over competing coffee brands with unique roasts they offer as well as being a religious based company raising money for a good cause. I think the performance test might need to be revised. Their brand seems to be targeted to such a niche market, so my only concern is that after purchasing a bigger roaster, will the return be as large as expected to support his vision? Some recommendations I would make towards Father Daniel Mary in his strategy is not relying on one adjustment (a larger roaster) to increase coffee sales. I would suggest that they start out by placing more emphasis on in-person local ads in surrounding businesses. This will increase word-of-mouth sales even more, as well as people from surrounding states and visitors purchasing from them. He can also emphasize his approach to strategy execution and put in place objectives and goals to meet those objectives (sales) and evaluate the performance monthly, looking at what could or needs to be adjusted moving forward. After they see an increase in sales and profit, he can then buy a larger roaster to

produce and sell even more. I think that he needs to look at this decision in the long term and would not jump right to purchasing that though if they are not meeting that level of orders right now.

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