Analysis of Mystic Monk Coffee Case Essay

852 Words Nov 18th, 2013 4 Pages
Analysis of Mystic Monk Coffee

1. Executive Summary
As the Prior of the Carmelite Order of monks in Clark, Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming. He has a clear vision that he wants to expand the monastery by buying a 500-acre ranch, which can enable to build a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage including 30 monks. Father Daniel Mary cannot make the vision come true unless he can collect enough money to pay for the $8.9 million listing price of that ranch. In this circumstance, the vision for Mystic Monk Coffee (MMC) is to sell more coffee to fund the Carmelite Monks of Wyoming. Therefore, the mission of the Carmelite
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One part is to purchase $35,000 for a larger roaster. Let’s assume that monks worked eight hours a day, and then this new roaster can help them to raise production by 500 pounds per day (130*8-540=500). The other part is to put wholesale sales churches and local coffee shops. MMC’s strategy is a money-maker because it has a competitive advantage. It focuses on the niche market – the U.S. Catholic population who drinks coffee and wishes to support the monastery’s mission. In the U.S., this population is over 69 million. Consequently, this business has a good potential to provide profit.

However, MMC needs to improve its advertising strategy to increase brand awareness. Currently, it only uses its website to place its orders and customers can only notice this brand from word of mouth or some affiliate websites. MMC should use social media like Facebook or Twitter to advertize its products. It can also cooperate with other Carmelite churches or groceries to distribute its coffee packages. This is because over 133.5 million (150 million*89%=133.5 million) coffee drinkers in the United States brew their own coffee at home. And among them, about 30 million coffee drinkers prefer premium quality specialty coffees. MMC provides quality coffee that will attract these loyal coffee consumers, who are more willing to pay more to buy coffee made by high-quality fair trade and organic Arabica beans.

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