Marketing Case Study: Mystic Monk Coffee

Founded in 2011 off the aspirations of a young Nikki Evans, Mr. and Mrs.Evans opened their family, locally owned coffee shop, Forty Weight. The Evans family started their family owned business with the hope to build a friendly, christian based shop that is open to the public and private parties. Over the last two days I have visited Forty Weight during a variety of different times (Friday 8:00am, Saturday 10:00am and Saturday 2:00pm) to observe the type of environment and the type of people that are the “coffee drinkers at Forty

The business model of MMC is a web based business which also utilizes word of mouth. They will increase the production of the coffee by purchasing a new roaster and add additional streams of revenue with the wholesaling of their products to churches and coffeeshops. Mystic Monk Coffee delivers customer value by offering a high grade product using quality free trade/organic Arabica beans,several differnt options of flavor or roast, shipping directly to the costomer's door and a frequent customer club offering free shipping for puchases of 3 or more bags. MMC shows the ability to increase it's value by increasing the production of it's coffees, and all the resources such as quality coffee that have a specific meaning to the Catholic consumers along with the workers and equipment needed to create and deliver value to it's customers.

With 11,000 plus coffeehouses worldwide, it is evident that their strategy of being passionate about their customer relation and their devotion to delivering a quality product goes beyond culture and language.

Since Shania Jackson is pursuing her first business, a private corporation is a worthy avenue of direction. An initial understanding by Shania that a lack of experience is a commonality of a new business owner must be considered. Inevitably, a multinational corporation is ideal once all the operations of the Christian coffee shop are proven to be efficient, as well as profitable. For example, trial and error will reveal the preferences of variations of coffee together with numerous toppings for the coffee purchased by Colorado residents. In addition, Shania might consider pastries to accompany the coffee. However, the coffee preferences of the Colorado population may vary by a landscape compared to coffee drinkers in Germany. For these

Mystic Monk Coffee is a company established by Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming. The monks are a group of 13 living in a small home. Coffee sales are used to support the brotherhood and to eventually prepare for expansion of the order.

In order to determine whether Mystic Monk Coffee has an opportunity to expand its impact on a scale grand enough to fund the ranch, it is important to understand the strengths, weaknesses, opportunities and threats:

vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite

Father’s strategy for achieving his vision was to promote Mystic Monk Coffee among Catholic population. One of the strategies they had was word of the mouth and this strategy went from their loyal customers in Catholic parishes across the US. Mystic Monk is a coffee that has a unique meaning for Catholics who want to support monastery mission. By buying Mystic Monk coffee Catholic population could support a cause at the same time. It’s a great advantage Mystic Monk brand has and other brands don’t.

The strategy that Father Mary is using to attain his vision of purchasing the Irma Lake ranch is using the Mystic Monk Coffee revenues with

1. What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?

Shareholder Value or Financial Perspective: Holy Grounds will find its niche and be competitive in that it is a different kind of coffee house to the norm appealing to a uniquely religious market. It is a coffee house that offers uplifting Christian-based music along with thought provoking lectures that strengthen the mind and spirit of the typical Christian college student. Holy Grounds will also offer organic healthy food choices and by doing so will support local farm growers as well as support the local economy. This will provide further value to the shareholder. In the United States with a population of over 290 million people, only 21,400 coffee houses exist. These numbers leaves opportunity for Holy Grounds within the competitive marketplace of coffee houses. Customer Value Perspective: The customer will gain both nutritious and religious value. He/ she will have quality organic treats whilst being treated to Christian music and motivational speaking opportunities that will be interesting to a diversified Christian denominational population. Events such as lectures and concerts will be presented by regional pastors and top-selling authors as well as regional church ministries and national recording artist on the Christian radio networks. There will be room too for small meetings for various Christian events. Its appliances and technology will be up to-date with the cafe, for instance offering new coffee machines that make mocha iced coffees as thick as a milkshake.

What is the basic strategy that Mystic Monk Coffee seems to be using to achieve their mission?

Where Melbourne-style cafes have generally favored a laid-back and monochrome feel, Japananese-style cafes have made an artform of combining the old and new in such a way they blend seemlessly together. Enter Monks, one of the newest additions to Kelapa Gading’s rapidly developing coffee scene.

Shania Jackson is interested in starting a Christian coffeehouse near Denver, Colorado. A few family members and an acquaintance, both believers and nonbelievers, have expressed interest in investing and become a part of her business. She has researched franchise opportunities with various stipulations as a method for starting her business. She is also considering naming her business “The Gathering Place”.

Seven years ago, Dang Le Nguyen Vu, director of Trung Nguyen Coffee Co Ltd, was nobody but a medical student whose parents are poor workers. Nurtured by the aspiration to make a fortune for himself and his country by selling processed coffee, Vu, in 1996, opened a coffee roasting facility in Dac Lac -- the kingdom of coffee in Vietnam - with a total workforce of only four, including himself and three of his friends.