Mystic Monk Coffee Case Analysis Essay

1574 Words7 Pages
Ashley May
Professor McCoy
Strategic Management
Mystic Monk Coffee Case Analysis
The Carmelite Monks of Wyoming lead a life of prayer, solitude and silence. The vision set forth by Father Daniel Mary for expansion of the monastery would establish the direction for the future of the Carmelite Monks. The vision involves the transformation of the once small brotherhood of only 13 monks living in a very small home into a beautiful 500-acre monastery capable of holding 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay people and finally a hermitage. The largest and perhaps most important part of this vision is the Irma Lake Ranch; the place for the monastery to expand and grow. However, this most vital piece of the vision also comes with an expensive price tag of $8.9 million. The belief of Father Daniel Mary is that perhaps the coffee company operated by the monks, Mystic Monk Coffee, could fund the purchase of the new ranch.
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:
Clearly defined target market (Catholics), large % of U.S. coffee drinkers prefer higher quality, large % of Catholic coffee drinkers support monastery, high quality ingredients
Lack of funds & resources, shallow distribution channel & secluded environment,

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