Essay on Mystic Monk Coffee Case Analysis

1081 Words Feb 14th, 2013 5 Pages
Mystic Monk Coffee
Company History
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.
Coffee is produced using high quality fair trade Arabica and fair trade/organic Arabica beans. There are many popular flavors such as Mystical Chants of Carmel, Cowboy Blend, Royal Rum Pecan, and Mystic Monk Blend. The company’s traditional target market has been the segment of the U.S. Catholic population who drinks coffee and supports the monastery’s mission.
Industry Analysis
The approximate number of
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Company Strategy
The company primarily uses word of mouth as a means of sales and increase of revenue. Sales are generated primarily from online orders. Mystic Monk also offers non-secular websites commissions on sales made to customers directed to the website. The website and its affiliates help the company to earn a net profit margin average 11 percent of revenues.
SWOT
Strengths: * The price is reasonable. The average premium brand coffee is sold for $7 to $10 dollars per 12 ounce package. Mystic Monk Coffee averages $9.95 per 12 ounce bag and all purchases over $25 qualifies for free shipping. * The monks are dedicated to making the coffee. Everyone at the company has the same goal and this is to further the revenue of the company in hopes of expanding to better serve God.
Weaknesses:
* The Carmelite Order currently has the production capacity of 540 pounds per day and the demand will soon exceed the production capacity. The production is also limited due to prayer and meditation throughout the day. * Advertisement is primarily by word of mouth. There are consumers who would try the coffee because it is of high quality and good price but do not know about it.

Opportunity: * Through the sale of its coffee, the Carmelite Monks may realize their dream of purchasing the Irma Lake Ranch. * Donations made by individual supporters will help to fund the purchase of the land. * Expansion of

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