Mystic Monk Coffee Case Study

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Mystic Monk Coffee Case Study Mystic Monk Coffee is a company created to help Father Daniel Mary’s vision for the Carmelite Monks of Wyoming to re-create Mount Carmel in the U.S. Rocky Mountains and transform the small brotherhood of 13 monks living in a small home used as a makeshift rectory into a 500 acre monastery that would include accommodations for 30 monks, a Gothic church, the convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. Although the company impressively made around $680,000 dollars of sales in their first year, there are many issues present in the operation of the company. Through a SWOT analysis, many strengths and weaknesses of Mystic Monk Coffee become apparent. First off, MMC does have a focused strategy; they offer high quality coffee in a variety of blends, roasts, and flavors marketed mainly to U.S. Catholics. They even offer affiliate programs and sell wholesale coffee to churches and coffee shops. Due to its monastery vision and the MMC’s relationship influenced strategy, they have an advantage that would be very hard to imitate by others. They also have a large target market of about 69 million Catholic Americans. Their strategy fits their situation, yields sustainable competitive advantage in the Catholic market, and has produced fair financial performance when it comes to profit margins. However, their business plan has many weaknesses. According to the lack of evidence apparent in the text, it seems as if Father

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