Mystic Monk Coffee Case Study Essay examples

2379 Words Oct 8th, 2012 10 Pages
What is the vision and mission of Mystic Monk Coffee? Are they different?

Father Daniel Mary’s vision was quite simple; he wanted to create a new Mount Carmel in the Rocky Mountains. His vision got more complex as he defined it. First he wanted change his small 13 monk monastery into a 500-acre monastery. These 500 acres would hold 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage that presented a formidable challenge. In a letter on the monastery’s website he explains his vision. “We beg your prayers, your friendship and your support that this vision, our vision may come to be that Mount Carmel may be refounded in Wyoming's Rockies for the glory of God.” Father Daniel Mary’s
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This company explains that their target market is catholic denomination people but they do not market their product enough. This company relies on word of mouth which can be a good thing but it can only go so far with a coffee. Mystic monk coffee needs to create a marketing plan to market their product and get their product to be known. Mystic Monk coffee has a vast amount of opportunities that they could act on. While looking at the industry it is very promising. The specialty coffee industry has grown 5.2 billion dollars within the past seven years showing that this company has the opportunity to grow even more because of the industry is growing very fast. This company has located a better larger roaster that could speed up production a great amount from 540 pounds per day to 130 pounds an hour. This may not seem too much but with the little help that the monastery has all the help creates a great improvement and could create a higher profit. This monastery has to acquire more monks to their monastery because they need help and they want to expand their monastery monks included. Although the Irma Lake Ranch is a vast amount of money they could try and purchase it with other donations and creating a way to acquire the ranch. Obtaining this ranch would help the monastery greatly because it would give them a lot more space and that will attract more monks and other great opportunities this monastery is looking for. Although this company sells their products online

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