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CASE 1: MYSTIC MONK COFFEE

1. Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? What is his vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?
Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming through his vision of creating a new Mount Carmel. His vision for the monastery is to acquire the 496-acre Irma Lake Ranch and build a monastery with accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. The vision for Mystic Monk Coffee is to minimize the effect of its cloistered monastic constraints, maximize the potential of monastic opportunities, and to realize Father Daniel Mary’s vision of buying the Irma Lake Ranch. As for the Carmelite Monks of Wyoming, their mission is to live out their lives in the monastery devoting to prayer and worship, and to understand the reality of vows of obedience, chastity, and poverty and the sacrifices associated with living a cloistered religious life.

2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
It does not appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision, but rather general ones. His ultimate objective is to purchase the Irma Lake Ranch; therefore he needs to generate enough profits from the operations of Mystic Monk Coffee. The MMC had earned nearly $75,000 during its first year of operation. The coffee roaster uses to produce packaged coffee is reaching its capacity. From these facts, Father Daniel Mary plans to increase the earning throughout the year, but he does not specify the number of targeting earning. He also sets to increase the capacity of the coffee roaster.

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