Case 1
Mystic Monk Coffee

1.) He is certainly trying to establish a future direction by implementing change and greatly expanding the existing monastery. His vision is to transform a small brotherhood of 13 monks into a much larger church with more monks, nuns and a retreat by creating a new Mount Caramel. His vision for the coffee business is to continually build it so as to use it to be the primary funding for the new monastery. The mission of these monks is a life of prayer, worship and solitude.

2.) I would say so because as soon as he arrived he envisioned acquiring a large parcel of land, which he has with a large price tag. Also, in order to fund it has developed a plan via the Mystic Monk Coffee business as a source of revenue to pay for the new place.

3.) His strategy is to build the business by getting a larger roaster and most likely having more monks to work… for little to no pay. He has a clear advantage in labor costs as he will have hardly any compared to other distributors. He also will have sort of a niche market, the Catholics.

4.) I believe it is a money maker, or at least could be. Their model is to develop a quality product for quality people at a competitive price. The CVP is as competitive as any because it is very similar to competitors however; they market theirs as Christian which is a solidifier. The profit formula is also probably consistent with competitors and should be better considering the wage differences.

5.) Yes I believe it to be a winning strategy because they already have an established customer base, now they just need to expand it. They can do this by expanding their operations while maintaining as minimal overhead costs as possible.

6.) To fully expand change would definitely have to take place in terms of operations because; monks are not business people, they aren’t