...CASE 1 : MYSTIC MONK COFFEE Masyarakat Carmelite merupakan sebuah kelompok masyarakat religius dari gereja katolik di Wyoming, yang hidup dengan prinsip kesunyian, hening dan do’a. Biara Carmelite di Wyoming ditemukan oleh Pastor Daniel Mary. Ketika pertama kali tiba di Wyoming, Pastor Daniel mempunyai visi untuk membuat sebuah area peribadatan kristen katolik carmelite di Wyoming, dengan membeli lahan peternakan seluas 500 hektar yang dapat dibangun gereja bernuansa gothik, tempat peribadatan bagi para biarawati, pusat retreat bagi pengunjung, serta tempat tinggal bagi 30 biarawan. Pastor Daniel tidak akan dapat mewujudkan tujuannya kecuali dengan mengumpulkan uang sebesar $8.9 juta untuk membeli area tersebut. Pastor Daniel bersama dengan beberapa pastor lain di carmelite kemudian membuka sebuah kedai kopi dengan nama Mystic Monk Coffee (MMC) yang visinya adalah menjual kopi yang berkualitas sebanyak mungkin sehingga pendapatan yang terkumpul dapat digunakan untuk kebutuhan amal bagi biara carmelite di Wyoming. Untuk mewujudkan visi dari biara carmelite, maka Pastor Daniel berusaha mengembangkan MMC, sehingga dapat membantu dalam mewujudkan pembelian lahan peternakan untuk dijadikan area peribadatan tersebut. Pastor Daniel bekerjasama dengan toko-toko lokal, dan gereja lain di carmelite untuk memasarkan paket kopi secara offline, serta menggunakan sosial media untuk meningkatkan brand awareness dari masyarakat. Problem Statement Meskipun Biara Carmellite telah menerima...
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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...
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...Mystic Monk Coffee The Ultimate Marketing Plan Father Daniel Mary currently owns a small monastery of about 15 monks in Clark, Wyoming. His vision is to expand the monastery to support a 30-monk residency in a remote area about 21 miles outside the closest city. The property known as The Irma Lake Ranch is priced at $8.9 million and includes; 17,800-square foot residence, 1,700-square-foot caretaker house, a 2,950-square-foot guesthouse, hunting cabin, a dairy barn and forested land. The monastery has raised $250,000 in donations and currently nets about $6,215 in profits per month from the online coffee business, Mystic Monk Coffee. The business is online-only and is not maintained a consecutive hours due to the monk’s rigorous prayer and ritual activities. The obstacle Father Daniel Mary faces is lifting this business further off the ground and to have continued support for the monastery with a regular income. Mystic Monk Coffee is currently looking to target the 69 million Catholic’s in the United States. Using the approach of seeking Catholic support for the uprising of a new monastery in the United States is a great starting point. As a religious affiliation, the monks can easily attract extra donations for simple support from devoted Catholics. However, there needs to be a plan to reach these 69 million members. Father Daniel Mary has attempted this using a commission based affiliate program. He should keep his current affiliates, but no longer offer new membership...
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...CASE ANALYSIS – The Case of Mystic Monk Coffee BUS 5480 Strategic Management January 25, 2015 Executive Summary The case of the Mystic Monk Coffee operations details the business vision of the Clark, Wyoming Carmelite monastery’s father prior. Father Prior Daniel Mary sought to expand Mount Carmel, his small monastery, which accommodated 13 cloistered monks. He envisioned a monastery much larger than the small four-bedroom home he and the other monks occupied. The Irma Lake Ranch, located outside of Cody, Wyoming, was the 496-acre ranch he found that would live up to his vision of comfortably accommodating 30 monks, a convent for Carmelite Nuns, a Gothic church, a hermitage, and a retreat center for lay visitors. While the Irma Lake Ranch fit beautifully into what he planned to establish with the new Mount Carmel, it came with an $8.9 million obstacle. The $8.9 million price tag on the ranch led Father Prior Daniel Mary to consider ways in which to gain the required funds. In its first year, Mystic Monk Coffee, the monastery’s coffee business earned approximately around $75,000. In addition, the monastery received a donation of $250,000 and local Cody business owners started a foundation for Mount Carmel as well. While this was a decent start, the monastery would need to collect much more money to purchase the ranch. The monks of Mount Carmel believed that through earnings from Mystic Monk Coffee and public donations, they would soon reach their goal. Recommendations...
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...Mystic Monk Coffee 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...
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...Father Daniel Mary’s idea for the Carmelite Monks of Wyoming is the establishment of a monastery in a peaceful setting in the Rocky Mountains. Father Mary could make the Monk brotherhood of just 13 monks from a small building into a 496-acre monastery that would hold up to 30 monks. Father Mary’s idea included a Gothic church, and convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. For such a purchase to be successful, Mystic Monk Coffee, owned and operated by the Carmelites to support the monastery, will have to purchase a new larger 130-pound-per-hour coffee roaster for $35,000 to meet future purchasing demands of their coffee products. Father Mary’s mission for the Wyoming Carmelite’s is to continually grow the monastery by screening and accepting young men between the ages of 19 and 30 years old who are willing to commit their life to the Catholic Church. The monks at the monastery grow and produce high-quality organic Arabica beans, and promote and sell a variety of coffee blends to customers mainly from Catholic parishes. The sale of Mystic Monk’s coffee is essential as it supports the religiously dedicated Carmelite Monks of Wyoming who have promised their life to worship. To achieve his vision, Father Mary’s strategy is to purchase a larger, 130-pound-per-hour roaster so when the demand approaches the current roaster’s capacity, Mystic Monk will be ready to fulfill the customer needs and wants. With higher product capacity, Father...
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...located in the Rocky Mountains and the vision and strategy of its coffee business. The vision of the monastery is to buy a ranch of $8.9 million in the Rockies. The point of the case is to evaluate to what extent Mystic Monk Coffee can be relied to provide the financial resources to achieve the monastery‘s vision and make recommendations to improve Mystic Monk Coffee's performance. Mission The mission for the Carmelite Monks of Wyoming was to be able to buy a nearby ranch that met Father Daniel Mary’s requirements of his vision. Father Daniel Mary’s vision is to transform the small brotherhood of 13 monks living in a small house used as makeshift rectory into a 500-acre monastery that would include accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. Father Daniel Mary had to came up with an execution plan that would enable Mystic Monk Coffee to minimize the effect of its monastic constraints and maximize the potential of monastic opportunities, so the monastery could achieve its main mission that was to earn the money to achieve their vision. S.W.O.T Analysis Strengths • Mystic Monk Coffee is produced by using high-quality fair trade/organic Arabica beans. • It offers a variety of flavors. • Mystic Monk Coffee website features T-shirts, gift cards, CDs,and coffee mugs. Weaknesses • The capacity of Mystic Monk Coffee's roaster limited production to 540 pounds per day. • The...
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...full file at http://testbankinstant.com CASE 1 Crafting & Executing Strategy 18th Edition 265 Mystic Monk Coffee Overview T his 4-page case requires that students consider the future direction of a monastery located in Clark, Wyoming and evaluate the vision, strategy, and business model of the monk’s fledgling coffee business. As the case unfolds, students will learn of Father Daniel Mary’s vision to build a new Mount Carmel in the Rocky Mountains and transform the small brotherhood of 13 monks living in a small home used as makeshift rectory into a 500-acre monastery that would include accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. Father Daniel Mary had identified a nearby ranch for sale that met the requirements of his vision perfectly, but its listing price of $8.9 million presented a financial obstacle to creating a place of prayer, worship, and solitude in the Rockies. Father Daniel Mary hoped to fund the purchase of the ranch through charitable contributions to the monastery and through the profits of its Mystic Monk coffee business, which had earned nearly $75,000 during its first year of operation. Suggestions for Using the Case This case was written as a leadoff case and was carefully crafted by the case author to require students to draw upon most all of the concepts discussed in Chapters 1 and 2 to sufficiently prepare for a class discussion of the case...
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...Question 1 Father Daniel Mary’s vision for the Carmelite Monks of Wyoming was to rebuild Mount Carmel in the Rocky Mountains and take the small brotherhood of 13 monks active in a small home used as provisional vicarage and expand into a $8.9 million, 500-acre monastery that would contain housings for 30 monks, a convent for Carmelite nuns, a retreat center for lay visitors, a gothic church and a hermitage. However, in this case Father Daniel Mary has not articulated a vision for MMC. Question 2 Production of MMC was not generating the cash flow required to pay for the Irma Lake ranch. Father Daniel Mary had set objective and performance targets for achieving his goals for his vision of the new monastery/property. First Objective: Increase the production of coffee. Coffee sales were a means of support from outside world to finance the purchase of the land. Demand for MMC exceeded the capacity of a roaster and the monastery had planned to invest in a larger coffee roaster. Performance Target: With the purchase of the new roaster, it would enable the production of a coffee to increase from 540 pounds per day to 780 pounds; increasing their capacity to meet customer demands. (6 hours of work X 130 pounds per hour = 780lbs). Second Objective: Better distribution of a product. MMC was primarily sold online with an exception of a few phone sales. Performance Target: Wholesale distribution to local coffee shops and churches. Question 3 To achieve his vision,...
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...Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming was a former high school football player, boxer, bull rider and man of great faith. Father Prior Daniel Mary was known to never back down from a challenge, a challenge which would take precise planning and execution to complete. This challenge would require Father to rally his group of men...his monks, to get them all focused on this common goal Father Prior had envisioned. This vision was to create a new Mount Carmel in the Rocky Mountains. His vision of altering the small brotherhood of 13 monks living in a small home into a 500-acre monastery that would include: accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat centre for lay visitors and a hermitage; these visions all presented the daunting challenge. Father Prior had located a nearby ranch for sale (Irma Lake Ranch) that met his requirements but the current listing price was $8.9 million dollars which presented a financial obstacle. It didn’t help that Father Prior Daniel Mary did not have a great deal of experience in business, he lived as a Carmelite hermit in Minnesota before moving to Clark, Wyoming to establish the new monastery. While Father had proclaimed a very detailed future direction for his monks and monastery, he hasn’t created the strategy needed to achieve such expectations. Father Prior currently has unclear vision, mission and value statements; the monks need to progress forward with the same common...
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...Mystic Monk Coffee Case. 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 established the future direction for Carmelite Monks. He determined clear sense of the future, directions and inspiration for the goal setting. The biggest vision of Father Daniel Mary included expanding the monastery by acquiring the Irma Lake ranch for its current listed price of $8.9 million. This would enable to build a retreat center, a Gothic church, a convert for Carmelite nuns, hermitage and transform the small brotherhood of 13 monks to 30. Father Daniel Mary believed that Mystic Monk Coffee could fund the purchase of the new land. The vision of the Mystic Monk Coffee was to make the vision a reality, by “turning the coffee into the land”. The mission of the Carmelite Monks of Wyoming was to be able to earn money to buy the Irma Lake ranch and to expand from 13 monks to 30, gothic church, retreat canter and convent. 2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? Production of Mystic Monk coffee didn’t generate the kind of cash flows to pay for the Irma Lake ranch. Father Daniel Mary has set definite objectives and performance targets for achieving his vision. Objective 1: Increase the production of coffee. Coffee sales...
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...aDakota Oxford BUSN 495 1/7/16 Mystic Monk Coffee Assignment Questions 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? * Yes, Father Daniel Mary wants to create a spiritual oasis for monks, nuns, and priests. Father Daniel Mary established his own vision for the future of the Carmelite Monks of Wyoming. The vision for the Monastery is to “Strengthen the whole church in America and be a spiritual oasis for America”. He sought for a new monastery that could accommodate 30 monks, a haven for layover visitors, a Gothic church, an abbey for Carmelite nuns, and a hermitage on a large portion of land called Irma Lake Ranch that costs $8.9 million. The vision for the Mystic Monk Coffee is to expand its operations through the purchase of a new brewery which would be capable of producing more coffee therefore generating more funds for the vision for the new monastery. The mission of the Carmelite Monks of Wyoming is to live a life of solitude and prayer while working to earn profits in attempts to make the vision of Father Daniel Mary come true. 2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? * Yes, Father Daniel Mary did have set definite objectives and performance targets for achieving his vision. Since purchasing...
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...Analysis of Mystic Monk Coffee 1. Executive Summary As the Prior of the Carmelite Order of monks in Clark, Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming. He has a clear vision that he wants to expand the monastery by buying a 500-acre ranch, which can enable to build a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage including 30 monks. Father Daniel Mary cannot make the vision come true unless he can collect enough money to pay for the $8.9 million listing price of that ranch. In this circumstance, the vision for Mystic Monk Coffee (MMC) is to sell more coffee to fund the Carmelite Monks of Wyoming. Therefore, the mission of the Carmelite Monks of Wyoming is to develop an action plan that would enable MMC to minimize the effect of its cloistered monastic constraints, maximize the potential of monastic opportunities, and realize Father Daniel Mary’s vision of buying that ranch. In order to obtain more market share and increase the profit of MMC, Father Daniel Mary should cooperate with local groceries and other Carmelite churches to distribute its coffee packages offline and use social media to enhance its brand awareness. 2. Problem Statement Even though the Carmelites has received a $250,000 donation and the monastery has earned nearly $75,000 during the first year of coffee roasting operation, the fund of fully buying that ranch is far more way from the listing price. As...
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...Father Prior 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? a. Father Daniel Mary has a direction in which he would like the Carmelite Monks of Wyoming to steer towards. He wants to create a new Mount Carmel in the Rocky Mountains. Father Prior wishes to increase his small brotherhood of 13 monks living in a small home used as a makeshift rectory to having 30 monks located on a 500-acre monastery. This would also accommodate a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage. His vision for the Mystic Monk Coffee is to be able to sell enough to purchase a nearby ranch that will fulfill his visions for the new Mount Carmel. The mission of the Carmelite Monks is the same as Father Priors; they would like to raise enough money to relocate to a more suitable location to carry out their life they’ve dedicated to worship. 2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? a. Father Prior has set objectives to purchase a ranch by selling more coffee. They also have plans to purchase a new roaster to be able to produce more coffee. However, they have not set any goals or made any financial objectives as to how much coffee they need to produce to obtain the money for the ranch and also make their...
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...Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? Yes. What is his vision for the monastery? A new Mount Carmel in the Rocky Mountains. What is his vision for Mystic Monk Coffee? To produce packaged coffee sold to Catholic consumers at the Mystic Monk Coffee website. What is the mission of the Carmelite Monks of Wyoming? A 500-acre monastery with accommodations for 30 monks, a retreat center for lay visitors, a Gothic church, a convent for Carmelite nuns, and a hermitage presented a formidable challenge. produce a Mystick Monk website. 2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? Yes. Father Daniel Mary saw a vision and outline how he was going to achieve his vision. 3. What is Father Prior’s strategy for achieving his vision? He would use a $250,000 toward the purchase and $75,000 earn during the first year for coffee sales. Then the profit from the website sales will pay off the property in the future. What competitive advantage might Mystic Monk Coffee’s strategy produce? With a touch of a finger you can get it deliver to your home. Catholic religion people will purchase the coffee because of the between the two. 4. Is Mystic Monk Coffee’s strategy a money-maker? Yes. He have it make out to the point of paying off the property. What is MMC’s business model? What is your assessment of Mystic Monk Coffee’s customer value proposition? its profit formula? 5. Does...
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