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 has established a future direction for the Carmelite Monks of Wyoming since he had a concrete and detailed vision and mission for the Mystic Monk Coffee and the Carmelite Monks of Wyoming. His vision for the monastery is to create a new Mount Carmel in the Rocky Mountains. He would also want to transform the small brotherhood of 13 monks living in a small house made as makeshift rectory into a 500-acre monastery that would include accommodations for 30 monks, a Gothic church, convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage presented a formidable challenge. His vision for Mystic Monk Coffee is to be able to overcome his financial obstacle in buying the nearby ranch. The mission of the Carmelite Monks of Wyoming is to dedicate a life of prayer and worship, to live out their lives in the monastery, to vow on obedience, chastity and poverty and to sacrifice by living a cloistered religious life.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
Father Daniel Mary did not have a complete definite objectives and performance targets for achieving his vision, but then he had some like in wanting to obtain the ranch. He sold Mystic Monk coffees online (www.mysticmonkcoffee.com) in 12 ounces of bags for a price of $2.99. Their target was appealing to the Catholics, and about more than 69 million Americans were members of the Catholic Church. By producing high quality Arabica and organic Arabica beans, the monks were able to produce ground caffeinated and decaffeinated varieties in dark, medium, and light roasts and in different flavors as well making them to make great coffee.
3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee’s strategy produce?
Father Prior’s strategy for achieving his vision is to use the $250,000 donation and the $75,000 they have earned during the first year of Mystic Monk Coffee-roasting operations then the remaining money, they would be getting from the Mystic Monk Coffee profit to buy the ranch for monastery. Strategies to promote Mystic Monk Coffee would be word of mouth, website (internet), calls/telephone, it offered a secular website. The competitive advantage would be the market niche that is focusing on the Catholics worldwide and the convenience of delivering the coffee into your home.
4. Is Mystic Monk Coffee’s strategy a money-maker? What is MMC’s business model? What is your assessment of Mystic Monk Coffee’s customer value proposition? Its profit formula? Its resources that enable it to create and deliver value to customers?
Yes, Mystic Monk Coffee’s strategy is a money-maker. Its business model tends to maximize all the resources that they have so that they could buy a larger coffee roaster to produce larger amount of coffee. Resulting to an increase in coffee sales and bigger market. The sales will be then use to buy the Irma Lake Ranch. This plan, as like what is stated in the study, will minimize the effect of the monk’s monastic constraints and maximize the potential of monastic opportunities.
5. Does the strategy qualify as a winning strategy? Why or why not?
For this particular question, there is actually a three tests for this. All three questions must be first answered to know if MMC’s strategy qualify as a winning strategy. a. How well does the strategy fit the company’s situation?
It perfectly fit the company’s situation. They need funds for them to be able to buy the ranch. So what they are planning to do is to expand the coffee business by buying a larger roaster, targeting more people, and including wholesales to churches and local coffee shops. This strategy is suitable to the internal and external situation of MMC.
b. Is the strategy helping the company achieve a sustainable competitive advantage? Yes, it is. By targeting people from the Catholic community, they already have acquired loyal customers who keeps on purchasing their high quality and organic coffee. It also helped in advertising MMC products through word-of-mouth. And these makes MMC more appealing to consumers rather than any other brands of coffee. c. Is the strategy producing good company performance?
I believe it is. The company’s financial performance did well in its first year of operation by having an average of $56,500 sales of coffee and coffee accessories.
6. What recommendations would you make to Father Daniel Mary in terms of crafting and executing strategy for the monastery’s coffee operations? Are changed needed in its long-term direction? its objectives? its strategy? its approach to strategy execution? Explain.
I would recommend Father Daniel that in the next period of MMC, he should broaden his target market. Still, the Catholic community will be its major market. But, it might create some “discrimination” factor to other religious groups in years after. They might think that just because they are not Catholic, they cannot buy MCC’s products. On the other hand, the strategy must be changed if the goal is different because it might not worked if it is already not fitted to MCC’s goal/s.