Mystic Monk Coffee case PDF

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mini class case discussion due weekly...

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Payton Ceglie GBA 490- Strickland Mystic Monk Coffee Case 20/01/2022 1. Father Daniel Mary has established a vision for the Monks. His vision is to create a new Mount Carmel in the Rocky Mountains. He sees a 500-acre monastery that can accommodate 30 monks, a Gothic Church, a convent for Carmelite nuns, a retreat center for lay visitors. He is not much of a business man but he does want to learn how much he can rely on his coffee roasting business to pay for the ranch he wants to buy for 8.9 million dollars. 2. Father Daniel Mary has a beautiful vision and goal, however he does not have definitive objectives and goals. He does not have actionable steps lined up to achieve his mission of buying land to create a monastery. He is relying on prayers and donations on a website. 3. MMC has great package deals that I believe most customers would capitalize on, especially for organic grown coffee for the price range for a good cause. Their competitive advantage is their coffee is organic and targeted to a very specific niche market. So, compared to other brands they could have an advantage because customers might buy from them because they know it is for a good cause and it will make them feel good. They also do have a very segmented market. 4. The business model is a profit formula. They need to create a plan for a cost structure that will allow them to deliver the CVP profitably. MMC should run a fit test before they do anything else because they need to understand how well their strategy is fitting their goal and situation. Internal, external and dynamic factors all need to be considered. They have

great packages but maybe a subscription service rather than a 3 month supply. They also need to begin being proactive rather than reactive. MMC has great ideas in the making and started but need to capitalize on execution. Become experts so their profit becomes superior. 5. His strategy does not qualify as a winning strategy. There is no concise detailed plan. We know it is not a winning strategy also since it needs to pass all three tests and it does not. (fit, competitive advantage, and performance) 6. My first recommendation would be to create a mission statement. If they can link their mission with their values and let customers feel the passion they have for what they are trying to accomplish, more people will feel inclined to buy based off of pathos. They need to create a 5 step process model because they have a good vision but no actionable steps. I would recommend a better way to get the word out about the website than word of mouth as well. They need to hire a monk to solely focus on outreach to get MMC into other churches. He will need to come up with a marketing strategy to make the business more well known. I do believe it could thrive, however, they really need to make one monk solely focus on outreach for their website etc. They have the second largest domination and sell a product many people cannot live without, therefore, there are customers out there that would convert to Mystic Monk Coffee as their sole provider. His best idea was the wholesale in the churches and local coffee shops. In fact, I would say to expand on that and include as many churches and coffee shops as possible. That could be through simple phone calls. I like the affiliate program idea, however I cannot tell if it is paying off or if it is eating away a chunk of revenue that Mystic Monk coffee could be earning more directly because of the 56% commission....