Mystic Monk Coffee Case Study Essay

Words: 2362
Pages: 10

What is the vision and mission of Mystic Monk Coffee? Are they different?

Father Daniel Mary’s vision was quite simple; he wanted to create a new Mount Carmel in the Rocky Mountains. His vision got more complex as he defined it. First he wanted change his small 13 monk monastery into a 500-acre monastery. These 500 acres would hold 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage that presented a formidable challenge. In a letter on the monastery’s website he explains his vision. “We beg your prayers, your friendship and your support that this vision, our vision may come to be that Mount Carmel may be refounded in Wyoming's Rockies for the glory of God.” Father Daniel Mary’s
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Although this company is focused on the specialty coffee industry there are still a large amount of companies that sell coffee. Some companies that are large and affect some threat are Folgers, Maxwell, and Newman’s own, just to name a few. Although these companies are not focused on the specialty coffee industry they still pose a threat to this company because they could buy out their business or create a coffee that is about the same product. This trend of drinking coffee every morning is starting to fade with the new generations people. It seems that older generations are more apt to brew a pot of coffee and have it before work. This new generation is focused on drinking energy drinks, and other caffeinated drinks to get through the day rather than coffee. This company is small and can be easily replaced by another bigger company so this company should be looking out for that.

Describe the situational analysis of Mystic Monk’s structure.
The internal factors that influence the company are the company image, organizational structure, staff, operational efficiency and capacity, brand awareness and financial resources.
Mystic Monk has a good image; they sell coffee in order to maintain their lifestyle at their monastery. Their image is particularly appealing to U.S. Catholics who drink coffee and want to support the monastery’s mission.