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Mystic Monk Coffee Essay

2512 words - 11 pages

Father 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 ...view middle of the document...

Here is a list of six key issues that may compromise Father Prior’s ability to acquire the 8.9 million dollar ranch (Irma Lake Ranch):

Short-Term Issues
An evaluation of the monastery’s Mission Statement
An evaluation of the monastery’s Vision Statement
An evaluation of the monastery’s Value Statement

Long-Term Issues
An evaluation of the monastery’s Coffee Operations
An evaluation of the monastery’s Strategy Execution
An evaluation of the monastery’s Business Model

After much deliberation we have come to the following key findings in regards to Mystic Monk Coffee:

The need for a realistic business plan
The need for vital business experience
The need for a shared vision
The need for sustainable financial strength
The need for greater support from the community

In closing we would like to make the following recommendations in regards to improving Father Prior’s future direction for the Carmelite Monks of Wyoming:

Contract out the coffee operations to a market leader (ex Starbucks)
Have the monks strictly focus on improving marketing strategies
Push the idea “use their Catholic coffee dollar for Christ and his Catholic Church” to generate more donation funding

Appendix I (SWOT Analysis)

Strength (Internal - Capitalize on them)

Ability to collect donations due to who they are and what they stand for
Specific target market of 69 million Catholic Americans
Majority of coffee revenue processed ONLINE

Weakness (Internal - Shore them up)

Lack of financial strength
Prayer being the primary daily focus
No evidence of a shared vision between Father Prior and the monks

Opportunity (External - Invest)

The local businesses started a foundation to help raise money
Globalization through the Catholic Church
Potential collateral business

Threats (External - Identify)

Growing competition of similar quality coffees
Geo-political concerns
The economy

Appendix II (Fitness Test)
Rate questions 1 - 4 on a scale of 0 - 4 (TOTAL 20)
  How current are your business and marketing plans?
2.   Are you ready and capable of taking the next step?
3.   Do you have the proper marketing mix?
4.   Do you still market to the correct segment?
5.   Does your company have an effective website that generates business?

18 - 20 (There is room for added value)

15 - 17 (Additional value to be added)

< 14 (Need some help building business)

Appendix III (Financial Analysis)

Last Fiscal Year

Sales(Coffee & Accessories) $678,000
Cost of Sales ($203,400)
Inbound Shipping ($128,820)
Broker Fees ($20,340)

Gross Profit $325,440

Operating Expenses
Utilities ($94,920)
Supplies ($81,360)
Telephone ($6,780)
Web Maintenance ($67,800)

Net Profit $74,580

Upcoming Fiscal Year

Potential revenue outlook (10% increase) should we consider contracting out the production of coffee to (Starbucks)


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