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 vision for the future direction of the Carmelite Monks of Wyoming; to expand their monastery and purchase a $9.8 million, 946-acre ranch that is 21 miles outside of Cody, Wyoming where their current monastery is located. This purchase allows for the Carmelite Monks of Wyoming to accommodate; 30 monks, a Gothic church, a covenant for Carmelite nuns, a retreat center for lay visitors, and a hermitage. The purchase of this land is believed to be acquirable from donations made to the Carmelites, as well as the profits from the Mystic Monk Coffee operations. Although, there is no clear vision described in the case for the Mystic Monk Coffee operation, except to purchase a new larger roaster for the cost of $35,000. The Carmelite Monks of Wyoming’s ultimate mission is spiritual, where they spend 8 hours per day in prayer.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
There are no set definite objectives or performance targets for achieving Father Daniel Mary’s vision, except coming to the realization that the purchase of the ranch is going to require careful planning and execution. However, a group of business owners have formed the New Mount Carmel Foundation to help raise funds for the new purchases. The Carmelites will also use the 11% profits generated from the Mystic Monks Coffee operation to help assist in the purchase of the new ranch.
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 thus far is to use donations made to the Carmelites, and use profits from the Mystic Monk Coffee operation to help purchase the $8.9 million, 496-acre ranch. Father prior resolved to develop an execution plan that would enable Mystic Monk Coffee to minimize the effect of its cloistered monastic constraints, maximize the potential of monastic opportunities and realize his vision of buying the ranch. A competitive advantage is the specific niche focusing on Catholics worldwide, and the production of coffee. Nearly 150 million consumers in US drink coffee, 89% brew their own coffee at home versus buying pre-made coffee from a Starbucks or Dunkin Donuts.
4. Does the strategy qualify as a winning strategy? Why or why not?
The strategy that Father Prior has established does allow for the Carmelite Monks of Wyoming to achieve their goal of purchasing the new ranch, through the generated 11% profits that will be made from Mystic Monk Coffee, as well as the New Mount Carmel Foundation, and donations made my fellow Catholic members of the church. The Mystic Monk Coffee operations include, free labor, and no tax incurring duties. Also the monks devote free labor into the Mystic Monk Coffee operation as well as the overall upkeep of the monastery.
5. What recommendations would you make to Father Daniel Mary in terms of crafting and executing strategy for the monastery’s coffee operations? Are changes needed in its long-term direction? Its objectives? Its strategy? Its approach to strategy execution? Explain.
Some recommendations that I would make to Father Daniel Mary in terms of crafting and executing strategy for the monastery’s coffee operations may be to keep pursuing the coffee industry the same way, but potentially outreaching to a larger customer base. From some reach I concluded online that they have already expanded their coffee niche to include people who use a Keurig coffee maker by producing small K-Cups. Potentially the coffee operation may want to expand; possibly by involving other monasteries. I believe that the purchase of a new larger roaster is vital to the success and growth of the operations. Also one important thing I would want to remind Father Daniel Mary of is that a good strategy and good strategy execution will lead to good management, which will lead to bigger success and more growth for the Mystic Monk Coffee operation.