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Assignment Questions

1. Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? Yes. What is his vision for the monastery? A new Mount Carmel in the Rocky Mountains. What is his vision for Mystic Monk Coffee? To produce packaged coffee sold to Catholic consumers at the Mystic Monk Coffee website. What is the mission of the Carmelite Monks of Wyoming? A 500-acre monastery with accommodations for 30 monks, a retreat center for lay

visitors, a Gothic church, a convent for Carmelite nuns, and a hermitage presented a formidable challenge. produce a Mystick Monk website.
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision? Yes. Father Daniel Mary saw a vision and outline how he was going to achieve his vision. 3. What is Father Priors strategy for achieving his vision? He would use a $250,000 toward the purchase and

$75,000 earn during the first year for coffee sales. Then the profit from the website sales will pay off the property in the future. What competitive advantage might Mystic Monk
Coffees strategy produce? With a touch of a finger you can get it deliver to your home. Catholic religion people will purchase the coffee because of the between the two. 4. Is Mystic Monk Coffees strategy a money-maker? Yes. He have it make out to the point of paying off the property. What is MMCs business model? What is your assessment of Mystic Monk Coffees customer value proposition? its profit formula? 5. Does the strategy qualify as a winning strategy? Why or why not? No. Because 6. What recommendations would you make to Father Daniel Mary in terms of crafting and executing strategy for the monasterys coffee operations? Are changed needed in its long-term direction? its objectives? its strategy? its approach to strategy execution? Explain.

CASE 1

Mystic Monk Coffee

MYSTIC MONK COFFEE David L. Turnipseed & John E. Gamble University of South Alabama Case Objective The case is an ideal introduction to the tasks of crafting and executing strategy. The case is brief and the day-to-day life of the cloistered Carmelite monks should capture the interest of students. Instructors are able to use the case to introduce and illustrate the concepts of strategic visions, strategic and financial objectives, crafting strategy, strategy execution, business models, and the evolving nature of strategy. At the conclusion of the case, students should be able to offer recommendations to improve the monks approach to crafting and executing strategy. Case Synopsis As Father Daniel Mary, the Prior of the Carmelite Order of monks in Clark, Wyoming walked to chapel to preside over Mass, he noticed the sun glistening across the 4-inch snowfall from the previous evening. Snow in June was not unheard of in Wyoming, but the late 2009 snowfall and the bright glow of the rising sun made him consider the opposing forces accompanying change and how he might best prepare his monastery to achieve his vision of creating a new Mount Carmel in the Rocky Mountains. His vision of transforming the small brotherhood of 13 monks crammed into a small home used as makeshift rectory into 500-acre monastery with accommodations for 30 monks, a retreat center for lay visitors, a Gothic church, a convent for Carmelite nuns, and a hermitage presented a formidable challenge. However, as a former highschool football player, boxer, and bull-rider, Father Prior Daniel Mary was unaccustomed to shrinking from a challenge. Father Prior had identified a nearby ranch for sale that met the requirements of his vision perfectly, but its current listing price of $8.9 million presented a financial obstacle to creating a place of prayer, worship, and solitude in the Rockies. The Carmelites had received a $250,000 donation that could be used toward the purchase and the monastery had earned nearly $75,000 during the first year of its coffee roasting operations, but more money would be needed. The coffee roaster used to produce packaged coffee sold to Catholic consumers at the Mystic Monk Coffee website could produce up to five times more coffee than what was sold in 2008. Also, local Cody, Wyoming business owners had begun a foundation for those wishing to donate to the monks cause. Father Prior Daniel Mary did not have a great deal of experience in business matters but considered to what extent the monastery could rely on its Mystic Monk Coffee operations to fund the purchase of the ranch. If Mystic Monk Coffee was capable of making the vision a reality, what were the next steps in turning the coffee into land?