Case Analysis: Mystic Monk Coffee
“Turning coffee into land”
By: Nicole Peralta
September 3, 2013
The Mystic Monk Coffee case discusses the daily operations of the Carmelite Monks of Wyoming. Father Daniel Mary is the founder and prior of the Carmelite Order of monks in Clark, Wyoming. Father Daniel Mary has a mission to transform his existing brotherhood of 13 monks by creating a 500 acre new Mount Carmel Monastery in the Rocky Mountains. His vision includes making accommodations for 30 monks, which will include various amenities for these monks to live a life of solitude, silence and full of prayer. Father Daniel has discovered a perfect location to convert his vision into a reality. The Irma Lake Ranch is ideally located in the solitude of the Rocky Mountains, about 21 miles outside of Cody. It holds a listing price of $8.9 million. These funds are currently not available, but the monks believe that it is possible to acquire the property though donations and profit generated by the Mystic Monk Coffee operations. Considering that there are roughly 30 million coffee drinkers in the U.S., whom which prefer premium quality specialty coffees, the goal of purchasing and converting this land becomes more realistic. The opportunity for the Mystic Monk Coffee to increase demand must begin with purchasing a coffee roaster that will increase production. Although, production is also being held back due to lack of funds and human resources. Since the monks vow to live a life filled with prayer and worship, this creates a barrier and causes production to take a longer time and become less efficient. About 150 million consumers in the US drink coffee, with a reported 89% of US coffee drinkers brewing their own coffee at home, this creates a market for the Mystic Monk Coffee. Intense competition in this market is seen through its competitors that include; Starbucks, Dunkin’Donuts or McDonalds. Because of support from the Catholics, Mystic Monk Coffee creates...