Read about the Mystic Monk Coffee Case. Then answer the following questions:
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?
2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?
3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee’s strategy produce?
4. Is Mystic Monk Coffee’s strategy a money-maker? What is MMC’s business model? What is your assessment of Mystic Monk Coffee’s customer value proposition? its profit formula? the resources that enable it to create and deliver value to customers?
5. Does the strategy qualify as a winning strategy? Why or why not?
6. 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 execution plan. Explain.

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1. Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming. His vision consisted of transforming the small home which was used as a makeshift rectory into a 500-acre monastery that would be able to house 30 monks instead of 13. He also visions a Gothic church, a convent for Carmelite nuns.
Father Daniel Mary vision for Mystic Monk Coffee was to use the money made to purchase the new land which was $8.9 million. The vision of the Mystic Monk Coffee was to make the vision a reality, by “turning the coffee into the land”.
The mission of the Carmelite Monks of Wyoming was to be able to earn money so that they can purchase the Irma Lake ranch and be able to expand from 13 monks to 30, retreat canter and convent and gothic church...

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