Case Questions

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1) a) Father Daniel Mary has established a future direction for the Carmelite Monks of Wyoming shown by his vision creating.

b) Vision of monastery
• Increase size from 13 to 30 monks
• Purchase 496 acre ranch
• Build monastery with accommodations
• Build a church
• Build a convent for nuns and a hermitage

c) Vision for Mystic Coffee
• There is no true vision except to fund the Carmelite Monks

d) Mission of Mystic Monks
• Worship
• Live out their life in monastery
• Vows of obedience
• Chastity and poverty
• Sacrifices associated with living a cloistered religious life

2. a) It does not appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision however, some goals on wanting to obtain the 496 acre ranch or how to raise the money to buy it.

3. a) Father Prior’s strategy for achieving his vision is to use Mystic Monk Coffee profit to buy ranch for monastery. b) Its competitive advantage is the market niche of focusing on Catholics worldwide and to product more of the coffee.

4. a) Mystic Monk Coffee is a money-maker but used for monastery. c) Assessment of customer value is does have value because it sales to wholesalers or coffee clubs. d) Its profit formula is 11% of revenue. e) Free labor, non-profit with no taxes and roasting coffee in monastery creates and delivers value to customers.

5. Winning strategy
• its strategy fits the company’s situation currently but not future wise
• It has yielded a sustainable competitive advantage above average but not superior because of its modest performance in comparison to other companies
• It has had a good financial performance but not advance in market or company competitive strength

6. a) I would recommend that Father Daniel Mary get part time help during prayer.
•…...

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