BUS301 Integrated Capstone: Analyzing Challenges at Mystic Monk Coffee

This integrated capstone project analyzes the business challenges faced by Mystic Monk Coffee, a company founded by Carmelite monks. The report begins by providing a background of the company, highlighting its initial success and unique business model. It then identifies key issues, including diffic...Read More

Running head: INTEGRATED CAPSTONE PROJECT
Integrated Capstone Project
(Mystic Monk Coffee)
Name of the student:
Name of the university:
Author Note

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Executive summary
In the following report the integrated business project for Mystic Monk Coffee is analyzed. The
study demonstrates background of the organization along with its challenges that are to be
investigated. An in-depth analysis is made for the disciplinary knowledge and skills learnt. Various
recommendations are suggests. At last a plan for the future research is reported in this study.

INTEGRATED CAPSTONE PROJECT
Table of Contents
1. Introduction:......................................................................................................................................2
2. Background of the company:.............................................................................................................2
3. Issues and problems of the company.................................................................................................3
4. Detailed analysis of the identified issues:..........................................................................................5
5. Recommend solutions:.....................................................................................................................10
6. Scopes of future study:....................................................................................................................12
7. Conclusion:......................................................................................................................................13
8. References:......................................................................................................................................15

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1. Introduction:
In this study the challenges and problems of the organization Mystic monk coffee is
examined. A detailed discussion of the background of the company is provided. The issues and
problems related to the company are stated after conducting a thorough analysis. The identified
issues are then analyzed to understand the issues related to the company.
2. Background of the company:
A small section of some Carmelite monks was searching for some methods of supporting the
growth of their community. The monks finally decided to roast coffee and start marketing the beans
on the online platform. It is considered that the roasting of the first samples were executed on a
skillet of cast iron in the kitchen of the monastery and around 2007, the company gained recognition.
From the beginning, several drinkers of gourmet coffee have been relishing the delicious and smooth
taste of the coffee of Mystic Monk (Kerzner and Kerzner 2017). It is considered that majority of the
customers become regular consumers of Mystic Monk Coffee and in the present times, around 85%
of all orders are considered to be from the regular consumers. The feature of the company to keep
the customers interested is achieved by implementing perfection in all the products and each bean of
coffee has been roasted with care (Harrison and Lock 2017). Additionally, with the help of several
positive review of customers, the rating of the coffee roast of the company has been achieved growth
by CoffeeReview.com of Kenneth Davids. Until date, mostly 25 of the gourmet coffees have
achieved 90 points or higher ratings. The vision of the Father Daniel Mary is majorly focussed on
the Mystic monk coffee. The approach is for expansion of the monastery in Clark.

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Presently, the mystic monks coffee achieved expansion in several fields other than just
roasted coffee. Some of the fields are single serve monk-shots, monastic double handled mugs, the
coffees of the month subscription club, premium mystica teas and many more.
3. Issues and problems of the company
Management and strategic planning is the primary causes taking place behind the success of
businesses. The major problem that has been faced by Mystic Monk is the problem of raising $8.9
million. Here developing the farm is the vision found by Father Daniel Mary. Some challenges that
the company is facing is majorly based on the idea of Father Daniel. Moreover, the challenge of
resource are not the only reason why the company is sheathing behind in achieving the visions. The
tactics for evaluation and the lack of proper strategies are the primary reason for the lack of
attainment of the vision. The idea that can be generated from the case is that the need of money is
increasing and the company is lacking in generation of proper methods of exploration. The order of
Carmelite currently owns the capacity of production of 540 lbs in twenty four hours and the demand
will affect the capacity of production. The production is limited due to speculation throughout the
day.
The order of Carmelite monks currently has the workforce of 13 monastics who are working
for introduction of java in the sales programs. The major issue of the company is that, it does not
efficiently advertise their brand as better advertisement is necessary for increasing gross revenues.
Selection of the correct products for selling is a major issue of the company (Fleming and
Koppelman 2016). The barriers of entry have been eliminated in the modern times of E-business.
several companies has the ability to launch their business in the internet platform and do business

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effectively. The Mystic monk coffee company provides coffee to their online customers and the rise
of competition in the e-business platform is rising in the recent times.
The issue of creating an appealing environment for the customers is an issue that is making
the company invest huge capitals. The shoppers on the online platform do not perform transaction in
the same way as the regular shoppers. They search for several options and then choose whichever
option is best for them. The shoppers usually look for recommendations on the platform of social
media to choose the best option. They perform severe review of the items that are available in the
website of the company. The website of the Mystic Monk coffee has to be appealing for attracting a
huge number of customers. The website is not yet fully optimised for creating an appealing
environment.
Another issue of the company lies in the aspect of generation of targeted traffic. The reason
behind the need of generating targeted traffic is the aspect of development of digital marketing
channels. The majority of the retailers do not depend on a single type of channel for driving traffic in
the business. The company has to channelize their resources for the correct development of the
company.
The issue of apprehending quality leads is a major issue that the company is facing. The
competitors of the company are spending a substantial amount of money for driving traffic to the
store on their internet platform. The mystic monk coffee cannot apprehend the quality leads if the
traffic driving process of the company is not updated (Vanhoucke, Coelho and Batselier 2016).
The company is lacking in engaging with the subscribers. This is a major issue for the
company as the majority of the customers likes to be engaged using the email feature. The company
is facing an issue in delivering value with the efforts of email marketing. The competitors of the

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company are engaging in efforts for communicating about the offerings of their products using
promotions and advertisements.
The idea of implementing profitable long-term growth plans is the issue of the company. The
profits of the company is rising gradually and the maintaining of the growth is necessary for making
profits.
The company needs to choose the correct partners and technologies that can assist in
producing more products in lesser time and meet the requirements of the customers. The issue that
the company is facing is the correct option of technology for the company that will help in future.
4. Detailed analysis of the identified issues:
The various issues for Mystic Monk Coffee are identified below.
Invest in Local:
Irrespective of the local marketing strategy, activities of Mystic Monk Coffee has been
depending on the business. They should assure that they are listed and claiming business on different
other business directories (Braglia and Frosolini 2014). Further, they should play with various types
of local social presence and use that specific location. This is done with tagging their social media
posts. Here the efforts are helpful to run mobile search and develop metrics of local digital
marketing.
Getting goals that are social specific:
As Mystic Monk Coffee., struggle with smaller budget of marketing, there has been issues to
pick their battles. This has been depending on the differential of budget between business and their

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competitors (Kerzner 2018). There is a lack of picking up of best performance channels and then
dominating them in smart way. This is to avoid stress to manage social media profile all at a glance.

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Using paid advertising through social media
Social media in the current age has been constantly useful. This is for engaging with various
kinds of audiences and create effective online presences. However, they has needed for creating their
costs of most of the digital marketing and spending on advertising over social media (Arashpour et
al. 2016). Thus going for the most beneficial channels of social media, of strategic native
advertising, one can change their pages on social media to the lead generator.
Connect with influencers:
There is issue with lack of development of different relationships along with industry and
various local influencers. Here the advocacy evangelism with various types of referrals can be
considered as the smartest method. This is to spread different positive ideas.
Mystic Monk Coffee is on roll. The organization has been providing delicious coffee. So far,
Mystic Monk Coffee has been seeming to get success. Various CEOs has been talking about social
media with various other digital platforms for their future. Thus Mystic Monk Coffee has needed to
adapt those to take complete advantage. Despite that, the reality has been that Mystic Monk Coffee
has been unable to understand various indication of triangulations taking place between social
media, products and consumers. This is to get them manage successfully and rise their profile of
their brand and create larger sales (Too and Weaver 2014). Here, the actual power of social media
has been helpful for Mystic Monk Coffee to develop latest products and latest streams of revenue.
Hence, there has been lack of observations of how customers has been interacting with
products and listening to their feedbacks. It is to be done with full effort that has been unimaginable
previously. Moreover, it has been providing avenues regarding communication that are bi-directional
and making detailed interactions with customers. This is helpful to foster lose relationship. Besides

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extra advantages has been there that Mystic Monk Coffee being an agile company is able to utilize
those elements in easier reposition as a smart brand of environmental changes in commercial ways.
Mystic Monk Coffee, has been over the cutting edge to incorporate digital marketing and
various types of social media to their operations. This has been helpful seamlessly merge their stores
with various available digital marketing channels. Besides, the organization has been adapting the
development of relationship with customers through social media platforms and latest innovations.
Mystic Monk Coffee is adamant as they state they the reason behind their new technology has been
to develop their website and process payments in faster way for the individuals who are waiting in
line. Thus as a sign of their commitments, Mystic Monk Coffee has been taking all of their money
used for spending conventional media outlets and shifty to social and digital media marketing.
It is also seen that as it came to social media and digital marketing for Mystic Monk Coffee,
there has been particular etiquette rules that are needed to be respected. Here, a vital principle is to
engage customers with their individual terms and perform degree they need to get engaged to.
Currently, expectations of many has been to invite product and brands to their lives and at the same
time they have been resisting actively to anything that forced on them.
However, Mystic Monk Coffee has been highly adapting to engage their clients in the initial
permission prior interacting to them. It can be done in an effective way through creating high social
media presence that includes individuals who have agreed to join Mystic Monk Coffee’s
communities on various social media sites. Here, Mystic Monk Coffee has been managing to get
invites to life of individuals with the help of mobile payment applications (Vanhoucke 2016).
Besides, in another way in which Mystic Monk Coffee has controlled to get invited to life of
people is through mobile payment applications. It has neon ingenious and allowing people to pay for
their favorite Chestnut Praline Frappuccino, instead of waiting on the line. This is the most leading

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app at the nation, having larger levels of usages than PayPal. Moreover, Mystic Monk Coffee
consists of permissions and has been asking to interact with audiences. Moreover, Mystic Monk
Coffee has been engaged with their clients and creating brand recognitions through various
competitions. Here, for example, Mystic Monk Coffee has been putting up latest posters on various
cities. Apart from this, Mystic Monk Coffee has been describing vision to reach their customers as
any person come to them at once. This has been appearing that with the efficient use of social media
and digital marketing, this could be done.
Marketing Model:
In the current case, the 4P marketing model can be used. This is to develop components of
marketing mixtures. This must be done in the way that they can take up new products of services to
their markets. Further, it is also useful to define various options of marketing as far as place,
promotion, product and prices are concerned. This is to offer meets of particular needs of customers
and demands. As far as products and services are concerned, Mystic Monk Coffee must determine
what clients has been needed from that products (Zhang, Cao and Wang 2018). They must also need
what they have needed to satisfy. Further, the features are to be determined for meeting those
necessities. Besides, there are features that are needed to be missed out and include costly features
such that customer never use that. Regarding places, they must determine what the buyers has been
looking for services and products. There should be determination of proper distribution channels and
necessities of using sales forces, attending trade fairs, making online submissions and sending
samples in order to catalogue those companies. There are various competitors and know how they
can learn from that differentiates. Then as far as price is concerned, there is a huge value of services
and products to those buyers. Next, different established prince points are to be determined. Further,
the services and products in the nation is to be identified and it must be determined whether the price

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of customers has been sensitive. Next, there is little decrease of gaining of pries for additional share
of market. Further, there is a rise in indiscernible and gaining additional margin of profits. Besides,
the discounts are to be offered for trading customers various particular segments. Mystic Monk
Coffee must also find out how their prices are comparable to their competitors.
As far as promotion is considered, Mystic Monk Coffee must find out when and where they
can get their messages of marketing around the targeted market. Additionally, the best time of
promotion seasonality in markets and various wider environment issues has been suggesting and
dictating the timing of market launch and subsequent promotions (Sommer, Dukovska-Popovska
and Steger-Jensen 2014). Mystic Monk Coffee must determine how the competitor has been
performing their promotions and how they have been influencing their choice regarding promotional
activities.
5. Recommend solutions:
Here, various recommendations are made for Mystic Monk Coffee to make it a smart
marketing campaign.
Focusing on customer engagements:
It must be known how and when Mystic Monk Coffee has been connecting with customers
and creating strategies that has been revolving across those primary engagement times.
Developing clear strategy of data:
The customer interactions must be considered that are currently in the market and obtained
for the future. This is to develop long-term processes to compile the data to be analyzed better. This

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has been differing times of customer engagement. Besides, they should determine what social
channels has been serving the social channels better for business sand clients to respond to.
Evaluating campaigns of lifecycle:
Mystic Monk Coffee, in terms of four lifecycle stages like retain, engage, onboard and
acquiring has been noting summary of success of the programs. Then they must reform and analyze
the methods of interactions with audiences.
Rolling out various reactive designs:
As they have observed, how many time their clients has been viewing emails on their mobile
devices, determining, how to use the reactive design planning allowing to regain ROI.
Hone to clear cut objectives:
Having set various quantifiable goals to monitor social media plans of marketing, they
should identify needs very easily. This should be added and changed under the customer and content
service initiatives.
Taking deeper look to how the customers has been experiencing the brands:
Mystic Monk Coffee must see whop their clients has been interacting to their brands both
offline and online and creating latest plans enhancing lackluster results that are found.
Beginning 1:1 communication with customers:
Though Mystic Monk Coffee has been living in dominantly digital scenario that never meant
that they should be speaking as robots do over the web. This is vital to study data, related to
customer behaviors. This should be regarding their brand and creating a more high-quality
personalized type of messages for sending.

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To thinking about personalization that are beyond various emails:
Besides different personalized emails, must also create complete personalized web
interactions. This must be based on success of efforts of email;-marketing and creating distinct
experiences through numerous channels that include web, mobile and social media.
6. Scopes of future study:
The block-chain technologies are hot topic for present days. Mystic Monk Coffee must refer
to decentralized digital legers on the basis for highly secure and anonymous applications. This is
unregulated and making greater ideas for immersing at business level. Besides, they must understand
opportunities of possible business that is vital for development of Mystic Monk Coffee (Aiello and
Gatti 2017).
Besides, in terms if influencer marketing,, Mystic Monk Coffee must explicitly and
implicitly make market services and products. This has been successful particularly in channels of
social media. They has been continuing to grow B2B and B2C. Hence, there has been mostly usages
under the light of particular campaigns. However, this has been growing likely to constant strategy
instead if anything to focus on such as single product. Further, there are scopes of micro-moment
marketing for Mystic Monk Coffee that has been consumer focused and based on the fact that s
consumers have been getting no choice of power in behavior and buying those days (Chen et al.
2015). Thus, in essential way, this has been no longer about reaching consumers as the consumers
has been performing searches in their individual terms. Shift of social media shifting in function is
another future scope for Mystic Monk Coffee. There has been not only one social media innovation
that must be known in terms of real platforms. However, the overall spectrum has been to use social

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media has been about huge shift. The social media is no longer utilized for their main purposes and
not at least once, that is to interact the peers.
7. Conclusion:
Mystic Monk Coffee has needed to stay on the leading list of trends. They must assure that
the strategy as marketing has been competitive. Moreover, Mystic Monk Coffee has needed to
possess a clear vision and goals to keep anything flexible in long-term strategies for incorporating
various trends. Besides, there is a necessity of testing, learning thinking for accommodating latest
tool. This would be more accessible and affordable for Mystic Monk Coffee. As they have been
looking to get more training, they must show interest in several of those upcoming field and that has
been never too late for begin the learning.

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8. References:
Aiello, L. and Gatti, M., 2017. Project Portfolio Management and Organization: An Integrated and
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(pp. 288-309). IGI Global.
Arashpour, M., Abbasi, B., Arashpour, M., Hosseini, M.R. and Yang, R., 2017. Integrated
management of on-site, coordination and off-site uncertainty: theorizing risk analysis within a hybrid
project setting. International Journal of Project Management, 35(4), pp.647-655.
Braglia, M. and Frosolini, M., 2014. An integrated approach to implement project management
information systems within the extended enterprise. International Journal of Project Management,
32(1), pp.18-29.
Chang-Richards, Y. and Wilkinson, S., 2016. The Insurance Industry and Integrated Project
Management Frameworks in Post-Disaster Reconstruction: Recovery after the 2010 and 2011
Christchurch Earthquakes. Rebuilding Asia following Natural Disasters: Approaches to
Reconstruction in the Asia-Pacific Region, pp.339-367.
Chen, K., Lu, W., Peng, Y., Rowlinson, S. and Huang, G.Q., 2015. Bridging BIM and building:
From a literature review to an integrated conceptual framework. International journal of project
management, 33(6), pp.1405-1416.
Crawford, J.K., 2014. Project management maturity model. Auerbach Publications.
de Carvalho, M.M., Patah, L.A. and de Souza Bido, D., 2015. Project management and its effects on
project success: Cross-country and cross-industry comparisons. International Journal of Project
Management, 33(7), pp.1509-1522.

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Fleming, Q.W. and Koppelman, J.M., 2016, December. Earned value project management. Project
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Harrison, F. and Lock, D., 2017. Advanced project management: a structured approach. Routledge.
Heagney, J., 2016. Fundamentals of project management. Amacom.
Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to planning,
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Kerzner, H., 2018. Project management best practices: Achieving global excellence. John Wiley &
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