Integrated Capstone Project BUS301: Evaluating Mystic Monk Coffee

This report provides an analysis of Mystic Monk Coffee, focusing on its background, issues, and potential solutions. The company, founded by Carmelite monks, faces challenges related to raising capital, production capacity, marketing, and competition in the e-business platform. The report identifies issues such as the need for better advertising, creating an appealing online environment, generating targeted traffic, engaging with subscribers, and implementing profitable long-term growth plans. A detailed analysis of these issues is presented, considering factors like local marketing, social media engagement, and influencer connections. The 4P marketing model is suggested as a framework for developing marketing strategies and addressing the company's needs and demands.

Integrated Capstone Project
(Mystic Monk Coffee)
Name of the student:
Name of the university:
Author Note

1. Introduction:
This report aims to discuss the issues and problems of the considered company Mystic
monk coffee. 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 analysed 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. 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. 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.

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 major reason behind the success of businesses.
The major problem that the Mystic Monk is facing is the problem of raising $8.9 million to
purchase a ranch. The development of that farm is the vision that is held 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. 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 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.
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 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. Further, they should play with local social presence and use
location, 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 competitors. 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.
Using paid advertising through social media:
The social media has been constantly useful to engage with various audiences and create
effective online presence instead of costing any cent. However, they has needed to make their
most of digital marketing costs and spending a portion of advertising on social media. Through
choosing 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 relationships with industry and local
influencers. The advocacy evangelism and various referrals are the smartest method 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. 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 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.
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 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. 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 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.