Mystic Monk Coffee: Mission, Vision, and Business Value Analysis

This case study provides an overview of Mystic Monk Coffee, a coffee shop operated by Carmelite Monastery, focusing on its background, mission, and core values. Founded in 2007, the company distinguishes itself through high-quality Arabica beans and a unique roasting process, attracting a loyal customer base within the United States Catholic population. The study examines the firm's mission to provide innovative coffee and its vision to expand operations, including purchasing a ranch and increasing coffee production. It also highlights the core values of integrity and trust, along with non-core values aimed at overcoming monastic restrictions. Ethical and social considerations, such as prayerful roasting and environmental consciousness, are also discussed, illustrating the company's commitment to both quality and responsible business practices. Desklib provides a platform for students to access this and similar solved assignments.

Mystic Monk Coffee

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General background of Mystic Monk Coffee
Mystic Monk Coffee is a small coffee shop that is operated by Carmelite Monastery, and
it was established by Father Daniel Marry. The company was founded in 2007 by the Carmelite
monks who are situated in the mountain valley of Wyoming (Mystic Monk Coffee, 2019). From
this mountain valley, monks collected the coffee beans and sold it through online platform. Later
on, after the launching of the firm, they started roasting the coffee beans that influenced the
coffee drinkers to enjoy a smooth and delicious taste of the coffee. Currently, the firm is
considered to be the best online coffee center throughout the Wyoming area. Also, it is noticed
that most of the consumers become are addicted by the taste and quality of the product. The
premium offerings with unmatched taste of the coffee has attracted a large number of the
consumers towards it.
The company uses pure coffee beans from the valley that generates a unique taste which
eventually grab the attention of their customers. Nowadays, about 85% of their orders comes
from their regular consumers. Along with coffee beans, the firm also sells coffee monk-shots,
coffee mugs, tea and gifts (Mystic Monk Coffee, 2019). All these products are sold at a
reasonable price so that every people can afford these products. In addition, the firm provides
coffee with freshly roasted ground that contains whole coffee beans. Due to such differentiation,
the taste of coffee is quite different from other similar brands, and hence it is the reason that they
can attract large number of consumers to their firm easily.
Summary of Vision and Mission statements of Mystic Monk Coffee
After reviewing the company background, a clear idea regarding the mission and vision
statements of the Mystic Monk Coffee has been generated. According to the Carmelite monk, the
mission statement demonstrates that the firm is engaged in providing high-quality coffee with
fair trade Arabica beans that enhances the taste of coffee as well as it influences the coffee
drinkers of the United States Catholic population (Sunderland & Denny, 2016). Thus from this
statement, it is seen that the main motive of this monk is to provide innovative taste in the coffee
so that no coffee drinkers will go to another shop for tasting coffee. In addition, with the help of
this mission statement, the Mystic Monk Coffee have succeeded in reaching their goals by
attracting a massive number of consumer towards their shop.

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The vision statement of Mystic Monk Coffee is to provide enough coffee products to the
people so that they can purchase a nearby ranch worth 8.91 million dollars. In order to fulfill this
vision, the Carmelite monk creates a Mount Carmel in the Rocky Mountains of US where they
plan to sell more coffee that can increases their company’s overall profit. In addition, they have
also made a strategy to sell the coffee outside the US so that they can improve the financial
resources that helps them to expand their monastery and fulfill their goals (Arboleda, Fajardo &
Medina, 2018). In other words, for achieving their company vision, the monks have increased
their coffee production, and along with they buy a new roaster which will produce 130-pounds
coffee beans per hour. Thus by following such procedure, it can be said that the firm will reach
its goals within few years in future.
Core and non-core business value of the organization
Mystic Monk Coffee has maintained both core and non-core values of their business that
helps them to develop their company growth in the US Catholic area. From the company
background, the core values of this firm are to maintain integrity and unquestioned trust among
the people whom they serve their products (Sharma, Nasreen & Mishra, 2017). As per the monk,
they maintained a strong consumer value proposition which eventually helps them to manage all
these prospects.
For their consumer, they manufacture high-quality organic coffee beans with a wide
variety of blends, roast, and flavors that surely satisfy the taste and preferences of their
customers. In addition, by maintaining the religious spirit, the firm fulfills the core values of their
business in the chosen market. In other words, the non-core business value of the firm is to
develop a plan that will help them to diminish their confined monastic restrictions and will
enhance their business opportunities in the US (Chhotray, Sivertsson & Tell, 2018).
Special values associated with the organization
The company possesses ethical and social values in terms of their business so that people
do not get offended by their products and services. It is seen that the monks roasted the coffee
beans with prayer and love so that it enhances the taste of their coffee which thus maintains their
ethical and social values (Crawford Barniskis, 2016). In addition, they planted a number of
coffee plants so that the environment will be less affected and they can provide the product
without having any problems.

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References
Arboleda, E. R., Fajardo, A. C., & Medina, R. P. (2018, May). Classification of coffee bean
species using image processing, artificial neural network and K nearest neighbors.
In 2018 IEEE International Conference on Innovative Research and Development
(ICIRD) (pp. 1-5).
Chhotray, S., Sivertsson, O., & Tell, J. (2018). The roles of leadership, vision, and empowerment
inborn global companies. Journal of International Entrepreneurship, 16(1), 38-57.
Crawford Barniskis, S. (2016). Deconstructing the mission: A critical content analysis of public
library mission statements. The Library Quarterly, 86(2), 135-152.
Mystic Monk Coffee, (2019). Buy Coffee Beans Online | Delicious Flavors | Mystic Monk
Coffee. Retrieved 11 May 2019, from https://www.mysticmonkcoffee.com/
Sharma, Y., Nasreen, R., & Mishra, V. (2017). Impact of Consumer-Centric Marketing-Mix on
Purchase Behavior of Non-Core Food Items: An Empirical Study of Urban Subsistence
Marketplace. Asian Journal of Managerial Science, 6(2), 28-41.
Sunderland, P. L., & Denny, R. M. (2016). Framing Cultural Questions: What is Coffee in
Benton Harbor or Bangkok?. Doing Anthropology in Consumer Research (pp. 57-80).