The Mystic Monk Coffee is a business organization that was established following the Carmelite order of the monks in a mountain valley in Clark Wyoming by Father Daniel Mary (Mystic Monk Coffee, 2018) . Roasting of coffee by mystic monk started after the monks r ealized they needed a source of income support. Therefore, after taking much time to discern and to pray, they settled on making coffee and selling them online (Mystic Monk Coffee, 2018) . The monks who inspired the creating of Mystic Monk Coffee were a group of thirteen individuals who were living in a small home. The monk brotherhood thus sold coffee to support themselves and to prepare for the eventual expansion of the brotherhood. Their first sample of coffee to be displayed on the market was roasted on a cast-iron skillet in the kitchen of the monastery in which they were living (Mystic Monk Coffee, 2018) . Therefore, in 2007 after much hard work to create the perfect coffee, Mystic Monk Coffee was made into a reality.
Since the early humble beginnings of Mystic Monk Coffee, they have prided themselves in making coffee that there more gourmet coffee drinkers have been enjoying. They make coffee that is smooth and has a delicious taste. Customers who have their first delightful sip of the Mystic Monk Coffee always end up coming back for more (Mystic Monk Coffee, 2018) . As of today, eighty-five percent of Mystic Monk Coffee drinkers are its regular customers who can't seem t have enough of the smooth sweet coffee. However, the fact that most customers return to have another taste of Mystic Monk Coffee after their first taste does not come as a surprise since the order of the monks predominantly strives for perfection in every step of making the coffee (Phatcha, 2015) . They monks often take their time when roasting the coffee which they do with much love and prayer.
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The coffee made by order of the monks has not only received positive reviews from its consumers but has also been highly rated by Kenneth David’s who owns the CoffeeReview.com website (Mystic Monk Coffee, 2018) . As of now, the number of their gourmet coffee that has been given ratings of ninety and above points is said to be twenty-five. Over the years, Mystic Monk Coffee has made more sales, and of today, they have made expansions that have enabled them to offer more than just a bagged coffee (Phatcha, 2015) . They now offer several varieties to the coffee they make and include; the coffee of the Month subscription club, the single-serve Monk-Shots, monastic double-handled mugs, the premium Mystica teas, and so many others.
Vision and Mission
Father Daniel Mary who was the leader of the order of the monks had a clear vision to expand the monastery where the thirty monks were living in by buying a ranch of fifty acres. The ranch was to enable the monastery to build a Gothic church, a retreat center for lay visitors, a convent for Carmelite nuns and a hermitage that included thirty monks (Zahan, 2016) . To r ealize his vision, Father Daniels Mary had to collect 8.9 million dollar which was the ranch's listing price. Therefore the Vision of Mystic Monks coffee is to sell more coffee that could enable the funding of the Carmelite monks of Wyoming. Additionally, the Carmelite monks has a mission to come up with an action plan that could allow Mystic Monk Coffee to minimize the cloistered monastic constraints impacts and maximize the potential of their monastic opportunities to realize the vision of Father Daniel Mary of buying a ranch to accommodate both monks, nuns, and visitors (Zahan, 2016) .
Core and Non-Core Business Values
The core business values of Mystic Monk Coffee are the production of high-quality coffee that is made with good, organic Arabic beans (Wilbur, 2017) . Consequently, since their target market is catholic consumers, they thus value the creation of a loyalty brand for them. Additionally, another of their core value is to offer their customers different types and varieties of coffee, a factor which has enabled them to expand their business.
The non-core value of Mystic Monk Coffee is to develop a business plan that will enable them to reduce much of their monastic constraints and to maximize the opportunities that their monastery has to offer (Wilbur, 2017) .
Special Values
Unquestioned trust
Integrity
Delivery of high-quality products
Religious spirit
References
Mystic Monk Coffee. (2018). About Us - How Carmelite Monks started roasting Mystic Monk Coffee. Retrieved from Mystic Monk Coffee: https://www.mysticmonkcoffee.com/pages/about-us
Phatcha. (2015, September 14). Mystic Monk Coffee. Retrieved from Prezi: https://prezi.com/6-ugi9ksosw6/mystic-monk-coffee/
Wilbur, L. (2017, September 27). Even monks have to eat: Enterprise meets the vow of poverty. Retrieved from Action Institute: https://acton.org/publications/transatlantic/2017/09/27/even-monks-have-eat-enterprise-meets-vow-poverty
Zahan, N. (2016, August 27). Mystic Monk Coffee case. Retrieved from Slide Share: https://www.slideshare.net/NusratZahan2/mystic-monk-coffee-case-65424344
