The Mystic Monk Company (MMC) was established by Father Daniel Mary of the order of Carmelite, a section of Catholic church’s monks in Wyoming. The monks consisted of thirteen men who had found a hermitage in mount Carmel. They resided on a rectory four-bedroom ranch that was in a forty-two-acre land. Their daily activities on the farm saw the division of labor and responsibilities to support their survival. Their activities ranged from prayers, meditation, mass, and manual activities, which facilitated their operations ( Turnipseed, 2015) . Each brother had his specified skills. For instance, Brother Joseph Marie was an esteemed mechanic, Brother Peter Joseph was a renowned cook, and Brother Elias was an excellent roaster who headed and contributed to the growth of the MMC (Mystic Monk Coffee, 2018). The MMC's coffee was produced with high-quality organic and Arabica beans, both ground and caffeinated or decaffeinated varieties. The roasting operations involved the daily production of more than five hundred and forty pounds of roasted coffee which was limited by worship, meditation, and prayers. The varieties were dark, average, and light roasts in different flavors. Some of the popular flavors include Mystical Chants of Carmel, Royal Rum Pecan, and Cowboy Blend, sold through the company's website (Mystic Monk Coffee, 2018). The delivery is done through the United Parcel Services or the Postal Services, while loyal consumers are privileged to join their club, which delivers monthly purchases. The company also offers free shipping for enormous T-shirts, mugs, and gift cards ( Turnipseed, 2015) . The MMC markets its coffee through word of mouth and its website while orders are made through telephone calls through its secretary, Brother Simon Mary. Besides, the company used affiliate websites to markets its coffee. Generally, the MMC’s target market is the United States’ Catholic population (Mystic Monk Coffee, 2018). The church boasted of having more than sixty-nine million Americans who encouraged other members to support their coffee for Christ. The demand for their coffee grew steadily in the country, making the fathers thin of purchasing a larger and faster-pounding roaster which was expensive ( Turnipseed, 2015) . The new roaster was estimated to cost over thirty-five thousand dollars. Father Daniel had to solicit from fellow monastery profit-earning activities or create an outstanding mission and vision that can be appropriated by vital and core values.
Father Daniel Mary had a general vision and mission of the MMC. First, he wanted to expand the working area of the monastery by purchasing Irma Lake Ranch. The ranch would provide adequate space for the brothers' activities and the roasting of coffee in large quantities. According to the father, the purchase of the land and the production of more coffee would correlate with the success of the monastery ( Turnipseed, 2015) . The secluded environment would offer strategic operations of the company of more production of coffee than other secular companies. Father Daniel contemplated an effective visioned plan that would maximize its opportunities and realize the vision of expansion and production of more coffee. In other words, Father Daniel’s vision is to transform the small brotherhood family into a large monastery in Irma Lake, which can accommodate more brothers for a Gothic church, convent, and hermitage (Mystic Monk Coffee, 2018). By attaining a larger residential area, the brothers can maximize their coffee production by increasing the expert in the roasting of coffee. Besides, Father Daniel had a mission of generating enough revenues to support the monastery's operations and activities. The operations included the expansion of their residence and the company's growth (Mystic Monk Coffee, 2018). The company developed a good vision and mission by implementing core values to its staff and customers. The values ranged from social, special, and environmental values, which saw the steady relationship between the suppliers of the coffee beans, the company's staff, and the consumers.
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The company defines Christianity values in its operations. The Christianity values revolve around the company's social, special, and environmental ethics. The company has a clear relationship with the bean's suppliers, where it procures high-quality beans from the farms. The MMC also involves itself in fair trading in Arabica and organic Arabica coffee (Mystic Monk Coffee, 2018). The staff, which comprises Christian brothers, intends to follow all the ethical values in transactions. Its internet operations are also involved with the spread of unity among the Catholics who are encouraged to support the monastery. The company also appeals to the Catholics to use their dollars to help their church ( Turnipseed, 2015) . The company's customer value plan has contributed to its ethical and social values. For instance, the company offers fair trade by providing the customers with options for their brands. The company is involved with the outside social life by contributing to the community's causes around Carmel (Mystic Monk Coffee, 2018). Besides, the company uses coffee beans which are sourced from organic farming. The beans are not exposed to pesticides, herbicides, or any other chemicals that can find their way into the human food chain, thus protecting the consumers' health and the environment. Their roasting operations also entail hygienic procedures that ensure quality production of coffee. The company also subscribes to major world organizations that promote the preservation of the environment ( Turnipseed, 2015) . Also, due to numerous requests to join the monastery, Father Daniel regulates the entry through ethics, where admission is allowed when aspirants meet special ethics and main core values such as endurance, obedience, integrity, submission, and hard work.
One of the special values associated with the company is hard work. Hard work entails the will of generating profit for the monastery and also profit from running the company. Hard work is manifested through division of labor, balancing of the monasteries time table, and delivery of results in time (Mystic Monk Coffee, 2018). Another special value found in the company is submission. The brothers are required to submit to their religion and prayers. The brothers were supposed to immerse themselves in regular praying, which Father Daniel articulated that by the prayers, the company would thrive ( Turnipseed, 2015) . Also, integrity and trustworthiness are subscribed by the brothers. In integrity, the brothers make sure that their coffee is of the best quality by purchasing the best beans in the region and following all the required procedures during the production of coffee. The brothers are also needed to effectuate the value of resilience in their daily activities.
References
Mystic Monk Coffee. (2018). Mystic Monk Coffee. Retrieved from https://www.mysticmonkcoffee.com/ .
Turnipseed, D. L. (2015). Mystic Monk Coffee, In A. A. Thompson, M. A. Peteraf, J. E. G Gamble, & A. J. Strickland, Crafting and Executing Strategy: The Quest for Competitive Advantage (19th ed). Chicago, Il: McGraw Hill. Pp. C1 – C5.
