Mystic Monk

After reviewing the Mystic Monk Coffee (‘MMC’) Case Study, the following key questions are asked:
1. Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? What is his vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?
2. Is Mystic Monk Coffee’s strategy a money-maker? What is MMC’s business model? What is your assessment of Mystic Monk Coffee’s customer value proposition? Its profit formula?
3. Does the strategy qualify as a winning strategy? Why or why not?
In evaluating whether Father Daniel Mary has established a future direction and vision for the Carmelite Monks of Wyoming, it is important to understand the precise definition of what makes a strategic vision as it pertains to the textbook to ensure consistency in our understanding of business acumen related to the questions above. A strategic vision “describes management’s aspirations for the future and delineates the company’s strategic course and long-term direction” (Thompson, Peteraf, Gamble, & III, 2014). Based on this definition, I would suggest that Father Daniel Mary has indeed established a future direction and vision; in essence, it is described as “creating a new Mount Carmel in the Rocky Mountains” (Thompson, Peteraf, Gamble, & III, 2014). In addition, he goes on to describe how he would like to transform the current brotherhood consisting of 13 monks in a small rectory to a 500 acre monastery “that would include accommodations for 30 monks, a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors” (Thompson, Peteraf, Gamble, & III, 2014). Ultimately, it would seem that the goal of the monastery is to worship God; however, by improving upon their facilities, they will be able to accomplish this by expanding their current facilities allowing them to serve more people (whether indirectly or directly).  
I do not believe, however, that Father Daniel Mary clearly...