" YearMYSTIC MONKS COFFEEYearA CASE STUDY ON COFFEE BUSINESS STARTED BY “WYOMNG CARMELITEMONKS” Executive summaryThe world has gone under significant transformation that has affected the commercial world aswell. Trends like “Globalization” and “economic liberalization” is dominating and forming theshape of the future world (Barber et.al, 2013). Organisations operating at a specific part of theworld aren’t restricted by any international or political boundaries; they cal always flock toplaces with lucrative opportunities and ground. This however, has intensified the level ofcompetition for these organisations as well; it has become highly important for organisations tobe competitive and productive at the same time, which for some is pretty tough thing to achieve.Factors that can be categorized under “macro-environmental” categories affect the business in amassive manner. The organisation that has been considered in this paper underneath is a “coffeebean” producing firm (that actually is a monastery) (Barney et.al, 2011). 1 | P a g e Table of ContentsExecutive summary ....................................................................................................................................... 0Introduction ................................................................................................................................................... 3Background of the company ..................................................................................................................... 3Industry and competitive analysis ............................................................................................................. 4SWOT analysis ..................................................................................................................................... 4Core Competencies ............................................................................................................................... 6Key Resources ...................................................................................................................................... 7Global or multinational strategy ............................................................................................................... 8Issues/problems being analyzed ............................................................................................................ 8The issues that the monastery is currently facing are- .............................................................................. 8Detailed analysis of issues ........................................................................................................................ 9Low production ability .......................................................................................................................... 9Limited time period for production process .......................................................................................... 9Recommendation .......................................................................................................................................... 9Future study ................................................................................................................................................ 10References ................................................................................................................................................... 12 2 | P a g e IntroductionThe “Mystic-Monk-Coffee” is the organisation that has been selected for the paper underneath.The paper would include an industry and competitive analysis, the global or multinationalstrategy and the issues the monastery faced for their e-business attempts so far. The monasteryhad to face trouble and issues with their business, until they restricted their transactions on asmaller and probable non-profit scale. However, the monastery works or produces the roastedcoffee beans partly for their profit requirements that are deeply rooted with the survival of theirmonastery. This is the reason they expanded their business horizon and tried to go global frombeing local. The report underneath would incorporate several factors and issues that have beenthe point of concern for the monastery.Background of the companyThe Roman Catholic society has been found within the Rocky Mountains across NorthwesternWyoming of Yellowstone (Bossert, 2014). However, there was a need to support the constantlygrowing volume of the monks in the monastery located in the mountain valley located inWyoming. The entire idea initiated from a small cluster of Carmelite monks and their constantlygrowing need to provide a support to their increasing community. According to the monks of themonastery they, it took much prayer and discussion before the monastery could actually begintheir idea of roasting and selling the coffee beans over internet. The very first batch of coffeebeans that was roasted using an iron skillet within the kitchen of the monastery itself was during2007 (Cane & Atiyah, 2013). The same year considered to be the birth year of the “Mystic- Monk-Coffee”. The “Mystic-Monk-Coffee” appeared to gain massive degree of popularityamong its consumers for the “gourmet coffee”. The customers and local community appeared tobe very pleased with the quality and taste of the coffee that the monastery has been serving. Mostof the coffee drinkers became regular customers after their first experience with the “Mystic- Monk-Coffee”. With the massive degree of popularity among the customers of United States ofAmerica only, nearly 85% of the orders are from the repeated customers (Clarke, 2013).According to the monks of monastery, their discussion couple with prayer has helped them tostrive for the perfection in terms of anything they do for their customers. They also claim thateach one of their coffee beans are roasted with prayer and love, which is the reason for theircustomers to so satisfied and end up becoming a regular one. Not only the local community andpeople across the United States of America, but the “Mystic-Monk-Coffee” has also been one of3 | P a g e the highly rated coffee producers at the “CoffeeReview.com”. Till date, almost 17 of theircoffees have successfully been rated nearly 90 points and even higher (Critchley et.al, 2015).The success meter for the “Mystic-Monk-Coffee” is on significant speed and the popularity ofthe product (coffee) appeared to be affected the entire world. The “online” or “c-commerce” hasbeen considered to be the means for reaching and popularizing the product among the coffeelovers. With the consistent success of the coffee business, the monastery has diversified theirrange of product as well. The list of their offerings widened from being simply “bagged coffee”to several others; “single serve monk-shots”, monthly subscription club, special coffee mugs,Mystica teas and many more (David, 2011). However, it also is imperative for an organisation toensure constant innovativeness and creativity along with embracing the technologicalinnovations, which would certainly be constructive for them to ensure their industrial position.Segment underneath would incorporate competitive or industry analysis for the “Mystic-Monk- Coffee”, followed by several other analyses. These analyses help organisations to evaluate theircurrent position in the industry along with chalking down steps and strategies for elevating ormaking favorable changes to the position (Doiz et.al, 2013).Industry and competitive analysisEvery organisation has certain strengths they enjoy and take advantage of, some weakness theymust eliminate or manage, some opportunities they must consider on priority basis and somethreats that must a well be treated on priority basis (Edensor, 2015). The organisation that hasbeen considered here is actually a “monastery” from Wyoming, United States of America,specializes in producing roasted coffee beans that gradually gained massive degree of attentionand popularity from across the American community and world as well. Tools like “SWOT”,“Core Competencies” and “Key Resources” that have been contributing to the success of theorganisation.SWOT analysisStrengths Weakness? Solid brand name ? Limited production ability (540 pounds? Globalized reach per day)? Highest quality ? Limited time period towards the coffee? Enormous customer base production facility. 6 hours per day is4 | P a g e "