Make sure you emphasize the general description of the organization, its core, and non-core business values, any specific ethical, social or environmental values the company is known for.
A successful paper will include the following:
Create a general description of the organization,
A summary of those Vision and Mission statements.
A definition of what is core and non-core to that company
A list of special values associated with that company.
Running head: Week 1 – Mission and Vision Case Analysis: Mystic Monk Coffee
Week 1 – Mission and Vision Case Analysis: Mystic Monk Coffee
INTRODUCTIONCoffee is one of the most consumable drinks in the United States of America. It represents 150 million consumers (Thompson et al., 2015). According to Thompson et al. (2015), ” about 30 million coffee drinkers in the United States preferred premium-quality specialty coffees that sold for $7 to $10 per 12-ounce package”, and 89% of U.S. coffee drinkers preferer getting their coffee at home rather than in coffee shops. Several coffee brands are present in the market, in which the Mystic Monk Coffee. The Mystic Monk coffee was created by a monk in Wyoming, and it aimed to produce a high organic quality of Arabica beans. The paper presents the monastery business. The first section is a general description of the brand, including its core and non-core business, client segmentation, and operations – production, marketing, and sales. The second section elaborates on the vision and mission of the founder of the brand, and the last part determines the values engaged through the monastery business.GENERAL DESCRIPTIONThe Mystic Monk Coffee is a brand of coffee made by monks in the Wyoming Carmelite monastery. The brand offers a variety of high-quality roasted organic coffees, teas, and other goodies. The store of Mystic Monk Coffee is an online store that encompasses different features such as displaying the various products available, informing the mission and vision of the monastery, and enabling visitors to submit a request. The Mystic Monk Coffee is mainly structured around the coffee roasting and online sales. The small group of monks engages daily in the company’s operations to produce a high quality of roasted coffee.Core of BusinessThe core business of the Mystic Monk Coffee is to produce high-quality fair-trade Arabica and fair trade/organic Arabica beans (Thompson et al., 2015). The production consists of roasting the coffee beans and selling the products generated through the online store. The monks focus on producing whole-bean and ground caffeinated and decaffeinated coffee through a dark, medium, and light roast and offer numerous coffee flavors (Thompson et al., 2015).Non-Core of BusinessThe Mystic Monk Coffee diversifies its core business by implementing other non-core activities. These non-core businesses embody products such as tea, coffee mugs, T-shirts, and gift cards (Mystic Mok Coffee, 2018). The brand outsources the fabrication of these products and sells them on its online website. Additionally, the brand offers Monk Shots, which coffee is packaged is small shot containers. The company also outsources the packaging of the single-serve pod to an organization specialized in eco-friendly packaging. Finally, the Mystic Monk coffee calls United Parcel Service (UPS) or the U.S. Postal service, a third-party, to deliver the online store purchases (Thompson et al., 2015).SegmentationsThe coffee brand uses a specific client segmentation. Mystic Monk Coffee takes precedent on high-quality organic beans coffee to fabricate its good. Thus, the brand delineates an upscale quality coffee that targets clients willing to pay higher prices than the market competition. Furthermore, Mystic Monk Coffee segmentation strategy is to target the U.S. Catholic population that drinks coffee and has the desire to support the mission of the monastery (Thompson et al., 2015). This client segmentation enables the brand to tailor its strategic marketing and selling goals and to spawn a path into the coffee U.S. market.OperationsMystic Monk Coffee’ operations are based on two main categories: production operations and marketing and sales operations.Production OperationsThe process of the core business production operation is simple. The monastery purchases high-quality fair-trade Arabica and fair trade/organic Arabica beans from a supplier in Seattle (Thompson et al., 2015). The monks roast the coffee beans in the monastery. Each monk devotes six hours daily for the job. The coffee is then sold on the website, and the clients order the products and get delivered through different U.S. postal services.Marketing and Sale OperationsMystic Monk Coffee marketing strategies and sales operations are narrowed. On the one hand, the monastery focuses on quality and variety. The brand offers a high organic quality of Arabica beans with a wrought operation of production while proposing a different range of coffee flavors, teas, and other goodies. On the other hand, the monastery targets specific sales channels, including the website, the catholic network, and an affiliate program. The online site allows generating sales through the online platform, which has the capacity to reach the overall U.S. territory. Besides, they propose to customers the option of a “Coffee Club,” which has the advantages for fortifying customer faithfulness to monthly purchase. The monastery network provides the brand with a considerable number of catholic clients who seek to support catholic monasteries and businesses. Finally, the affiliate program as a strategy of sales aims to gather more affiliate operators to sale the monastery coffee and gain commission through the purchases.