Essay on Mystic Monk Coffee Case

860 Words Sep 7th, 2013 4 Pages
Mistic Monk Coffee Case 1. Does Mystic Monk Coffee have a competitive advantage? If so, what is it and is it sustainable?
Throughout what Mystic Monk Coffee has done, I believe it has the ability to build a competitive advantage. According to the case, the Mystic Monk Coffee was produced by using the high quality fair trade Arabica and fair trade/organic Arabica beans with variety of blends and flavors. They also produce T-shirts, gift cards, CDs featuring the monastery’s Gregorian chants, and coffee mugs that give different choices for the consumers. Mystic Monk Coffee might create less sustainable compare with other competitors in the industry due to the quality of the coffee. However, Mystic Monk Coffee’s target market was on 69
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Southwest campaign and advertise free liquor to those who flight Southwest at a regular price of $26 when rivalry airline are lowering the fare by $13. So Kelleher came out with an idea and advertises free liquor to his customer. The flight attendants were handing out Vodka, Rum, Royal, and Whisky. In the 1970’s they were the top distributer of whisky in the state of Texas. By this campaign they manage to drive their competition out of business and out of the state of Texas. 4. Given today’s economic, political, social, governmental environments, what issues do you see emerging in that will have positive or negative effects on the airline industry generally and on Southwest specifically? First identify the issue and then the impact.
With today economic crisis, airline are laying off employee, baggage fees were charged and serving meals on the airplane. These known issue were present by the competition airline which Southwest stand their ground and act differently. They did not lay off employees but rather employed more. They advertise free baggage travel and successfully gain more travels because they do not have to pay for ridiculous baggage fees. In return southwest have gain more shareholder and confident investor. They served free peanuts and drinks when other served whole meals in return they have proven and delivery their promise as fast turns around time to board and lower airfare. They only flight Boeing 737 so

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