Scribd Logo
Upload

Welcome to Scribd!

  • 12) Case Study - Mrs Fields Cookies

    Uploaded by

    Adarsh Unny
    91 views2 pages
    Mrs. Fields Cookies Inc is an example of excellent entrepreneurship led by Debbie Sivyer. She started baking cookies after learning at a young age and opened her first store, Mrs Fields Chocolate Chippery, with $200,000 in sales the first year. She was reluctant to grow beyond the first store but eventually expanded to over 370 stores across the US and internationally. Key to the success was Debbie maintaining strict control over all aspects of the business and using information systems to closely monitor store performance.

    Original Description:

    Case Solutions

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Mrs. Fields Cookies Inc is an example of excellent entrepreneurship led by Debbie Sivyer. She started baking cookies after learning at a young age and opened her first store, Mrs Fields Chocolate Chippery, with $200,000 in sales the first year. She was reluctant to grow beyond the first store but eventually expanded to over 370 stores across the US and internationally. Key to the success was Debbie maintaining strict control over all aspects of the business and using information systems to closely monitor store performance.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    91 views2 pages

    12) Case Study - Mrs Fields Cookies

    Uploaded by

    Adarsh Unny
    Mrs. Fields Cookies Inc is an example of excellent entrepreneurship led by Debbie Sivyer. She started baking cookies after learning at a young age and opened her first store, Mrs Fields Chocolate Chippery, with $200,000 in sales the first year. She was reluctant to grow beyond the first store but eventually expanded to over 370 stores across the US and internationally. Key to the success was Debbie maintaining strict control over all aspects of the business and using information systems to closely monitor store performance.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Case Study -

    Mrs. Fields Cookies Inc


    Questions DATA
    Story
    1) Examine store level Used only company managed outlets.
    Example of excellent operations? Successful Did not use franchises
    entrepreneurship. use of MIS Only smallest of changes made for
    localization.

    Debbie Sivyer - youngest of 5 girls, 2) What are disadvantages


    and learnt to bake cookies at a of control systems?
    young age.
    3) If nature of activities
    Convinced by her husband to bake change will it be succesfful
    more after office trips which
    convinced the presence of a niche
    market to DS

    First Store - Mrs Fields Chocolate Key


    Chippery in Palo Alto Players
    200,000 Dollars worth in one year.

    Debbie Sivyer - Protagonist


    Added new products but focussed
    Randy Fields - The Husband
    on cookies primarily.

    Freshly baked, 2 hour delay to


    charity.

    Reluctance to grow beyond first


    store but opened 2nd one in SF.

    1982 - Renamed to Mrs Fields


    International and expanded to
    Japan,Hong Kong and Australia.
    Management philosphy Nature of Employees

    Maintain control over all aspects. Weakest link in retail - area manager
    1987 - 370 stores in the US Not capable
    8000 EMPLOYEES No respect for concept of delegation Hence ROI
    Renamed - Mrs Fields Dessert Store Demonstrated roles by herself
    under Mrs Fields Candy Factory. Did not believe they could hire in the right
    Discouraged them from expanding mould and hence took away some of the
    Acquisition of 122 La Petite Boulangerie business. decision making
    from PepsiCo High growth could lead to lose of control
    Thought expansion meant exact
    replication
    Business design to oversee all stores
    made.

    Dislike for hierachy


    Direct touch with store people
    Strive for flat organization structure

    Organization Structure

    Small coroporate with expansion.


    Few Layer of Hierachy
    Still much flatter.
    Growth Options MIS - Retail Operations
    Debbies scope of works and organization
    structure based on :
    Intelligence (ROI)
    1) Extensive use of information systems. 1984
    2) Use of phone mail system to faciliate To closely monitor store
    two way communication managers, district managers
    3) Nature of employees hired etc via computers
    Automate admin works
    Built by Randy
    Integrated all relevant info
    Live feeds of info
    Hiring done on same platform

    You might also like