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Mrs. Fields

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Mrs. Field’s cookies (who happens to also be my first Colorado employer) was founded in 1977 by Debbi an Randy Field’s based in part upon Debbi’s cookie-making expertise and the demand for her cookies generated by Randy’s clients. By 1988 Mrs. Field’s cookies was in international success with 14 varieties of cookies, brownies, muffins, candies and ice cream. Mrs. Field’s has a highly centralized management methodology leveraging internal and external data to tightly direct supply, production, operations, and even human resources. Nearly equal with the company’s delicious cookies are its management information systems which feed decision making support, operations, aggregate reporting in a hierarchal fashion throughout the enterprise. In 1987 Mrs. Fields acquired La Petite Boulangerie (LBP), a French-style bakery, and integrated the acquisition into its existing organization and systems. Randy drove a new product concept combination store, and consolidated existing locations so as to ensure that the majority of existing Mrs. Field’s locations would support the combination store concept. The financial consequences of this decision along with the possible need for organizational and informational system change have created a dilemma for managers of Mrs. Fields.
Initial Actions
Mrs. Field’s initial actions after acquiring LBP were to integrate them into their existing management, organizational, and informational structure. This was followed with a “bakery strategy” in which Mrs. Fields and LBP would be transformed into “combination stores” where a greater variety of products could be offered to new segments.
Reasons for Initial Actions
Randy’s actions were supported by a key assumption; that Mrs. Fields management and organizational strategy would be optimal for LBP, and that sufficient crossover in consumer preferences existed among both LBP and Mrs.

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