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Mrs. Fields Cookies

In: Business and Management

Submitted By adarsh1kalkur
Words 1944
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Introduction Mrs. Fields Cookies was started by Debbi and Randy Fields in the August of 1977 from a borrowed amount of $50,000. Today the single store venture has grown onto become a huge a company with a hundreds of stores, well established corporate structure and thousands of employees. The company’s operations span across 25 states in the US, five countries and four continents. The company’s growth was explosive and within a short span of 5 years the company was expanding its operations in international markets. The reason for the meteoric rise of the company is the way Debbi and Randy have been able to monitor and control the various activities of the company by incorporating information technology into the day to day to operations. Also the management philosophy of Fields’ was in unison with the ideals of the founders. Debbi and Randy Fields were in control of every store and did not believe in franchising their stores. Their main motto was customer satisfaction and the profits came later. Felids’ enjoyed great success in the first decade of business but their first big failure happened when they acquired the 119 store French bakery/sandwich chain. La Petite Boulangerie (LPB) from PepsiCo in the April 1987. The acquisition was the part of the company’s diversification and expansion plan. Until the acquisition, the main product of the Fields’ were cookies alone which came in 14 different varieties. But the acquisition of LPB added a whole new range of products. LPB dealt with bakery products, with products ranging from croissants, breads, and various other baked goods including hot soups and sandwiches. Hence, the acquisition added a whole new dimension to Fields’ its products now involved cookies as a well as a whole new range of bakery products. But there are various reasons for the failure of the financial downturn of Fields’ after the...

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