Mrs. Fields

Overview Mrs. Fields Cookies was founded by Debbi Fields in the late 1970s. She and her maintain Randy Fields opened their first store in 1977 in Palo Alto, California, selling homemade-style cookies which quickly grew in popularity. Products Mrs. Fields Cookies came in 14 varieties. All baked products were made on set forth in the individual stores and the union especially focused on the fresh cookies. If the cookies are not sold within two hours, they were given away and discarded. Competitors Mrs. Fields competitors included New Yorks Davids Cookies, Atlantas Original Great American Chocolate Chip Cookie Company, and the Nestle Companys Original Cookie Co. Challenges 1. Low barriers to entry and mall locations tilt In the early 1980s, cookies were cheap to make and the barriers of sweet chomp industry to entry were low. There were many cookies producers and many consumers in the marketplace, and no business had total control over the market price. Because some 80% of Mrs. Fields outlets were in shopping malls, so the competition for the most favorable mall locations was fierce. 2. Franchising Financing and carrying into action of exchange market Mrs.

Fields had consistently refused to franchise their stores, because she viewed franchising as a passing of control over the end product and loss of touch with the customers. To find bank financing and additional cap for expansion, Mrs. Fields tried to go public and made sign public offering on the London exchange in 1986, but this experience was not successful, because buyers did not know the company and did not believe that Mrs. Fields business could be sustained growth without franchising. The result was that the stock price rose slowly. wrinkle Strategy Organizational strategy Mrs. Fields had a non-hierarchy organization with decentralized close making. Typically, there was no official organization chart in company which means Mrs. Fields wanted to take advantage of the intelligence... If you want to get a full essay, order it on our website: Orderessay

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