Mrs Fields' Cookies

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Case-Study 1 : Analysis and Report

Mrs. Fields’ Cookies

By,
Group 7 (Section B)

Richa Sethi (11DCP091)
Rishabh Chaudhary (11DCP092)
Sandeep Satishchandra (11DCP094)
Sashi Kanth (11DCP095)
Sourabh Gehlot (11DCP096)
Shalini Mukerji (11DCP097)
Sudhanshu Sharma (11DCP098)

Contents

General Overview................................................................3 Practical Implementation of the Information System in Mrs. Fields Cookies............................................................................3 Potential for supporting Enterprise Growth...................6 Implementation Issues regarding Parts of the Information Systems.........................................................................8 Information Systems and Procedure..........................................10 Information Systems and Devices.................................12 Information Systems and Software...............................13 Information System and Database.................................13 Debbi’s Dilemma....................................................................14

General Overview:
A detailed analysis of the case-study presented by the Harvard Business School, has been done. All the issues that faced the Fields initially as they were just about to start out and all the issues they currently face have been well documented in the case-study. Mrs. Fields Cookies was founded in 1977 as a single cookie store and grew to 600 stores within a decade. The company appealed to customers through warm cookies, friendly service, and reasonable prices. Debbi Fields had created the business. Randy Fields devised a corporate structure fit to be wed to an information system. At Mrs. Fields Cookies Information System pioneered by the vision of the MIS director Paul Quinn enabled Mrs. Fields Cookies to have “Networked Organization Structure”. The organization structure was designed to be flat but at the same time there was a hierarchy (reporting chain). This IT enabled network facilitated the Mrs. Fields Cookies in a way that every morning at 6:00 Utah time, a computer in Park City would know of every purchase made at more than 500 stores in five countries on four continents. The strategic goal of having an Information System was to put as much decision making and intelligence into the store level PC as is necessary to free the manager to do things that uniquely people do.

Practical Implementation of the Information System in Mrs. Fields Cookies: Debbi Fields started her own business of selling homemade cookies and devised a corporate structure that was apt for using information systems. The company was started in 1977 with the first store in Palo Alto, California. And by 1988, Debbi as the President of Mrs. Fields’ Inc. had employed a staff of 8000 people with 140 staff positions at the Park City head office. With the MIS system in place, the computer in the head office would keep records of all the purchases made at the 500 stores across the 25 states and 5 countries on 4 continents.

But ‘The point wasn’t to make money, the point was to bake great cookies’. In spite of such a vast set up, Debbi made it a point to give her customers the personal touch. Mrs. Fields’ Cookies came in 14 varieties and also moved into brownies and muffins followed by an expansion into candies and ice cream. All baked products were sold within the 2 hours after production and the rest were discarded. She had a close control over this, and also on the other intricacies such as store designs etc. She also kept a close look over the finances of the company and the managers and staff of her organization. The hierarchy of the organization can be shown as follows:

Debbi

Six District Managers

Six store Managers managed by each District Manager

Debbi also managed a store so that she was up to date with what was happening in the stores. She was very particular about the reporting structure. There were daily reports that...
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