Business Issues Presentation

A

DOCUMENTRY REPORT AND PRESENTATION

ON

CASE ANALYSIS

CASE NO. _1_

In the Title of

“Mrs. Fields cookies”________

Submitted to

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (IIIM)

M.B.A. PROGRAMME

Constituent of Charotar University of Science and Technology

(CHARUSAT)

Presented by

____ASIFALI SAIYED_____

M.B.A. (10-12) Semester – I ID NO:.10MBA094

December 2010

DECLARTATION

I, ASIFALI SAIYED, hereby declare that the CASE ANALYSIS AND DOCUMENTATION on “Mrs. Fields cookies” (case no:.1) is a result of my own work and my indebtedness to other work publication, if any, have been duly acknowledged.

Place : Changa (Signature)

Date : 25/10/2010 Asifali Saiyed

EXECUTIVE SUMMARY

This case is talking about the Mrs. Fields cookies business. Mrs. Field after getting marriage with randy fields started cookie business with the borrowing of $ 50000 in august 1977 and she got good response in California so she decided to expand her business and open second store in san Francisco in 1980. there were 14 stores in 1981.

There was an international expansion of Mrs. fields cookie business in 1982. Cookies are not accepted in Japan because it was wrong for the Japanese taste. The store manager in Hong Kong was not sampling cookies but after rearranging the tray he took Mrs. fields cookies cam in 14 varieties and all cookies should be sold within specified time, other wise discarded. 80% of Mrs. Field outlets were in malls. Mrs. Fields delegate the authority as she would not in 2 places at one time. She also believed in treating employees as they were customers. Fields was refusing to franchise their stores.

Initially fields got very difficulty for getting financial support but afterwards they easily got from the public. Revenue of Mrs. Fields business increasing year by year. She believed that more...