Mrs Fields Cookies - Case Study Example

Table of Contents Table of Contents 1 Mrs Fields cookies (Case Study) 1 Introduction 1 Interest in the Acquisition of La Petite Boulangerie (LPB) 2 Earlier Losses in the Acquisition of La Petite Boulangerie (LPB)  5 Conclusion 7 Works Cited 7 Mrs Fields cookies (Case Study) Introduction Debbi and Randy, the owners of Mrs Fields Cookies acquired hundreds of outlets, stores, units and much more under the brand title of Mrs Fields Cookies in many potential consumer countries such as United States, United Kingdom, Australia, Canada, Hong Kong and Japan providing work for 8,000 people in the mentioned countries (Cash and Ostrofsky 2). The company did not enjoy its present status from its advent; it gained its sound reputation and name with uninterrupted hard work and successful innovatory ideas. It can be regarded among triumphant companies in the European region because of its steady success. Initially Debbi was adamant in terms of keeping all the authority to herself, however, with the passage of time, she realized that her business could not expand with her stubborn autocracy of keeping all the control in her hand (Cash and Ostrofsky 4). After this consideration, she delegated her authority for a profitable business empire. Acquiring LPB was in the interest of business. The acquirement and introduction of combination stores initially proved to be disadvantageous. However, the company feels that in the future, these combination stores will prove to be beneficial. The information systems implemented by the company are also going to be profitable for the company and its affiliated company, LPB. Interest in the Acquisition of La Petite Boulangerie (LPB) Fields after showing interest in the acquisition of LPB, a chain of 119 French stores of Bakery/Sandwich acquired it, after which, the first step that they took was expelling fifty people from their jobs. Out of fifty-three staff members, only three were left, two in operations and one in R & D (Cash and Ostrofsky 9). According to Randy, there were many overhead functions running in LBP due to which, extra people were employed, which resulted in extra costs for the management and depreciated the profit of the company (Cash and Ostrofsky 9). Debbi and Randy believed in minimized hierarchal structure due to which, they showed little value for massive structures being organized by complex hierarchy managed all over the company. It was this thought due to which, fifty people being employed in LPB lost their jobs after affiliation of LPB with Mrs Fields Cookies. The step of expelling fifty people out of fifty-three is a major step that was required to be well-thought of as the expelled people can create problems for the new administration. As store manager of LPB, I would have revolted against this administrative step as if the management can expel such a large number of people from their jobs, they are able to think for such steps in future as well due to which, the future employees and their jobs are also in danger. There should be job security and the administration of Mrs Fields Cookies should have arranged for substituted jobs for the employees of LPB considering that the company’s administration should not only think for its profit but also for its employees. Debbi and Randy’s Business and La Petite Boulangerie (LPB) Debbi and Randy while acquiring control of LPB thought that there were many similarities found in the two chains—Mrs Fields Cookies and LPB. According to Randy LPB was, “a logical extension for the bakery aspect of Mrs. Fields' Cookies” (Cash and Ostrofsky 9). Debbi and Randy saw the affiliation of LPB with Mrs Fields Cookies as a step taken for business expansion as the two chains suited each other. They were interested in combining the two forms of stores. Both of the store chains dealt with bakery items due to which, their combination business was not a destructive step. The senior managers working at Mrs Fields Cookies were given a chance to run the stores of LPB for understanding the working systems of the new chain (Cash and Ostrofsky 10). According to Debbi and Randy, LPB business was similar to their own as they have matching products, same customers, similar managerial issues and challenges and so on. By noticing the two chains, it is quite straight forward to consider that the two have sameness in many terms, their working procedures, their products and their consumers are very much alike. The chains are divided into a network of stores operative at various places. This feature also makes them alike in terms of their functional procedures and way of processing. According to my consideration, this affiliation is a prospective one for Mrs Fields cookies and the step of opening combination stores is going to be a successful one. The MIS (Managerial Information System) developed and employed at Mrs Fields Cookies is quite a useful information system as it keeps the capability of connecting all the outlets and stores of Mrs Fields Cookies. Paul Quinn is the director of MIS running at Mrs Fields Cookies (Cash and Ostrofsky 7). Paul Quinn had to report directly to Randy for every kind of information related to stores and outlets. The MIS is very supportive as it enables the managers to have easier options of decision making and information gathering. According to Randy, if machines can do the jobs of people, more people should not be employed as smaller groups play smart (Cash and Ostrofsky 7). The portability of information systems functional at Mrs Fields Cookies is greater because the functions performed by the two chained structures are very much alike due to which, the MIS that is a part of Mrs Fields Cookies can be operated at LPB. The stores and their products can be added to the current MIS system and the stores in the chain of LPB can be connected to the MIS network of Mrs Fields Cookies without any problem. Therefore, portability of information system is not a problem. Earlier Losses in the Acquisition of La Petite Boulangerie (LPB)  After gaining control of LPB, Debbie and Randy were of the opinion that their combination stores will prove to be beneficial for them in terms of profit acquisition. However, it showed that they initially failed in their opinions. They had an erroneous concept that they can sell anything under the brand title of Mrs Fields cookies with obvious profit. They also thought that their combination stores would prove profitable and they would be able to open many more stores (Cash and Ostrofsky 10). According to Randy, the installed stores need some time for showing their full potential and an earlier loss cannot be regarded as a final one. Many stores need to be closed, many need to be looked at in terms of their profitability, and the company should be given some time to show its full proceedings. Management Structure and Information Technologies Debbie and Randy believed in installing information technologies for supporting the management structure. They are of the opinion that the work that can be taken with the help of machines should not be taken by people, as it is injustice to overburden people with jobs that can be performed by the machines (Cash and Ostrofsky 7). The future of LPB is quite secure as Debbie and Randy have got experience in running chained stores of similar nature of products. The products that are sold come under the expertise of Mrs Fields Cookies because of their baking nature. In addition, the MIS system that is functional at Mrs Fields Cookies can be implemented at LPB with little amendments according to the nature of LPB. The management structure and information technologies employed by Mrs Fields Cookies can be practised at LPB successfully because of their matching businesses and products. As far as the future of employees of LPB is concerned, it is at stake because we have seen that the first step that is taken by the administration of Mrs Fields Cookies is expelling of maximum number of people from their jobs. However, this strategy has not benefitted the company as the company faced loss after acquisition of LPB. Therefore, the administration can think further in terms of employees and their jobs. The present employees need to understand the information systems and management structure already implemented. Conclusion Being a large company, Mrs Fields Cookies keeps the capacity of expanding its business activities manifold. However, much efficient processes and thinking strategies are required by the administration. The acquisition of LPB in terms of business expansion is a profitable step. The initial loss cannot be regarded as last; it would prove to be profitable in future. The information systems that are installed by Mrs Fields Cookies are supportive in helping out the management in taking different kinds of decisions. Therefore, their introduction in LPB will also prove to be advantageous. The management is required to pay heed to employees and their jobs as businesses cannot be run without efficient staff. Therefore, while considering employee issues, efficient steps should be there. Works Cited Cash, James I. Jr. and Ostrofsky, Keri. Mrs. Fields Cookies. Harvard: Harvard Business School Publishing, 1993: 1-17. Read More