Free Mrs. Fields, Inc.--1977-87 Case Study Solution | Assignment Help

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Written by Gary F. Smith
Publish Date: 2024-12-03

Harvard Case - Mrs. Fields, Inc.--1977-87

"Mrs. Fields, Inc.--1977-87" Harvard business case study is written by Lynda M. Applegate, Keri Pearlson. It deals with the challenges in the field of Information Technology. The case study is 16 page(s) long and it was first published on : Apr 1, 1994

At Fern Fort University, we recommend Mrs. Fields, Inc. embrace a strategic shift towards digital transformation to capitalize on the burgeoning opportunities presented by the rapidly evolving technological landscape. This will involve leveraging IT infrastructure, data analytics, and e-commerce to expand its reach, enhance customer experience, and optimize its operations. By embracing innovation and disruptive technologies, Mrs. Fields can secure its position as a leading player in the evolving cookie and confectionery market.

2. Background

Mrs. Fields, Inc. was founded in 1977 by Debbi Fields, who revolutionized the cookie industry with her fresh-baked, gourmet cookies. The company rapidly expanded through franchising, establishing a strong brand presence in shopping malls across the United States. However, by the mid-1980s, Mrs. Fields faced challenges like increased competition, rising costs, and a saturated market. The case study focuses on the company's efforts to navigate these challenges and find new avenues for growth.

3. Analysis of the Case Study

The case study reveals several key challenges facing Mrs. Fields:

  • Market Saturation: The cookie market was becoming increasingly crowded, with numerous competitors offering similar products.
  • Rising Costs: Inflation and increased competition put pressure on profit margins.
  • Limited Growth Potential: The traditional mall-based model offered limited opportunities for expansion.
  • Lack of Innovation: Mrs. Fields' product offerings remained relatively static, failing to keep pace with evolving consumer preferences.

To address these challenges, Mrs. Fields must adopt a digital transformation strategy. This involves:

  • Leveraging Technology: Investing in IT infrastructure to support online ordering, inventory management, and customer relationship management (CRM).
  • Data Analytics: Utilizing data analytics to gain insights into customer preferences, identify market trends, and optimize pricing and product offerings.
  • E-commerce: Developing a robust online presence to reach a wider customer base and offer convenient ordering options.
  • Innovation: Embracing disruptive technologies like artificial intelligence (AI) and machine learning to personalize customer experiences and develop new product offerings.

4. Recommendations

  1. Digital Transformation Strategy: Mrs. Fields should develop a comprehensive digital transformation strategy that outlines its vision, goals, and key initiatives. This strategy should be aligned with the company's overall business objectives and address the challenges outlined above.
  2. E-commerce Platform: Invest in a user-friendly and robust e-commerce platform to allow customers to order cookies online, track their orders, and access personalized recommendations.
  3. Data Analytics and Customer Insights: Implement data analytics tools to collect and analyze customer data. This data can be used to identify customer preferences, predict demand, and personalize marketing campaigns.
  4. Mobile App Development: Develop a mobile app for ordering and loyalty programs, enhancing customer convenience and engagement.
  5. Social Media Marketing: Leverage social media platforms to connect with customers, build brand awareness, and drive online sales.
  6. Partnerships and Acquisitions: Explore strategic partnerships with technology companies or acquisitions of smaller, innovative players in the confectionery market.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core Competencies: Mrs. Fields' core competency lies in its fresh-baked, high-quality cookies. Digital transformation will enhance these core competencies by expanding access to these products and providing a more personalized customer experience.
  • External Customers: The recommendations focus on meeting the needs of modern consumers who value convenience, personalization, and digital experiences.
  • Competitors: By embracing digital transformation, Mrs. Fields can differentiate itself from competitors and stay ahead of the curve in a rapidly evolving market.
  • Attractiveness: The recommendations are expected to yield positive returns through increased sales, improved efficiency, and enhanced customer loyalty.

6. Conclusion

Mrs. Fields, Inc. stands at a crucial juncture. By embracing digital transformation, the company can overcome its current challenges, unlock new growth opportunities, and secure its future in the competitive confectionery market. By leveraging IT infrastructure, data analytics, and e-commerce, Mrs. Fields can create a more personalized and engaging customer experience, expand its reach, and unlock new avenues for innovation.

7. Discussion

Alternative options include:

  • Maintaining the Status Quo: This would likely lead to declining sales and market share as competitors gain ground.
  • Focusing solely on physical expansion: This would be a costly and time-consuming approach with limited potential in a saturated market.

Key risks associated with the recommended approach include:

  • Technological challenges: Implementing new technologies effectively requires expertise, resources, and careful planning.
  • Data privacy concerns: Collecting and using customer data ethically and responsibly is crucial.
  • Competition: Other players in the market may also embrace digital transformation, creating intense competition.

8. Next Steps

  1. Form a Digital Transformation Task Force: Assemble a team of key stakeholders to develop and implement the digital transformation strategy.
  2. Conduct a Technology Audit: Assess the company's current IT infrastructure and identify areas for improvement.
  3. Develop a Proof of Concept: Launch a pilot e-commerce platform or mobile app to test the market response.
  4. Implement a Data Analytics Strategy: Establish a data analytics team and define key performance indicators (KPIs).
  5. Monitor and Adapt: Continuously monitor the progress of the digital transformation initiative and make adjustments as needed.

By taking these steps, Mrs. Fields can successfully navigate the challenges of the evolving market and position itself for continued success in the years to come.

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Case Description

Describes a small company selling freshly baked goods through privately owned specialty stores (each store sells only Mrs. Fields products). The company has about 8,000 employees worldwide and less than 150 information systems people for a unique leverage of MIS resources. The company uses information systems extensively in its processing, communications, and other management functions, including operations of the stores and hiring sales employees. Teaching objectives include discussion of information technology architecture, organizations, management control, and strategy. A condensed version of Mrs. Fields Cookies.

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