Debbi Sivyer Fields - Assignment Example

ISMG Table of Contents Table of Contents 2 Question 3 Question 2 3 Question 3 4 Question 4 5 Question 5 5 Question 6 6 Question 7 7 Question 8 7 Question 9 8 Question 10 8 Question 11 9 Question 12 9 Works Cited 11 Bibliography 12 Question 1 Debbi Sivyer Fields was a teenager, when she started her career with baking cookies. At the age of 19, she married Randy Fields, an economist and a graduate of Stanford University. At that time, they were at the starting point of their career with no specific notions. The event of marriage acted as the boon or inspiration for the couple and provided an opportunity to highlight the inherent talent. The talent of baking excellent and delicious cookies was of high demand among the clients of Debbi’s husband. This extremely encouraged the couple and motivated them to start their career with the cookies business. Soon after, in order to fulfill this motive, the couple borrowed US$50,000 and started the first shop in California with the name of ‘Mrs. Fields Chocolate Chippery’. However, on the basis of the facts regarding ‘resumes’, it can be presumed that reasonable future for Randy Fields’ could have been in the field of economics as a professor of any university or in any organization as a professional dealing with economic concepts. Hence, it can be stated based on the above discussion that the career of cookies business was the most reasonable future option primarily for Debbi Sivyer Fields. Question 2 The high demand of deliciously baked cookies of Debbi among the clients of Randy acted as an inspiration for the couple. This provoked the couple to start their career with the business of cookies. Moreover, in order to fulfill the dream, Debbi convinced Randy and the couple took a loan and opened the first shop in the Palo Alto of California in the year 1977. Hence, it is apparent from the above factors that the goal of Debbi was to provide delicious chocolate chip cookies so as to make the customers pleased. This would enhance the satisfaction level thereby enhancing the business (The Mrs. Fields’ Brand Inc, “History”). Although Randy was an economics graduate from the Stanford University, he wished to support Debbi to enhance the business of cookies which might be beneficial for both. Therefore, it can be clearly depicted from the case study that the goal of Randy was to assist Debbi in augmenting the business. Question 3 As the idea of starting the career with the business of cookies became quite successful, Debbi Fields planned to expand the business. She decided to open the second store in the high-traffic and tourist region of San Francisco, but it was rather quite difficult. This created a great problem, because it called for huge amount of revenue. Thus, the idea was initially crooked down. Along with this, the idea of allocation of authorities was also denied by Debbi Fields at the initial stages. However, the strong determination of Debbi to serve the customer with great quality of cookies finally led to the success of the idea. Moreover, Mrs. Fields wished to control all the franchisees independently, which clearly reveals that autocratic style of management is desired. Due to which the brand, ‘Mrs. Fields’ Cookies became highly accepted due to its high appreciation for customers’ requirements instead of money (Mrs. Fields Gifts, Inc, “About Us”). Hence, the high determination and confidence level of Debbi Fields facilitated the expansion from a single store to a reputed brand. Question 4 Randy Fields was the Director of the MIS of Mrs. Fields’ Cookies. The wish of Randy was to run every individual store in an independent manner. Moreover, the prime objective of Randy Fields was to implement information technology among the stores of Mrs. Fields so as to differentiate the work of the machines and the people. He also believed that the store managers might devote more time while selling the cookies rather than paper work, which might enhance the retailing of the stores. Moreover, Randy decided to elevate the business growth thereby employing information technology rather than staffs as this would reduce the cost involvement as well as assist in solving business problems. Apart from this, the organization might be able to utilize its resources or manpower in the most efficient and effective manner, which would be extremely beneficial for the future prospects of the business. Question 5 The strategy of implementing information technology within the stores of Mrs. Fields’ Cookies was taken by Randy Fields in order to utilize the resources at an efficient manner for the augmentation of the business. Each store of the Mrs. Fields’ Cookies comprised of a single computer including an intricate store management system designed by Randy. This software provided detailed information of the types and the requisite numbers of cookies to be prepared along with the batch numbers and necessary time. All the required information of each store was controlled from the headquarters’ system. In addition, this software also provided detailed information about each store’s accounting, inventory, communication, interviews and sales figures. The sales details were entered periodically either manually or with the help of a computerized cash register system in order to enhance the sales target of the particular day in a specific store. This also provides varied recommendations in order to augment the growth of the sales. Moreover, it also provided projection targets for the stores as well as created orders for supplies. Hence, from the above discussion, it can be revealed that the plan of implementation of information technology augmented business growth along with proper personal control and management. Question 6 In-stores are the series of retail shops providing an extensive range of products from a fixed location such as departmental stores, boutiques, kiosks and malls among others. Moreover, in a small in-store, the products are offered for sale and display in a way that it enhances the interest and motivates the customers for the purchase of the products. Apart from this, in-stores also preserve certain extent of materials for the future use of the business. On the other hand, corporate systems are those systems which include an information technology for the flow of the information, development, ideas and plans. It is used mainly for the enhancement of the business with new ideas along with proper control. In the corporate systems information is transmitted through electronic devices or systems so as to make the work of the employees easy and simple (Itami, H. & Et. Al., “Dynamics of Knowledge, Corporate System and Innovation”). Question 7 For an ideal store manager, the educational background should encompass ‘Associate Management Degree’ from any University on Retail Management, professional background such as ‘worked as the Assistant Manager for a retail store’, good communication and persuasive skills in the resume (Dayjob Ltd, “Store Manager”). The resume of a typical manager working in MacDonald’s generally includes professional expertise such as Fast Food Restaurant experience for 2 years, academic educational qualifications such as ‘Bachelor or Master of Business Administration, Degree in Food Science, Degree of Hospitality Management, excellent communication skills and accounting knowledge as well as expert management skills (Resume Examples, “Fast Food Manager Resume Example”). Question 8 The turnover of the store manager is observed as a negative consequence for the store because he/she is fully responsible to perform all the functions of the particular store. Moreover, as every particular detail is provided by the store manager to each and every employee, so it creates a problem while properly managing the existing employees. However, it can be affirmed that the turnover can be considered as not a bad thing rather a good obsession for either Fields’ or store managers. This is because a new manager might provide the management of the store with innovative ideas and facts which might be beneficial for the growth of the business. Moreover, the new Fields’ store manager might also help in the recruitment of more expert employees essential for the store. Question 9 Debbi and Randy Fields always try to avoid franchising of the stores of Mrs. Fields’ Cookies. This is because according to the Fields’, franchise means loss of the overall control of the stores and the employees, thereby reducing the quality of the end products. This would otherwise hamper the level of satisfaction of the customers leading to the loss of the image. As autocratic management approach is more preferred, so she opposed franchise style. However, it is observed that for the business of this type the franchising method is quite feasible. This is because, in order to enhance the profit and growth of the business, it is essential to offer franchisees in different areas. Hence, most of the organization utilizes the strategy of franchise so as to amplify the profit margin as well as the brand and product identity among others. Question 10 The two most common methods of financing the business are bank finance and funds taken from public borrowing. If a loan is applied from the bank then the credit would be approved only on the basis of his/her ability to return the money. Whereas in the later case, the money is provided on the contract of holding the inventory of the business as long as the money is refunded. Similarly, the public pay money on the deal of consumption of desired demands. Question 11 The financing strategies utilized by Mrs. Fields’ Cookies in order to fulfill the dream of cookie career were mainly of two types. These include borrowing money from the banks and the other way was to acquire fund from the public. The couples choose the next option i.e. public borrowing. Due to this, the couple always wanted to lower the cost incurrence thereby reducing the workforce by the information systems. They wanted to follow the process of public borrowing which can be quite consistent by the employed management style in the organization as they wanted to repay the public not only by revenue terms but also through their quality of provided foods. The English institutional buyers of London were hesitating to invest because of the presence of a single store. Moreover, the buyers were quite doubtful about the sustainability of the store in absence of franchising. Only because of these doubts, the concept of franchising was started for Mrs. Fields’ Cookies with the notion of no corporate expense allotment for any particular store. This enhanced the profit margin of the specific stores thereby augmenting the brand image of Mrs. Fields’ Cookies. Hence, the idea finally facilitated the institutional buyers to invest in the business of Mrs. Fields’ Cookies. Question 12 Based on the case study, it can be stated that Mrs. Fields’ Cookies followed a flat organizational structure which comprised of less hierarchy. This is generally present in small organizations with few levels among the management and the staffs offering better power of control over the employees. In this type of organizational structure, communication takes place among various members irrespective of positions or titles. Moreover, this type of organizational structure offers an opportunity of decentralized decision making as well. There are certain advantages of following this type of organizational structure such as clear communication may be possible along with quicker decisions making among others. Hence, it can be stated that the organizational structure which is followed in the stores of Mrs. Fields’ Cookies is to augment the coordination and to offer information in a timely manner among the members of the stores. Therefore, it can be stated that flat organizational structure is found to be predominant in the case study (McMillan, “Considering Organizational Structure and Design from a Complexity Paradigm Perspective”). Works Cited Dayjob Ltd. “Store Manager”. February 01, 2012. CV Template, 2010. Itami, Hiroyuki. & Et. Al. Dynamics of Knowledge, Corporate System and Innovation Springer, 2010. Mrs. Fields Gifts, Inc. “About Us”. February 01, 2012. Our Guarantee, 2012. McMillan, Elizabeth. “Considering Organizational Structure and Design from a Complexity Paradigm Perspective”. February 01, 2012. Centre of Complexity and Change, No Date. Resume Examples. “Fast Food Manager Resume Example”. February 01, 2012. Resume Examples, 2010. The Mrs. Fields’ Brand Inc. “History”. February 01, 2012. About Us, 2011. Bibliography Ostrofsky, Keri. Mrs. Fields Cookies Harvard Business School, 1993. Read More