The Cookie Monster : A Brief Overview

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THE “COOKIE MONSTER” IS CREATED A BRIEF OVERVIEW OF MRS. FIELDS, INC. Mrs. Fields Cookies (MFC) is based in Broomfield, Colorado with a production and distribution facility in Salt Lake City, Utah. Debbi Fields and Randy Fields opened their first store in Palo Alto, California in 1977, and its first headquarters was in Palo Alto, California, moving soon thereafter to Salt Lake City in 1982. Between 1985 and 1988, the company opened 225 new stores. By the late 1980s the chain had grown to include 425 cookie stores across the United States and abroad, with annual retail sales of over $87 million. MFC grew in 1984 with the purchase of another retail cookie chain, the Famous Chocolate Chip Company, and diversified in 1987 with the acquisition of 119-store French bakery/sandwich chain, Le Petite Boulangerie. From its inception and throughout its growth and expansion, information technology played a key role at MFC in creating and then reinforcing assets for sustainable competitive advantage by enabling an imitation-resistant value chain. Further, through its strategic use of technology, MFC created barriers to entry for would-be competitors. MRS. FIELDS, INC.’S VALUE CHAIN Randy Fields believed microcomputer technology would be the key to insuring all MFC stores mirrored Debbie’s commitment to quality control and customer service/ satisfaction. In a 2004 interview with Dan Power, Editor of DSSResources.com, Randy summarized the objectives of the “Retail Operations

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