| Case Title |
Mrs Fields Cookies in Singapore |
| Case Author(s) |
Teresa Elizabeth Dana
|
| University |
Nanyang Technological University |
| Abstract |
Debbi Fields has been baking cookies for public consumption since August 1977, when she opened the first Mrs. Fields' Chocolate Chippery in Palo Alto, California. After being coerced by her husband and her employees, she decided to follow their advice and open a second store in order to serve up more soft and chewy cookies. By 1981, there were 14 stores in the US and the following year, Mrs Fields expanded internationally to Japan, Hong Kong and Australia. Presently, there are well over 500 company-owned and franchised Mrs. Field Cookie outlets around the world. Ms. Lek Oon Goh is the woman entrepreneur who has the franchise license for the Malaysian and Singapore markets. In September 1995, she opened her first outlet in Singapore and by 1997, she had opened three more shops in the city republic. Since then, Ms Goh has begun the search for optimal locations in Malaysia where the next Mrs Fields Cookies will be opening soon.
*Abstract reprinted with the permission of the European Case Clearing House* |
| Available In |
The Nanyang Case Collection |
| Publisher |
The Asian Business Case Centre, NTU |
| Publisher Case No. |
ABCC-07-98-052 |
| Distributor(s) |
The Asian Business Case Centre
European Case Clearing House
|
| Pub/Rev Date |
1998 |
| ISBN |
|
| Case Length |
6 pgs |
| Teaching Note |
Yes |
| Pub TN Ref No. |
ABCC-07-98-052(TN) |
| Pages (TN) |
2 pgs |
| Issues |
Franchising; local expansion. |
| Organisation(s) |
Mrs Fields Cookies
|
| Countries |
Singapore |
| Industry |
Food, Beverages & Tobacco |
| Period Covered |
1997 |
| Level |
Undergraduate |
| Links of Interest |
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