A retail plan on Mrs. Fields Trinoma
Date of Publication
12-2007
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
Mrs. Fields, a world-renowned brand offering sweet baked pastries, has been in the Philippines for a period of 12 years. It has been famous for its premium cookies and is seen in locations such as malls and stand-alone sites. Its retail business operates mainly as kiosks, and its products are perceived by their customers s take-home goods. Recently, it has been acquired by a new management (Ababa Corporation), which re-launched the brand, along with a new concept which is the ‘Cookie Café’. The cookie café currently provides its customers with a new dine-in areas and new products that further give a homey and relaxing experience to its customers. The first-ever cookie café in the Philippines is located at the TriNoma mall, which will be the area of focus of this plan. It studies the specific consumer behavior, attitudes and preferences that would help in determining which retail strategies are appropriate and effective for the said business location. Since Mrs. Fields Cookie Café is a newly introduced food establishment in the Philippine setting, and is likewise located in a recently developed mall, one of its initial problems includes its target customers recognition of the new cookie café and the products being offered by it. In line with this, the strategies in this plan have a goal of increasing the cookie café’s brand and product awareness. This retail plan further places an emphasis on customer service, better in-store promotions, merchandizing, image and improved operations. In general, an increase in sales from Php5,400,000 in 2007 to Php7,043,478.26 in 2008, is expected from the implementation of this retail plan.
Abstract Format
html
Language
English
Format
Accession Number
TU16112; CDTU016112
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
leaves ; 28 cm. + 1 computer optical disc
Keywords
Retail trade—Management; Mrs. Fields Cookie Cafe (Philippines)
Recommended Citation
Chua, P. S., Lim, J. C., Naranjo, M. R., & Ong, R. G. (2007). A retail plan on Mrs. Fields Trinoma. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18742
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3-8-2026
