Mrs. Fields SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1496
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SWOT Analysis of Mrs. Fields with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mrs. Fields

Parent Company

Z Capital and Carlyle Group

Category

Snack foods retail

Sector

Foods

Tagline/ Slogan

Give the Gift of Cookies

USP

Gourmet cookies, brownies and gifts

STP

Segment

Occasions of gifting

Target Group

Lower-Middle income people of all ages

Positioning

Gourmet cookies and brownies in fantastic gifts and gift baskets to share with your family, friends, and business associates!

SWOT Analysis

Strengths

1. High brand recognition and good product quality
2. 300 franchised locations in US and 20+ other countries
3. Associations with holidays and gifting
4. Gourmet cookies at affordable prices and Secret Mrs.Fields recipe

5. Over 4000 people are employed with the organisation

6. Loyal customer base due to its excellence

Weaknesses

1. Low media presence compared to bigger players
2. Revenues are limited as compared to big food companies
3. Sales vary seasonally; highest during holidays
4. Lay-offs have continued due to restructuring

Opportunities

1. Collaborate with TCBY to become a complete dessert place
2. Expansion into emerging markets
3. Advertise on national television

Threats

1. Highly competitive category
2. Volatile tastes and preferences of consumers
3. Substitutes are many

Competition

Competitors

1. Chips Ahoy
2. Keebler
3. Pepperidge farm

 

 


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