Cracker Jack SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Cracker Jack analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Cracker Jack SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Cracker Jack to benchmark its business & performance as compared to the competitors and industry. Cracker Jack is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Cracker Jack competitors and includes Cracker Jack target market, segmentation, positioning & Unique Selling Proposition (USP).

Cracker Jack SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Cracker Jack Brand Analysis
Parent Company

Pepsi Co




Food & Beverages

Tagline/ Slogan

Caramel coated popcorn and peanuts


Small Toy inside each pack to excite Children into buying Cracker Jack

Cracker Jack STP
Cracker Jack Segmentation

Smaller cities, semi urban areas white population of US

Cracker Jack Target Market

Children from middle class families

Cracker Jack Positioning

Caramel Popcorn based cracker

Cracker Jack SWOT Analysis
Cracker Jack Strengths

Below are the Strengths in the SWOT Analysis of Cracker Jack:

1. Century old established brand

2.Intense consumer connect

3.The connect with baseball has created a strong fan following for the product

4.Almost no competitors in the baseball channel which has been successfully be captured by Cracker Jack

5. Good availability and distribution

Cracker Jack Weaknesses

Here are the weaknesses in the Cracker Jack SWOT Analysis:

1. The caramel popcorn based snack market has shown sluggish growth in the US

2.Market for caramel popcorn is in very nascent stage in developing countries and it might take many years for them to support sales at levels that the company might want

Cracker Jack Opportunities

Following are the Opportunities in Cracker Jack SWOT Analysis:

1. Leverage existing brand strength and come up with different packaging size and variety

2.It can leverage the brand awareness(highest in caramel popcorn market) in expansion opportunities

3.Opportunity to focus on channels such as convenience stores due to selling of many private label brands in recent years

4.Can focus on distribution and shelf promotion during yearend holiday season when the sales of the product is highest

Cracker Jack Threats

The threats in the SWOT Analysis of Cracker Jack are as mentioned:

1.Negative reaction from market for its new caffeine based variant  that might affect its brand equity

2.Unnecessary and wrongly timed product extension might negatively impact the existing brand

3.Acquisition of Cracker Jack by Frito Lay and subsequent product changes has not gone down well with the loyal consumer base and they might shift to other competitors

Cracker Jack Competition

Below are the top 2 Cracker Jack competitors:

1.Act 2 popcorn

2.Crunch n Munch

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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