Cracker Jack SWOT Analysis, Competitors & USP

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

Cracker Jack SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Cracker Jack, 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 make strategic improvements. Cracker Jack is one of the leading brands in the food & beverages sector.

The article below lists the Cracker Jack SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Cracker Jack SWOT Analysis:

SWOT Analysis of Cracker Jack

For Cracker Jack, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Cracker Jack Strengths

The strengths of Cracker Jack looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Cracker Jack:

1.Act 2 popcorn

2.Crunch n Munch

Hence this concludes the Cracker Jack SWOT analysis.

Continue reading more about the brand/company.

About Cracker Jack

Cracker Jack Overview
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

Smaller cities, semi urban areas white population of US

Target Market

Children from middle class families


Caramel Popcorn based cracker

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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