Mrs. Fields SWOT Analysis, Competitors, STP & USP

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

SWOT analysis of Mrs. Fields analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Mrs. Fields 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 Mrs. Fields to benchmark its business & performance as compared to the competitors and industry. Mrs. Fields is one of the leading brands in the food & beverages sector.

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

Mrs. Fields SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Mrs. Fields Brand Analysis
Parent Company

Z Capital and Carlyle Group


Snack foods retail


Food & Beverages

Tagline/ Slogan

Give the Gift of Cookies


Gourmet cookies, brownies and gifts

Mrs. Fields STP
Mrs. Fields Segmentation

Occasions of gifting

Mrs. Fields Target Market

Lower-Middle income people of all ages

Mrs. Fields Positioning

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

Mrs. Fields SWOT Analysis
Mrs. Fields Strengths

Below are the Strengths in the SWOT Analysis of Mrs. Fields:

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

Mrs. Fields Weaknesses

Here are the weaknesses in the Mrs. Fields SWOT Analysis:

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

Mrs. Fields Opportunities

Following are the Opportunities in Mrs. Fields SWOT Analysis:

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

Mrs. Fields Threats

The threats in the SWOT Analysis of Mrs. Fields are as mentioned:

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

Mrs. Fields Competition

Below are the top 3 Mrs. Fields competitors:

1. Chips Ahoy
2. Keebler
3. Pepperidge farm



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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