Mrs. Fields SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2221

SWOT Analysis of Mrs. Fields with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mrs. Fields

Parent Company

Z Capital and Carlyle Group


Snack foods retail



Tagline/ Slogan

Give the Gift of Cookies


Gourmet cookies, brownies and gifts



Occasions of gifting

Target Group

Lower-Middle income people of all ages


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

SWOT Analysis


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


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


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


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



1. Chips Ahoy
2. Keebler
3. Pepperidge farm



The table above concludes the Mrs. Fields SWOT analysis along with its marketing and brand parameters.


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