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Cracker Jack SWOT Analysis

Published in Food & Beverages category by MBA Skool Team Last Updated: September 25, 2023Reading time:

Here is a detailed SWOT analysis of Cracker Jack covering strengths, weaknesses, opportunities and threats.

Cracker Jack Strengths

  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

Above are the strengths in the SWOT Analysis of Cracker Jack. The strengths of Cracker Jack looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Cracker Jack Weaknesses

  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

These were the weaknesses in the Cracker Jack SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Cracker Jack Opportunities

  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

Above we covered the opportunities in Cracker Jack SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Cracker Jack Threats

  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

The threats in the SWOT Analysis of Cracker Jack are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Cracker Jack SWOT analysis.

About Cracker Jack

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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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