Cracker Jack Executive Summary

Table Content
Section
Page
Section I: Organization’s Business, Missions and Goals

1.1 Business Definition
1
1.2 Business Mission
1
1.3 Business Goals or Objectives
1

Section II: Organizational Growth Opportunities

2.1 Environment Opportunities
2
2.2 Distinctive Competencies
2
2.3 Success Requirement
2
2.4 SWOT Analysis Framework
3 - 5
Marketing Mix Analysis
6

Section III: Product- Market Strategies

3.1 Market Penetration
7
3.2 Market Development Strategy
7
3.3 New Offering Development
7
3.4 Diversification
8
3.5 Decision Tree
8

Section IV: Budgeting

4.1 Financial Budget
9
4.2 Special Budget
10

Section V: Marketing Audit

5.1 Strategic Aspects
11
5.2 Operational
Technology
Currently, Cracker Jack need a lot of the technology in the manufacturing and R&D, if the advancement of the technology increase in the future, this will be a good opportunities to them to be increase the produce output and reduce the cost to produce a snack.

Threats
Competitor
Cracker Jack see the competitor as a threats, this is because those competitors are in a same industry and produce a similar product, therefore if Cracker Jack offer a new product, those competitor will direct offer a new product to again Cracker Jack. Those competitor are Crunch’n Munch, Fiddle Faddle, Richard Simmons and private Label.
Industry/ Market Structure
In this industry, the entry level are very low, therefore this is very easy to see a private label in anytime. Those private labels also can affect the company sale and market share in this industry.

Marketing Mix Analysis
Product Strategy
Cracker Jack was using the product oriented with focus on the health. The snack that they produce is base on fat free. Currently they have the caramel- coated popcorn and peanut with using the original recipe develop by
It is because consumer are willing to purchase the new products which was the price is not expensive than the new products of others company. Loyalty consumer will continue purchase the new products which were under their preferred brand compare to the competitors if the price of the new products is nearly similar. Besides that, if Cracker Jack offers the new products by reducing the price which was lower than others company it will result in estimated profits of 40.7 millions. Consumer will more likely to purchase new products by comparing the price. If Cracker Jack lower the price of their new products than their competitors than the consumer will shift to Cracker Jack products. For the market development strategy, if Cracker Jack implements this strategy it will result in estimated profits of 38 million by reduce the price. Locals are more likely to purchase the new brand of a product which was from the foreign country if the price of the foreign brand products is lower than the price of the local brand