Marketing Proposal for Mrs.Fields Company and Swot Analysis

Mrs. Fields Famous Brands (MFFB) is a company with a legacy spanning over three decades. Though mostly known for its freshly-baked cookie-franchise retailers, MFFB also offers retail grocery products, as well as personalized catalogue products. Its new ownership intends to revamp the brand by continuing to market to the traditional “indulger”, while further developing and marketing more healthy choices for the fast growing health-conscious market.

1. INTERNAL SWOT ANALYSIS

1.1. Strengths:

Over 30 years in the industry: With over 470 retail stores worldwide, there is a good possibility for further expansion as the economy recovers.

High brand awareness: Mrs. Fields brand is highly recognizable, as “one of the largest retailers of freshly baked, on-premises specialty cookies and brownies.”

Top quality ingredients: Mrs. Fields’ mission has always been to create the highest quality product possible.

Gluten free products: Mrs. Fields offers gluten-free products, thus satisfying the needs of this market, which has grown at an average annual rate of 28% since 2004.

Variety of products and packaging: Mrs. Fields offers an array of cookies, cookie cakes, and brownies, in very attractive and elaborate packages.

Physical and online presence: Consumers have more access to Mrs. Fields’ products via website, retail stores, grocery stores, or vending machines.

Social awareness and support: Mrs. Fields donates its cookies to charities and supports organization’s fundraising efforts.

1.2. Weaknesses:

Cost of product is slightly higher than competitors: Higher prices reflect quality of ingredients.

Lack of media presence from limited advertising: Mrs. Fields advertising is quite limited, thus mostly relying on word of mouth, and social media, such as facebook to reach consumers.

Past bankruptcy troubles and high current debt: Mrs. Fields has experienced two bankruptcies and other financial mishaps.

No organic products: Mrs. Fields has yet to use organic...