Executive Summary The Cracker Jack has been experiencing low customer identification and satisfaction. The product has been facing competition from other fast food products like baked Tostitos, Pringles potato chips, and Fritos corn chips. Even though Frito-Lay frequently ranks among the leading national advertisers of products in the US, Cracker Jack has not received wide market attention as compared to some of the above products. A study on the consumption rate and popularity among the US citizens revealed that the product was widely unavailable in the stores. Notably, over 15% of Cracker Jack purchasers said that the product was unavailable in their local shops; as a result, they easily purchased other products instead (Kerin and Peterson 244). Among the non-purchasers, over 30% of the population has never seen the advertisement of the product on the local media. Cracker Jack consumption rate was at 7.1% among the US households. Interestingly, the 7.1% households who use the snack locally consume less than one pound of the product per annum. Customers had withdrawn from purchasing the product citing several reasons including the high price of the product. The price was too expensive to some households who also viewed the product as a not at all “better for you” snack. Clearly, the product had a negative reception among a certain group of consumers. The company can invest in production of several Cracker Jack with different flavors and low market prices. In this dimension, Frito-Lay will employ product differentiation strategy that will make the product unique in the market. This strategy coupled with cost cutting mechanisms will see the customers identify with the product. An analysis of the Direct Product Contribution Income Statement of 1993-1996 reveals that the company spent low on technical research. For instance, between 1993 and 1996, the company channeled only $1.3 million towards technical research (Kerin and Peterson 241). The dynamic market requires a dynamic marketing approach that will be able to understand the customers’ tastes and preferences. Evidently, the weak environmental scanning techniques led to the low customers’ satisfaction. Currently, customers tend to develop different tastes for a product in order to be loyal to their producers. If Frito-Lay can produce Cracker Jack of different tastes at affordable prices and distribute them to the local shops in the US, customers will develop loyalty to the snacks. This occurs after the firm will have identified the nature of customers it is targeting with the products. Customer identification will assist the company to tailor the products towards satisfying the customers’ needs (“The Marketing Mix and 4 Ps” par. 4). Problem Statement and Statement of Alternatives The Frito-Lay Company should be strategizing on how to use its limited resources on increasing Cracker Jack’s brand image in the present dynamic market in order to regain its lost share of the market. Markedly, in 1980, the company spent $6 million on advertisement; this initiative made the product enjoy huge market presence. However, after 1992, Frito-Lay has never conducted a national advertisement of the product. The move led to decline in Cracker Jack dollar sales to 9% and unit volume decline to 11.2 million pounds in 1996. Therefore