Doritos SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Doritos analyses the brand by its strengths, weaknesses, opportunities & threats. In Doritos SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Doritos to benchmark its business & performance as compared to the competitors. Doritos is one of the leading brands in the food & beverages sector.

The article below lists the Doritos SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Doritos SWOT Analysis:

SWOT Analysis of Doritos

For Doritos, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Doritos Strengths

The strengths of Doritos looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Doritos :

1. International taste perception

2.Numerous shapes and size  and flavor variants

3.Aggressive brand backing by Pepsi Co

4. Very popular brand and available in many countries globally

5. Excellent distribution and availability across stores

6. Good branding and visibility due to marketing through TVCs and print ads

7. High quality product and attractive long-lasting packaging

Doritos Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Doritos SWOT Analysis:

1. Perception of allegedly being unhealthy food on account of negative press and lawsuits

2.Limited target market reduces scope for volume sales as it has less popularity in emerging economies

Doritos Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Doritos SWOT Analysis:

1. Capitalize on its international perception and market it aggressively in emerging markets

2. More advertising in untapped markets to increase sale

Doritos Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Doritos are as mentioned:

1.The niche segment is attracting increasing competition

2. Changing food snack preferences

Doritos Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Doritos:



3. Lays

4. Uncle Chips

Hence this concludes the Doritos SWOT analysis.

Continue reading more about the brand/company.

About Doritos

Doritos Overview
Parent Company

Pepsi Co


Wafer Snacks


Food & Beverages

Tagline/ Slogan

Snack strong; Dangerously bold; Keep munching we’ll make more, The loudest taste on earth


Tasty Mexican Snack with many flavor variants

Doritos STP

Snack food segment

Target Market

Youth population with taste for international flavors


Positioned as crunchy, party snack

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.

Browse marketing analysis of more brands and companies similar to Doritos. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin