Doritos SWOT Analysis

Published by MBA Skool Team, Last Updated: June 02, 2023

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

Doritos is one of the leading brands in the food & beverages sector. The article below lists the Doritos SWOT and includes its target market, segmentation, positioning & USP.

Let us start the SWOT Analysis below:

Doritos Strengths

The strengths of Doritos looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

A list of strengths is mostly the starting point in a SWOT analysis. 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 it can improve. 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 prospects of future growth. 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 external factors which can negatively impact its business. The threats in the SWOT Analysis of Doritos are as mentioned:

1.The niche segment is attracting increasing competition

2. Changing food snack preferences

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 along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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