Baja Fresh SWOT Analysis, Competitors, STP & USP

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

SWOT analysis of Baja Fresh analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Baja Fresh 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 Baja Fresh to benchmark its business & performance as compared to the competitors and industry. Baja Fresh is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Baja Fresh competitors and includes Baja Fresh target market, segmentation, positioning & Unique Selling Proposition (USP).

Baja Fresh SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Baja Fresh Brand Analysis
Parent Company

Baja Fresh




Food & Beverages

Tagline/ Slogan

Eat well. Live fresh


Handmade, farm-fresh, nutritious food

Baja Fresh STP
Baja Fresh Segmentation

People willing to have a hygienic and delicious non-conventional meal at a restaurant

Baja Fresh Target Market

Children and youth from middle and upper class

Baja Fresh Positioning

Healthier, fresh alternative, Mexican food

Baja Fresh SWOT Analysis
Baja Fresh Strengths

Below are the Strengths in the SWOT Analysis of Baja Fresh:

1. Fresh food on menu on to attract nutrition conscious customers
2. Parent company Wendy’s, has a strong presence and well established brand in the fast food market.

3. Online food menu with complete details of the menu items and nutritional content

4. Party pack catering, gift cards and Baja club

5. The brand has over 250 restaurant outlets across the country

Baja Fresh Weaknesses

Here are the weaknesses in the Baja Fresh SWOT Analysis:

1. Limited to primarily USA. Intense competition means less market share
2. Product and service differentiation is low hence brand swithcing can affect customer loss

Baja Fresh Opportunities

Following are the Opportunities in Baja Fresh SWOT Analysis:

1. Expansion to international territories
2. Create more awareness about Mexican full range food in the US through association with various events

3. Expand the menu with more popular items

Baja Fresh Threats

The threats in the SWOT Analysis of Baja Fresh are as mentioned:

1. People still prefer taste of junk food
2. Threat from new entrants and competitors

3. Economic recession can cause issues in business operations

Baja Fresh Competition

Below are the top 6 Baja Fresh competitors:

1. McDonalds
2. KFC
3. Big Boy

4. Subway

5. Domino’s Pizza

6. TacoBell


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Baja Fresh. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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