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Doritos SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Doritos covering strengths, weaknesses, opportunities and threats.

Doritos Strengths

  1. International taste perception
  2. Numerous shapes and sizeand 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

Above are the strengths in the SWOT Analysis of Doritos. 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.

Doritos Weaknesses

  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

These were the weaknesses in the Doritos SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Doritos Opportunities

  1. Capitalize on its international perception and market it aggressively in emerging markets
  2. More advertising in untapped markets to increase sale

Above we covered the opportunities in Doritos SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Doritos Threats

  1. The niche segment is attracting increasing competition
  2. Changing food snack preferences

The threats in the SWOT Analysis of Doritos are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Doritos SWOT analysis.

About Doritos

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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