Description
SWOT ANALYSIS OF DORITOS

Doritos

Parent Company

Pepsi Co

Category

Wafer Snacks

Sector

Food and Beverage

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

USP

Tasty Mexican Snack with many flavor variants STP

Segment

Snack food segment

Target Group

Youth population with taste for international flavors

Positioning

Positioned as crunchy, party snack SWOT Analysis

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 Strength 7. High quality product and attractive long-lasting packaging

1. Perception of allegedly being unhealthy food on account of negative press and lawsuits Weakness 2.Limited target market reduces scope for volume sales as it has less

popularity in emerging economies

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

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

1.Pringles 2.Planters 3. Lays Competitors 4. Uncle Chips



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