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Doritos

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by

Alex McAllister

on 4 December 2013

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Transcript of Doritos

Doritos Five-Year Marketing Plan
Company Background
For 47, years Frito-Lay has provided Doritos, an alternative to the potato chip, targeting young adults and children
Executive
Summary
Achieve Marketing Enhancement
Primary Marketing Objective
Company
Description
Originally named H.W. Lay & Company
Started by C.E. Doolin
In 1961, the Frito Company and the H.W. Lay Company emerged to become Frito-Lay Inc.

Plans to extend its targeted market
SWOT
Analysis
Market
Product Focus
Marketing and Product
Objectives
Target Markets

Points of Difference

Strategic Focus
and Plan
Mission
Goals
Financial
Non Financial
Financial Data
and Projections
Past Sales Revenue
Five- Year Projections
Implementation
Plan
Evaluation and Control
Marketing
Program
Product Strategy
Price Strategy
Promotion Strategy
Core Competency and Sustainable Competitive Advantage
Place (Distribution) Strategy
Alexandria McAlllister
Tinita Jenkins
Victoria Weigle-Lindsey
Brittany Agnew

Organization Structure
President
Director of Operations
VP of Marketing
Director of Research
and Development
Director of Sales
Strengths

Available and popular in many countries
Numerous sizes and flavor variants
Unique Taste

Opportunities

Advertising in less common markets to increase sale
Global growth
Local growth
Potential to reach primary and secondary targets

Threats

Changing food snack preferences
Increasing Competition
Growing popularity of restaurants
Weaknesses

Limited Target Market
Perception of being unhealthy
Advertising not as effective
Full transcript