Chiki Chiki Boom Boom's strengths include high customer satisfaction, fair pricing, eye - catching packaging, and POC brand support along with an excellent delivery experience. However, it faces significant challenges like unimpressive taste, misleading marketing, environmental concerns from plastic packaging, weak market presence, and limited product differentiation. To enhance retail performance, the brand should invest in R & D to improve taste and create unique product features. It also needs to correct its marketing approach and switch to sustainable packaging to address environmental concerns. Category managers could allocate more shelf space if the brand successfully differentiates itself, increasing its share of shelf and market competitiveness.