Elevé's sparkling water has several strengths that can be leveraged to address its weaknesses. Its strong flavor, attractive packaging, reasonable price, and transparent ingredients contribute to customer satisfaction and good sales, which help build a positive brand reputation. To overcome the limited market appeal and presence, category managers should focus on expanding the product range and distribution channels. Developing educational materials and signage can also enhance consumer awareness. Additionally, to reduce seasonal dependency, the brand could introduce new products suitable for different seasons. By differentiating its products further and targeting potential niche markets, Elevé can increase its share of shelf and improve overall retail performance.