Ghia, a non - alcoholic apéritif, has notable strengths like popular variety packs, great taste, and high customer satisfaction, which contribute to customer loyalty and repeat purchases. Its attractive packaging also helps in catching attention on the shelves. However, it faces significant challenges such as higher prices, middle - tier quality, packaging and distribution issues, and limited flavor options. To improve its retail performance, Ghia should re - evaluate its pricing strategy to enhance competitiveness. Investing in better packaging design and addressing distribution challenges will ensure consistent product availability. Additionally, expanding flavor options can attract a wider customer base, leveraging its existing strengths to overcome weaknesses and increase its share of the shelf.