Graza olive oil has significant strengths, such as an effective social - media presence, popular packaging, high customer satisfaction, and a fantastic reputation. These factors contribute to brand retention and recognition, which can offset some of the challenges. However, the brand faces issues like increased competition, pricing inflexibility, and slow sales velocity. To improve retail performance, category managers should focus on adjusting pricing strategies to be more competitive, especially when compared to rivals like Whole Foods. They should also introduce new products to address the lack of innovation. Additionally, leveraging the brand's strong social - media presence to expand market reach and increase product demand in stores with limited market presence can enhance shelf performance and overall sales.