Gruvi shows significant strengths, such as being a category leader in beer, having a strong local following, and offering unique non - alcoholic products like the sparkling NA wine and successful Gruvi Bubbly Rosé. These strengths, combined with good product quality and effective advertising, can attract and retain customers. However, the brand faces challenges like higher pricing, limited product variety, and distribution and packaging issues. To improve shelf performance, category managers should negotiate better pricing strategies, expand the product range to meet diverse customer needs, and work with the brand to enhance distribution reliability and packaging quality. Additionally, addressing communication gaps and product handling concerns can further boost customer satisfaction and sales.