The purpose of this research project is to study and analyse that how Countdown Cambridge’s business strategies are fulfilling the customers’ requirements. Having a wide range of products variety and gluten free items as well are the crucial elements to increase the productivity and sales too. The aim of the research is “Whether Countdown Cambridge’s edge is sustaining its competitive position”. A distinct research has been carried out to understand the current situation, SWOT analyses, competition and promotions. For business growth, research plays a significant role. The purpose of Strengths, Weaknesses, Opportunities and Threats put prospective impact on the success of Countdown. When problems or crisis, find out the Countdown’s main motive is to ascertain the best conventional method that is necessary to be practised in store for enhancing the customer base. Key findings suggested that customers visit more because of promotions and products variety. Results indicate that customers are very happy to shop in Countdown due to friendly environment and the best customer services as well. But few customers want some changes or improvemnets in store. If Coundown resolves customers’ issues as earlier as possible, it’ll increases the customers’ faith and customer retention also. These are the best recommendations to be taken into account to improve the drawback and overall productivity.