The purpose of this research is to identify the strategic positioning of a supermarket to remain competitive in the market. Strategic positioning is an important consideration for every business. Strategic positioning means a strategy of business by which it provides value to its employees, customers or stakeholders. Strategic positioning helps to differentiate the business from others. The business is operating in a highly competitive environment and product differentiation is hard for business. This organisation is independently owned and divided into different departments such as deli, bakery, florist, produce, grocery, seafood, and butchery. The research was conducted by mixed methods. Interviews were conducted with the store manager and human resources manager to gain information about resource capabilities, primary and support activities of the company. Quantitative research was done by questionnaire to 50 customers to gather information about customers’ views about the organisation. 27 customers preferred the supermarket on the basis of service quality. However, five customers preferred it due to price, 10 due to convenience, and 12 due to products. Out of stock products, customer service, price, and unclear labels were reasons for the dissatisfaction of 20, 12, 15, and 3 customers. Focusing on SWOT analysis, the research concludes that the organisation is competing on the basis of quality of product and service at premium prices. On the other hand, the organisation has to focus on supply chain and innovation.