Reed supermarket faces a low market share leading to low sales. This is because of the fact that other competitors such as Aldi and DG have come in strongly and are finding their place within the Columbus market. They seem to have come up with more innovative ways of handling customers and selling their goods such as private label on their products as opposed to selling brands. This poses a major challenge to reed since it cannot operate well in the market. As such, we have stiff competition and the sales are quite low as compared to other retail shops.