Linking Competitive Strategy and Retail Performance: A Study of Strategic Choices among Myanmar Supermarkets

The respective research paper focuses on exploring the significant relationship between the retail performance and competitive strategies with the specific context of the supermarket sector in Myanmar. As the nation continues to transform its business into an economic approach with a marketdriven format, the retail business has increased pressure towards differentiating and performing sustainable competitive environment. This research paper targets to identify different strategies and the effectiveness of adopting strategic competitiveness within the retail sector to improve business performance among Myanmar supermarkets. Further, it includes in the introduction section the study include research aim and objective to fulfil the recruitment of the study. Literature review has also been incorporated within the study to support linking competitive strategy and retail performance. This covers initiatives to increase digital literacy and technology access for merchants, particularly small ones without the means to digitise independently, in addition to policy support. The methodology section includes the secondary data collection process and a thematic data analysis process with thematic coding