Shortly after being named as CEO in 2016, the Publix Board of Directors authorized Todd Jones to move forward with opening ten new stores in the highly competitive Richmond, Virginia market. The company's expansions out of its home market of Florida have paid off handsomely so far, with Publix now a close number 3 in market share in Georgia and gaining on its competition in Tennessee. Stressing service and a unique store experience, Jones believed Publix would remind Richmond shoppers of the now-shuttered, service-oriented Ukrop's Super Markets and allow the company to quickly gain market share at the expense of its grocery nemeses, Walmart and Kroger. However, Richmond also marked the first time Publix would face Wegmans, a grocer with a similar background and focus on service, as well as a new European arrival, Lidl. Would the expansion work? Your report and overview should address the following key strategic issues: Assess Publix's business-level strategy. Has the company's business-level strategy been successful? How does Publix's strategy stand up against competitive rivalry in the industry? Review the important elements of Publix's external and internal environments. Analyze key factors in the SWOT analysis. Weigh the challenges confronting Publix. What are the greatest risks for Publix? What recommendations can be made to support Publix's growth and profitability objectives