Businesses usually fail because of a lack of strategic fit between the competitive and supply chain strategies. This makes it important that the supply chain design, resources and processes provide the required capabilities to support the competitive strategy (Eicker, T. et al., 2017). Although Blockbuster was a large company and perhaps they did not see the vision or threat that Netflex and Redbox imposed in the very early stages, we can see that beyond a company have large resources, it is also imperative that company work quickly on implementing their strategies and to continue learning from their customers as customer needs can change and it is their duty for the livelihood of the company to continue researching strategic market fit structures in their industry. The notion of strategic fit is theoretically based on Strategy Structure Process Performance (SSPP) framework. The SSPP framework proposes that companies fit their strategy with structure and process to yield superior business performance. Strategic fit does play a significant part in organizational performance. It is defined as an appropriate alignment of resources for competitive advantage (Anup Kumar. Et al., 2023).