As an example, consider the declared business strategy Tesco, Britain’s largest supermarket group. Tesco is a food retailer that has traditionally concentrated on the domestic market. Its answers to the what, how and for whom questions were simple: it sold food, in large stores, to British consumers. Now Tesco has announced rather more ambitious plans. Its intention is to become a global retailer, and not just of food. IT want to sell more non-grocery goods such as clothing, computers, electrical goods 200 stores overseas by 2004; in 1997 it had two. The company. Will also move further into the rapidly expanding market for on-line shopping for groceries, household goods and books. Tesco’s answers to the basic economic questions are thus beginning to look radically different: it will sell food and a growing range of non-food items, in large stores in Britain, overseas and or the Internet, to an increasingly global customer base (Source: Guardian 22 September 1999).