In this context the example of Domino ‘ s Pizza sets out the meaning very clearly. The entire operational thrust for Domino’ s, guiding its operations and reflected in its advertising, was the thirty-minute delivery. All marketing activities were directed at delivering the pizza (a “me-too” product) to a mass market. But the new tactic was to change the perception of the pizza for many customers, as being the thirty-minute pizza. The tactic a strategy and carved out an extensive market position for Domino ‘ s.