J Sainsbury, the UK’s 3rd largest grocery retailer with a 16% market share, operates 557 supermarkets, 377 convenience stores, an online retailing arm and a bank. The company only operates in the UK and does not have international presence and is therefore confined to the economic growth of the UK. Sainsbury’s new strategy of moving away from traditional grocery retailing has made the company the 7th largest clothing retailer in the UK. New space developed is planned for non-food items, and Sainsbury expects that by 2020 around 45% of revenues will come from non-grocery. This strategy will most likely increase margins, and top and bottom line growth while at the same time reduce its defensiveness.