The purpose of this project is to illustrate how narrative techniques can be used to analyze and generate strategy. Grocery retail is the industry focus, with Loblaw Companies Limited acting as the fulcrum firm. Of particular interest are the conclusions drawn and potential new corporate and business unit direction in a mature, low-growth, and highly competitive market. Analysis of these potential strategic decisions will culminate in the development of a series of scenarios. These scenarios will then be reapplied to the organizational narrative to assess story fit