Tactic and strategy

The difference between tactic and strategy is that tactic is the actions that are going to be implemented to achieve a goal, while strategy is the definition and organization of those actions.

Therefore, it is understood that the tactic implies the execution of one or several tasks that are part of a strategy. And the strategy is the global plan that groups all the tactics to be executed.

DefinitionActions to execute within a strategyAction plan to achieve a goal.
  • You must have a clear objective.
  • It is part of a strategy.
  • Easy to understand.
  • Efficiency.
  • Coherence.
  • Execution time.
  • Measurable results.
  • Integration.
  • Of growth.
  • Reduction.
  • Advertising.
ExamplesSegmented online advertising , according to the type of consumer you want to contact.Marketing plan to publicize a new brand.

What is tactic?

A tactic can be defined as a specific action that is taken to achieve a goal.

Tactics comes from the Latin tactitus , which means “to put in order.” Although it is a term that comes from the military field, today it is very common in the business field, since it has to do with the execution of tasks to achieve certain previously stated objectives.

Tactic characteristics

From the aforementioned, two essential characteristics of a tactic can be derived:

  • A tactic must have a goal : otherwise it is simply an isolated task.
  • The tactic is part of a strategy : the strategy is the greater plan that systematizes the actions.

An example of a tactic in a company can be the implementation of a new internal communication system to encourage collaborative work. For this action to be a true tactic, it must be framed in a final objective (improve worker productivity), and in turn it must be part of a strategy (creation of a new workflow).

While an example of a tactic in advertising is the sponsorship of online music events . In this case, the objective could be to generate engagement in a particular segment, while the strategy includes online actions (sponsorship, digital advertising) and offline (billboards or street actions).

What is strategy?

A strategy is a plan that brings together a series of tactics to achieve a goal. The strategy is the systematization of the actions that will make it possible to achieve the desired goal, and includes specific information on its execution (what is going to be done, how, with what resources, for how long, who is responsible, etc.)

Strategy comes from the Greek στρατηγία ( stratēgía ), which means “office of the general”, referring to the military sphere. Today, its use extends to the business environment, where it is also called strategic planning.

Characteristics of a strategy

For a strategy and its subsequent implementation to be efficient, it must meet some requirements:

  • It should be easy to understand : everyone involved should understand the plan.
  • It must be consistent with the values ​​of the company.
  • It must be efficient : the objective must be achieved using the least amount of resources.
  • Its implementation must take a reasonable time.
  • The results must be measurable : otherwise you will not be able to know if it worked.

Strategy types

Although each organization can generate its own strategy models, these are some of the most common:

Integration strategies

It involves the design of a plan to gain full control of the market suppliers. In this way, you face the competition.

Growth strategies

They are all actions whose objective is the expansion of the business, either in a local, national or international market. This may include the reorganization of the company, the creation of new business lines, the opening of new premises or branches, etc.

Reduction strategies

They are the plans that seek to improve the position of the company through the optimization of resources. This can include staff cuts, production line closures, cost cutting, etc.

Advertising strategies

They are all systematized actions to project the image of the company, generate trust, reach a new market niche, publicize a new line of business, etc.

An example of a business strategy can be a 5-year growth plan, with the goal of expanding business operations. In this plan, different operational, commercial, managerial and communicational tactics must be contemplated to achieve this goal.

See also Difference between ATL and BTL advertising .

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