Strategy (Ancient Greek στρατηγία – the art of the general, military art; στρατός “army” + ἄγω “to lead” – a general, non‑detailed long‑term plan, a way to achieve a complex goal.
The concept originates from the term “military strategy” – the science of conducting war, one of the branches of military art. According to Carl von Clausewitz, warfare involves two completely different types of activity:
- organization and conduct of individual battles
- aligning them with the main goal of the war
The first is called tactics, the second – strategy.
Tactics are needed to win a battle.
Strategy is needed to win a war.
Strategy cannot be separated from tactics. A proper strategy is based on tactical data, shaping and directing daily processes and tasks. Strategy is where we are going, tactics are how we get there.
In fact, strategy is a decision‑making tool based on current tactical data.
A.G. Lafley, Roger Martin
- Strategy is an iterative process: once a decision is made at one stage, it must be reviewed at the next.
- Strategy is a coherent and integrated set of choices about the playing field, ways to win, key competencies, and organizational systems that uniquely meet consumer needs and create competitive advantage and maximum value for the company.
What are tactical data?
- market analysis
- competitor analysis
- company analysis, including its clients
What to do with this data?
Based on this data, decisions must be made regarding:
- the vision, mission, and goals of the company
- the market segment the company should focus on
- ways to achieve the company’s vision, mission, and goals
- existing and required competencies
- necessary organizational systems
- how to differentiate from competitors, including positioning
Recommended literature:
- Jack Trout, Al Ries “Marketing Warfare”
- Jack Trout, Al Ries “Positioning: The Battle for Your Mind”
- W. Chan Kim, Renée Mauborgne “Blue Ocean Strategy”
- A.G. Lafley, Roger Martin “Playing to Win: How Strategy Really Works”
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