Strategy – Tactics – Goals
It has become extremely tough for anybody to clearly distinguish between them. Beside the academic definitions, all of them are mistaken for ideas. Jon Furguson has explained the difference in a fantastic way.
Goal: Win the war.
Strategy: “Divide and conquer.”
CIA spies gather intelligence.
Navy Seals knock out enemy communications.
Paratroopers secure the airports.
Armored Divisions race in and divide the opposing army’s forces.
Drone attacks take out the enemy leadership.
An overwhelming force of infantry invade.
Goals are set at the beginning. They act as where you want to be. What you want to achieve. Without a goal set right, nothing moves. Based on goals, directions are set.
A strategy dwells more into how the goal can be achieved. Whats the path to follow. Should the product move into another market, change usage pattern, move into new segments.
Tactics belong to the execution phase. It defines the “how to do.”
There is a little boutique close to where I live. They sell Indian ethnic clothes. From the time this place was set up, I have been a regular visitor and watched it evolve into a strong brand. This little place with one branch has managed to carve a niche and create evangelists. Their problem was the location. They managed to set up shop on the street with a lot of already established boutiques. All sell the same kind of clothes.
Goal: Increase footfalls
Strategy: Most of the boutiques sold the same kind of clothes for the same age group (18 – 30). They shifted to the same product – new segment. The boutique shifted focus to target group of 30 – 45. This was a huge move and helped increase loyal customers. This age group was financially more independent and loved having a boutique catering specifically to them. The entire store changed its ambience, the manner in which clients should be handled.
This boutique opened two new branches in one year.