Video: What Is Strategy?

A strategy is a directed course of action to achieve an intended set of goals.[1]  A tactic is the means by which a strategy is carried out. [2]

You can view the transcript for “What is Strategy?”. (opens in new window)

Strategy answers the following four questions:

  1. Where do we compete?
  2. What unique value do we bring to customers?
  3. How will we use our capabilities to provide unique value?
  4. How will we sustain our unique value and position?

  1. Mintzberg, H. Ahlstrand, B. & Lampel, J. (1998). Strategy safari: A guided tour through the wilds of strategic management. The Free Press.
  2. Business Dictionary. (n.d.). Tactics. In Businessdictionary.com Retrieved July 29, 2020, from http://www.businessdictionary.com/definition/tactics.html

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Introduction to Marketing I 2e (MKTG 1010) by NSCC & Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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