Strategy vs. Tactics: Understanding Their Roles in Business

A business without a strategy is like a trip to the supermarket without a shopping list. You end up wondering around aimlessly putting all sorts into your basket. Then to make matters worse,  when you get home you realise you forgot to buy tea bags… 

A strategy in business is your big-picture plan, the guiding force that directs your actions toward your goals. Tactics, on the other hand, are the steps you take to execute that strategy. They’re your on-the-ground actions, the daily decisions and movements that drive you forward. 

What Exactly is Strategy? Let’s dig a little deeper.

Strategy is your overarching plan to achieve long-term goals. It’s about setting a direction and making sure every move aligns with your broader objectives.

To develop a solid strategy, you need:

  • A clear understanding of your goals and how to measure success.
  • Insight into your current situation, including strengths, weaknesses, opportunities, and threats (SWOT analysis).
  • An assessment of the resources at your disposal and the risks you might face.
  • A practical, adaptable plan that can pivot as circumstances change.
The Role of Tactics

Tactics are the specific actions you take to bring your strategy to life. They’re about dealing with day-to-day operations and short-term objectives. For tactics to be effective, they should:

  • Break down your overall goals into manageable tasks.
  • Be flexible enough to adapt based on feedback and changing circumstances.
  • Involve delegation and effective use of resources to maintain focus on key areas.
Examples in Action

Consider how these concepts play out in different business scenarios:

  • Changing brand perception (strategy) might involve advertising on billboards (tactic).
  • A strategy to diversify revenue could see launching new products as a key tactic.
The Risk of Tactics Without Strategy

Diving into tactics without a solid strategy is like cooking without a recipe. You might have all the ingredients, but without guidance, the result is uncertain. Tactics without strategy can lead to misdirected efforts and unclear outcomes.

Integrating Strategy and Tactics

The best approach is a balanced one:

  • Start by defining your business goal, your target audience, and the key performance indicators (KPIs).
  • Develop your tactics based on this strategy, considering the specifics of execution.
  • Benchmark your current status and plan for measurement to track progress effectively.
  • Execute your plan, continuously monitoring and adjusting as needed.
Avoiding Common Mistakes

In executing strategy and tactics, watch out for distractions like new, unproven tactics, getting lost in details, or sticking to failing plans due to sunk costs.

At Snap, we understand the delicate balance between strategy and tactics. Our approach is to help you navigate the marketing landscape, ensuring your business not only sets ambitious goals but also achieves them with precision and flair.

Right up your street? Get in touch and let’s unlock your potential together!

More Stories


Meet the Snap Agency All-stars
Just like the European football teams battling it out for glory in the 20204 European Championships, our talented team of designers, marketers, and developers work together to achieve remarkable goals.


Injecting Colour Into Jersey’s Community: Colour Run 2024
That's a wrap for Colour Festival 2024. Thank you to everyone who participated. Can you spot yourself in our video?


Snap Approves: Refreshing Wine Brands
The wine world is slowly awakening, catching up to the quirkier craft ale market and infusing a dash of spice into their brand identities. Check out the Snap team's favourites.


A Walk Down Memory Lane: Transforming Broad Street for Dementia Awareness Week
We were super excited to show off our latest project, right in the heart of the Jersey Channel Islands, teaming up with Dementia Jersey. This wasn't just any old project; it was a real passion project for us, especially since Dementia has hit close to home for some of us on the team.