What is strategy?

We are often asked to define what we mean as strategy.  It provides a sense of unity, direction and purpose for an organisation and the marketing strategy should seamlessly plug into the business strategy, embracing the objectives of the organisation.

There are many dimensions to the concept of strategy and below are a few to explore:

Strategy as a coherent and integrative pattern of decisions.  Here strategy is the road-map of an organisation, giving rise to actions and activity that assist in ensuring that the organisation meets its objectives.

Strategy as a means of establishing an organisation’s purpose in relation to its long term objectives.  Strategy is a method of shaping the long-term goals of an organisation, defining appropriate actions and providing necessary resources.

Strategy as a definition of a company’s competitive stance.  A more externally focused strategy, viewing the most important activity as being the achievement and maintenance of a sustainable competitive advantage.

In a nutshell, strategy is all the decisions and activities that take place which ensure the long-term success of the business, regardless of how this success is measured.

For help developing your own marketing strategy, please get in touch.

About Marie

I started Elite Edge at the end of 1999 and I am still as passionate about marketing today as I was then - probably more so because I consider myself very lucky to do a job that I love every day! My area of specialism is strategic planning but like most people these days, I wear many other hats too!
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