1.1 introduction
A strategy will dictate the most advantageous direction for an organisation
to take over a defined period of time. It will also indicate which tactics and
means should be used to execute this direction. Originating as a military term,
strategy is about using your strengths, as well as the context in which you are
operating, to your advantage.
In marketing, strategy starts on the outside, considering the needs and
expectations of the consumer and moving inwards to the crux of the brand’s
identity, to see where the business can gain advantage and add value.