What is a business tactic?
A business tactic is a specific, usually short-term action taken to carry out a broader strategy. If strategy describes where a business wants to go and why, tactics describe the particular steps taken along the way. Tactics are concrete: a discount campaign, a new hire, a change to opening hours, or a social media push.
Strategy versus tactics
The two ideas depend on each other, but they differ in several ways.
| Strategy | Tactics | |
|---|---|---|
| Time frame | Long term, often years | Short term, often days to months |
| Scope | Whole business or major unit | One action, team or campaign |
| Question answered | Where do we compete and how do we win? | What exactly will we do next? |
| Flexibility | Changes slowly | Adjusted often as results come in |
| Typical owner | Senior leadership | Managers and teams |
A tactic without a strategy can look busy but lack direction. A strategy without tactics is an intention that never gets carried out.
Examples of tactics in business
The examples below pair a strategic aim with tactics that could support it. They are illustrations, not a complete list.
Strategy: become known as the most convenient option in the market
- Offer same-day or next-day delivery
- Simplify the checkout process
- Extend customer support hours
Strategy: compete as a premium brand
- Hold a launch event for each new product
- Invest in packaging and store design
- Limit discounting to protect the brand’s image
Strategy: grow through lower prices and high volume
- Negotiate better terms with suppliers
- Run seasonal sales
- Reduce waste in operations
Strategy: win customers from competitors
- Offer a switching incentive
- Run comparison-based advertising where the law allows
- Train sales staff on common objections
Tactics by business area
- Marketing: email campaigns, search ads, content, referral offers (see internet marketing terms)
- Sales: follow-up schedules, bundled offers, trial periods
- Operations: scheduling changes, inventory checks, process tweaks (see inventory management terms)
- Hiring and people: targeted recruiting, onboarding programmes, training
- Finance: payment terms, cost controls, pricing tests
What is tactical planning?
Tactical planning turns strategic goals into near-term plans. It usually involves choosing actions, assigning owners, setting deadlines and deciding how to measure results. It is normally led by middle managers and covers weeks or months, rather than years. Goal frameworks such as OKRs are one way to connect tactical work to strategic goals.
How to choose good tactics
- Start with the strategic goal. Each tactic should clearly support it.
- List options. Consider several ways to reach the same goal.
- Check resources. Time, money and skills limit what is realistic.
- Set a measure. Decide how you will know whether the tactic worked.
- Review and adjust. Because tactics are short term, they can be changed or dropped.
Common mistakes
- Treating a tactic as if it were a strategy, for example calling “post on social media” a strategy
- Running many tactics that do not connect to any goal
- Changing strategy every time one tactic underperforms
- Not measuring results
What is an example of being strategic?
Choosing not to chase every possible customer, and instead focusing resources on the segment you serve best, is one example of strategic thinking. It involves a trade-off made on purpose. The wider idea is explained in what business strategy consulting involves, and the conditions that shape strategic choices are covered in how the business environment affects strategic decisions.
Key takeaways
Strategy sets direction; tactics are the specific actions that follow it. Good tactics are tied to a clear goal, easy to measure and easy to adjust.