In my mind, strategy is the big picture plan. In other words, what you will do over all to get where you want to go. Tactics are the more specific things you will do to make the overall strategy work.
Strategy is the "how" you're going to achieve your objective, tactics are what you're going to do to deliver on the strategy.
For instance, say your goal is sell X number of scented candles, one of your strategies could be "target spas and wellness centers." Your tactics related to that strategy would be things like create/send a mailer, reach out to 5 spas a day via phone, and recontact previous customers and inform them of your new offering.
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