[Extract] In organizational terms, strategy refers to a planned series of actions taken to achieve a predefined end or set of ends. Examples of strategic ends might include such things as maximizing the profitability of a given product/service in a given market, increasing the return on investment in a public service, or reducing poverty in a geographical region according to specifically defined criteria. Planned collective or individual actions taken in pursuit of general ends will also form part of a strategic response. With increased usage, the coinage of strategy has arguably become devalued. There is often confusion between what might properly be called competitive tactics and truly strategic thinking. For example, a marketing plan might now be referred to as a marketing strategy. The powerful connotations of the term strategy are often appropriated simply to lend routine organizational activities an air of importance
