Most of these terms are used interchangeably and may mean different from one person to another. Based on various sources I read, here's what I think they mean:
Mission - enduring purpose/duty, most important aim
Vision - desired future state supporting mission
Goals / Objectives - what the organization intends to do, an end-game
Strategy
- a chosen path, direction or plan of action, to achieve goal
- involves all or most of the resources within organization
- usually long-term
- usually timeless
- what to do?
Tactics
- way to a achieve sub-goals or implement strategy, tools
- performed by a subset or a specific ___ in an organization
- shorter to mid term
- may vary depending on some factors like time, environment, etc.
- how to do?
Strategies should consider the tactics and tactical solutions should be aligned with strategies.
Some examples from Jan Zlotnick:
Goal: Be the market share leader in terms of sales in the mid-market in our industry.
Strategy: Remarkable Customer Service
Tactics:
Offer lower cost solutions than enterprise competitors without
sacrificing white-glove service for first 3 years of customer contracts.
Goal: Become a social utility that earth uses on an daily basis.
Strategy: Love Your Neighbor
Tactics:
Offer a free global communication toolset that enables disparate
personal interactions with your friends to monitor, share, and interact
with.
Execution - implementation
Sources:
http://www.web-strategist.com/blog/2013/01/14/the-difference-between-strategy-and-tactics/
http://www.managementguru.net/key-terms-of-strategic-management/
http://bluesummitstrategy.com/strategy/mission-vs-vision/2007/
http://www.dummies.com/how-to/content/strategic-planning-strategy-vs-tactics.html
