Deciding whether to adopt a new strategy or improve an old one

If you simply need to improve upon and continue using an already-successful
strategy, say that clearly in this section of your plan and shape the plan to
improve the efficiency of the marketing program you used last year. If, how-
ever, you really need to shop for a new and better strategic approach, then
say so now and realize that you first need to figure out what your effective
strategic plan is before you can expect to optimize any program based on it.
In other words, pick one of these basic orientations for your plan:
Efficiency-oriented:
Your plan should introduce a number of specific
improvements on how you market your product but should not alter
your basic strategy from last year.
Effectiveness-oriented:
Your plan needs to identify a major opportunity
or problem (of the customers’) and describe a strategy to respond to it.