In crafting a strategy, management is in effect saying

"among the many different business approaches and ways of competing we could have chosen, we have decided to employ this particular combination of competitive and operating approaches in moving the company in the intended direction, strengthening its market position and competitiveness, and meeting or beating our performance objectives."

$"$we intend to sell these products$/$services and attract these types of customers."

"this is our long$-$term business direction and the financial performance we intend to achieve."

"this is our model for making money in our particular line of business."

$"$we intend to launch these new moves to be more profitable than our rivals."