The U.S. auto industry has faced many roadblocks over the years, none more challenging than today's high fuel costs and consumer reluctance to spend. Automakers are trying short-term tactics to attract buyers even as they refocus their long-term marketing strategies. In the middle of this crunch, Chrysler's new marketing chief operates with cool capability. Deborah Wahl Meyer says that the chance to refurbish Chrysler's status is what lured her away from her position at Toyota, already on a roll with new models of hybrids and other fuel-efficient vehicles. "The chance to really work and develop and expand [Chrysler's] brands and take them to the next level is the opportunity of a lifetime," she explains. "You don't have many of those chances in your career."

1. Describe the difference between Chrysler's strategic plans and its tactics. Should both have the same objective? Why or why not?
2. Chrysler's motto is, "If You Dream It, We Can Build It." In what ways can the firm use strategic planning to reflect this mission?