There are various elements to strategy to consider.
Physical Matchup
The opponents physical matchup vs us. Do they have more or less reach than we do?
Are they stronger with more mass than us? Each advantage dictates a different strategy
Skill Matchup
What type of skills does the opponent specialize in? Are they a wrestler? A Taekwondo kicker? An MMA fighter? Whatever they do well we want to move away from. If they are a kicker jam them up. If they are a BJJ Jujitsu specialist then use kicks from long range.