principle’s of art war with corporate examples

Principles of Art Of War

Presented to: Presented by:Dilpreet singh Sumat kaurAssociate professor Spinder singh Parmdeep singh Kapil Niteesh

Introduction

• The Art of War is an ancient Chinese military treatise attributed to Sun Tzu, a high-ranking military general, strategist and tactician.

• The text is composed of 13 chapters, each of which is devoted to one aspect of warfare.

• It is commonly known to be the definitive work on military strategy and tactics of its time.

• It has been the most famous and influential of China's Seven Military Classics, and "for the last two thousand years it remained the most important military treatise in Asia, where even the common people knew it by name.

• It has had an influence on Eastern and Western military thinking, business tactics, legal strategy and beyond

PRINCIPLES

It’s more important to out think your enemy than outfight him

Loreal smartly ambushes Rs 5 crore challenge campaign for Fair & Lovely cream

The move was fair, but the response is lovely. Hindustan Unilever had thrown down the gauntlet. "Fair & Lovely hai unbeatable. Lagi Rs 5 crore ki shart?" (Fair & Lovely is unbeatable. Game for Rs 5 crore bet?), it proclaimed in a TV commercial.

French cosmetic giant L'Oreal picked up the challenge. "Sirf hum dete hai complete fairness. Toh Rs 5 crore kab milenge?" (Only we give complete fairness. So when do we get Rs 5 crore?) responded L'Oreal in a print advertisement for its brand Garnier.

so here loreal don’t fight with HUL just take benefit of there campaign.

In battle use direct attack to engage and indirect attack to win.

Airtel and Vodafone war

Recently When vodafone reduces the 2G Data charges by 80%, thereafter Airtel too reduces

carges by 90% and give a tough competition to vodafone and besides this after few days Airtel also decrease 3G data charges too…

So first Airtel use one method to engage the vodafone and the 2nd method to totally grab the market.

Avoid what is strong attack what is weak

If we look at high end cars like Mercedis Benz,Audi, In these either we get luxurious touch or we can get performace but BMW come up with both luxury as well as performance.

BMW and other cars

Know your competitor and know yourself and you will never fail.

Royal enfield was giving good competition to Bajaj, but Bajaj came up with Avenger in market with same looks. Besides this Bajaj Avenger was cheaper than Royal Enfield and the average (kmpl) of Avenger was 20% more than Royal Enfield. So it was according to the needs of Indian middle class families.

Bajaj Avenger And Royal Enfield

All warfare is deception

A class-action lawsuit was filed Jan. 21 in a California federal court alleging Taco Bell deceptively advertises its meat products, failing to tell customers the its "ground beef" or "seasoned ground beef" only contains about 35 percent of beef, with binders, extenders, preservatives, additives and other agents making up the other 65 percent.

It is essential to bribe agents to spy for you

In 2010 Niira Radia Tapes Controversy was at its peak. The Income Tax Department had filed an affidavit stating that the complaint which triggered the probe into the activities of Corporate Lobbyist alleged that Niira Radia was an agent of foreign intelligence agencies.

It is essential for victory that generals are unconstrained by their leaders

J&J gave more authority to its branch offices to take decisions. They think that it helps in innovation as it allows different people with different skills, different thoughts, to bring together different products and technologies to satisfy the unmet needs of patients or customers.

IBM also pushed more authority to lower levels of the organization.

The way a wise general can achieve greatness beyond ordinary men is through

foreknowledge

Samsung India

• Samsung observed a strange thing. They saw that people used to keep 2 or even 3 cellphones for various reasons.

• They foresaw that there will be a good demand for a cellphone which can accommodate 2 sims simultaneously.

• They also observed a huge demand for chinese dual-sim hand-sets. But warrantee was an issue with them. People needed a more reliable brand to come up with a similar kind of concept.

• So, they acted immediately and launched dual-sim phones, which worked very well for them.

When a falcon's strike break the body of its prey, it is because of

timings

Tata Ace

• Tata saw that there is no medium-sized goods carrier in the market.

• There were only Heavy motor-vehicles(HMVs) or three-wheelers prevailing in the goods carrier category.

• Tata saw an opportunity there and launched Tata Ace, a compact mini-truck.

In war, numbers alone confer no advantage. Do not advance relying on sheer military power.

There are circumstances in war when many cannot attack few, and others when the weak can master the

strong. One able to manipulate such circumstances will be victorious.

Haldiram company know the power of big companies like lays and bingo and their

quantity power and how they manipulate with the conditions

Avoid your competitor's strength, and attack their weakness

Direct attacks against their competitor's strongest point leads to battles of attrition, which end up being very costly for

everyone involved. Instead, you should focus on the competition's weakness, which maximizes your gains while

minimizing the use of resources.

MICROMAX Deal with the same Principle It doesn” attack on the stenght part of nokia i.e. on the distribution channel but it,s attack was on its weakness i.e.

Dual simlarge variety in lower sectionsOther Small functions

Win All Without Fighting(Achieving the Objective Without Destroying It)

Since the goal of your business is to survive and prosper, you must capture your market. However, you must do so in

such a way that your market is not destroyed in the process.

In 2006, months before a Walmart store was opened in the Austin neighborhood of Chicago's West side,

researchers counted 306 businesses in the surrounding area. Two years after the Walmart opened, 82 of those

businesses had closed.

“Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.”

You cannot shut your ears to the thunder or your eyes to the lighting—so rapid are they." Likewise, an attack should be made so quickly that it cannot be parried.

TATA DOCOMO provides the best GSM mobile service, cheapest prepaid tariffs with 1 second pulse and how it fall like a thunderbolt on rivals.

THANK YOU

THANK YOU