The Series was origi- nated to aid the distribution of these etexts in multiple formats and to highlight the benefits of PDF Ebooks. They are freely distributable with. SUN TZU'S THE ART OF WAR AND ITS IMPLICATIONS IN MARKETING. A.S.M. Shahidul Haque1. ABSTRACT Sun Tzu's The Art of War is a very famous. Free PDF, epub, Kindle ebook. Sun Tzu's The Art Of War, the oldest military treatise in the world, translated from the Chinese, with introduction and critical.
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Second, I want to thank Rotchy Barker, who was my first trading mentor. He took me into his Page How the Turtle W. The Art of War by Sun Tzu. This eBook is the complete English text of Gary Gagliardi's award-winning translation of Sun Tzu's The Art of War. Sun Tzu - The Art of War PDF - Free download as PDF File .pdf), Text File .txt) or read online for free. A classic for businesses and millitary.
Now this foreknowledge cannot be elicited from spirits; it cannot be obtained inductively from experience, nor by any deductive calculation. A few clouds of dust moving to and fro signify that the army is encamping. Moor your craft higher up than the enemy, and facing the sun. Asked if an army can be made to imitate the shuai-jan, I should answer, Yes. Therefore in chariot fighting, when ten or more chariots have been taken, those should be rewarded who took the first. If asked how to cope with a great host of the enemy in orderly array and on the point of marching to the attack, I should say: Marco Antonio Mogrovejo.
With this book, I have formatted the notes into footnotes, because they broke up the actual text a bit too much in the way they were presented originally.
Musings of a Chinese Mystic Lionel Giles.
Myths and Legends of China Edward T. China and the Manchus Herbert A. Chinese Occultism Paul Carus. Ho Lu said to him: May I submit your theory of managing soldiers to a slight test? Sun Tzu divided them into two companies, and placed one of the King's favorite concubines at the head of each.
He then bade them all take spears in their hands, and addressed them thus: Sun Tzu went on: When I say "Left turn," you must face towards your left hand. When I say "Right turn," you must face towards your right hand.
When I say "About turn," you must face right round towards your back. The words of command having been thus explained, he set up the halberds and battle-axes in order to begin the drill. Then, to the sound of drums, he gave the order "Right turn. Sun Tzu said: Sun Tzu: But if his orders ARE clear, and the soldiers nevertheless disobey, then it is the fault of their officers.
A marketer also can follow the instruction given to analyze the market before introducing a new product or entering into a new market.
In the following sections the implication of Sun Tzu theories in marketing will be analyzed in detail. He who knows himself but not the enemy has only an even chance of winning. He who knows not himself and the enemy is bound to perish in all battles.
Sun Tzu gave importance to acquire thorough knowledge about oneself to become successful in war.
Planning gives direction to achieve goals and objectives. The business world is like the battlefield. Many businesses have collapsed because of poor planning, resulting in the loss of capital and employment. With careful and detailed planning, one can win; with careless and less detailed planning, one cannot win.
Different successful companies use corporate planners to assess competitive advantages through different tools like Strength Weakness Opportunity Threat SWOT analysis to exploit any market opportunity.
Marketing experts scan the environment and detect trends that can impact on the operations of business in future and develop intermediate and long term plans to deal with such developments rather than trouble shooting daily problems.
Sun Tzu advocated the need to appraise five fundamental factors in the book The Art of War to win a war. Same thing is also true in the field of business. Countries like Japan, Taiwan, Korea and Singapore are the examples of good governance. Experts say that government initiatives should be taken in harmony with nature, the culture and sentiments of the people.
It is also true that efficient managers are also important with good government policies to develop local industry as well as export market. Sun Tzu and Leadership According to Sun Tzu, a capable general read successful marketer must possess five important qualities or attributes.
These are wisdom, sincerely, benevolence, courage, and strictness. By wisdom, he meant the ability to recognize changing circumstances read market environment and to act expediently. Benevolence requires love for mankind, the ability to sympathize with others and to appreciate the hard work and labor of the rank and file.
Courage means being brave and decisive and having the ability to gain victory read achieve objectives by capitalizing on opportunities without hesitation. Finally, a strict general is able to instill discipline and command respect as his troops are in awe of him and are afraid of punishment. A company engaging in the business world is no different from an army engaged in battlefield.
It also has its relative strengths and weakness in terms of resources, such as manpower, management, money, machines, materials, methods of production including technology , and markets served. Most of the marketing team consists of different smaller teams controlled by regional as well as sub regional team leaders who reports to their respective bosses. The statement above can be retranslated in marketing terminology.
As for example the competitive advertising among Coke, Pepsi and Thumps Up in India in terms of grabbing marketing share can be sighted. Competition in the business world can also be quite vicious and merciless, and clobbering the competitors is a common event of the day.
For example, Thumbs Up and Pepsi advertising can be sighted. Obviously Thumbs Up targeted the Pepsi as it has second largest share in soft drinks market in India to create its own market share as well to protect its share while Pepsi was planning to fight with Coke, the largest shareholder in the industry.
Thumbs Up deliberately sabotages all the Pepsi advertising. Sun Tzu and Market Entry In the last decade different countries are opening up their market for foreign companies.
Large global companies from cosmetic producers to car manufacturers are investing a huge amount to create brand and brand loyal customers what will ultimately lead to increase in market share and profitability. Interestingly Sun Tzu also mentioned the need to go early in the battlefield. Early mover in any market has huge advantages. These are two examples to show the impact of first movers in a relatively new market.
Sun Tzu suggested different war strategies to achieve ultimate goals and objectives. One such way is to introduce a new and technologically advance product in the market or entering a new segment before any competitor. Forming alliance is also a very useful strategy in global marketing. Many western nations were benefited because OPEC did not maintain its alliance and some members increased production and sold their oil at a reduced cost.
Head hunting for large companies are now big business. This practice is seen in different new banks and financial institutes in Bangladesh. Some company deliberately target and recruit sales peoples from their rivals to use their knowledge and experience to gain advantages. Acquiring an established business is a quick way to enter a market without facing all initial problems. Sun Tzu and Adaptability In business, companies should try to compete in an industry where they have distinct advantages or expertise.
A company should not enter into an unfamiliar market.
Similarly a company should not compete in products or services where it has no skills. They even tried to use the same icons models like Michel Jordan, Charles Barkely to the European audience.
Soon they understood the problem and adapted their marketing efforts to fit in European market and gradually become successful. There are many businesses where entry and exit cost is relatively low.
In many small businesses like retail food business, it is very easy to get into the market, as the barriers in terms of capital and technologies are both very low.
In such cases there is little differentiations and consumers can easily substitute one supplier to another. In such industries protection of market share is important. To defend in such circumstances, attention is needed to locations and distribution channels.