Presentation on Sun tzu principles by Chitkara Students

1. SUBMITTED TO: SUBMITTED BY:
DILPREET SINGH VARUN SHARMA
(ASSOCIATE PROFESSOR) HARPREET ROSY
HIMANSHU PURI
PANKAJ SHARMA
PARAMJEET SINGH
SAMEEN UPPAL
Sun Tzu’s Principles

2. Meaning:
Avoid strength and attack weakness
“An army may be likened to water, for just as flowing
water avoids the height and hastens to the lowlands, so an
army avoids strengths and strikes weakness.”

3. Wal-Mart

4. Cont.
 Started out in small towns.
 Did not take on directly strong big retailers in fact it
focused on weaker section i.e. local retailers.
 Was able to eliminate weaker local competitors while
simultaneously growing stronger.
Exception:
 Kemart

5. Meaning
Use Speed to Overcome to
Competition
"Speed is the essence of war. Take advantage of the
enemy's unpreparedness; travel by unexpected routes and
strike him where has taken no precautions."

6. Coca- Cola

7. Cont.
 Coca-Cola are continually bringing new products to
market or finding new ways to deliver choice and
convenience to customers via innovations like the multi-
product Freestyle soda dispenser.
Exception:
 Nokia

8. Meaning
There is nothing that any organisation
can not achieve. If there is no other
option than they have to fight, they
have to move forward in order to
survive.
“Put the army in the face of death where there is
no escape and they will not flee or be afraid.”

9. Blackberry
 Declared huge loss of $ 4billion –all with in six months.
 Massive decline in sales volume and lose its position in
market.
 But fight back with the appointment of John chen as CEO.
 Under the new stewardship of CEO John Chen, BlackBerry
stock increased by more than 60% from its $5.44 lowest
point
 The old handsets were sold at very cheap rates and
Introduced New handsets like leap, Z10, passport, z30.

10.  Five year deal with Foxconn.
 Major focus was on BBM, QNX and enterprise
solutions.
 Still a most trusted brand in mobile security
because US defence purchased 80000 new
blackberry phones and DoD allows only
blackberry.

11. Meaning
Capturing your market with out
destroying it
Win All Without Winning it

13. Microsoft
 Microsoft CEO william H. Gates III, has been able to
influence the industry.
 Difficult to make any move by any firm with out
considering how microsoft will react.
 Acquisition of Nokia show clear market dominance.
 Possess monopoly in windows. For desktop box 95%
of the market used windows.

14. “All warfare are deceptions”

15. McDonald’s

16. Cont.
 McDonalds in every advertisement show their burger as
well garnished, juicy, slowly assembled, expertly lit and
professionally photographed over a lengthy period of
time with preparation time only 3-5 minutes.
 These kind of flashy advertisements lure customers to at
least try or eat the burger even though they are not
getting the same looking product as shown in
advertisement.
 This is a part of effective strategy which increase their
sale and customer base and hence profitibility.

17. “The way a wise general can achieve greatness beyond
ordinary men is through foreknowledge.”

18. Airtel

19. Cont.
 DOCOMO started a scheme called pay per second
 In this the user have to pay only for the amount of
seconds he/she is utilising.
 But this was a big fail for Tata Docomo because of
network issues.
 Then Airtel started the same scheme and it got really
overwhelming result. It was a big success for Airtel
because of their good network and better customer
support service.

20. Meaning
Keep plans secret and on a need-to-
know basis. when you speed to the
attack, go fast to build unstoppable
momentum
“Let your plans be dark and impenetrable as night, and
when you move, fall like a thunderbolt.”

21. Xiaomi

22. Cont.
 In what comes as no surprise, nearly 60,000 units of the
Xiaomi Redmi 1S were sold out on Flipkart in 5.2 seconds.
 Over 350,000 had registered for the sale and users were
online for hours to grab the device, but only a lucky few got
it in their cart.
 The previous Xiaomi Redmi 1S flash sales were no different
with Hugo Barra confirming that all the units were gone in
exactly 4.2 seconds, 4.5 seconds and 3.4
seconds respectively.
 With this, Xiaomi has successfully sold 180,000 units of the
Redmi 1S in India. Even the more expensive Mi 3 had
managed to create the same frenzy with these flash sales on
Flipkart.

23. “ It is more important to outthink your enemy than to
outfight him”

24. Apple I phone

25. Cont.
 Before Apple, everyone in the industry believed that a
touchscreen only device was impossible to make. When the
iPhone came out, it was revolutionary
 An effective GTM strategy is based on the art of delighting
your customers and surprising your competitors. Consider how
hard Apple used to work to keep the plans of their new iPhone
secret until “the right moment” to go to market with their new
product.
 In the late 2000s, Apple became responsible for the innovation
of touchscreen. This was due to the introduction of iPhone,
which immediately became a hit worldwide. Usage on ATM
machines, GPS systems, cash registers, medical monitors
already showed the possibilities for touchscreen.

26. O N L Y O N E W H O K N O W S T H E D I S A S T R O U S
E F F E C T S O F A L O N G W A R C A N R E A L I Z E T H E
S U P R E M E I M P O R T A N C E O F R A P I D I T Y I N
B R I N G I N G I T T O A C L O S E .
“No Nation Has Ever Benefited From a
Prolonged War”

27. Console Wars

28. Console wars
 The Xbox(Microsoft) vs. PS(Sony).
 More than a Decade long war.
 Cost cutting to beat each other leading to poor
products.
 Definition of console gaming being lost.
 X1 & PS4 the Next-Gen ?, 30FPS @ 1080p the new
norm.
 Mobile/Tablet gaming creeping up on market share.
 PC gaming coming back.

29. Meaning
Maximise the Power of Business
Intelligence
“Know the enemy and know yourself; in a hundred
battles you will never be in a peril.”

30. McDonald’s

31. McDonald’s
 Burger king decided to attack renowned French fries by
making its own better and touting them to buyers.
 McDonald’s CEO sent an urgent letter to all restaurants
telling them that "Burger King will launch a full frontal
assault on one of their greatest assets—their fries.“
 He then laid out detailed instructions on how to ensure
only high-quality fries would get served.
 Through smart intelligence about its competitor's plans
McDonald's won that round of the fight.

32. “There are Some Armies That Should not Be
Fought, Some Grounds That Should Not Be
Contested”.

33. Maggie Noddles.

34. C H A N G I N G T H E R U L E S O F C O N T E S T A N D
M A K I N G T H E C O M P E T I T I O N C O N F O R M T O
Y O U R D E S I R E S A N D Y O U R A C T I O N S . I T
M E A N S T A K I N G C O N T R O L O F T H E
S I T U A T I O N A W A Y F R O M Y O U R C O M P E T I T O R
A N D P U T T I N G I T I N Y O U R O W N H A N D S . O N E
W A Y O F D O I N G S O I S T H R O U G H T H E
S K I L L F U L U S E O F A L L I A N C E S . B Y B U I L D I N G
A S T R O N G W E B O F A L L I A N C E S , T H E M O V E S
O F Y O U R C O M P E T I T O R S C A N B E L I M I T E D .
A L S O , B Y C O N T R O L L I N G K E Y S T R A T E G I C
P O I N T S I N Y O U R I N D U S T R Y , Y O U W I L L B E
A B L E T O C A L L T H E T U N E T O W H I C H Y O U R
C O M P E T I T O R S D A N C E .
“Those Skilled in War Bring the Enemy to The
Field of Battle. They are not brought by Him”.

35. Google+ vs. Facebook

36. Google+ vs. Facebook
 Orkut failed.
 Facebook was leeching precious surfing time away from Google
properties.
 It was collecting a lust-worthy set of data about interests, private lives,
and relationships.
 Social data and social recommendations looked like they’d become a
critical part of search.
 2011 Birth of Google+
 Hyped, marketed, advertised…..but
 Similarity in Design, Google+ was just an alternative version of
Facebook.
 Nomenclature and Design, “Circles” and “Sparks”, The design of
Google+ was equally complicated.
 All-in-One, from streams, to photos, to hangouts.

37.  Listening to its employees, not its customers.
 Became the new Internet Explorer of the internet.
 Defeat excepted ? , Google is splitting its social network apart, breaking
it into “Photos” and “Streams”.
 Facebook quickly emulated them, thereby eliminating any incentive for
people to leave Facebook and join a new network.
 “If it Ain’t broke, Don’t Fix It.”, since most of the users current friends
and connections were on Facebook there was no incentive to join
Google+ and build again.

38. THERE IS A DIFFERENCE BETWEEN
ACTION AND ADVANTAGEOUS ACTION.
A NEED TO ACT WITHOUT SEEING THE
ADVANTAGE OF DOING SO GREATLY
RISKS DISADVANTAGE. THIS APPLIES
TO SUCH AS MOVEMENT, USING
TROOPS AND FIGHTING. ACTION
WITHOUT ADVANTAGE IS WASTE.
“Move Only When You See an Advantage and
There is Something to Gain. Fight Only if
Position is Critical”.

39. Oculus Rift

40. Oculus Rift
 Nintendo files a patent for the concept of using VR technology to
produce a more realistic 3D effect on a 2D television.
 Its a virtual reality head-mounted display.
 1st of its kind, has 1st mover advantage.
 Prototype shown E3 gaming convention in 2012.
 Next thing is gaming and virtual reality experience.
 The next fight ?? Sony, Microsoft's & Valve’s own VR devices
 Losing universal applicability , even on PC.

41.  Launched in India in the 1983.
 The name Maggie is synonymous with noodles in India.
 A juggernaut in its segment.
 Maggi is the leading brand in the instant noodles segment in India,
with a market share of 79.3%.
 Changed its formula , tanked then revised it again.
 Has beaten a lot of other brands, Top Ramen ,other instant noodles,
ITC yippee.
 Has spawned more products under its name
(Sauces,Soups,Masala’s,Noddles etc.)

42. “When Troops Flee, Are Insubordinate, collapse
or Routed in Battle, It’s The Fault of The
General”.

43. Air India

44. Air India
 Commenced operations on July 15 1932.
 Is a PSU
 Has been in losses for the past 5 years.
 Pilot Strikes.
 Flight Delays.
 Poor Management(failed merger of Indian Airlines and Air India).
 The Airline is overstaffed.
 Unions at loggerheads over salaries, scales and carrier progression.