Sun Tzu’s Art of War and Its Implications on Marketing

Topics: Marketing, Marketing research, Market segmentation Pages: 46 (12301 words) Published: August 1, 2012
Sun Tzu’s art of war and its implications on marketing

Table of Content

Content | Page|
Art of WarChapter SummaryMarketing Implication i. Laying Plans ii. Waging War iii. Attack by Stratagem iv. Tactical Dispositions v. Energy vi. Weak Points and Strong vii. Maneuvering viii. Variation of Tactics ix. The Army on the March x. Terrain xi. The Nine Situations xii. The Attack by Fire xiii. The Use of SpiesConclusionReference| 4-56-910111415182025344043464956606162|

The Art of War
The Art of War is an ancient Chinese military treatise that is attributed to Sun Tzu, a high ranking military general and strategist during the late spring and autumn period . It’s a very famous book written about warfare. Though the authorship of the book is debated it was probably written around 400 to 320 B.C. it discuss different aspects of waging war and battle. The Art of War is one of the oldest and most successful books on military strategy in the world. It has been the most famous and influential of China's Seven Military Classics: "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 military thinking, business tactics, and beyond. The book was first translated into the French language in 1772 by French Jesuit Jean Joseph Marie Amiot and into English by British officer, Everard Ferguson Calthrop, in 1905. Leaders as diverse as Mao Zedong, General Vo Nguyen Giap, Baron Antoine-Henri Jomini, General Douglas MacArthur, and leaders of Imperial Japan have drawn inspiration from the work. Sun Tzu emphasized the importance of positioning in military strategy. The decision to position an army must be based on both objective conditions in the physical environment and the subjective beliefs of other, competitive actors in that environment. He thought that strategy was not planning in the sense of working through an established list, but rather that it requires quick and appropriate responses to changing conditions. Planning works in a controlled environment; but in a changing environment, competing plans collide, creating unexpected situations. But the famous classic is more known as a must read book for Japanese marketers. It has been observed that after the Second World War Japanese people identified the true importance of wining the war in the global economic front. They desperately wanted to win the global market. They first identified the global market as a battlefield with many crucial players fighting for greater dominance in terms of grabbing market share, creating brand loyalty and enhancing probability which ultimately leads to dominance in international market. To achieve this Japanese marketers are usually very conversant in many different military classics to become very successful marketers. War strategies in Sun Tzu’s book can be applicable in modern marketing as marketing and business has become almost a battlefield among global organizations. Sun TZU’s concepts can be used in all the important functions in marketing such as entering new market, choosing segment, targeting, capturing market share, competiting with competitors, and so on. Many large global organizations are using these concepts and they are successfully doing business with the help of these strategies and found the book as effective guideline to develop marketing strategies. Bangladeshi organizations can also use Sun Tzu’s strategies and concepts to win fight against both local and global competitors and emerge victories.

Chapter summary

The Art of War is composed of 13 chapters, each of which is devoted to one aspect of warfare. It is said to be the definitive work on military strategies and tactics of its time, and is still read for its military insight. In each chapter there is several numbers of strategies and total number of strategies is 385. An overall summary of The Art of War is given below:...
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