Sunzi Art of War - Toshiba

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1. Introduction
Toshiba Corporation is a Tokyo-based, diversified manufacturer and also a marketer of advanced electronic and electrical products. The company is also a marketer for communication equipments and systems and also household appliances. The company was actually formed by merging two companies, Shibaura Seisaku-sho (Shibaura Engineering Works) by Tanaka Seizo-sho and also Tokyo Denki (Tokyo Electric Co.) by Hakunetsu-sha in 1939 to form an integrated electric manufacturer, Tokyo Shibaura Denki (Tokyo Shibaura Electric Co., Ltd.). The company name was officially known as “Toshiba” in 1978.

Toshiba’s brand statement is to deliver technology and products remarkable for their innovation and artistry - contributing to a safer, more comfortable, more productive life. They also bring together the spirit of innovation with our passion and conviction to shape the future and help protect the global environment which is our shared heritage. They also want to foster close relationship, rooted in trust and respect, with the customers, business partners and communities around the world.

Toshiba’s basic commitment - “Committed to People, Committed to the Future” has promised to provide the people with cutting edge technology products that provide excellence in functionality, durability, reliability and also environmentally friendly features. They are determined to help create a higher quality of life for all people and to do their part to help ensure that progress continues within the world community. They endeavor to serve the needs of everyone by implementing forward-looking corporate strategies while carrying responsible and responsive business activities. Furthermore, they strive to create products and services that enhance human lives by continually developing innovative technologies. They are committed to seek new approaches that help realize the goals of the community which includes ways to improve the global environment.

2. Contents
3.1. Detailed Assessment and Planning
To succeed in the business world, an organization or company must always go through detail assessment and planning. A thorough analysis before introducing a new brand also depends on 5 factors (moral influence, doctrine and law, weather, terrain and generalship of commander), as well as the 7 considerations including influence on leadership and greater abilities. A strategic plan is also needed to win the market. Most importantly, an organization must also know than in the business war, it is all about deception. When an organization is capable of controlling the market, the organization must also feign incapability. When they are good at deployment of units, they must also feign that they are incapable. When the organization is near their goal, feign that they are far from it. This is more like a psychological game to confuse the competitors and gain the upper hand. 3.2. Waging War

In the waging war, an organization must identify the economic nature of their competition and how success requires them to make winning pay, which in turn, requires limiting the cost of competition and conflict. An organization will try to control the resources that have been used by their business rivals, create a good reward system and organize events that will keep up the morale and spirit of the employees in the company and treat staffs that have crossed over from rival companies well. This would allow him to gain access to valuable information that might help to clinch the million-dollar deal or snatch market share from their rival, dealing a possible fatal blow to it.

An organization operating in a foreign market should seriously consider relying as much as possible on local resources which include all the factors of production (labour, capital, management, raw materials, technology, etc). If these resources can be sourced locally, it is definitely cost and work efficient for the organization. Moreover, sourcing locally,...
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