Learnings from Sun Tzu Strategy (Art of War) Essay

1. Go strategy * The example that I have selected for the Go strategy is that of Wipro Technologies. Instead of focusing and diminishing competition, Wipro launched into a new vertical. Thus, it expanded its horizons and followed the goal strategy. * WIPRO is one of the largest IT services companies in India. Established in 1980 as subsidiary of WIPRO limited listed on New York Stock Exchange. WIPRO was initially set up in 1945 with main product of producing sunflower Vanaspati Oil and different soaps. At that time Company was called Western India Vegetable Products limited with representative offices in Maharashtra and Madhya Pardhesh states of India. * During 1970s and 1980s it shifted its focus and begin to look into business opportunities in IT and computing industry which was at nascent stages in India at that time. * WIPRO was the first company which marketed the first indigenous homemade PC from India in 1975. In 1966 Azim Premji, still the majority shareholder in WIPRO, took over as the chairman of the company at the age of 21 and with the passage of time transformed it into one of the finest and largest IT outsourcing services provider of the world. * It is now considered the world’s largest independent R;D service provider. * It offers different technology driven services all over the globe with 46 development centers, but at the same time, Wipro still is into the traditional FMCG business it started with.

Some of the known non-IT products by Wipro are Wipro CFL lights, Wipro Shikakai hair soap, Santoor soap, etc. established a profitable presence in the branded retail market. With a vast plethora of products spanning soaps, baby care products, health and wellness, * Wipro Tech is an information technology service company established in India in 1980. It is the global IT services arm of Wipro Limited (in operation since 1945, incorporated 1946. Including its business process outsourcing (BPO) arm which it acquired in 2002. * Wipro Technologies has over 300 customers across U.

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S. , Europe and Japan including 50 of the Fortune 500 companies. Some of its customers are Nortel, Boeing, BP, Cisco, Ericsson, IBM, Microsoft, Prudential, Seagate, Sony, Win driver and ToshibaIt. So instead of focusing on the increasing competition and eliminating it, Wipro launched itself into the new infotech vertical which was booming and emerged one of the largest trusted companies in India. 2. Size does not define strength : The example that i have taken for this case is that of the Mumbai Dabbawalas viz. Nutan Mumbai Tiffin Box Suppliers Association.

The reason behind selecting this example is the amount of efforts and management that goes into this work, without actually being a properly established firm. ABOUT NMTBSA * History : Started in1890 * Charitable trust: Registered in1956 * Avg. Literacy Rate: 8thGrade Schooling * Total area coverage : 60 Kms to70 Kms * Employee Strength : 5000 * Number of Tiffin’s: 2,00,000 Tiffin Boxes i. e 4,00,000 transactions every day. * Time taken : 3 hrs * A lot has already been said about the supply chain management systems used by the Mumbai Dabbawalas.

They have received global applause and are featured as case studies in B School books. * Documentaries made by BBC ,UTV, MTV, ZEE TV, AAJ TAK, TV TODAY, SAHARA SAMAY, STARTV, CNBC TV 18, CNN, SONY TV, TV TOKYO,NDTV. * They have given management sessions in great institutes like Harvard. * Some Achievements * World record in best time management. * Name in “GUINESS BOOK of World Records” * Registered with Ripley’s “ believe it or not”. Some key observations * The strength of this association lies in the willingness of the people associated with it to serve the people of Mumbai.

The strong network and the modus operandi are things to be admired. * The six sigma efficiency of the association accounts to 99. 9999%. * The most admired quality about this association is that there is no technology backup for this association. * The dabbawalas operate at a bare minimum charge of Rs 300/- pm. So, inspite of being a small association with not much technological backing, which in this world forms the basis of being “BIG”, the Mumbai Dabbawalas are making it big in the business that they have chosen. 3. Change in trategy to adjust to cross cultural changes * The example that I have considered in this group is that of Pizza Hut. Pizza Hut (corporately known as Pizza Hut, Inc. ) is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread. * Pizza Hut is a subsidiary of Yum! Brands, Inc. (the world’s largest restaurant company) with approximately 34,000 restaurants, delivery/carry-out locations, and kiosks in 100 countries. Variations in consumption patterns across countries, or even regions within countries, usually reflect historical, climatic, economic and cultural differences. But not all these factors are equally important. In her book Consumer Behavior and Culture, Dutch economist Marieke K. de Mooij asserts that “70% of differences between countries with respect to product ownership and usage can be explained by culture. ” * The same problem was faced by Pizza Hut on entry into the Indian markets.

The taste of the pizza was usually found to be very bland and tasteless, by the people of India, who are usually used to having spicy food. * Pizza Hut experiments with new products frequently, with less successful ones being discontinued. * One of the major change that Pizza hut implemented on its entry into India is the introduction of the various new flavours of Pizza to suit the Indian taste buds. * A major revolution was brought about in the menus. For example, * The pizzas were made spicy and chilly flakes were provided along with them for those who liked to have their pizzas spicy. In south India, the pizza came in a new variety which had the kokam powder sprinkled on it to match the taste requirements in south India, while retaining the international look and feel of the traditional Pizza Hut pizzas. * Earlier, Pizza Hut dominated in providing Non vegetarian food. But on popular demand & with market forecasting, they launched a vegetarian menu in the city of Bangalore. * To continue the vegetarian concept, they opened a all-vegetarian outlet in Ahemdabad where none of the menu contained non-vegetarian food. Also, new varieties like the ‘Kadai Paneer’ and ‘Teekha Paneer Makhani’ are classic examples of the spicy flavour as well as ingredients loved by Indian people. * Different locations use different suppliers and different toppings, varying as per the demand of the customers. The building block of the history of pizza hut has been this diversity. So, by introducing new menus to suit the Indian tastes, Pizza Hut has followed the cross cultural change process and has emerged as the most trusted Pizza delivery joint in India. . Leadership not delegating work to juniors 5. Product failing due to not maintaining will of people. The example that I have taken for product failing due to losing the will of people is that of the marketing strategy of Axe Deodrants – Chocolate Temptation. The marketing strategy for the product was with the use of an advertisement which featured a person made up of Chocolate and tempting girls around with 6. Foresight The case that best exemplifies Foresight is that of


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