Sun Tzu "Art of War" in Marketing

DAY 1
Module 1 - The Principles Of Detailed Planning
- Sun Tzu’s Art of War Model
- The Principles of detailed planning
- What entails “Situational Appraisal”

Prerequisites of Planning

The 5 Fundamental Factors

1. Moral influence
2. Climate
3. Terrain
4. Generalship (leadership)
5. Doctrine

The 7 Dimensions in planning

1. Moral influence of the rule
2. Ability of the general
3. Advantages of climate and terrain
4. Execution of laws and instructions
5. Numerical strength of troops
6. Training of officers and men
7. Administration of rewards and punishments.

- Bringing the 5 fundamental factors and 7 dimensions together and how they correlate to modern day marketing practice.
- Know yourself as well as the enemy - the SWOT analysis.
- The differences between Marketing Research and Market Research.

 

Module 2 - Formulation of Strategies
- The 3 principles in the formulation of strategies.
- The principle of concentration of forces.
- The principle of attack
- The principle of zheng and qi (direct & indirect forces).
- Outlining 15 marketing strategies that a company can opt to apply.

 

 

DAY 2 - Workshop
The day will be spent in analysing the various strategies and tactics the company can apply to win new businesses and achieve higher market share.

(Case studies will be made as each strategy is discussed)
- Screening of historical battles for group discussions
- Applications of strategies by participants' companies

To Note:  In order to make this programme effective, this programme is to be taken as a live exercise for implementation.  After the 2-day workshop, the facilitator will conduct a follow-up session (at no cost to the company) to ensure that the materials and planning are ready for management endorsement and implementation.

 

Duration : 2 Days