|
|
|
|
|
|
|
The ultimate victory is to win without conflict. |
|
|
|
|
|
|
|
|
Holiday Inn established its initial success along well-traveled highways at the outskirts of towns where it would not compete with major chain hotels like Hilton and Sheraton that were already established in city centers. Alamo Car Rental's first market entry was in the least crowded (and least alluring) niche of tour operators who purchased auto rentals at wholesale rates. |
|
|
|
|
|
|
|
|
Across the television spectrum are companies who carved out a niche where there was limited competition: CNN in news, HGTV in home and garden ideas, MTV in music for the younger generation, the History Channel in documentaries, and the list goes on. |
|
|
|
|
|
|
|
|
In the Philippines, Jolibee studied the marketing strategies of McDonald's in other countries and beat it to the marketplace. When the Big Mac arrived in Manila, it found competition firmly entrenched. Today, Jolibee outsells McDonald's in the Philippines. |
|
|
|
|
|
|
|
|
Everyone with a new product or business concept has rushed to expand rapidly and capture markets ahead of competition. Witness the rapid expansion of Subway in sandwiches, Home Depot in hardware, and Starbucks in coffee. The success of Beanie Babies is legendary. |
|
|
|
|
|
|
|
|
The concept of being victorious without engaging in conflict is fundamental to Sun Tzu's strategic thought. To apply this concept, it is necessary to seek victory before entering the competitive arena. Otherwise, you must fight in the hope of winning. This concept of winning before the battle applies to every situation. We so often find that the outcome has really been determined before the battle. This is expressed in the saying: ''The side that wins will be the side that has already won." |
|
|
|
|
|
|
|
|
Strategy is a planning process. It is war on paper. It is doing the right thing. It is seeking victory before the battle. |
|
|
|
|
|
|
|
|
Tactics is a contact process. It is the action of the war. It is doing things right. It is the battle. |
|
|
|
|
|
|
|
|
The best organizations develop win-win strategic initiatives. They do their marketing so well they are sure to win. When competitive forces are encountered, their selling is so good they win anyway. |
|
|
|
|
|