The document discusses principles from Sun Tzu's classic text "The Art of War". It outlines several key principles, including that it is more important to outthink your enemy than outfight them, to use direct attacks to engage and indirect attacks to win, to avoid what is strong and attack what is weak, and that all warfare is deception. Several examples are provided to illustrate how companies have applied these principles in business strategies and competitions.

1. Principles of Art Of War
Presented to: Presented by:
Dilpreet singh Sumat kaur
Associate professor Spinder singh
Parmdeep singh
Kapil
Niteesh

2. Introduction
• The Art of War is an ancient Chinese military treatise attributed
to Sun Tzu, a high-ranking military general, strategist and tactician.
• The text is composed of 13 chapters, each of which is devoted to
one aspect of warfare.
• It is commonly known to be the definitive work on military
strategy and tactics of its time.
• It has been the most famous and influential of China's Seven
Military Classics, and "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 and Western military thinking,
business tactics, legal strategy and beyond

3. PRINCIPLES

4. It’s more important to out think your enemy than outfight him

5. Loreal smartly ambushes Rs 5 crore challenge campaign for Fair & Lovely cream
The move was fair, but the response is
lovely. Hindustan Unilever had thrown down the
gauntlet. "Fair & Lovely hai unbeatable. Lagi Rs 5
crore ki shart?" (Fair & Lovely is unbeatable. Game for
Rs 5 crore bet?), it proclaimed in a TV commercial.
French cosmetic giant L'Oreal picked up the challenge.
"Sirf hum dete hai complete fairness. Toh Rs 5 crore
kab milenge?" (Only we give complete fairness. So
when do we get Rs 5 crore?) responded L'Oreal in a
print advertisement for its brand Garnier.
so here loreal don’t fight with HUL just take benefit of
there campaign.

6. In battle use direct attack to engage and indirect attack to win.

7. Airtel and Vodafone war
Recently When vodafone reduces the 2G Data
charges by 80%, thereafter Airtel too reduces
carges by 90% and give a tough competition to
vodafone and besides this after few days Airtel
also decrease 3G data charges too…
So first Airtel use one method to engage the
vodafone and the 2nd method to totally grab
the market.

8. Avoid what is strong attack what is weak

9. If we look at high end cars like Mercedis
Benz,Audi, In these either we get
luxurious touch or we can get performace
but BMW come up with both luxury as
well as performance.
BMW and other cars

10. Know your competitor and know
yourself and you will never fail.

11. Royal enfield was giving good competition to
Bajaj, but Bajaj came up with Avenger in
market with same looks. Besides this Bajaj
Avenger was cheaper than Royal Enfield and
the average (kmpl) of Avenger was 20% more
than Royal Enfield. So it was according to the
needs of Indian middle class families.
Bajaj Avenger And Royal Enfield

12. All warfare is deception

13. A class-action lawsuit was filed Jan. 21 in a California federal court
alleging Taco Bell deceptively advertises its meat products, failing
to tell customers the its "ground beef" or "seasoned ground beef"
only contains about 35 percent of beef, with binders, extenders,
preservatives, additives and other agents making up the other 65
percent.

14. It is essential to bribe agents to spy
for you

15. In 2010 Niira Radia Tapes
Controversy was at its peak. The
Income Tax Department had filed
an affidavit stating that the
complaint which triggered the
probe into the activities of
Corporate Lobbyist alleged that
Niira Radia was an agent of foreign
intelligence agencies.

16. It is essential for victory that generals
are unconstrained by their leaders

17. J&J gave more authority to its branch offices to take
decisions. They think that it helps in innovation as it
allows different people with different skills, different
thoughts, to bring together different products and
technologies to satisfy the unmet needs of patients
or customers.
IBM also pushed more authority to lower levels of the
organization.

18. The way a wise general can achieve
greatness beyond ordinary men is
through foreknowledge

19. Samsung India
• Samsung observed a strange thing. They saw
that people used to keep 2 or even 3
cellphones for various reasons.
• They foresaw that there will be a good
demand for a cellphone which can
accommodate 2 sims simultaneously.

20. • They also observed a huge demand for
chinese dual-sim hand-sets. But warrantee
was an issue with them. People needed a
more reliable brand to come up with a similar
kind of concept.
• So, they acted immediately and launched
dual-sim phones, which worked very well for
them.

21. When a falcon's strike break the
body of its prey, it is because of
timings

22. Tata Ace
• Tata saw that there is no medium-sized goods
carrier in the market.
• There were only Heavy motor-vehicles(HMVs)
or three-wheelers prevailing in the goods
carrier category.
• Tata saw an opportunity there and launched
Tata Ace, a compact mini-truck.

23. In war, numbers alone confer no advantage. Do
not advance relying on sheer military power.
There are circumstances in war when many cannot
attack few, and others when the weak can master the
strong. One able to manipulate such circumstances will
be victorious.

24. Haldiram company know the power of big
companies like lays and bingo and their
quantity power and how they manipulate
with the conditions

25. Avoid your competitor's strength, and attack
their weakness
Direct attacks against their competitor's strongest point
leads to battles of attrition, which end up being very
costly for everyone involved. Instead, you should focus on
the competition's weakness, which maximizes your gains
while minimizing the use of resources.

26. MICROMAX Deal with the same Principle It doesn” attack on
the stenght part of nokia i.e. on the distribution channel but
it,s attack was on its weakness i.e.
Dual sim
large variety in lower sections
Other Small functions

27. Win All Without Fighting
(Achieving the Objective Without Destroying It)
Since the goal of your business is to survive and
prosper, you must capture your market. However,
you must do so in
such a way that your market is not destroyed in the
process.

28. In 2006, months before a Walmart store was opened in
the Austin neighborhood of Chicago's West side,
researchers counted 306 businesses in the surrounding
area. Two years after the Walmart opened, 82 of those
businesses had closed.

29. “Let your plans be dark and impenetrable as
night, and when you move, fall like a
thunderbolt.”
You cannot shut your ears to the thunder or your
eyes to the lighting—so rapid are they." Likewise, an
attack should be made so quickly that it cannot be
parried.

30. TATA DOCOMO provides the best GSM
mobile service, cheapest prepaid tariffs with
1 second pulse and how it fall like a
thunderbolt on rivals.

31. THANK YOU

92. THANK YOU