A
thesis on Best Management approach towards a sustaining a victorious situation
“It is according
to shape that I lay the plans for victory. But the multitude cannot comprehend
this. Although everyone can see the outward aspect, none understands the way in
which I have created victory. Therefore, when I have won a victory, I do not
repeat my tactics nut respond to circumstances in an infinite variety of ways.”
The Art of War, Sun Tzu
Before there was TQM, Discipline of Market Leaders, The
Fifth Discipline, Blue Ocean and 7 Habits, there was the punic war. Before
there was Steve Jobs, Peter Drucker, Warren Buffet, John Gokongwei and Richard Branson,
there was Barca and Scipio families locked in bitter rivalry over their
nation’s destiny. Before we could have been taught about competitive advantage
and value proposition, we have read about the war elephants of Carthage and the
splendid field tactics of Gen. Hannibal. Before we could be trained in the
value of strategy, we have learned the lessons of history how Gen. Hannibal
failed to conquer Rome due to the flaws in his strategy. It seem that his
strategy did not connect with the sentiments of the Italian peninsula. As
expressed simply by Sun Tzu, the human element will remain decisive in battle
and in operation. Gen. Hannibal psychological warfare could not match the
morale ground of Rome. Despite his tactical prowess in the battle field where
thousands of Roman Legions failed, Hannibal’s strategy to divide the Italian
alliance could not match the value offering of Rome – the idea of honor and
justice, the concept of civilization over barbarians. Before we could have been
taught about TQM continuous improvement, we have read how successfully Scipio
Africanos improved Roman tactics to defeat Gen. Hannibal in his own game
Sustained initiative by responding to circumstances in
an infinite variety of ways. A flair for leadership and management competence.
A leadership with a profound strategy and the tactical competence for manoeuvre
and effective decision making. If I may borrow an ancient text from the Art of
War, sustained victory in battle and in
operation may be achieved as follows:
Five Essentials for Victory:
- He will win who knows when to fight and when not to fight. Decision making.
- He will win who knows how to handle both superior and inferior forces. Technical Expertise.
- He will win whose army is animated by the same spirit throughout all its ranks. Morale.
- He will win who, prepared himself, waits to take the enemy unprepared. Prudence.
- He will win who has military capacity and is not interfered with by the sovereign. Leadership.
A strategy sustained by a fluid and sustained tactical
operation which innovates continuously and relentlessly. The market place is
evolving everyday. Better is no longer better, what is cheaper is no longer
cheaper, faster is fastest and fastest has to be faster – cheaper, faster and
better is re defined everyday. Thus, a need for a disruptive and transforming
concept to challenge the status quo and redefine value as it is. Changing customer perception needs to be
studied and anticipated. No amount of Best Value offering on product
leadership, customer intimacy and operational excellence can ensure a company
of market domination. As value offerings are innovated, the perception of the
market is evolving and innovation needs to be tuned according to consumer
behaviour trends. Trends as:
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The
process of identifying key customer touch point is a standard marketing process.
It is part of target market identification and demographic profiling.
Identifying a specific customer behaviour and matching it with a specific
product and marketing campaign is the first step in the marketing process. In
FMCG setting, identifying niche opportunities and market segment growth areas
is a Brand Management accountability. How safeguard is so fortified in its
“germ killing” segment is the Brand Managers deliverable. How safeguard is
extending its appeal to beauty segment with its papaya soap variant is a niche
market Brand initiative.
So
disruptive was the design and technology of itune, it defined the music retail
landscape forever. So transforming the concept of mobile phone, it even defined
the lifestyle of a whole generation. So revolutionary was the efficiency of
Singapore Ports, it defined the supply chain designs of a whole region. So
effective was langhap sarap campaign of Jollibee, it is the no.1 Filipino food
chain in the world. So enticing was the peeling effect of Maxipeel, it created
its own niche market over brand giants as Ponds and Olay.
“swift
as the wind. Quiet as the forest. Conquer like a fire.” Each identified
opportunity must be a secret kept as quite as the forest. Waiting for the right
moment to strike. strike as swift as the
wind. conquer like the fire.
With
strategy identified, calculated and duly formulated, it all goes back to
execution. Accurate, decisive and swift like the wind. As prudent as the
Gokongwei when Cebu Pacific was in its inception – quiet as the forest the
Gokongwei waited for the right moment to strike and prepared, swift as the
wind, they conquered like a fire such that no action of Philippine Airline can
stop the raging force of their concept – their strategy. Leadership, Technical
Expertise, Prudence and right decision making in responding to market situation
in an infinite variety of ways is ensuring the viability and sustainability of
Cebu Pacific.