chapter one 计篇

Detailed assessment & planning

Presentation Title UBMM 1011

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ZI’S ART OF WAR AND BUSINESS STRATEGIES
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Soldier
(Employee)

Military Troop
(Management Team)

Conduct War
(Competition)

Art of War
(Business & Marketing Plan)

Weapons
(Resources, Skills, Knowledge)

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Bankers Corporate
Suppliers

Customers Competitors

Substitutes Potential Entrants

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 孙子曰：兵者，国之大事，死生之地，存亡之道，不可不察也。

The conduct of war is a matter of

vital importance to the nation.

It determines the survival or death

of the country.

It is a matter of life and death

It must be studied and examined

thoroughly.

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 乡间，内间，反间，死间，生间。

Local Agents
Living
Agents

5 kinds of Spies & Inside

Secret agents Agents

Doomed Double
Agents Agents

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 Double
Agents
Local Inside
Agents Agents

Living
Agents

Doomed
Agents

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夫未战而庙算胜者，得算多也；未战而庙算不胜者，得算少也。多算胜，少
算不胜，而况于无算乎？吾以此观之，胜负见矣。

• Thus, those who carry out planning in the temple prior to the outbreak of war will win if the
plans are thorough and detailed.
• Those who carry out planning in the temple prior to the outbreak of war will not win if the plans
are neither thorough nor detailed.
• With thorough and detailed planning, one can win.
• With less thorough or detailed planning, one cannot win.
• How much more certain is defeat when one does not plan at all!
• By observing how planning is done, I can predict victory and defeat.

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 故经之以五事校之以计而索其情：
一曰道，二曰天，三曰地，四曰将、五曰法。

Thus, analyze and study the five factors

carefully.

Compare them against (those of the

enemy) so as to understand the changing
conditions and circumstances and to
assess the chances of victory.

These five factors are moral influence, the

weather, terrain, generalship, and doctrine
& law.

teecw@utar.edu.my Konosuke Matsushita 松下 幸之助

 道者，令民与上同意也，故可以与之死，可以与之生，而不畏危。

Moral influence refers to measures and

policies that align the people with the
sovereign so as to be in complete
agreement and harmony with each
other.

In this way, the people will be prepared

to co-exist with as well as die for the
sovereign without any fear of dangers.

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1977-2011
An estimated 20% of Libyan citizens were unemployed (Normal = 5%)

More than 16% of families had NONE of its members earning a stable income

While 43.3% had just ONE member earning stable income

Qatar : 0.5%
Malaysia : 3.3%
Philippines : 7.1%
Greece : 27%
Spain : 27%
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June 2013
• Welch joined General Electric in 1960.
• He was Chairman and CEO of General Electric between
1981 and 2001.
• During his tenure at GE, the company's value rose
4000%.
• In 1999 he was named "Manager of the Century " by
Fortune magazine.
• At the end of 2004, GE as the most valuable company
in the world.

Retirement Plan
$8 million a year
1. Salary of $4 million a year
2. $80,000 Rental Fees per month
3. Free food and wine
4. $300,000 entertainment fees per month
5. An office and a secretary in the GE building
6. A limousine with driver.
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Ethics Brand Business

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 How you going to
TRUST them ?

Before you DEAL with them

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天者，阴阳，寒暑、时制也。

Weather refers to the contrasting

changes of night and day, the
coldness of winter and the heat of
summer, and seasonal changes.

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How to GRASP the OPPORTUNITY ??

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What is the OPPORTUNITY
suitable for you?

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• Environmental Friendly
• Save Cost
• Save Energy
• Reduce
• Reuse
• Recycle
• Organic
• etc

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2007

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Job Opportunity

*Market Price
*Salary

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 2014 1. Maybank
2. Airasia
3. CIMB Group
4. Ernst & Young
5. Petronas
6. Astro
7. Bank Negara Malaysia
8. PwC
9. Malaysia Airlines
10.Nestle
11. Deloitte
12. KPMG
13. Shell Malaysia
14. Samsung Malaysia
15. Berjaya Corporation Berhad
16. Bank Islam
17. Genting Group
18. Sunway Group
19. IBM Malaysia
20. Public Bank
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Car Loan RM 400
Petrol & Parking RM 300
Rental RM 400
Utilities Bill RM 300
Daily Meal Expenses RM 900
PTPTN RM 300
- RM 100
Insurance ? Married ?
Entertainment ?

Parents? Girl-friend ? House ?

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Car Loan RM 400
Petrol & Parking RM 300
Rental RM 400
Utilities Bill RM 300
Daily Meal Expenses RM 900
PTPTN RM 300
- RM 100
Insurance ? Married ?
Entertainment ?

Parents? Girl-friend ? House ?

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teecw@utar.edu.my
 地者，远近，险易，广狭，死生也。
Terrain refers to whether the route to be taken is long or short, whether the
ground is treacherous or safe, wide or narrow with regard to ease of movement,
and whether the ground will determine the death or survival (of an army).

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(International Market)

The WORLD without WALL

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 将者，智、信、仁、勇、严也。
The generalship of a commander refers to his
qualities of wisdom, trustworthiness,
benevolence, courage and discipline.

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Try to find the RIGHT people
NOT BEST people
~ Jack Ma ~

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法者，曲制官道主用也。

Refer to organization and control,

management systems and procedures, and
the command and control structure for the
deployment of resources.
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ENVIRONMENTAL ANALYSIS

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 ENVIRONMENTAL ANALYSIS

ENVIRONMENTAL ANALYSIS

INTERNAL EXTERNAL

STRENGTH weaknesses opportunities threats

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 7 considerations
1. Which ruler has greater moral influence?
(主孰有道)

2. Which general is more able and has greater abilities and skills?
(将孰有能)

3. Which side (army) is able to better exploit the weather and terrain?
(天地孰得)

4. Which side (army)is able to execute and implement law and order more
effectively?
(法令 孰行)

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5. Which side (army) has more and stronger troops?
(兵众孰强)

6. Which side (army) has better trained officers and men?

(士卒孰练)

7. Which side (army) is more enlightened in the administration of rewards

and punishments?
(赏罚孰明)

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 攻其无备，出其不意
Attack the ENEMY when he
is NOT PREPARED

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 诡道十二法
12 Strategic planning
1. All warfare is based on the principle of deception. Thus, when you are
capable, feign that you are incapable.
(故能而示之不能)

2. When you are able to deploy your forces, feign that you are unable to
do so. (用而示之不用)

3. When you are near the objective, feign that you are far away.
(近而示之远)

4. When you are far away from the objective, feign that you are near.
(远而示之近)

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5. When the enemy is greedy for small advantages, offer baits to lure
him. (利而诱之)

6. When the enemy is in a state of chaos and disorder, launch an attack

and capture him. (乱而取之)

7. When the enemy is strong and effective, be well-prepared and ready to

confront him. (实而备之)

8. When the enemy is far superior and highly ferocious, it is best to avoid
him. (强而避之)

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9. When the enemy is easily angered, seek ways to provoke and irritate
him. (怒而挠之)

10.When the enemy has a low opinion of you, encourage his arrogance
even more. (卑而骄之)

11.When the enemy is well rested, use methods to tire him.

(佚而劳之)

12.When the enemy is in harmony and united, use schemes to divide him
(and his troops). (亲而离之)

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