Policy Formulation Is A Step In Which Of The Following Sun Tzu Art of War – Momentum & Timing in Strategy

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Sun Tzu Art of War – Momentum & Timing in Strategy

Sun Tzu used two analogies to emphasize the importance of two aspects and they are momentum and timing. With momentum, even irregularly shaped water can push large boulders, and with good timing, the eagle was able to break the prey’s body without much effort. As seen below or Chapter Five of Sun Tzu’s Art of War.

When rushing water throws stones that push boulders, it is because of its momentum. When an eagle’s wild strike breaks the prey’s body, it is because of the timing of the strike. Thus, the power and momentum of adept warfare is so overwhelming and ferocious, and the timing of his intervention is precise and swift.

MOMENTUM

So, where and how can we use momentum in business? One aspect where we can use momentum is advertising. When entering a new market, the first and most important thing you should do is to set up your marketing campaign correctly. Your marketing campaign needs to build momentum by constantly and consistently exposing your products and brand to new consumers. Repetition helps consumers remember your brand and product better. Ways to make consumers remember your products and brands include logos, jingles, slogans and more. Many consumers have preferred the senses to learn and acquire things. Logos would appeal to people who are more visual in learning, jingles and chants would appeal more to people who are more auditory. This is why most marketing campaigns have both. For example, NIKE has “JUST DO IT”, HSBC has “The World’s Local Bank” and many more.

So repetition would provide the impetus for your move into a new market. With this momentum, you can get yourself noticed in a new market and consumers who are currently disappointed with what is available on the market would be willing to try your products or services. Note that you need to research those competitors who operate in the new markets you are developing. You need to know if you offer any value proposition to the new market at all. If what you’re selling is the same, whether it’s the sales process or the products, it’s unlikely you’ll be able to maintain the market share you initially took away from your competitors.

DRIVING

So what about the timing? Does timing matter in business? In an article found in Business Times, Singapore (February 23, 2005), many niche restaurants have to close soon after opening. This can partly be blamed on the bad timing of restaurant openings. They were mostly opened during bad economic times. So you see, bad timing can kill, but good timing can help a person flourish. In investing, we have seen that if we can time the buying and selling of our stocks well, we can get the maximum profit, but it is difficult. The timing of entering a new market is also important in business, for example, if you enter a new market when consumer tastes are changing or economic times are bad, you may not be able to get many sales to sustain your business.

But it should be noted here that this is a good time and a bad time to implement business decisions. Bad economic times, while this results in lower sales, also means lower expansion costs. The Singapore listed company SEMBAWANG MUSIC expanded its branches during the financial crisis because only then the six desired locations were cheap and the Singapore currency was stable while regional currencies fell, allowing them to import many Music CDs at low prices. (The Sunday Times, March 27, 2005, p. 19). If you look at it from another point of view, there is a right and a wrong thing to do for every occasion.

So how do we get the timing right? There are two aspects, one is knowledge and the other is experience. Knowledge allows us to estimate the time frame when opportunities are about to arise, so we can prepare to take advantage of the opportunity. Now, we can acquire relevant knowledge on our own, but understanding the right timing depends largely on experience and attitude. Since timing is like shooting an arrow, you may have knowledge of wind direction, bow strength, shooting angle, and more, but when it comes to the actual act of releasing the arrow, experience is required. As the common saying goes, “Practice makes perfect”, never “Knowledge makes perfect”.

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