chapter fOUR

形篇
DIsPOSITION OF ARMY

孙子兵法
SUN ZI’S ART OF WAR

Presentation Title UBMM 1011

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ZI’S ART OF WAR AND BUSINESS STRATEGIES
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 Attack is to win towards your enemy
Defend is to make sure that you are not defeated by your enemy
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 昔日之善战者，先为不可胜，以待敌之可胜
In ancient time,
those who were skillful in warfare need to ensure that they would not
be defeated and then waited for opportunities to defeat the enemy

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 不可胜在己，可胜在敌
The ability to prevent defeat depends on oneself, while opportunity
for victory depends on the enemy

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It can be your customers – support your products or services or not?

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It also can be your supplies – can provide a good price for you and
indirectly reduce your cost margin

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In 2007, Steve Jobs, the former Apple CEO introduced the iPhone

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A lot of followers or new players changed their product line and
focus to the smartphone industry
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Their sales revenue dropped gradually year by year until it acquired by
the Microsoft in year 2014
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 It showed that no matter how strong you are,
Your winning possibility still have to depend on your enemy
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We didn’t do Anything Wrong, but We Lose

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 胜可知而不可为
One may be able to foretell victory,
but may not necessary be able to achieve it

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 不可胜者，守也 胜者，攻也
Those who are not able to win must defend
Those who able to win must attack

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 守者不足，攻者有余
Attack when forces and resources are more than abundant
Defend when forces and resources are inadequate

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Leading manufacturer of audio, video, game, communications & information
technology products for the consumer and professional markets

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Ericsson is the only company in the world offering systems for
all major mobile communication standards,
actively promoting standardization and open systems

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In 2001, both companies were urging a partnership,
Both sides owned 50 percent of the company
with the new company name Sony Ericsson
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K800i

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 胜兵先胜而后求战 败兵先战而后求胜
A victorious army ensures that it will win before going into battle
A defeated army engages in battle first and then looks for victory

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You must have high confidence and be well prepared to win in the
battle. Instead of that, you go into the battle first, and then just
start to think about how to fight, how to win
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When you have decided to introduce a new product,
it must win in the market
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 Macworld Expo 2007, Steve Jobs announced that
Apple Computer, Inc. would from that point changed as "Apple Inc
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 Apple launched the App Store to sell
third-party applications for the iPhone
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When the iPad was launched in the US on April 2010,
It sold more than 300,000 units on its first day,
and 500,000 by the end of the first week

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 Apple total revenue sales were increased from
$37.5 million in year 2008 to $182.8 million in 2014

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 见胜不过众人之所知，非善之善者也
To predict a victory that cannot surpass what can be known by any
ordinary person is not the hallmark of a great military strategist.

战胜而天下曰善，非善之善者也
To win a hard-fought battle that is praised by the masses is also not
the hallmark of guru of warfare
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 故举秋毫不为多力，见日月不为明目，闻雷霆不为聪耳
This is like lifting a hair in autumn – it is no indication of great strength.
To be able to see the sun and the moon is no indication of clear vision.
To be able to hear the roar of the thunder is no indication of sharp hearing

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 故善战者之胜也，无智名，无勇功
The person adept at warfare wins without being known for his wisdom and
reputation nor for his courage and merit.
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 故其战胜不忒，不忒者，其所措必胜，胜已败者也
Thus, he wins battles with confidence and without making mistakes
He does not make mistakes because he adopts measures, policies and strategies that
are certain to lead to victory
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Without their contributions and hard work, can it succeed?
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 地生度

Characteristic of the Terrain

Degree of Difficulty

度生量

量生数

Calculation of Own Forces

Scope of Operation
数生称

称生胜 teecw@utar.edu.my

Comparison of Forces from Both Sides Chances for Victory be Established