Harvard Case - Tommy Chen: Using Sun Tzu's Art of War in Business
"Tommy Chen: Using Sun Tzu's Art of War in Business" Harvard business case study is written by Stephen Grainger. It deals with the challenges in the field of International Business. The case study is 9 page(s) long and it was first published on : Apr 28, 2017
At Fern Fort University, we recommend Tommy Chen adopt a strategic approach to internationalization, leveraging Sun Tzu's principles to navigate the complexities of global business. This strategy should prioritize building a strong foundation in key emerging markets, fostering strategic alliances, and cultivating a resilient and adaptable organizational culture.
2. Background
Tommy Chen, a successful entrepreneur in the Chinese manufacturing sector, is considering expanding his business internationally. He is drawn to the potential of emerging markets, particularly those in Southeast Asia, and is inspired by Sun Tzu's Art of War to guide his strategic decisions. The case study highlights Chen's ambition, his understanding of the potential risks and opportunities of internationalization, and his desire to apply a strategic mindset to his business expansion.
3. Analysis of the Case Study
Applying Sun Tzu's Principles:
- Know Your Enemy and Yourself: Chen must thoroughly understand the competitive landscape, cultural nuances, and regulatory environments of target markets. This requires in-depth market research, competitor analysis, and cultural intelligence training for his team.
- Be Prepared for the Unexpected: Chen should anticipate potential risks such as political instability, economic fluctuations, and exchange rate volatility. Developing robust contingency plans and incorporating risk management strategies into his business model is crucial.
- The Art of Deception: Chen can leverage his understanding of the local market to create a competitive advantage. This could involve strategic partnerships with local businesses, tailored marketing campaigns, and the development of innovative products that cater to specific regional needs.
- Strategic Alliances: Chen should seek out partnerships with local businesses, government agencies, and international organizations to gain access to resources, expertise, and market knowledge. This strategy can also help mitigate risks and enhance his brand's reputation.
- Flexibility and Adaptability: Chen must be prepared to adapt his business model and strategies to changing market conditions. This requires a flexible organizational structure, a culture of continuous learning, and a willingness to embrace innovation.
Strategic Frameworks:
- Porter's Five Forces: Chen can use this framework to assess the competitive landscape in target markets and identify opportunities for differentiation.
- SWOT Analysis: This framework helps Chen identify his company's strengths, weaknesses, opportunities, and threats, informing his strategic decisions.
- Ansoff Matrix: This framework helps Chen choose the most appropriate growth strategy for his business, considering options such as market penetration, market development, product development, and diversification.
4. Recommendations
- Focus on Emerging Markets: Chen should prioritize Southeast Asian markets with strong economic growth potential, favorable trade policies, and a growing middle class.
- Strategic Alliances: Form strategic partnerships with local businesses, government agencies, and international organizations to gain access to resources, expertise, and market knowledge.
- Build a Strong Brand: Develop a strong brand identity that resonates with local consumers and positions the company as a trusted and reliable supplier.
- Invest in Innovation: Continuously invest in research and development to create innovative products and services that meet the needs of local markets.
- Develop a Robust Supply Chain: Establish a reliable and efficient supply chain to ensure timely delivery of products and minimize disruptions.
- Cultivate a Culture of Adaptability: Foster a culture of continuous learning, embracing change, and adapting to new challenges.
5. Basis of Recommendations
- Core Competencies and Consistency with Mission: Chen's core competencies in manufacturing and his commitment to quality align with the needs of emerging markets.
- External Customers and Internal Clients: Chen's focus on customer satisfaction and employee empowerment will be crucial for success in international markets.
- Competitors: Chen must understand the competitive landscape and differentiate his offerings through innovation, pricing, and brand building.
- Attractiveness - Quantitative Measures: Chen should conduct thorough market analysis and financial projections to assess the profitability of each target market.
- Assumptions: Chen's success depends on factors such as political stability, economic growth, and consumer demand in target markets.
6. Conclusion
By adopting a strategic approach informed by Sun Tzu's principles, Tommy Chen can navigate the complexities of internationalization and achieve sustainable growth in emerging markets. His success will depend on his ability to adapt to changing market conditions, build strong partnerships, and cultivate a resilient and adaptable organizational culture.
7. Discussion
Alternatives:
- Organic Growth: Chen could focus on expanding his existing business operations within China, but this may limit his growth potential.
- Mergers and Acquisitions: Chen could acquire existing businesses in target markets, but this strategy requires significant capital and carries inherent risks.
Risks and Key Assumptions:
- Political Instability: Political unrest in target markets could disrupt business operations and create uncertainty.
- Economic Fluctuations: Economic downturns could negatively impact consumer demand and profitability.
- Exchange Rate Risk: Fluctuations in exchange rates could impact profitability and pricing strategies.
Options Grid:
| Option | Advantages | Disadvantages |
|---|---|---|
| Strategic Alliances | Access to resources, expertise, and market knowledge | Potential for conflicts of interest, loss of control |
| Organic Growth | Controlled expansion, lower risk | Slower growth, limited access to new markets |
| Mergers and Acquisitions | Rapid market entry, access to existing infrastructure | High capital investment, integration challenges |
8. Next Steps
- Market Research: Conduct in-depth market research in target markets to assess potential opportunities and risks.
- Strategic Planning: Develop a comprehensive internationalization strategy that outlines key objectives, target markets, and implementation timelines.
- Partnership Development: Identify potential partners in target markets and initiate discussions to explore collaboration opportunities.
- Cultural Intelligence Training: Provide cultural intelligence training to employees to enhance their understanding of local customs and business practices.
- Financial Planning: Secure funding for international expansion and develop a robust financial model to track progress and manage risks.
By taking these steps, Tommy Chen can position his business for success in the global marketplace, leveraging Sun Tzu's wisdom to navigate the complexities of international business and achieve sustainable growth.
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Case Description
In 2014, the general manager and a director of an Australian building company were seeking an outside investor to provide the company with the needed resources to recover from a disastrous takeover. The two found such an investor in a Chinese entrepreneur and Sun Tzu master based in Hong Kong. To the shock of those involved with the Australian company, the Chinese investor used Sun Tzu war strategies to take over and destroy the smaller Australian company, while flouting ethical business practices and Australia's standards of corporate governance. The Australians' naivete and their desperate need for capital made the investor's tactics possible. With the benefit of hindsight and omniscient narration revealing the thoughts and actions of both parties, students can evaluate how the events in the case led to the shocking conclusion in 2015, leaving a shell of a company worth penny stock.
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