UNIVERSITI UTARA MALAYSIA

BJTH 3123
Individual Assignment
Examining the Differences and Similarities between War
and Business Strategy
Group A

Submitted To

: Puan Salmah binti Omar

Submitted By

: Koh Hui Chuin

Matric No.

: 228255

Date

: 19 September 2016

Title : Examining Similarities and Differences between War and Business Strategy
Introduction: The usage of the term strategy, defined as the ways to be followed for the military
units to achieve success through leadership in war and identified objectives has a
long history that can be tracked back to 2500 years ago, more specifically to the
writings of famous ancient Chinese military sage Sun Tzu. However, the theory of
strategy has been underdevelopment as a scientific topic in management theory
since its inception to the business world after World War II. The use of the
concept of strategy in relation to organisations, and the application of the subject
of strategic management, most typically to business firms and corporations has
only occurred since the twentieth century, more specifically since 1960s. During
the 1960s the concept of strategy came into the business arena with a superb
dominance. The foundation of military strategies is to cause utmost damage to the
enemy and to be exposed to minimal harm while achieving a certain victory.
Modern business strategies, just as military ones, are based on analyses of
enterprises and how they conclude their struggles with minimum loss and
maximum profit.
1. War Strategy
Firstly, strategy is considered as an art, which controls all the resources to fight against
the enemies; secondly, strategy is described as a means related with an end; and
thirdly, strategy is concerned with the threat and use of force. It is also clear that
some of the important writers view strategy as an art (i.e. Sun Tzu, Jomini, Hart,
Beaufre), while others regard it as a means to achieve political objectives, ends (i.e.
Clausewitz, Moltke).Those, who look upon strategy as an art (i.e. Sun Tzu, Jomini,
Hart, Beaufre), emphasis their attention to pure military dimension of strategy and
accordingly they relate strategy to war. According to them, the real importance of strategy
can be measured only in the war. On the other hand, those, who define strategy as a
means (i.e. Clausewitz and Moltke), for sure, reflect the military aspect of strategy in
their definitions, moreover they consider strategy as a means, which relates to the war
to achieve national political ends (objective).

2. Business Strategy
In The Art and Process of Strategy Development and Deployment (2005) nine strategic
models are offered that seemingly gather the best approaches the civilian world offers.
They are:
1) The Harvard Business Model defines strategy as a pattern of purposes and policies
defining the company and its business;
2) Strategic Planning Systems is a system approach that makes it possible for managers to
make, implement and control decisions across the organization;
3) Strategic Management is the bridge between the organization and its stakeholders;
4) Portfolio Methods analyze the prevailing market conditions for the specific business
category;
5) Competitive Analysis studies the forces that shape an industry from a profitability
perspective;
6) Strategic Issues Management focuses attention on the recognition and resolution of
strategic issues;
7) Strategic Negotiations view strategy as the partial resolution of organizational issues
through a highly political process;
8) The Framework for Innovation emphasizes the development of innovative strategies
that promote creativity and entrepreneurship at a local level; and
9) Logical Incrementalism focuses on appropriately balancing an overall direction for the
organization with centralized decision-making.
3. Comparison(Similarities)
Having compared the military and business strategy , it has been found out that there are
important

similarities

between

them.

These

similarities

especially

focus

on

purpose/objective, forming the structure of the organization, stages of developing and

implementing strategies.
3.1 Comparison between the Art of War and the Art of Marketing
N0.
1.
2.

The Art of War

Planning
Going to War

The Art of Marketing

Market Analysis
Selecting a Market
2

3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Planning an Attack
Positioning
Momentum
Weakness and STrength
Armed Conflict
Adaptability
Armed March
Field Position
Types of Terrain
Attacking With Fire
Using Spies

Planning a Campaign
Product Position
Market Momentum
Need a Satisfication
Marketing Contact
Adjusting to Market Conditions
The Marketing Campaign
Market Position
Market Condition
Targeting Market Desires
Using Research

3.2 SUN TZUs strategies and Business Equivalents

Sun Tzus Strategy

Contemporary Strategic Equivalent in

Business
Capture andmarket without destroying it,

Win without fighting

avoid fierce price competition that renders the

remaining business unprofitable
Avoid enemys strengths and attack Use intelligence and deceit to achieve this
his weaknesses
Know
and

understand

the SWOT analysis

enermy,yourself and terrain

Think ahead and act fast

Prepare

Be proactive rather than reactive

rections,always be ahead of your competitors

Especially in deciding and dictating the

for

potential

competitive

nature and strength of the competition

Trust and treat your own people Your confidence in your work force will be
fairly
Source: Talbot[32](2003:3))

well rewarded

3.3 Similarities between Military and Busienss Strategy(with example)

Example
Main objective

Army
Defeat Enermy

Industry
25% return on capital

Secondary objective
Strategy

Preserve our forces

Attack through border

Increase market share

Sell on the basis that a 20%
increase

in

sales

and

production capacity will

Tactics

reduce unit cost by 25%

Send troops in first;hold Drop selling prices now by
reserve;12.000 infantry to 5%.Offers 5% bulk buying
seize ports at night;6.000 to discounts.
server communications;6.00

Operational Control

in reserve
Monitor progress towards Monitor sales progress.
ports.Re-deploy if opposition Ensure
stiffer than expected

machines

and

labour are ready to take up

20% unused capacity.

4. Conclusion
To put it briefly, strategys military roots have had a recognised impact and moreover
contributions on the adoption of the concept in business, and therefore military strategy
certainly has some relevance to business strategy. So we can concluded that the main
similarities between business and military strategy include: (1)understanding the nature
of conflict; (2) comprehension of the opponents intentions; (3) knowledge of ones
capabilities and deficits as well as the challengers; (4) awareness of the battleground; (5)
ability to shaping a coherent and executable strategy; (6) mastery of logistics; (7) belief in
the righteousness of ones cause; (8) intimate connection with ones suppliers, customers
and staff and (9) conviction to win the battle

5. Reference
Ahmed Karam. (19 Sept, 2015). Strategy: Is War Strategy and Business Strategy Similar.
Retrieved from https://www.linkedin.com/pulse/strategy-war-business-similar-ahmed-karam%D8%A3%D8%AD%D9%85%D8%AF-%D9%83%D8%B1%D9%85

Gary F. Keller. (2008). The Influence of Military Strategies on Business Planning. Retrieved
from

http://citeseerx.ist.psu.edu/viewdoc/download?

doi=10.1.1.666.1007&rep=rep1&type=pdf
Z. zleblebici, .M. Doan. (2015). The Influence of Military Strategy on Business World.
Retrieved

from

http://www.harpak.edu.tr/Bilimsel_Faaliyetler/Kara_Harp_Akademisi/ICMSS_2015/2.2.pdf