Sun Tzu was the ancient Chinese military general philosopher that wrote prominent books such as "The Art of War." He was born in 544 BC. Considering the art of war, the famous military treatise depicts a philosophy of war for managing conflicts. Little is known about Sun Tzu, but what is known is that he finished his military treatise around the year 510 BC (Li and Young, 2017). This treatise included lessons on laying plans, waging war, attack by stratagem, tactical dispositions, weak points, and healthy, maneuvering, terrain, etc. However, these techniques are also utilized by Just eat online Company to find clients (Tanner and Raymond, 2015).
There are several ways in which the Sun Tzu works relates with how the Just Eat Company does. To start with, one of the principle of Sun Tzu was to capture the market without destroying. This is exactly what Just Eat usually do (Pengcheng, 2015). The company usually charges each takeaway a joining fee and hence takes a cut of every order that is received. In that case, it offers great incentives to join but once it hooks a customer it becomes addictive and then they put their fees higher. That is how it usually outperforms its competitors.
Accordingly, Sun Tzu recognized the limitation of resources. In that case, Just Eat usually base on that avoid its competitors’ strengths and hence attack their weaknesses. Just Eat usually minimizes use of resources and maximize while its competitors end up spending a lot especially in marketing (Pengcheng, 2015). Furthermore, Sun Tzu always believed in winning in the war if the habits build are easy to maintain. On the other hand, the Just Eat Company usually wins customers and outsmarts its competitors in the market since it always maintains its way of operations and promotions to the customers.
The marketing strategy can also fall into place with Sun Tzu’s military treatise. Marketing is not war and does not aim to eliminate their competitors (Garcia-Fernandez, Bernal-Garcia, Fernandez-Gavira and Velez-Colon, 2014). However, marketing does still look to have an advantageous position beyond their competitors. Sun Tzu's most significant contribution to marketing strategy is his concept of terrain and ground classifications. Which is also utilized by Just Eat to win its Competitors in online food industry.
Incorporating this concept into marketing can pave strategic decisions by businesses for “the attacking company, the competition, and the market” which is usually done by Just Eat Online Food Company. In that case, the techniques of Sun Tzu are also used in marketing by just eat company to conquer the competition on the market and find customers Just like the story of Sun Tzu when he beheaded the head officers in the formation for disobeying orders, there has to be a set way of tactical dispositions (Pengcheng, 2015). Not necessarily beheading employees, but a mutual understanding of the importance of the work or what is to be expected and if not followed through there will be a punishment from the administration.
Garcia-Fernandez, J., Bernal-Garcia, A., Fernandez-Gavira, J. and Velez-Colon, L., 2014. Analysis of existing literature on the management and marketing of the fitness center industry. South African Journal for Research in Sport, Physical Education, and Recreation, 36(3), pp.75-91.
Li, P.P. and Young, M., 2017. How to Approach the Ancient Chinese Wisdom? A Commentary concerning Sun Tzu's The Art of War. Management and Organization Review, 13(4), pp.913-920.
Pengcheng, Z., 2015. Power Enterprise Marketing Management Marketing Examiner.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries Publishing.