Sun Tzu's Strategic Attack Theory

This theory is written by Sun Tzu in his Art of War under chapter three: Strategic Attack. It can be applied in battlefield or in business war. If you want to win the war you need to be able to counter your enemy’s strategy. First of all, you need to take some time to do some research about your enemies or competitors in term of their goals and objectives, what they want to achieve, how they apply their strategy to achieve their goals and objectives. Not only that, identify their strengths and weaknesses also essential to get to know your enemies or competitors. You must collect as much information as possible about your enemies or competitors in order for you to analyse and find out how we can win this war by planning and developing your own

In the business world, management need to consider many factors such as competition, economic, culture, stakeholders, government policies and others. Once the strategy is made and implemented, sometime we have to correct and change the strategy when the business environment is change. Low cost airlines in Malaysia faced many challenges such as government control and intervention, the massive competition in business, the rising of operating cost and more demanding customers. In this case, implementation of strategic planning system by management, the effectiveness and efficiency of employee within an organization, and the adequate resources would increase the probability of beating your enemies or competitors by forecasting as far as possible relative strengths and weaknesses. AirAsia understands what strategy their competitors use, what is the weakness of their competitors and with this they focus on low cost which could allow everyone to fly with Airasia. After years of the drastically expansion of AirAsia, Malaysia Airline withdraw from the business game and AirAsia remain the one of the low cost airline in

The organization needs to identify the strength and weakness as well as threats and opportunities in the competitive environment. Not only the management but the employees of the organization also need to have high intellectual and emotional strength in order to create a consistency high level of organization performance under competitive market. We can tell that AirAsia has a goodwill presence, high efficiency and strong online booking services. In short, they have a skilful defence and won the battle over their enemies or competitors. On the other hand, Malaysia Airline needs a management team that able to lead the company towards a better strategy, rebranding from the poor public image and increase customers’ confident in order to survive this