Sun Zi Case Study

Starbucks applies Sun Zi’s Art of War’s weaknesses and strength strategy in their business. Quoted from Sun Zi, he once said “those who arrive first at the battleground will have sufficient time to rest and prepare against the enemy.” This strategy of Sun Zi’s is applicable on Starbucks as the company has become the first thing that comes in mind when it comes to coffee. Besides, this strategy is the most useful tactic in the market as not only understanding the company’s own strength will be able to help the company to gain more, and knowing its weaknesses will help the company in developing further.
According to Starbucks’ official website, the company was founded in year 1971. The company, being the lead in the coffee market, has earned …show more content…
As Sun Zi’s saying goes “Thus, the expert in offence attacks places where the enemy does not know how to defend”, Starbucks’ innovation has made the company stands out among its competitors, not to mention leading and setting a place in the market. Moreover, Starbucks also focuses on building up its relationship with customers through in-store experiences such as wireless charging and reserve roaster and tasting room (Starbucks Fast Facts, n.d). These tactics, especially writing customers’ name on the cup, are not only Starbucks’ strength, but their weapon to ace in the market.
It is suggested that the company of Starbucks can use the disposition of the army strategy of Sun Zi’s Art of War to further improve their business. Disposition of the army strategy helps the company to enhance their strength and to be able to change and adapt to the changing situation or market. Sun Zi once said “In ancient times, those who were skillful in warfare ensued that they would not be defeated and then waited for opportunities to defeat the