Essay About Military Metaphors And Environmental Sustainability

Introduction to Marketing
WHAT IS STRATEGY: THE ANALOGY OF WAR
Strategy has the obj to destroy the enemy ->winning over company who serve the same output and have the same target.
Today, we see military metaphors used everywhere in business: price “wars”, market share “battles”, marketing “campaigns”, promotional “blitzes” (very aggressive tactics to achieve target), and even “bullet” points

Name strategy -> from greek word ‘’strategos’’ which means ‘generalship’
If we look at the oxford dictionary: strategy is defined like this: The art of war, especially the planning of movements of troops, ships, aircraft etc. into favorable positions. A plan of action or policy in business or politics etc

From the last definition we derive that strategy is conceived as a plan of action aiming to achieve the obj that we mentioned.
In the military war there is a difference between actions ( in terms of scope of impact and in terms of temporal orientation). Under this assumption we discriminate between policy, strategies and tactics.

The military way of looking at strategy is to view it as the space between policy and tactics:
POLICY IS DERIVED FROM A PURPOSE OR CAUSE . Policy clarifies how the company aims at positioning in the business arena. A policy clarifies the company identity in the competitive set. For instance, my company’s policy is to focus on green aspects and on corporate social responsibility -> this is my identity.

STRATEGY IS CONCERNED WITH HOW TO ACHIEVE THE POLICY OR GOAL WITH THE MEANS AVAILABLE. Strategy : is the set of actions to deploy the policy. So , if my policy is related to environmental sustainability -> the strategy clarifies how to reach it ( for ex set up a plan for fully recyclable products).

Both policy and strategy have a long term orientation.
TACTICS ARE THE PARTICULAR MOVEMENTS AND ACTIONS WHILE ENGAGED IN BATTL.E Tactics are short term actions. We define them as a set of actions to react to something into the near environmental and to achieve a short term obj. So the policy is environmental sustainability and strategy is to deliver fully recognised pdts, the tactic could be to change the supplier because they do not allow my company to achieve superior performance since a competitor has introduced an actions that made my performance not so interesting respect the past.

The strategy has to be consistent with the policy otherwise the market cannot identify who we are. All the operational decisions taken at all level of a company must be consistence to the policy.

MILITARY STRATEGY :SUN TZU
Ten decisive factors for victory:
INVINCIBILITY