Strategic Management for Ingogo: A Case Study with Reference to Sun Tzu on the Art of War

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
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1CHANGE MANAGEMENT
The market competition among the business organizations is significantly visible in
the modern business context with the considerable number of new entries into the market and
the increased amount of usage of the price reduction tactics. The organizations are observed
to conduct a significantly complex and effective strategy making in meeting their desired
outcome. The paper specifies the case of one such organization in the form of Ingogo, an
Australian company that specializes in the online taxi booking and transportation. The paper
highlights the strategic planning of the organization with reference to the book named as Sun
Tzu on the Art of War. Apart from that, the paper contains a PEST analysis of the mentioned
organization as well.
Summary of Sun Tzu on the Art of War:
The book in its first chapter specifies the importance and the mechanism of laying the
plans (Clavell & Tzu, 2013). In organizational context, the chapter is significantly important
as the organizations put strong emphasis on the formation of the plan and the parts of the
chapter like identification of the moral law, the commander in the form of the managers or
the leaders who forms the plan and the method or the mechanism to take account of, are
significant.
The second chapter is the waging war which signifies the importance of continuing
the fight for long time. In business context, the organizations struggle for the survival can be
denoted by the part where the focus is to be operational.
The chapter 3 indicates that the destruction of opposition in the battle field will less
productive compared to the taking over of the entire assets of the opposition. In
organizational context, the chapter focuses on the expansion of the business by the
acquisitions or the mergers.
The chapter 4 claims that any fighter must think about his or her own protection even
before thinking regarding the processes for the elimination of his or her counterpart. In
organization context, the competitive rivalry is best experienced through the price cuts. In
response to this, the chapter warns the organizations to think more on the viability of their
strategy rather than the competitive rivalry.
The chapter 5 and 6 specify the fact that the leaders of the war are usually
significantly focused regarding the amount of resources that they have to fight and the weak
and strong points of the resources that they have to utilise. The identification of the weak and

2CHANGE MANAGEMENT
the strong points help them to get the perfect and timely utilization of it. In organizational
context the chapter indicates the allocation of the resources in accordance to the positive
qualities or capabilities that employees have.
The chapter 7 and 8 are concentrated on the proper integration of the fighters and the
modifications in the tactics as the impact of their incapability of managing the situation or the
impact of their unavailability. In the organizational context, the team work becomes
significantly important for the organizations to get the best results and in addition to that, the
impact of the unavailability or the separation of the employees with the organization is
significantly portrayed by the chapter.
The chapter 9 and 10 focuses on the elements like the production of the motivation to
the army for the striving forward and the following chapter 10 provides significant details and
information regarding the fields of the operation and the conditions of it. In organizational
context, it is observed that motivations to the employees in order to get the smooth business
conduction along with higher growth rate, much needed and the chapter 10 portrays that the
organizations will be subjected to various phases depending on the complexity levels.
On the other hand, the chapter 11 states the very basic fact of the various situations
that a company faces in its lifespan. The chapter specifies the various situations like difficult,
serious or desperate grounds in a battle field. Similar to that the organizations experience
difficult stages or the desperate stage where the organization preferably considers the change
inside it.
In the chapter 12, the explanation regarding the competitive strategy is achieved. In
the chapter, the author provides a detail specification regarding the strategy that a team forms
and implements in order to put the opposition down. The organizations of the modern world
is related to a significant amount of competition and the policies like the price reduction or
the improved promotional activities are like weapons a described in the chapter.
In the chapter 13, the usage of the spies is described. In business context, this means
the market research and the identification of the factors that are the reasons behind the
competitor’s success.
PEST Analysis:
The chosen company operates in Australia.