In ancient times, "time, place and people are in harmony" refers to the natural climatic conditions, geographical environment and people's hearts in the war. There are expressions such as "weather is not as good as geography, geography is not as good as harmony with people" and "weather, geography and harmony with people, although there are disadvantages".
Later generations extended these three elements to all the conditions needed for success.
From the perspective of competition, seemingly unrelated enterprise strategies and military strategies have many similarities. Both of them need to get more resources in the competition, and the ultimate goal is to defeat their opponents.
1, day
"Opportunity" is a favorable opportunity for enterprises to conform to the general trend of the market, enter the market or seize the market.
Enterprises can analyze the external environment and judge when is the best time for enterprises to enter or seize the market?
External environment analysis includes macro environment and industry environment analysis. Enterprises can use PEST model to analyze the macro-environment of politics, economy, society and technology, and can also use five-force model and life cycle model to analyze the industrial environment.
Finally, what are the opportunities and threats faced by enterprises? When will you enter the arena with the help of "time"? When to attack with the help of "opportunity", seize the market initiative and seize business opportunities.
In the shopping mall, there are many enterprises that grasp the "good opportunity". For example, Ma Yun founded Alibaba in the early days of Internet development in China, and then used the rapid development of Internet in China to occupy the Internet shopping market in China.
However, many companies cannot grasp the "time of day". For example, in the era of rapid development of the Internet, online shopping has gradually become the mainstream, while RT Mart still develops the traditional offline retail model. Until it was acquired by Alibaba, founder Huang Ming Duan said, "I defeated all my opponents, but lost to the times."
When an enterprise can't grasp the "weather", even if it is the first in the industry, it will soon be replaced or even acquired by others.
2. Geographical location
"Geographical location" means that an enterprise occupies a favorable position in the market in a certain geographical location, a certain commercial area and an industrial cluster.
Enterprises can rely on their own resources and capabilities to analyze the internal environment, get the advantages and disadvantages of enterprises, and then judge the competitive position of enterprises in a certain geographical location, a certain commercial area and an industrial cluster.
For example, enterprises can analyze the financial statements to see whether they have enough funds to invest and operate, enhance their competitiveness and lay the foundation for seizing the market position.
Enterprises can also analyze what competitive advantages they have in a certain business field, whether they have excellent efficiency, excellent quality, excellent innovation or excellent customer response.
You can also use the KSF/VRIO framework to analyze yourself and your competitors to see if you have unique resources and capabilities.
Finally, the advantages and disadvantages of the enterprise are obtained, so that the enterprise can clearly understand its position in a certain geographical location, a certain commercial area and an industrial cluster, and make full use of its geographical advantages to formulate an offensive strategy.
3, people and
From the analysis of "the right time" and "the right place", we can get the opportunities and threats faced by the enterprise, the advantages and disadvantages of the company, and then combine the mission and objectives of the enterprise, analyze it through SOWT matrix, and formulate the strategy at the company level, business level and functional level.
The strategy formulated by enterprises needs people to complete. As long as there are people, there will be differences and conflicts of interest, which will often hinder the smooth implementation of the strategy.
In order to eliminate these obstacles, it is necessary to ensure that enterprises can "live in harmony with people".
"Harmony among people" means unity and harmony among people. For example, enterprises can unite people's hearts and organizational strength, mobilize human resources, and Qi Xin can work together to overcome difficulties.
In order to unite people, enterprises need to establish an organizational structure, clarify the division of labor and cooperation between people, work processes and norms, and formulate post responsibilities and rights.
It is also necessary to establish an organizational culture, such as establishing a sense of mission and values, so that the whole company can unite and complete the strategy formulated by the company wholeheartedly.
In reality, "one heart" is not an easy task.
More than a decade ago, the log cabin barbecue was only a few years old. On one occasion, Sui, the founder of the log cabin barbecue, went to the store for a stroll. It was raining heavily, so he had to stay in the shop and chat with the manager.
The manager said: Manager Sui, let me tell you something from the heart. When you see a customer enter the door, do you think the money is coming in?
Sui said to him, "Yes!"
The manager said, "We see customers coming in, just like seeing the devil coming in."
Sui Zhengjun was surprised and asked, "Why?"
The manager said, "What a nuisance it is to serve all kinds of tricky customers. Do you look uncomfortable in the heavy rain? "
Sui Zhengjun said: "Yes, when it rains, there will be fewer customers and less money."
The manager said, "We were ecstatic when we saw the heavy rain. We expect it to rain heavily every day. Because of the heavy rain, the devils will not enter the village. "
At this moment, Sui suddenly understood.
Although we all work for the company, we have different hearts.
So what should we do? Sui Zhengjun decided that the wooden house must be barbecued to make the whole company "consistent". He studies human nature, organization and motivation everywhere.
In this epidemic, a large number of catering enterprises laid off employees and closed down, and the whole industry was crying. At that time, the cabin barbecue business also declined instantly. At that time, 90% of employees were willing to take the initiative to reduce their salaries and were willing to follow the company through the difficulties.
At that time, the average salary of employees dropped from 6000 yuan to 2000 yuan, only 1/3 of the usual salary.
At the same time, Sui promulgated a law. Although it is difficult now, as long as the daily performance rises by 10%, a cash bonus of 1000 yuan will be issued. For example, if the daily turnover of 500 yuan exceeds that of 550 yuan, you can get a bonus of 1000 yuan.
When a store meets the performance requirements, the company will immediately issue 1000 bonus, and will never default.
This regulation immediately aroused the morale of employees, and everyone began to think of various ways to save themselves.
Some small partners began to distribute leaflets in the office building, some small partners developed new dishes suitable for take-out, and some small partners put small programs on the shelves.
In the end, it only took the company more than 50 days to recover to the same period last year. This depends on "harmony between people", unifying thoughts, uniting and cooperating, and overcoming difficulties together.
In reality, how many companies can achieve "unified thinking"? Very little, very little.
Employees of many companies see customers entering the company as if they saw devils entering the village. They can't see money entering the company. Perhaps this is one of the reasons why many business owners complain that their employees are not competent enough and the company is developing slowly!
4. Last words
Sun Tzu said: the weather, geographical location and human harmony have advantages and disadvantages. Fight if you have to pay, and fight if you have to.
Sun Tzu said, "Time, location, people and all three are indispensable. Even if we can win temporarily, we will inevitably leave behind future troubles. Therefore, three conditions must be met before fighting. The three conditions are incomplete, and you must never fight unless you have to. "