Appendix A
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)
FACULTY OF BUSINESS AND FINANCE (FBF)
ACADEMIC YEAR: 2023/2024
OCTOBER 2023 TRIMESTER
UKMM1011/UBMM1011 SUN ZI’S ART OF WAR AND BUSINESS STRATEGIES
GROUP ASSIGNMENT COVER SHEET
Course details
Faculty : FAM
Year and Trimester of study
: 2023 / October 2023
Lecture Group : L3, 8-10am, Wednesday
(Eg: L1, 8 – 10 am, Monday)
Lecturer’s Name : Ms. Annie Yong Ing Ing
Assignment Details
Company’s Name : Instagram
Due Date
: Week 6 (8 December 2023, Friday) by 12 noon.
Important Note
: Submission of assignment is the responsibility of the students
Students’ Details
No.
1.
2.
3.
4.
5.
6.
7
8
Student’s Name
(Arrange by alphabetical order)
Agnes Wong Zhi Yi
Audrey Tay Yi Qing
Chan Zi Kang
Lee Loong Zheng
Soo Jing Yang
Tan Wen Jian
Student
ID No.
Course
Year/Sem
2202986
2203060
2202296
2103207
2103531
2103213
AT
AT
AT
AT
AT
AT
Y2S2
Y2S2
Y2S2
Y2S2
Y2S2
Y2S2
Note: Arrange name according to alphabetical order and course
Assessment
Group Assignment
1
Overall marks (%)
Appendix B(I)
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)
FACULTY OF BUSINESS AND FINANCE (FBF)
ACADEMIC YEAR: 2023/2024
OCTOBER 2023 TRIMESTER
UKMM1011/UBMM1011 SUN ZI’S ART OF WAR AND BUSINESS STRATEGIES
MARKING SCHEME FOR WRITTEN GROUP ASSIGNMENT
No.
Assessment
Marks
Allocation
(%)
10
1.
Section A: Organization Background
• Brief introduction of the company (full company name, location, business, products,
brands, competitors, performance, etc.)
2.
Section B: Sun Zi’s Art of War Theories:
Provide critical elaborations on the following theories:
• Theory 1: In war, it is better to go shift victories rather than engage in prolonged
military campaigns (Chapter 2).
• Theory 2: For the troops to plunder the resources of the enemy, they must be
motivated by material rewards (Chapter 2).
• Theory 3: Who is able to unite himself with his officers and men as one mind, spirit
and purpose will win (Chapter 3).
• Theory 4: Who knows the other side and knows himself will not be defeated in a
hundred battles (Chapter 3).
• Theory 5: The enemy is greedy for small advantages, offer baits to lure him (Chapter
1).
20
3.
Section C: Contents
Discuss your chosen company’s practices for each of Sun Zi’s theories provided.
40
4.
Section D: Recommendations
Based on your point of view, please recommend the practices which you are discussed in
Section C.
15
5.
Section E: Conclusion
- Summarize the report and explain what you have learned from this assignment.
5
6.
Quality of the written assignment
Format, layout, idea flow, languages, references, word count and structure.
10
7.
Total Marks
100
(-) Minus (Non-compliance to structure/formats/instructions as stated in the Course Plan
2023 June)
NOTE: A total of 30 marks can be deducted due to non-compliance. Marks should be deducted
from the total marks of the assignment (if any).
NET MARK AFTER DEDUCTION OF NON-COMPLIANCES (Covert to 85%)
2
85
Marks
Given
(%)
Table of Content
Contents
Pages
Group Assignment Cover Sheet
1
Marking Scheme for Written Group Assignment
2
Table of Content
3-4
Section A: Organization Background
1.0 Background of Instagram
5-6
Section B: Sun Zi’s Art of War Theories
2.0 Sun Zi’s Art of War Theories
2.1 Theory 1
6-7
2.2 Theory 2
7
2.3 Theory 3
8
2.4 Theory 4
8
2.5 Theory 5
8-9
Section C: Contents
3.0 Contents
3.1 Practice 1
9-10
3.2 Practice 2
10
3.3 Practice 3
11
3.4 Practice 4
11-13
Section D: Recommendations
4.0 Recommendations
4.1 Recommendation 1
13
4.2 Recommendation 2
13-14
4.3 Recommendation 3
14
Section E: Conclusion
5.0 Conclusion
14-15
References
16-18
Turnitin Report
19
Marking Scheme for Individual Assignment
20
Individual Assignment
Member 1 (Agnes Wong Zhi Yi)
21-22
Member 2 (Audrey Tay Yi Qing)
23-24
3
Member 3 (Chan Zi Kang)
25-26
Member 4 (Lee Loong Zheng)
27-28
Member 5 (Soo Jing Yang)
29-30
Member 6 (Tan Wen Jian)
31-32
Declaration Form
33
Group Photo
34
4
Section A: Organization Background
1.0 Background of Instagram
1.1 Introduction of Instagram
Instagram is an online free photo and video sharing social media platform launch under Meta
Platforms, Inc., the parent company of Facebook. It was founded and launched in 2010 by
Kevin Systrom and Mike Krieger at San Francisco, California (Alison, 2022).
1.2 Market analysis/ Consumer Analysis
Instagram is an online platform which allows users to share photos and videos online to reach
their targeted audience which primarily functioned based on advertising. Active users of
Instagram are mostly young people who follow up new trends and online activities.
Instagram as a social media platform, its business model is mainly based on advertising by
providing every users opportunity to start their own business. Instagram provide various
advertising formats such as photo and video ads, carousel ads, story ads, reels ads and
sponsored content. It influences and encourage users by attract their attentions through their
features like reels and stories which contact your own self to your friends and followers.
Performing as a social media platform, Instagram itself is already a form of product and service.
Instagram is frequently seen as a resource for finding businesses, locations, and events as well
as for learning about new trends. People use it for visual inspiration and to get fresh ideas.
(Gaurav, 2023).
1.3 Competitor Analysis
In the current era of rapid development of the Internet, most of the people have been attached
to the Internet in one way or another. Instagram playing as a part of the Internet and one of the
most popular social media apps is truly very competitive in the market.
According to Shaharyar, Instagram’s biggest competitors are Facebook, Pinterest, Snapchat,
Tik Tok, Twitter, LinkedIn and so on. As what Anuj have mentioned, Instagram are one of the
most powerful social media tools by having 81% of active users which is only second to
Facebook. What difference Instagram from Facebook is that Facebook retains big audiences
while Instagram performed growing audiences.
As stated above, Instagram is a visual inspiration platform which is pretty similar to Pinterest.
Pinterest is the most visual social networking platform, providing high-quality and meaningful
5
pictures helps users to get fresh ideas and inspiration. On the other hand, Twitter is a social
media platform that mainly perform real-time information-sharing for the users.
As not to mention, Tik Tok rise rapidly in these years bringing the trend of short video also
influence Instagram to implement their new feature, reels. It is clear that it short video is
possessing extremely high influence in the social media platform and on the Internet.
1.4 Industry Analysis
Instagram as the vanguard of social media platforms trends in the current era, it was the first
platform that implemented picture and video sharing features. Instagram gains a strong
community of influencers and obtain a large user base in an increasing form. After Instagram
was bought by Meta Platforms, users are able to enjoy its unique cross-platform function and
easily to create account on other Meta platforms which each are linked together.
As the Internet grows, users’ privacy and data might occur unexpected data leaks which reduce
users’ trust levels. As sharing your personal life and information might attract individuals
engaged in illegal activities to abuse information. Recently, false information was easily spread
on social media platform also cause misunderstanding and misled people leads to loss of money
or death.
As the Internet is still under development and Instagram still has opportunities to continue
leverage their market. As short videos are getting viral and as a trend for advertising usage,
Instagram can implement their own advertising feature to help small companies to run
advertisements by themselves on Instagram. Instagram can also improve their payment system
to make things convenient for sellers and buyers.
Last but not least, as the world is gradually developing into a global village, Instagram is under
an intense competition as there are too many competitors in this industry. Competition is good
but too much competition is a big threat and can harm the company. Despite from that, as the
number of users is rising rapidly, new content creators are not visible in the eyes of target
audiences without the help of sponsored. Instagram still have much more to go on.
Section B: Sun Zi’s Art of War Theories
2.0 Sun Zi’s Art of War Theories
2.1 Theory 1
‘In war, it is better to go shift victories rather than engage in prolonged military campaigns’ is
a theory stated in Chapter 2 of Sun Zi’s Art of War (Waging War). It explains that it is better to
6
win and end the war in a short period of time. Wars that lasted for a long time will bring a lot
of bad consequences even though we win. The consequences include low motivation and
stamina of soldiers, waste of resources and money, and broken equipment. This is because it is
difficult and expensive to transport supplies during war. Additionally, long war causes shortage
of resources especially food and water. When the soldiers cannot even fill their stomach, how
can they be energetic to fight in the war.
Applying to the business world, companies should also win fast in the competition in the
market. (Chinese Digital Marketing, 2023). Therefore, digitalisation is important. Through
digitalisation, companies will become more efficient in their operations which will allow them
to get the outcome they want in a short period of time. This allows them to save costs and
increase their competitiveness so that they can adapt to the complex business world.
2.2 Theory 2
For the troops to plunder the resources of the enemy, they must be motivated by material
rewards, which is a theory stated in Chapter 2 of Waging War. This theory explains that if
soldiers believe they will be rewarded for their devotion, they are more willing to battle
courageously and put their lives in danger to plunder the enemy’s resources. Soldiers will feel
their contribution is appreciated and compensated through material rewards. Consequently,
they will be more loyal when combating opponents.
According to Giles (2021), whenever spoils are grabbed from the enemy, these spoils must be
allocated as rewards. Since the material rewards will be allocated to the troops after the war,
they will understand the value of defeating the rival and thus will be intensely inspired to fight.
When troops perceive that they are battling for something meaningful, this sense of meaning
could generate strong courage and motivation for them to attack the enemy.
In Chinese history, General Cao Cao was a highly admired military commander who adhered
strictly to this theory. After the invasion of enemy areas, he would obtain plenty of precious
spoils, including gold and special items. He would distribute these spoils to his soldiers to
motivate them to fight hard, and as a result, he was capable of winning almost all his battles
(Penn, 2019). In short, this theory tells that material reward is significant and should not be
underestimated for its great influence in capturing the enemy’s resources and winning the battle.
7
2.3 Theory 3
‘Who is able to unite himself with his officers and men as one mind, spirit and purpose will
win’ is a theory stated in Chapter 3 of Sun Zi’s Art of War (Strategic Attack). The theory
explains that if a general can influence and unite his soldiers to fight for the same target, the
army will become powerful and able to seal the victory easily. In war, the general plays a very
important role in leading the soldiers so that all of them have one same goal which is to defeat
the enemy.
Applying to the business world, it is important to have a charismatic or transformative leader
as he can build a strong bond between employees. According to National University (2023), an
effective leader such as Bill Gates can help to establish a good company culture which all
employees can practise and a clear developmental direction of an organisation. By having a
strong culture and a clear direction, employees will work with each other better and become
more effective and productive. As a result, the company will become competitive and able to
seal victory in the competition between its competitors in the market.
2.4 Theory 4
‘Who knows the other side and knows himself will not be defeated in a hundred battles’ is a
theory stated in Chapter 3 of Sun Zi’s Art of War (Strategic Attack). The theory explains that if
a general knows the strengths and weaknesses of both his enemies and his army, he can always
seal the victory in war. This is because the general is able to set effective strategies and make
the best decision if he knows all the information of his enemies and his army.
Applying to the business world, companies should also study their competitors and know their
strengths and weaknesses to gain an advantage in the competitive market. According to
Santunione (2023), the process of studying enemies in the business world can be done easily
by applying risk management. By having good risk management, companies will be more
competitive and able to seal victory in the business world.
2.5 Theory 5
‘The enemy is greedy for small advantages, offer baits to lure him’ is a theory stated in Chapter
1 of Sun Zi’s Art of War (Detailed Assessment and Planning). The theory explains that the
general should lure his opponents or enemies with the benefits they want and employ troops to
await and ambush them. By doing so, the general can seal big victory easily with less effort
and resources.
8
Applying to the business world, companies should give away small benefits that their
consumers desired to attract their attention. According to Cram (2023), Aeon know that its
consumers love to purchase high quality products with reasonable prices. Therefore, Aeon
always use discounts and free gifts to attract their consumers to purchase more from them. This
not only increase Aeon’s sales but also strengthen the consumer loyalty to Aeon.
Section C: Contents
3.0 Contents
3.1 Practice 1
Instagram has applied one of Sun Zi’s theories, which is for the troops to plunder the resources
of the enemy, they must be motivated by material rewards. In the application of this theory, the
troops refer to the Instagram employees and the content creators. According to Bernhardt
(2023), Instagram is currently ranked as the 4th hottest social media platform, serving about
two billion users. Surprisingly, Instagram achieved this ranking with just around 400
employees. One of the reasons for Instagram to successfully stand out with only a few
employees from its competitive competitors, such as TikTok, is due to the rewards. Instagram
adhered to Sun Zi’s theory of rewarding its employees generously to motivate them to work
hard and compete with their rivals. It pays employees competitive wages; for instance, the
average annual pay for Instagram employees ranges from $148,203 to $155,581 (Wise, 2023).
In addition, Instagram also motivates workers, especially remote workers, by providing
financial support so they can establish a productive working environment at their homes,
resulting in outstanding performance (Instagram, 2023). According to Connley (2018),
Instagram will publicly recognize and reward a top-performing worker with an axe every week.
This is to appreciate the worker who has contributed significantly to Instagram. Through this
unique Instagram practice, the worker will be motivated to keep up with his excellent
performance as his contribution is acknowledged and celebrated, generating a sense of value,
just as Sun Tzu trusted.
For content creators, Instagram has come out with various programs to reward and motivate
creators to use Instagram instead of other platforms like TikTok. In 2022, to compete with
TikTok, which has just achieved the milestone of one billion users, Instagram has initiated an
Instagram Reels Play Bonus. This program is to motivate creators to make more high-quality
and interesting content to attract more users from other platforms. If qualified creators obtain
a thousand views or more in thirty days, they will receive a play bonus as a reward, which will
vary depending on the number of views they earn (Geyser, 2022). Play bonuses increase when
9
they obtain more views. Because of this, creators will have greater motivation to spend their
time making engaging reels, correspondingly helping Instagram compete with other social
media platforms.
3.2 Practice 2
Instagram's operations aligned with one of Sun Zi's theories: a general proficient in using the
art of war is one who can change and adapt to changing circumstances in order to achieve an
edge. Evidence that the theory has been implemented may be seen in Instagram's compete with
the previously stated TikTok and Snapchat.
TikTok is the most popular social media app, according to research from the Atlas VPN team
(Ruth, 2023). People spend more time on TikTok than Instagram due to the differences between
the two platforms—Instagram only shows users' shared photos and posts. TikTok gives its users
a platform to publish their content movies, and users may watch a range of content movies
according to their own preferences. It goes without saying that TikTok's limitless video
functionality will encourage users to spend more time there. When it comes to Snapchat, its
users may share their 24-hour story with their friends, and the app offers features that allow
users to share their stories together every day to create a streak. As a result, users of Snapchat
will often use SnapChat each day to keep up the streak instead of Instagram, which just displays
postings. Additionally, users will not regularly check Instagram to avoid missing anything
because posts remain there for 24 hours.
Instagram's competitive strategy has demonstrated the Sunzi theory, which states that knowing
the trend or the change in situation that people like today makes them spend time on
applications, they launched the new feature to adapt to the change and compete with TikTok
and Snapchat.
With the announcement of Reels, Instagram users now have an option on the platform to
publish their videos. Similar to TikTok, it allows users to share their videos with those who
might find them interesting. In addition, Instagram users will gain from this feature by
attracting followers who are interested in their "reels" and following their profile. Other than
that, numerous companies have opened Instagram profiles to boost the popularity of their goods
or services due to the feature that boosts user influence. Instagram introduced Story in an effort
to entice users to use the app frequently in order to stay current on the stories of the people they
follow. Like Snapchat, story has a 24-hour feature where the story disappears after that time.
Users will therefore often refresh their accounts in order to stay up to date.
10
3.3 Practice 3
One of the key principles in Sun Tzu's famous book The Art of War is that "all war is based on
deception." While Instagram is obviously not involved in actual military warfare, but its
competitive strategy in the social media space does reflect Sun Tzu's strategic philosophy.
Instagram has utilized deceptive practices in multiple ways to compete with rivals like
Snapchat and Twitter.
When Instagram launched in 2010, it seemed like they copied the key features of Snapchat
stories in order to attract users away from Snapchat (Carole, 2023). Snapchat's disappearing
stories were a popular feature, and Instagram quickly added a similar feature to its own app
(Carole, 2023). This was a clear case of imitation, and it was one of the ways that Instagram
was able to grow its user base so quickly.
Besides, Instagram team has built a new app for sharing with text which are very similar to
Twitter app (Khadijah, 2023). In 2023, Twitter accused and has filled a lawsuit against Meta,
the parent company of Instagram, of poaching its employees and using their confidential
information to develop the Thread app (Khadijah, 2023). If this is true, then this would be a
clear example of deception and trade secrets steal. By hiring former Twitter employees,
Instagram is able to access confidential information about Twitter’s products and plans. This
information can then be used to develop new features and products that will make Instagram
stand out on the competition. Besides, Instagram can also gain valuable insights into Twitter’s
strategies, weaknesses, and potential opportunities by hiring former Twitter employees.
Overall, Instagram appears to have used deceptive strategies by imitating competitors, taking
advantage of insider information, and using its existing network and resources to outsmart its
rivals.
3.4 Practice 4
In the dynamic landscape of social media, Instagram has emerged as a global powerhouse,
captivating millions with its visually-driven platform. Behind this success lies a strategic
approach that mirrors Sun Zi's principles: “who is able to unite himself with his officers and
men as one mind, spirit and purpose will win” outlined in Chapter 3, which emphasizes the
critical role of unity in achieving victory. Instagram practices has applied these theories through
shared vision and purpose, effective communication and transparency, fostering a culture of
collaboration, leading by example, and empowering individuality within unity.
11
First of all, at the heart of Instagram's success is a clear and unifying vision, aligning employees
towards a common goal. The company's mission, "To capture and share the world's moments,"
serves as the cornerstone of its culture (Instagram, 2022). This concise statement goes beyond
profit, fostering a shared purpose that resonates across departments. Moreover, Instagram's
values, such as "creativity," "authenticity," and "connection," further solidify the commitment
to a collective objective beyond mere business success (Marketing Mind, 2023).
Besides, Instagram focus on user experience by emphasizing on user-centric product
development ensures that internal and external stakeholders are aligned with the ultimate goal
of serving the community. Employees are encouraged to use and understand the platform,
creating a shared experience that reinforces the company's mission. Regular communication
from leadership, including town halls and internal newsletters, cultivates transparency and trust,
allowing everyone to understand the bigger picture.
Other than that, Communication is a cornerstone of unity, and Instagram excels in fostering
open dialogue. Regular town halls provide a platform for leadership to engage with employees,
creating a sense of belonging. Internal communication channels, such as "Ask Me Question"
and "Behind the Gram," encourage knowledge sharing across teams, fostering a culture of
transparency. Furthermore, Instagram actively shares updates and challenges with its user base,
building trust and fostering a sense of community.
Apart from that, breaking down silos and encouraging teamwork is evident in Instagram's
approach. Employee Resource Groups (ERGs), mentorship programs, team-building activities,
and a flat hierarchy all contribute to a collaborative environment (Instagram, 2023). Crossfunctional project teams bring together diverse expertise and perspectives, fostering a "melting
pot" of ideas. This approach ensures that everyone feels valued and contributes to the collective
success, aligning individuals with the company's vision.
On top of that, authentic leadership is a powerful tool in creating unity, and Instagram's leaders ,
like CEO Adam Mosseri, actively use the platform, setting the tone for employee engagement
(Meta, 2023). Empowerment and ownership are encouraged, with employees taking initiative
and experimenting in Instagram corporation. Recognition and rewards for contributions
celebrate individual efforts while reinforcing the value of collective achievement.
Lastly, Instagram recognizes and values individual strengths while maintaining a unified
direction. The focus on employee well-being, skill development programs, and encouragement
12
of experimentation empowers individuals to grow within their areas of interest. This not only
fosters individual growth but also contributes to the overall capabilities of the team.
In conclusion, Instagram's phenomenal success is intricately tied to its application of Sun Zi's
principles of unity, particularly those outlined in Chapter 3. Through a shared vision and
purpose, effective communication and transparency, a culture of collaboration, leading by
example, and empowering individuality within unity, Instagram has not only captured the
essence of social media but also exemplified the art of strategic attack in the digital age. As
Instagram continues to evolve, its commitment to these principles ensures that it remains a
formidable force in the ever-changing landscape of social media.
Section D: Recommendations
4.0 Recommendations
4.1 Recommendation 1
Based on the content practise 2.0 state mentioned above, it is suggested that Instagram ceases
to become more and more like TikTok. This is because reel launches are disliked by the public.
Reels receive more criticism from users than TikToks since they are considered outdated and
only record a "moment-in-time snapshot." Furthermore, many were enraged by Instagram's
design, which mimics TikTok. Millions of people liked a widely shared Instagram post in July
that begged the company to "stop trying to be TikTok." Kylie Jenner and Kim Kardashian
reposted the message, which went viral and prompted the company to reverse some of the
modifications that had been suggested. Sato (2022) Put another way, Instagram need to do
something different instead of copying what its competitors are doing. With regard to the
launch of the story feature to compete with Snapchat, there will be no recommendation. This
is because, according to Alexander (2020), Instagram Stories has been a hugely popular product
ever since it swiftly overtook Snapchat in terms of daily users.
4.2 Recommendation 2
To enhance Instagram’s operation and profit, it is suggested that Instagram introduces in-app
purchases. While Instagram Shopping has already launched its in-app purchases feature, known
as Instagram shopping; however, it is currently available in certain countries (Instagram, 2023).
This includes various countries across North America, Latin America, Europe, Middle East,
Africa, and Asia-Pacific (Instagram, 2023). Therefore, it is recommended that Instagram
expands this feature to more countries in the future. This is because introducing in-app
purchases across all countries would be a significant step for Instagram in expanding its
monetization opportunities and improving the user experience. By enabling businesses to sell
13
their products and services directly through the app, Instagram would create a seamless and
convenient shopping experience for users, while also generating additional revenue for the
platform. By doing this, Instagram would earn a commission on each transaction made through
the app, providing a new stream of revenue for the platform. Besides, in-app purchases can
help improving user experience. This is because users would be able to browse, purchase, and
track their orders all within the Instagram app, and they no need to switch to external websites
or apps. This convenience could encourage more impulse purchases and increase overall sales.
Additionally, businesses can showcase their products directly on their Instagram profiles. This
can help businesses in strengthening their brand awareness as businesses would direct access
to Instagram’s massive user base which allows them to promote their products and services to
a wider audience. In the in-app purchases, Instagram could also integrate secure payment
methods to facilitate quick and secure transactions to encourage more purchases.
4.3 Recommendation 3
Based on the practices discussed in Section 3.4, Instagram has already implemented several
effective strategies aligned with Sun Zi's principles of unity. However, to further enhance its
operations and profitability, I recommend Instagram corporation to further invest in employee
engagement programs as it could strengthen unity. For instance, regular team-building
activities, workshops, or seminars can deepen connections among employees, fostering a more
cohesive and collaborative work environment. Besides, Instagram can implement a structured
mentorship program with clear goals and pathways for professional development can empower
employees at all levels, ensuring a continuous transfer of skills and expertise (Vance, 2017).
Other than that, Instagram could explore innovative communication channels beyond town
halls and newsletters. Utilizing cutting-edge technologies, such as virtual reality meetings or
interactive webinars, can create a more engaging and immersive experience for employees,
enhancing their understanding of the company's vision (Glue, 2023). Lastly, Instagram's
success is not only measured by profitability but also by its impact on the world. Investing in
sustainable practices and corporate social responsibility initiatives can enhance the company's
image and attract socially conscious users, thereby contributing to long-term profitability.
Section E: Conclusion
5.0 Conclusion
In Conclusion, we have explained 5 theories which might help Instagram. ‘In war, it is better
to go shift victories rather than engage in prolonged military campaigns’. ‘For the troops to
plunder the resources of the enemy, they must be motivated by material rewards’. ‘Who is able
14
to unite himself with his officers and men as one mind, spirit and purpose will win’. ‘Who
knows the other side and knows himself will not be defeated in a hundred battles’ and ‘The
enemy is greedy for small advantages, offer baits to lure him’.
By implementing ‘For the troops to plunder the resources of the enemy, they must be motivated
by material rewards’ Instagram adhered to Sun Zi’s theory of rewarding its employees
generously to motivate them to work hard and compete with their rivals.
According to ‘A general proficient in using the art of war is one who can change and adapt to
changing circumstances in order to achieve an edge’, Instagram's competitive strategy by
knowing the trend or the change in situation, they launched the new feature to adapt to the
change and compete with TikTok and Snapchat.
‘All war is based on deception’. Instagram appears to have used deceptive strategies by
imitating competitors, taking advantage of insider information, and using its existing network
and resources to outsmart its rivals.
Furthermore, ‘Who is able to unite himself with his officers and men as one mind, spirit and
purpose will win’ Through a shared vision and purpose, effective communication and
transparency, a culture of collaboration, leading by example, and empowering individuality
within unity, Instagram has not only captured the essence of social media but also exemplified
the art of strategic attack in the digital age.
Follow by that, we have recommended to enhance Instagram’s operation and profit, it is
suggested that Instagram introduces in-app purchases. While Instagram Shopping has already
launched its in-app purchases feature, in-app purchases can help improving user experience.
This can help businesses in strengthening their brand awareness as businesses would direct
access to Instagram’s massive user base which allows them to promote their products and
services to a wider audience. In the in-app purchases, Instagram could also integrate secure
payment methods to facilitate quick and secure transactions to encourage more purchases.
Then we have recommended Instagram corporation to further invest in employee engagement
programs as it could strengthen unity. Investing in sustainable practices and corporate social
responsibility initiatives can enhance the company's image and attract socially conscious users,
thereby contributing to long-term profitability.
It is clear that how Sun Zi’s Art of War help in today’s business especially in the social media
platform industry which is fiercely competitive in the current stage.
15
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https://www.cnbc.com/2018/06/14/why-instagram-gives-one-employee-the-axeevery-week.html
Cram (2023). Case Study of Aeon. https://www.cram.com/essay/Case-Study-OfAeon/PCWBUEMZTG#google_vignette
Dan, B. (2022, October 22). Instagram: What It Is, Its History, and How the Popular App
Works. https://www.investopedia.com/articles/investing/102615/story-instagram-rise1-photo0sharing-app.asp
Daniel, P. (2023, March 26). Instagram Business Model.
https://businessmodelanalyst.com/instagram-business-model/
Daniel, P. (2023, March 25). Instagram SWOT Analysis.
https://businessmodelanalyst.com/instagram-swot-analysis/
Gaurav, S. (2023). Instagram vs. Facebook: Which One Has a Brighter Future and Why?
Convince & Convert. https://www.convinceandconvert.com/social-media/instagramvs-facebook-which-one-has-brighter-future-and-why/
16
Geyser, W. (2022). What is an Instagram Reels play bonus and how does it work? Influencer
Marketing Hub. https://influencermarketinghub.com/reels-play-bonus/
Giles, L. (2021). Sun tzu on the art of war. Gutenberg.
https://www.gutenberg.org/files/132/132-h/132-h.htm#chap10
Glue Collaboration. (2023, October 26). How to use VR in corporate training. Glue.
Retrieved December 5, 2023, from https://glue.work/vr-training/
Hitesh, B. (2023, June 9). Business Model of Instagram – How does Instagram make money?
https://www.marketing91.com/business-model-of-instagram/
Instagram. (2022, January 4). About Instagram - benefits, mission statement, & photos |
JobSage. Retrieved December 5, 2023, from
https://www.jobsage.com/companies/about/instagram
Instagram. (2023). Careers. https://about.instagram.com/about-us/careers
Instagram. (2023). Shopping on Instagram. https://help.instagram.com/337910740093030
Khadijah, K. (2023). Meta rebuts claim it hired former Twitter employees to make Threads.
https://www.nbcnews.com/tech/tech-news/twitter-accuses-meta-stealing-trade-secretsnew-threads-app-rcna92946
Marketing Mind. (2023, October 2). Short-Form Video Dominance: How Brands are
Adapting to the Rise of Instagram Reels. LinkedIn. Retrieved December 5, 2023, from
https://www.linkedin.com/pulse/short-form-video-dominance-how-brands-adaptingrise-instagram?trk=article-ssr-frontend-pulse_more-articles_related-content-card
National University (2023). Why is Leadership Important in Business Administration.
https://www.nu.edu/blog/why-is-leadership-important-in-businessadministration/#:~:text=It%20can%20motivate%20teammates%20and,well%20as%2
0other%20historical%20examples.
Penn, A. (2019). Meaning of “Every battle is won before it is ever fought” (Sun tzu).
Shortform. https://www.shortform.com/blog/every-battle-is-won-before-it-is-everfought/
Rob, S. (2023, August 11). Instagram vs. Facebook: Should You Use One or Both.
https://www.simplilearn.com/facebook-vs-instagram-should-you-use-one-or-botharticle
Ruth, C. (2023). People now spend more time on TikTok than any other social app. Atlas
VPN. https://atlasvpn.com/blog/people-now-spend-more-time-on-tiktok-than-anyother-social-
17
app#:~:text=According%20to%20data%20presented%20by,more%20than%20the%2
0year%20before.
Santunione, M (2023). Risk Management: benefits in the business battlefield - mentoring by
Sun Tzu. The Business Continuity Institute. https://www.thebci.org/news/riskmanagement-benefits-in-the-business-battlefield-mentoring-by-sun-tzu.html
Sato, M. (2022). Instagram knows it has a Reels problem. The Verge.
https://www.theverge.com/2022/9/12/23349004/instagrams-reels-tiktok-internaldocuments
ShaharYar, A. (2023). 10 Biggest Instagram Competitors and Alternatives.
https://www.marketingtutor.net/instagram-competitors-alternatives/
Vance, E., Tanenbaum, E., Kaur, A., Otto, M. C., & Morris, R. K. (2017). An Eight-Step
Guide to Creating and Sustaining a Mentoring Program. The American Statistician,
71(1), 23–29. https://doi.org/10.1080/00031305.2016.1251493
Wise, J. (2023). How many employees does Instagram have in 2023? Earthweb.
https://earthweb.com/how-many-employees-does-instagram-have/
18
Turnitin Report
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Appendix B(II)
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)
FACULTY OF BUSINESS AND FINANCE (FBF)
ACADEMIC YEAR: 2023/2024
OCTOBER 2023 TRIMESTER
UKMM1011/UBMM1011 SUN ZI’S ART OF WAR AND BUSINESS STRATEGIES
MARKING SCHEME FOR INDIVIDUAL ASSIGNMENT
Assessment
Section F: Identification
Assume your group has been appointed as the consultants to a company that is facing many problems due changes in its
externalenvironment. You are required to convince the company why it must change if it is to overcome the problems facing it.
- You are required to identify the applicability of Sun Zi’s Art of War into your answers
- This part should incorporate answers and ideas from each group member as marks will be given individually.
- Each student will write approximately half a page for the answer.
Student’s Name
(Arrange by alphabetical order)
No.
1.
2.
3.
4.
5.
6.
7.
8.
Student ID
No.
Agnes Wong Zhi Yi
Audrey Tay Yi Qing
Chan Zi Kang
Lee Loong Zheng
Soo Jing Yang
Tan Wen Jian
Marks Given
2202986
2203060
2202296
2103207
2103531
2103213
Comments:
Name of marker: Ms. Annie Yong Ing Ing
Signature:
20
Date:
Member 1: Agnes Wong Zhi Yi (Opportunity), Twitter
1.0 Define opportunity
Opportunities in the context of SWOT analysis relate to favourable external variables that can
provide an organisation a competitive edge. One major opportunity for Twitter is its platform's
capacity to draw in businesses for advertising, which would increase its income. Mehta (2023)
has brought attention to the fact that Twitter has become a powerful instrument in the social
media space, helping companies to reach their target market and increase brand awareness.
2.0 Problem of Twitter
Twitter's problems might be linked to Elon Musk, the new owner of the platform. Musk's
proclivity for sharing his thoughts on Twitter has led to a number of problems. His tweet against
antisemitism, which has caused serious issues, is one recent example. Duffy (2023) provides
evidence to support this claim, saying that at least twelve large firms have stopped running ads
on X, formerly known as Twitter. This is in reaction to the most recent wave of advertisers
quitting Elon Musk's social media site over antisemitism and hate speech issues.
3.0 Recommendation
Elon Musk should keep his personal views apart from Twitter's operational components in
order to address the problems the company is now facing. He should be diligent and thoughtful
about what he says before speaking as a public person. For Elon Musk, it is imperative that he
steer clear of these kinds of blunders going forward. An atmosphere that is more productive
and upbeat on the platform may be achieved by keeping the personal and professional domains
apart and communicating carefully.
4.0 Sun Zi theory
The Sunzi theory, "Now in warfare, those who are able to win the battles and secure land and
cities but are unable to exploit the gains swiftly and expediently will jeopardise their interests"
(Chapter 12, 12.28, Attacking with Fire), is relevant to the situation faced by Twitter. Despite
having opportunities, Twitter may struggle to translate them into profits due to the problems it
is currently facing. Therefore, it is imperative for Elon Musk, as a public figure and Twitter's
owner, to exercise careful communication in order to navigate these problems effectively and
ensure the platform can capitalise on its opportunities for financial success.
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5.0 References
Kenton, W. (2023). SWOT analysis: How to with table and example. Investopedia.
https://www.investopedia.com/terms/s/swot.asp#:~:text=Opportunities%20refer%20to
%20favorable%20external,increasing%20sales%20and%20market%20share.
Mehta, L. (2023). Growth marketing through Twitter and other social media platforms.
Abmatic Ai. https://abmatic.ai/blog/growth-marketing-through-twitter-and-othersocial-media-platforms
Duffy, C. (2023). Here are the dozen brands that have paused ads on X amid ongoing crisis
for Elon Musk’s platform.CNN. https://edition.cnn.com/2023/11/22/tech/brandspausing-ads-x-elon-muskcrisis/index.html#:~:text=Here%20are%20the%20dozen%20brands,crisis%20for%20
Elon%20Musk's%20platform&text=At%20least%20a%20dozen%20major,Elon%20
Musk's%20social%20media%20platform.
6.0 Turnitin Report
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Member 2: Audrey Tay Yi Qing (Threats), Facebook.
1.0 Define Threats
Threats include anything that can negatively affect your business from the environment. It is
crucial to foresee these risks and proactively counteract them to avoid falling victim to their
consequences. Facebook is an online social media and social networking service that is owned
by Meta Platforms. As the globe's leading social networking platform, Facebook has
transformed the way we communicate, exchange information, and engage with one another.
2.0 Problem of Facebook
Facebook is currently confronted with a primary challenge in the form of competition from
both established and emerging platforms, which poses a risk of diminishing its user base. The
emergence of newcomers like TikTok, tailored specifically for younger demographics casting
a shadow over Facebook's prospects. Meanwhile, social media heavyweights such as Twitter,
Snapchat, and LinkedIn have solidified their positions by catering to garnering substantial user
followings (Daniel, P. 2023). The intense competition from these established players places a
demand on Facebook to innovate, aiming to retain its current user base and attract new users.
3.0 Recommendations
To address the challenge, Facebook should focus on refining and expanding its content creation
tools on the platform, aiming to rival TikTok's dominance in short-form video content. This
involves the implementation of innovative editing features, filters, and additional creative tools.
Diversify the available video content formats by introducing options like Stories, Reels, or
dedicated sections for short-form videos to better accommodate a wide range of user
preferences.
4.0 Sun Zi Theory
According to the Sun Zi Theory “In the midst of chaos, there is also opportunity.” Have the
meaning of allow momentum to be on your side, and achieving victory will demand minimal
exertion. According to Amanda (2019), momentum may be chaotic, but in the midst of chaos,
there is also opportunity. Facebook should have implemented something fresh and new to the
audience out there as things are not going back to how it was. It is important to look to the
future and be ready to move when the opportunity presents.
23
5.0 References
Amanda, P. (2019, November 20). Explained: “In the Midst of Chaos, there is also
opportunity” (Sun Tzu). https://www.shortform.com/blog/in-the-midst-of-chaos-thereis-also-opportunity/
Daniel, P. (2023, June 22). Facebook SWOT Analysis. The Business Model Analyst.
https://businessmodelanalyst.com/facebook-swot-analysis/
6.0 Turnitin Report
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Member 3: Chan Zi Kang (Weakness), Samsung
1.0 Define Weaknesses
In a SWOT analysis, weaknesses involve internal factors that make a company at a competitive
disadvantage in comparison to its counterparts. The aspects comprising operational, financial
condition, human resources, and so on. Recognizing weaknesses is essential for strategic
planning as it enables organizations to pinpoint areas requiring improvement (Parker, 2023).
2.0 Problem of Samsung
According to Business Strategy Hub 2023, a significant issue highlighted in the weaknesses
analysis is Samsung's substantial reliance on the American markets. According to reports,
Samsung and Apple collectively made up approximately 74% of sales in United States. While
Samsung has endeavored to diversify its resources and extend its operations in Asia, the
considerable dependence on the American market still poses a significant risk. The uncertainty
of economy derived from American is worrisome, because another recession could potentially
put Samsung's revenues at risk and harm its operational capacities. This underscores the need
for Samsung to address this vulnerability through strategic measures to ensure a more balanced
and resilient market presence.
3.0 Recommendation
To mitigate its heavy dependence on the American markets, Samsung should prioritize
diversification strategies. This involves expanding its market presence in other regions,
emphasizing growth in Asia and emerging markets. Strengthening partnerships with local
carriers, enhancing marketing efforts, and customizing products to cater to diverse consumer
needs globally can reduce vulnerability to economic fluctuations in any single market.
Additionally, focusing on innovation, product differentiation, and building a strong brand
presence can enhance Samsung's competitive position, fostering sustained profitability.
4.0 Sun Zi Theory
The Sun Zi theory that is particularly relevant to the situation faced by Samsung is "Weaknesses
and Strengths." In this context, Sun Zi highlights the significance of recognizing both one's
own strengths and weaknesses, as well as those of the adversary. Understanding these aspects
is crucial for strategic planning and decision-making. Samsung's heavy dependence on the
American markets represents a vulnerability, and Sun Zi's theory suggests that the first mover
advantage should be leveraged to dictate terms rather than be dictated to. By prioritizing
diversification strategies, expanding into other regions, and focusing on innovation, Samsung
can transform its weaknesses into strengths, reducing vulnerability to economic fluctuations in
any single market and ensuring sustained profitability on a global scale.
25
5.0 References
Parker, B. (2023, April 2). Samsung SWOT Analysis 2023. Business Strategy Hub. Retrieved
December 6, 2023, from https://bstrategyhub.com/swot-analysis-of-samsung-2019samsung-swot-analysis/
Peterdy, K. (2023, October 26). SWOT analysis. Corporate Finance Institute.
https://corporatefinanceinstitute.com/resources/management/swot-analysis/
6.0 Turnitin Report
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Member 4: Lee Loong Zheng (Bargaining Power of Buyers), Malaysia Airlines
1.0 Define Bargaining Power of Buyers
Micheal Porter have listed out five forces analysis in its industry competitiveness model
framework and one of the important forces is bargaining power of buyers. According to CFI
Team (2022), bargaining power of buyers is the force and power of consumers in the market to
affect the business in an industry to provide them products and services with higher quality and
lower price.
2.0 Problem that The Company Faced
According to CFI Team (2022), the factors that affects bargaining power of buyers are the
dependence of a consumer’s purchase on a particular company or brand, amount of consumers
relative to suppliers, backward integration, and switching costs. Using these factors, we can
analyse that the Malaysia Airlines is facing the problem of high bargaining power of its
consumers. This is because there is a lot of consumers relative to airlines companies.
Additionally, there are low dependence of consumers on Malaysia Airlines, switching cost and
backward integration. This means that Malaysia Airlines can lose its consumers easily if the
company do not have good marketing strategies.
3.0 Recommendations
To solve the problem of high bargaining power of buyers, I recommend Malaysia Airlines to
do research on its competitors such as Air Asia, SCOPU, and Firefly. The research can be done
online by distributing survey to the public. The survey can include questions regarding to their
favourite Airlines and the reason of choosing them. By doing research, Malaysia Airlines will
be able to know the strengths and weaknesses of their competitors.
4.0 Sunzi Theory
The Sunzi Theory that can be applied in this case is ‘this foreknowledge must be obtained from
men (and women) who have knowledge of the situation of the enemy’ which is a theory stated
in Chapter 13 of Sun Zi’s Art of War (Intelligence and Espionage). The theory explains that in
current business world, a company have to know the aspects that its competitors that have
advantages and disadvantages over it. Applying to Malaysia Airlines’ situation, by knowing the
advantages of its competitors, Malaysia Airlines can set strategies based on its competitors’
advantages and disadvantages so that the company can be more competitive in the market.
27
5.0 Reference
CFI Team (2022). Bargaining Power of Buyers. CFI.
https://corporatefinanceinstitute.com/resources/management/bargaining-power-ofbuyers/
6.0 Turnitin Report
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Member 5: Soo Jing Yang (Strengths), Apple Inc
1.0 Define strength
Strength is an internal attribute of a company that enables it to achieve its goals and objectives.
It can refer to various aspects, including financial strength, operational efficiency, market
position, brand reputation, and talent pool. A company with strong strengths and fundamentals
is more likely to succeed in the long run.
Apple is a leading technology company with a strong brand, a loyal customer base, and a
diversified product portfolio. The company has a history of innovation and is known for its
high-quality products. Apple's financial strength is also a significant advantage. The company
has a large cash reserve and a low debt-to-equity ratio.
2.0 Problem of Apple
One of the problems Apple facings is increasing competition from other technologies
companies such as Samsung and Huawei (Fusion reactor, 2020). These companies are offering
increasingly sophisticated and affordable smartphones that are putting pressure on Apple's
market share. Besides, Apple’s reliance on China for manufacturing is also one of the concerns
in recent years (Mike, 2021). The trade war between the United States and China has raised
tariffs and increased uncertainty, making it more expensive and difficult to source components
from China.
3.0 Recommendation
Apple needs to continue to innovate and develop new products and services that appeal to
consumers. Apple should also invest heavily in R&D to stay ahead of the curve in emerging
technologies like artificial intelligence, virtual reality, and augmented reality. Besides, the
company also needs to expand into new and grow its customer base. For example, Apple should
prioritize expanding in emerging market, such as India, Afrika and Southeast Asia, where
smartphone adoption is rapidly increasing.
4.0 Sun Zi Theory
According to the Sun Zi theory “Know your enemy”, Apple should closely monitor to
competitors’ strategies, product offerings, and market positioning in order to determine
strengths, weaknesses, and potential threats. This understanding can inform Apple's own
strategic decisions and help it respond effectively in the market.
29
5.0 References:
Fusion reactor. (2020). Samsung vs Huawei vs Apple Battle for Top Smartphone Maker in
2021. https://www.fusion-reactor.com/blog/samsung-vs-huawei-vs-apple-battle-fortop-smartphone-maker-in-2021/
Mike, P. (2021). Apple increases reliance on Chinese suppliers.
https://appleinsider.com/articles/21/06/01/apple-increases-reliance-on-chinesesuppliers
6.0 Turnitin Report
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Member 6: Tan Wen Jian (Threat of New Entrants), Padini Holdings Berhad
1.0 Define the threat of new entrants
According to MasterClass (2022), the ease with which new firms can enter a particular market
and become competitors for the existing firms is referred to as the threat of new entrants. When
new firms enter the market, they may begin to capture the existing firms’s market share. A high
threat of new entrants indicates that the new firms are able to enter a particular market easily,
resulting in more competition and price wars between new and existing firms.
2.0 Problem of Padini
As a prominent Malaysian fashion retailer, Padini faces intense competition in a market
characterized by low entry barriers. The large and sudden influx of new fashion retailers,
particularly foreign ones, poses a problem for Padini’s market share. The new fashion retailers
will gradually grow and take away a portion of Padini’s existing and potential customers.
According to Sharudin (2020), the chairman of Padini, Chia Swee Yuen, stated that Padini is
in a difficult period due to the fierce regional competition. This is particularly challenging for
Padini if new fashion retailers have the ability to provide cheaper prices.
3.0 Recommendation
For more than 50 years, Padini has been doing business in Malaysia. I believe that Padini has
in-depth knowledge or understanding of trends and preferences among Malaysian consumers
over the new fashion retailers from overseas. This knowledge is a powerful asset for Padini as
it can mitigate the losses from fierce competition and stay competitive. I recommend that Padini
utilize its in-depth local market knowledge to implement a localization strategy to tailor
products for each region. By doing this, Padini can differentiate its products from those of
foreign entrants and provide relevant products to consumers. For example, Padini can
incorporate Malaysian cultural features, such as Malay culture, into the clothes to cater to the
preferences of a specific region where the number of Malay consumers is extremely high.
4.0 Sun Zi Theory
The recommendation adheres to one of Sun Zi’s theories, which is that the ability to subdue
the enemy without any battle is the ultimate reflection of the most supreme strategy (Chapter
3 of Strategic Attacks). The theory highlights that the company should not engage in costly
direct competition like a price war, as it will decrease the profits. Instead of engaging in costly
direct competition with new fashion retailers, Padini should implement a localization strategy
to tailor products for each region to stand out from the fierce competition in the fashion retail
industry, maintaining its market share from the large influx of new competitors.
31
5.0 References
MasterClass. (2022). Threat of new entrants: Characteristics and examples.
https://www.masterclass.com/articles/threat-of-new-entrants
Sharudin, A. H. (2020). Padini expects challenging economic outlook for 2020, 2021 amid
pandemic uncertainties. The Edge Malaysia.
https://theedgemalaysia.com/article/padini-expects-challenging-economic-outlook2020-2021-amid-pandemic-uncertainties
6.0 Turnitin Report
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Appendix C
UKMM1011/UBMM1011
Sun Zi’s Art of War and Business Strategies (Oct 2023)
DECLARATION
We hereby declare that:
1. We have read through, understand and comply with all the requirements as stated in
the Course Plan for October 2023 semester before we submit the assignment.
2. This assignment is the end result of our own work and that due acknowledgement has
beengiven in the preferences to ALL sources of information be they printed, electronic,
or personal.
3. Equal contribution has been made by each group member in completing the assignment.
Student’s Name
Student ID No.
(Arrange by alphabetical order)
1. Agnes Wong Zhi Yi
2202986
2. Audrey Tay Yi Qing
2203060
3. Chan Zi Kang
2202296
4. Lee Loong Zheng
2103207
5. Soo Jing Yang
2103531
6. Tan Wen Jian
2103213
7.
8.
Date: 8 December 2023
33
Signature
Appendix D
Group Photo
34