What is the differencebetween a strength, a competitive advantage,

and a sustainable competitive advantage?實力、競爭優勢、以及持續的競爭優勢，

這三者之間有何不同？

• 指導老師 :朱大中組員 :李宜倫m9810201 黃聖聞m9810112 陳德輝m981y212

What is strengh?• Strength is basic of a powerful organization. Business strength is difficult to

measure things, but businesses are allowed to grow without worrying about the pursuit of growth "bullet" enough is behind the "strength", it is not only the concept of strength, more appropriate to say that the real stuff.

Strengh

Competitive advantage

Sustainable competitive advantage

cost-competitive

cost-competitive

high-quality products

high-quality products speedspeed

innovationinnovation

Basic of basicBasic of basic

monopolize the marketmonopolize the marketthe technical characteristics which one not

easy to replacethe technical characteristics which one not

easy to replaceambitious business goalsambitious business goals

Today’s Scheme

What is competitive advantages?

• What competitive advantages, competitive advantages as a manifestation of corporate power, but to be able to show the strength of the enterprise out of a power company has to manage. Management is to help companies compete with other companies to survive and win. If the company can be properly managed, then it is more likely to be successful, and has become highly competitive world leader.

• In order to survive and to win you have to get beyond the advantage of competitors, you need to make a price for the customers something more than competitors better, you can think about cost-competitive, high quality products, speed and innovation to meet the management of customer to gain competitive advantage.

Four elements ofcompetitive advantages

• First, be efficient and cost-competitive means to use your resources wisely, this can be achieved through many ways, including the deletion of the labor and low pay interest, and more effective way for fair pay for people to identify their company additional benefits generated by the investment staff than its competitors.

• Second, high-quality products can be performance, extra features, reliability, conformance with standards, durability, service, or looking to be measured, only the quality of generalization beyond the concept of a more specific nature of quality identified in order to find problems, goals need to be more accurate to set performance standards and value delivery worldwide.

• In addition to the aforementioned other two, the third point is speed, speed products to market including the speed of customer response rate, while opponents of the copying speed is one of them.

• The last point is that innovation, companies must be innovative, to adapt to customer needs, and competitors will certainly introduce new products, the company should be able to innovate to meet the changing sources of new competition.

What is Sustainable competitive advantage

• Sustainable competitive advantage, means that an enterprise can maintain their competitive advantage for a long time. How to maintain a long competitive advantage?

• The first method is to monopolize the market, if the market does not spare the space for others to enter, that is, no other competitors, that advantage can be maintained, this is a large enterprise approach.

• The second method is the technical characteristics which one not easy to replace, which means the product is unique, like the google search engine database is a thing not easily be replaced. If it is not big companies that have not unique technical, how to maintain competitive edge?

• A third way for ambitious business goals, has targeted not just to get short-term interests of the company, often to a greater opportunity to maintain business advantage, and this ambitious goal is not just a slogan proclaimed, he needs the actual execution the slogan is just a begining rather than the end.

The Three Kingdoms Ages

• There were many examples in The Three Kingdoms.At first,strength is the basic of a powerful organization.

• The basic elements included generals who were good at wars,counselors who were good at thinking,and craftsmans who were good at making weapons.It was also effected by economy and armed forces of a kingdom.And the four elements of competitive advantages were also obviously revealed in The Three Kingdoms period.

Cost down

• Cost competitions can be emerged from salaries of generals and agricultural technologys.

• Of course, if you can reduce farm labors, and reduce the salaries of military officers to reduce costs naturally have more money to the treasury,

• but reduced it really is a good salary way? Or increase the tax rate is really a good solution? Efficient and wise use of your resources is the right way, so we can see that the sovereign may occasionally reward something to their generals, such as Red Hare for a class of a good horse, to make them more hard working, relative see also taxes the people too much power riots occurred frequently.

Army is a product of a kingdom

• The competition of high quality products which can be reflected in the Three Kingdoms period is the military. Compared with a large number of people without training , well-trained troops were much better. When they have a military confrontation,the army which one have better training would win the war. Of course,this result was also considered by arms and items. A good example is the Yellow Turban Rebellion, Zhang Jiao led the popular uprising, but eventually lost to suppress the princes.

Speed of the competition can be reflected in their equipment and weapons

• The speed of the competition can be reflected in their equipment and weapons. One way to exchange a weak army to a strong army is improving the military's weapons and equipment. Zhuge Liang was a military commander of Shu's who focused on military weapons, and he was also the most prominent inventor of the ancient military weapons in The Three Kingdom period.

• Zhuge Liang spend a lot of time on the weapon researches and Shu’ s army also gained from it.There were many army weapons and equipment of the Shu improved by Zhuge Liang, such as crossbows, knifes, axes, swords, armors, etc..

Lance Halberd Crossbow Knife Axes

Enhance of crossbows

• Crossbows was used for a long time before The Three Kingdom age. According to archaeological finds and historical records, crossbows which designed by Zhuge Liang have greatly improved than before. First, the previous crossbows can only launch three to five arrows, and a crossbow which designed by Zhuge Liang can launch ten arrows at one time. Second, Zhuge Liang transformed the crossbows to get a more powerful shooting,and more long range,and also the penetration of crossbows has greatly increased.

Two possible type of crossbow which was made by Zhuge Liang.

A normal crossbow

Crossbow on the ground

Crossbows depends on their "teeth"

• Those powerful crossbows depends on their "teeth" which has a good performance, or they would not shot at the right time, just like today's trigger. Because high quality requirements, so every casting crossbow, manufacturers have to signed their names personally ,responsible for product quality. This shows that Zhuge Liang making the request of the military weapons was very strict.    The development speed of the Shu ahead of his country's manufacturing process also brings some advantages to their countries.

Teeth of crossbows.similar to a modern trigger.

Examples for innovation And innovation means

that changing with environments by wisdom.We can explain this with a Chinese story.

“ Borrow arrows by using straw boats”Zhou Yu of Wu envys Zhuge Liang’ s talents, so he always finds some way to get rid of him. One day, Zhou Yu asked Zhuge Liang to made thousands of arrows by public reasons, and restricted only 10 days. Zhuge Liang unexpected agreed that,and he said that work only need 3 days. Zhou Yu is happy, and Zhuge Liang set up military order.After that. Zhuge Liang meet Lu Su secretly, said: "Please lend me twenty boats, each to 30 soldiers on board. Marine blue cloth cover up, binding on both sides of the ship more than 1,000 grass dummy." Lu Su agreed. On the third day at dawn, Zhuge Liang and Lu Su went to sit the 20 boat in the river. Heavy fog covered all the river, they can’ t see any thing even face to face are not clear. Boat near the north shore of Cao, Zhuge Liang ordered the soldiers move these boats in a row, and then called the soldiers on board thunders cry. By this time ,Cao Cao cant confirm the actual situation of enemys,so he dare not to launch his army and he mobilized more than 10,000 soldiers towards the river throw the arrows like rain. Zhuge Liang again 20 boats off heads, continue thunders cry. Before the dawn, and the fog has not scattered.

Zhuge Liang’s figure(draw by KOEI company)

Borrow arrows

• In this time, the ship has filled with arrows on both sides of the grass dummys. Zhuge Liang ordered to go back. Cao Cao has known that he was tricked by Zhuge Liang in this time. Lu Su was very surprised, saying: "Sir, how do you know today there is heavy fog?" Liang said: "as a general must know astronomy, geography, and yin and yang. Three days ago, I have counted to today's fog up. " And Zhuge Liang complete the build on this arrow task.

• Zhuge Liang developed a new method to complete his mission,it is also a kind of innovation.Those counselors tricked their competitor once and once again,their innovative ideas changing the situation of war instantly.

Examples of sustainable competitive advantage

• So what are examples of sustainable competitive advantage? • For example, after Battle of Red Cliffs ,China were splitted into

three kingdoms, when the market was exclusively the three countries, they maintain their site through an exclusive advantage for some time. They have their own ideas is also an important reason.

• But finally Shu lost to Wei , Wei unified China. Why? This is the manager's problem, Shu replaced their king, and he did not inherit the concept,so the competitive advantage eventually disappeared.

Conclusion• Summarized above, we can know the strength is basic of strong

business, • and to show the strength of a company, you need good

management skills to revealed it, • and to be able to maintain long time competitive advantage, not

just management, but have a great aim.

• In other words is the "Save the core, stimulating progress," a good manager should be made to do things rather than self-contented, so that it can allow enterprises to continue to grow.

Thanks for your attention