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Table of Content
Introduction ........................................................................................................................ 6 Strategies of Sri Lankan Army ......................................................................................... 7 1.0
Human Resource Management ............................................................................. 7
2.0
Mission Planning ................................................................................................... 11
3.0
Public Relation and Humanity ............................................................................ 16
4.0
Fire Power and Equipment .................................................................................. 18
5.0
Intelligence, Safety and Security ......................................................................... 20
Conclusion ........................................................................................................................ 21
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Introduction Assignment Objectives Identify the Sri Lanka Army’s Overall Strategy towards winning the war. Apply strategies in to Business in order to Formulate Business Strategies. Discuss those strategies by providing Real World Business Examples. Context of the Assignment This assignment is based on the military strategies used by Sri Lankan army during the Eelam War IV which took place 26 July 2006 – 18 May 2009 in north and east region of the country. Number of strategies used by Sri Lankan military were identified and the matching business strategy were formulated by bring the essence of the military strategy towards business. Various governments implemented diverse strategies to unite Sri Lanka by eliminating the LTTE. However, it was the military strategies employed by the present government during the Eelam War phase IV which brought an end to the 26 year battle.
Figure 1: Logos of Sri Lankan Armed Forces
Sri Lankan armed forces mainly comprise with the four forces as reflected by the above four logos. From left to right, Sri Lanka Air Force, Sri Lanka Army, Sri Lanka Navy and Sri Lanka Police involved in the war throughout the Eelam War I, II, III and finally IV. Methodology All the military strategies were extracted through personal observations of the authors based on the published news papers, magazines, local and international online news web sites, government websites, military web sites and verity of different speeches made by military leader at different time. No interview has been carried out in order to gather the information. PPMG 130
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Strategies of Sri Lankan Army The military strategies have identified based on five different categories and business strategies are formulated after the military explanation of each strategy. The five main categories are Human resource Management, Mission Planning, Public relation and Humanity, Fire Power and Equipment, Intelligence, Safety and Security. The following illustration depicts the total essence this documentation.
Figure 2: Formulate Business Strategies through Military Lessons [Source: Research Data]
1.0 Human Resource Management 1.1 Responsibility Distribution Sri Lanka Armed Forces (SLAF) selected the right persons to the right jobs. Soldiers with skills and talents were rightly selected and given the right training while maintaining the morale of the maturity. Skilful and talented troops of an army are the best weapons that can be used against enemies. Always the promotions and the responsibilities were concentrated towards the talent not for the maturity or working experience. People are the most important assets of an organization. People drive business. People make businesses fail and/or success. Organization should employ the right person at the right job. Training and development can enhance the skills and talents of employees. Organization should give the higher responsibilities to the talented people even though they may not have lots of experience. Simply, the age, gender, physical characteristics or experience should not be a barrier to hold higher responsibilities in an organization.
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1.2 Motivation In the battle field it was frequently seen that the army soldiers were supported immensely by the presence of key personal. Not only the army commanders but also at some instances, the president himself took upon to visit the war torn areas after clearing the eastern province initially. This had a huge impact on the motivational levels of the soldiers. Another reason for this would be the remunerations offered to the soldiers, where they were offered attractive remuneration packages. This was evident from the responsiveness of the public, where large numbers of energetic people were willing to take the challenge. Compensations after a disability or a death are another motivational factor for the armed forces. The same principle can be adopted in business organizations as well. The top management should frequently visit the lower tier workers and inquire the well being of them. The remuneration levels are also an essential factor when it comes to business organizations, hence the top management should offer a satisfactory salary to the workers in their point of view. 1.3 Group Work ‘Eight Group’ strategy explains a powerful military approach of forming war groups to send to the field which consists of eight soldiers who are specialized in different areas. The main objective by doing so is to allow maximum utilization of existing capabilities of each person while preserving the secrecy and the element of surprise. This approach can be used in the business organizations through the following approaches; Hire best people to increase the competitiveness of the company. The key to the success of many world class organizations such as Google, Toyota, Carlsberg and Microsoft is having right capable innovative people .This is because they pay tremendous effort to seek best people to recruit. Delegate authority under basic guidance. This ‘Eight Group’ strategy can be brought in to business world as ‘Strategic Business Units’. Strategic Business Unit or SBU is understood as a business unit within the overall corporate identity which is distinguishable from other business because it serves a defined
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external market where management can conduct strategic planning in relation to products and markets. The unique small business unit benefits that a firm aggressively promotes in a consistent manner. When companies become really large, they are best thought of as being composed of a number of businesses (or SBUs). This allows companies to allocate resources more focus manner .This is being a common practice for Sri Lankan leading garment industries such as Brandix, MAS and Hydramani. They operate separate SBUs for each customer, each ancillary product type and each product. A concept of profit centres can also be formulated through this strategy. For example different departments of an organization can function as separate profit making units. It will gain more profits to the organization at the end. Another business approach for the non linear growth of the organization is that the work is revolved around projects to which separate teams are allocated by giving specific targets to be achieved for a given period of time. The famous global IT solution provider Virtusa practises this approach. Usually projects which consist less number of people have the higher potential to be got succeed due to higher efficiency in communication, monitoring and control. 1.4 Capability and Experience Management SLAF used their best people to attack the enemies most of the time. For example, Special Forces and Commandos are used heavily during the war time to eliminate the enemies. At the same time, army used the newly recruited army personals to protect the captured grounds until they get used to the grounds. Conversion of this strategy to business content is allocate experience people for critical and important tasks and inexperience people for less important areas while keep them under the supervision of the expertise. High responsibility should be given to experience people while identifying each person’s unique talent and capitalizing these talents for the organization overall success. In a business organization, a common practise is to allow the new recruits to get use to the organization culture before assigning responsibilities. They are also being provided with adequate training before they are allocated to the job. This approach will result in productivity improvement and less errors.
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SAP (enterprise resource planning system) upgrade project at MAS involves with critical activities such as coordination, solution delivery, testing specification. Each activity is assigned to a very much experience member in the team while secondary activities such as data upload, 2nd level testing, routing work and documentation are being allocated to many inexperience members to avoid system failures and to improve effectiveness and better coordination. 1.5 New Recruitments Continuous and uninterrupted supply is the critical element required to perform a battle. Supply of people is the important source of supply to the war because they control the battle. When the more lands are captured and new missions are executed, it requires more recourses so a need arise to recruit new people. Organizations always look for growth strategies and diversification which requires recruiting more people to perform the work in newly taken business. If an organization try to manage the all work with existing crowd it would result in job getting bored, stressed up, depressed, dissatisfaction, balance of work life and etc.
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2.0 Mission Planning 2.1 Penetration through Jungle During the Eelam war IV army did not use built in roads to penetration to enemy grounds, which was the biggest mistake done in history. When army penetrate through built in roads, enemy can easily encircle the army through jungle. This concept can be applied to business world relating to market development. Organizations should always try to win the business world by doing hard things. Penetrating through jungle is much harder than through built in roads. Similarly, building totally new markets are much harder than competing on existing markets. However, the return is much higher in building new markets, due to blue ocean environments. 2.2 Slow and Steady Progress In some stages of the war, there were instances where it was really difficult to penetrate the enemy defences. It took several months for the armed forces to move into the Madhu area after clearing the eastern province. But constant effort was made to progress little by little, hence was able to capture the area. From this, it could be said that the organizations should try to progress slowly and steadily when climbing the ranks of the industry. Organizations should not waste money unnecessarily with the intention of capturing high market share quickly. An example for this would be the brand launch of Etisalat, where a lot of money was pumped in for advertising without proper market research. Hence the launch was not that effective as the company was unable to gain substantial market share. 2.3 Breaking Enemy Support Service SLAF break the enemy support and supply through with the help of aerial bombing and DPUs. No one can continue a war without getting access to supply services like arms and ammunition, food, medicine‌etc. Then it is easy to eliminate the weaken enemy. Applying this strategy to business, for example, an organization in the book printing company can acquire the paper manufacturing companies which make huge barriers to the competitors due to less access to the raw material.
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2.4 Geography Based Penetration Strategy SLAF consolidated and established their positions in East before moving to North. Though resourcefulness was one of the key factors in this strategy, resources needed to maintain the consolidated and established areas are minimal. Hence, SLAF could focus on the North with full strength. Businesses need a lot of resources to capture and/or increase market share. Once the market share is established, only the minimal requirements are to be met to maintain them. A business should well establish within the existing businesses before venture in to other businesses. This is more evident in backward and/or forward integrations and unrelated diversifications. Resourcefulness is a key factor. 2.5 Strongest, Weakest or Significant According to the various articles, the success of the Sri Lanka military against LTTE is mainly due to their recent approach to identify enemies Significant/Strong points and formulating strategies to capture those with focusing its efforts using all five forces; Army, Navy, Air force, and all Police forces. Organizations can compete on the main product lines of the competitors and try to beat them on their own grounds. If the business becomes succeed in defeating the enemy, they can enjoy the competitors’ market share without any effort. Earlier the Sri Lankan military was heavily focusing its efforts through individual forces either through ground, air or sea. This was not successful in weakening the enemy to ground root level. This truly brought into perspective the learning of the importance of launching a fully equipped attack which involved all forces to continuously pressure and bombard the LTTE on different terrains. It’s the first time in the world history where the Army, Navy, Air force, and all Police forces were united to battle out the enemy. These forces, with the strong political patronage, were fully equipped to eliminate the LTTE once and for all. Apart from the union of all forces, the size of each force also mattered a lot. For an example, Army itself, has grown from a small force of 16,000 soldiers in 1980’s to a gigantic number of 116,000 troops and officers, which clearly shows the snow ball effect, which has succeeded in strengthening this force.
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Success organizations always try to seek opportunities by identifying competitor’s weak points such as obtaining a technology that competitor doesn’t possess, introduction of new products ,obtaining patents for new technologies that company invented, entering in to the market segments where competitors presence is weak and developing critical success factors that competitors find difficult to imitate. Ceylon Biscuits vs. Maliban case where CBL aggressively attacked Maliban from all ends starting from new product ranges, new promotional campaigns, new distribution channels leaving Maliban to fight a fruitless battle with CBL. However, after thrashing Maliban to a great extent CBL relaxed its efforts in further gaining market share which created a small window of opportunity to Maliban to recoup gradually regained the lost market share through various initiatives since CBL didn’t annihilate Maliban to the ground. In 1950’s Sony introduced a transmission radio while all other players are producing radios in traditional way using value technology which is not reliable and effective. On the other hand Apple challenged Sony by developing iPod which overtook Sony Walkmen .Apple became the market leader due its focus on ‘user friendliness’ while Sony focused on features. 2.6 Defending Captured Area The defending of the captured ground was considered in similar importance as capturing new grounds. Like the same way business organizations prime objective is to protect their existing market segment and market shares in it. Competitors are continuously entering in to the market by promoting more attractive product and solutions to the customers .To protect the market position has been a difficult task to the company in such competitive environment. Promotion, Advertising and Branding are several tactics that world class organizations practice to protect their market presence. Unilever, Coca cola and Proctor and Gamble place a huge emphasis on those aspects to keep their customers with them. Further, they have gone to the extent that localization of their marketing programs to suit to the local culture.
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Microsoft office is another example for defending its market share by providing value for its customers. It focuses on upgrading the soft ware frequently by changing its interface and adding new features to Microsoft package. Moving from 2003 version to 2010 version shows its progress. 2.7 Eliminating Terrorists The primary purpose of a typical war is always to eliminate the enemy completely. At the onset of Eelam War IV the military defined its primary role and scope as to eradicate terrorism and it is not the capturing ground. Similarly, the focus on the business is to be the market leader by holding a superior position in the market than the competitor. Business can automatically increase the market shares by eliminating the competitors. So organizations closely monitor competitors’ actions and take proactive steps such as inventing new ways of doing the business, developing superior products, introducing new benefits to the customers, offering price discounts to the customers and etc. These actions will be able to turn competitor’s customers on the company side. As an example, the Maliban Cream Cracker was the company’s strongest product. Ceylon Biscuits confronted this product directly with the launch of Manchee Supper Cream Crackers which was a superior product which succeeded in becoming the market leader. Maliban was complacent as it never expected a competitor to attempt to compete with their Cream Cracker which was the established market leader for many years. 2.8 Multiple Attacking Fronts SLAF carried out multiple attacks on different locations at the same time. Though this strategy needed a lot of resources, made LTTE most vulnerable. LTTE could not face the advancement of the SLAF mainly due to lack of concentration and lack of resources. A business should concentrate different activities as the same time. Though this strategy needs a lot of resources, it is worthwhile defeating the competitor in different angles. Competition could be in different product ranges or different business functions like technology, research and development, new products development, promotions…etc.
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2.9 Movement of Military Camps SLAF did not allow any loopholes to be in place in East when troops focused on the North. Security was equally good in the East though the area was firstly liberated from LTTE. Hence the LTTE could not re-establish any positions in the East while the war was going on North. Army did not move the military camps from east to north after liberating eastern province which could have been weaken the eastern area again. Similarly, Organizations should not allow any loopholes to be in the market. Cover up all the related markets and/or segments equally so that the competitors cannot creep into the markets and/or segments easily. If any loopholes are kept open, then there is a high danger that the business will lose the markets and/or segments eventually. Basically, after capturing a specific market segment, organization should not reduce the force on that market, because the most important thing is to maintain the captured market in long term. That is where profits come in to the business. 2.10 Night Time Penetration It was revealed that most of the operations conducted on flat grounds were carried out in the night. This is due to the fact that the enemy could be seen miles away if carried out in day light. Therefore when carrying out night missions, element of surprise lies with the party who’s executing it and the retaliation from the enemy at that point will not be enough to out manoeuvre the opponent. In the business context, organizations should not reveal any of its plans or practices to the public or competitors till it delivers the product or the service. Hence if the competitors are not able to bare the impact of such actions, it will be their demise. The secrecy and the element of surprise is really important in area like new product development, major marketing campaigns, research and development.
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3.0 Public Relation and Humanity 3.1 Media and Public Support Sri Lankan Government made the public aware as to why the SLAF fighting the war. They did advocate the public on regarding the public security measures and how the general public could contribute towards winning the war against LTTE. SLAF did get a very good response from the public on which a couple of LTTE attacks were futile. Media played a major role on the war against the LTTE. One would have noticed that the some media were bias towards the LTTE and some were bias towards the SLAF. Imposing media restrictions on the news items of the war was a very good measurement that the Sri Lankan governments implemented. Some of important information could keep under control mainly due to this. Sri Lankan government was going everything to look after those who effected by the war though not satisfactory. Whether they are injured solders or internally displaced people, Sri Lankan government does its best to get closer to the public. The present government touched the sentiments of the majority and became very sensitive to their long waited hope of peace. Increase public awareness of available products and/or services is pivotal for a business. Public should know the availability and benefits that products and/or services can give them for them to utilise the product/service. If the business can address the sentiments of public, then the potential for that business is huge. Implementation of strategies such as Corporate Social Responsibilities, ethical and environment friendly practices are few ways of getting closer to the public. Media is closer to the public. A business can utilize the media as a tool to reach of majority of people. Good relationships and reputation with media will enable the organization to implement its strategy effectively.
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3.2 No War Zone In the final stages of the battle, the armed forces introduced a “No fire zone”. This was basically done in order to save the civilians from being attacked by both military and LTTE. From this move government and the armed forces were able to attain the sympathy of the public, where they highlighted themselves more as a humanitarian force. Hence, majority supported the government and the armed forces against the LTTE. Likewise, in the business world, organizations should have sympathy towards different parties. For example, family member of an employee may have serious illness and may required lot money to do an operation. Business should allocate some amount of money in order to be given in this kind of circumstances. Employees’ safety and welfare should also be looked after in greatest care. Again business should act ethically in marketing activities. Promotions and advertising, pricing and other element should use to increase their own revenue while maintain ethical practices towards competitors and community. 3.3 Final Breakout Mission After defeating the terrorist outfit, it was seen that government released various videos revealing the final Breakout mission on the ‘No War Zone’. The public was shown images of people flocking to the side of the armed forces in numbers. This was publicized in a huge manner to emphasize the end of the war and that the people who were trapped were in support of the armed forces. This is also the level of transparency that the SLAF maintained This also can be taken to business organizations as well. After accomplishing a major tough task, total publicity should be given so that the public is aware of the difficulties faced and the benefits of it. This can earn organizations a lot of loyalty. On the other hand organization should work in more transparent manner. Relationship with the media should carry out in a very close manner. Another aspect of this strategy is to do business in a transparent manner. It is important to maintain transparency in business deals, share market activities, acquisition and mergers, accounting and finance…etc.
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4.0 Fire Power and Equipment 4.1 Deep Penetration Units In military, Deep Penetration Unit dives deeply in to the enemy grounds to eradicate enemy’s power. The objectives of this kind of operations are to take the advantage of element of surprise and secrecy. In a business scenario, this can be emulated as investing on an unrelated business segments with an aim of getting long term results not the short term results. For example, business may invest on unrelated diversified areas with long term intentions. The competitor may not know that you’re investing on their business areas. Microsoft being Software Company, invested money through venture capitals for research and development on AIDS. It is important to evaluate the competitors on different aspect such as where they are investing, what are the new products they are going to come up with, what strategic alliance they are making, what companies they are acquiring, what technologies and equipments they are purchasing, what kind of people they are hiring…etc. By evaluating all these activities and information, business can predict the next strategic movement of the competitor. Then the businesses can plan their own strategies to compete more strongly with the competitors. 4.2 Sniper, Intelligence and Air Surveillance After establishing the overall strategy for defeating the LTTE, the SLAF looked into the detail activities of LTTE at the implementation level. This enabled the SLAF to focus on real tasks at ground levels. High usage of snipers, intelligence information came in and spying missions from air gave the SLAF a real picture of activities took place in LTTE territory. Hence, the SLAF were in a position to determine the future activities of LTTE before hand and established counter strategies accordingly. A business may be in a better position by having overall strategies, supported by detail information of implementation at real market levels. Also a business may be in a better position if it knows the future trends in the market before hand. Regular market surveys of various types and forecasting analysis provide this valuable information to a business.
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4.3 Affordable Technology SLAF equipped with modern weaponries in terms of ground, air and sea. High and maximum usage of available technologies made SLAF more efficient and effective far beyond LTTE and paved way for the victory. High productivity is a norm in business today. Maximum usage of technology is one way of increasing the productivity of an organization. it also improve the employees work life and increase their motivation as well. 4.4 Bombing The Enemy Targets Air Force kept on bombing the LTTE targets throughout the war and didn’t allow LTTE to raise their heads. LTTE became most vulnerable mainly due to continuous attacks made by Air Force. This is a good strategy to implement in a market by which counter strategies are implemented on continuous basis for a longer period of time. Those who cannot face the competition imposed by counter strategies will eventually disappear. Introduction of counter products and advertisements are very common in this context. Only disadvantage in this strategy is that the organization needs to allocate a lot of resources for a longer period of time to achieve significant benefits. 4.5 Arms and Ammunitions It was noticeable at the latter part of the war the SLAF became very rich in logistics. Resourcefulness of SLAF was one of the reasons for the victory. Good logistics uplift the moral of troops. Logistics plays a pivotal role in business. Sometimes the success and/or failure is determined by the available logistics. All the employees must be well equipped with relevant tools and machineries in order to carry out productive tasks. Equipment needs to provided from paper clips, pens up to furniture, computers‌etc. It is also important to provide safety equipments such as helmets and gloves in order to make sure that working environment is safe.
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5.0 Intelligence, Safety and Security 5.1 Intelligence Services Intelligence services units of SLAF did a great job during the war time. They look in to different aspects such as information related to LTTE leaders and their movements, enemy intelligence activities in capital cities, evaluating the threat level to locations and national and army leaders‌etc. at the same time SLAF did manage to identify and eliminate considerable number of LTTE intelligence members and suicide carder during the war time. It helps a lot in term of saving important locations of countries and national and army leader from LTTE. This strategy can be applied in to business as well. The essence of the above strategy is to looking the things that are not easily visible. On the other hand, identifying the threats before hand is critical in term of decision making. For example, organization should imitate business intelligence units to operate in different aspect such as fore casting, evaluating potential threat, risk evaluation and management, identifying new threats; identify customer needs and opportunities for new markets‌etc. Eliminate LTTE intelligence can be interpret as eliminating potential obstacles in business environment. Obstacles could be a process, risk, employee product which do not match with the culture and business 5.2 Securing the Capital City When the war against the LTTE was in high, the Colombo city’s security was beat up to the maximum, because the Colombo city is the key city of the country where all the other economic activities are concerned. In any given situation, the core business activities and/or products/services should be protected and enhanced on continuous basis, because those are the most revenue generating and/or important areas of the business. Businesses should focus on regular investments on research and development, market surveys, while possibilities of diversifications are looked into.
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Conclusion
The gist of this assignment revolves around the military strategies used by Sri Lankan army during the final phase of the Eelam for which was the fourth. A comprehensive set of military strategies were extracted and analyzed in order to find the ways which it can be used to develop the business strategies. Examples have been provided in order to support the arguments made under each strategy. As per the above discussion, it is clear that the emulation of military strategy is of critical importance to the formulation of successful business strategy. Military strategy is based on sound foundations of competitor analysis, critical intelligence gathering, the employment of the element of surprise and forcing the competitor out of their comfort zones. All of these elements make up the essence of successful business strategy. The critical analysis of these strategies opens up for many theories and conceptualizations such as the snow ball effect, intuition, visionary thinking, deception, etc. Eelam War IV fought by the Sri Lankan forces with the goal of eliminating terrorism, involves many successful strategies and tactics, which can be implemented in the business organizations to gain competitive advantage in the market. However, it must be understood that military strategies are implemented with military precision by military personnel. Business strategy must be implemented by regular civilians and it is not prudent to expect the discipline and commitment exhibited by military men and women from regular civilians. This fact must be taken in to consideration when formulating business strategy.
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