2.

In ancient times, those who were skilful in warfare ensued that they would not be

defeated and then waited for opportunities to defeat the enemy. (Chapter 4)
Sun Tzu said: The good fighters of old first put themselves beyond the possibility of defeat,
and then waited for an opportunity of defeating the enemy. (World et al, 2016)
Who were skilful should be always prepared to secure from defeat by enemy. Ones should
have a good opportunities to win ("Art of War by SunTzu [SunZi] -English Hypertext",
2016).The skilful will enhance their strength and wait for of the enemy vulnerability. A well
prepared person have the ability to win (UTAR,2016). Thus, ones should defend themselves
when you cannot defeat enemy, and attack enemy when you have the ability to win. When the
strength is inadequate, you should wait for the right opportunities to attack when the defences
of the enemy is weak. ("The Art of War by Sun Tzu - Chapter 4: Tactical Dispositions", 2016)
In business application, ones should enhance the strength by providing training to the
employees to equip them with necessary skills. When strength is enhanced, the opportunities
to win competitors in the business field. Next, ones should be able to change and adapt to the
changing situation in the market and determine the business, system and financial options in
estimation of risk and impact. Creative, innovative and continuous improvement enable
origin product to continue its life span and sales. When the right opportunity reach, a well
prepared organization, for example in financial and material support can easily penetrate the
market and make high profit. Market leader would have the control on factors like pricing,
products, promotions, policy and place. : ("The Art Of War For Business Analysts", 2016)
In Malaysia bakery industry, there are many brand present on the market such as Mighty
White, High-5 and Gardenia. In 2011, Massimo brand were newly introduced to the Malaysia
bakery market. The product established under The Italian Baker Sdn. Bhd. (TIB). The main
motto of Massimo bread is Wholesome Goodness, Maximum Satisfaction ("The Italian
Baker - Massimo", 2016).This motto not only for advertising purpose that promote the
product and also as a guarantee of wholesome goodness in maximum satisfactory to the
customers. It also encourage the staff of Italian baker contribute passionate to maintain the
high quality of the products. The concept of Malaysian-Italian product is been penetrate to
the market to full fill the demands of high quality breads as same as the quality of Italian
bread to the customers. ("ANALYSIS ON THE BUSINESS TRANSFORMATION OF
ORGANIZATIONS THROUGH INNOVATION", 2011)

The Italian Baker Sdn Bhd, established on 21 March 2011, is a wholly-owned subsidiary of
the Federal Flour Mill (FFM) Berhad, the largest miller in the Malaysian wheat flour industry
FFM has involve in many industry before the bakery business, such as animal feed, frozen
food, cooking oil and so on. (mpc.gov, 2016).Then FFM berhad innovate and transform their
business in bakery product Massimo bread. FFM innovate their bakery business by make use
their own manufacture milling flour. Thus, freash ingredient can easily get and ensure the
good quality of bread. The Italian Baker also provide extra choices to the consumer since
before the bread available in the market usually white breads or normal sandwich loaf.
Massimo produced bread loaf with wheat germ which is high fibre and more healthy to full
fill the demands of consumers now that are high awareness of healthy diet.
As quoted by the general manager and director of the Italian Baker Sdn Bhd, Jimmy Chang,
Our combination of bread-baking passion and technology result in the production of
superior quality bread filled with wholesome goodness. (MPC,2016) The modern production
of bread is control the future development of bakery industry.
However, Massimo faces competition from Gardenia company, which is most popular brand
producing bread in Malaysia. Although prices between are not big differences, consumers not
sensitive to the prices, but emphasize the quality, flavor and types of the bread. The Massimo
bread with 100% wheat cost RM 3.50 while Gardenia bread sells RM 3.20 ("PPB Group
Berhad", 2016) . Although Massimo breads are a little higher than Gardenias breads but the
prices not affect consumer prefferences. Consumers nowadays more sophiscated on
healthiness and high nutritious quality food. The Italian Baker also willing to meets the
demand of consumer by innovate bread product correspond to the basic bread present in
market.
In conclusion, although Massimo bread are new in the market and facing lots of competitors
on their business but still the company is making effort to innovate and introduce new
product to transform the business and guarantee the customers with high quality of food
standard. They believe that wholesome products are be able compete and full fill the
requirement of modern day concern. In my opinion, Italian bakers company would full fill
the Sun Zi principle that "Those who are skilful in warfare can ensure that they will not be
defeated by the enemy, and then waited for opportunities to defeat the enemy."In business, all
products have their own life cycle. Only the creative, innovative and continuous improvement
ensure the origin product to survive and sales. This indicates that old products will eventually

be replaced. Innovative changes on existing product to extend the product life cycle and
increase number of customers.
Refferences
ART OF WAR BY SUNTZU [SUNZI] -ENGLISH HYPERTEXT
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GARDENIA
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Gardenia. (2016). Gardenia.com.ph. Retrieved 26 June 2016, from
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Mpc.gov.my (2011) Analysis on the Business Transformation of Organizations through
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%20Case%20Study/ANALYSIS%20ON%20THE%20BUSINESS
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PPB GROUP BERHAD
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THE ART OF WAR BY SUN TZU - CHAPTER 4: TACTICAL DISPOSITIONS
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THE ART OF WAR FOR BUSINESS ANALYSTS

In-text: ("The Art Of War For Business Analysts", 2016)
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THE ITALIAN BAKER - MASSIMO
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The Art of War - An English Translation by Leonard Ng
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