Sentosa (C): Advancing Sentosa’s strategy through integrated customer engagement
Publication Type
Case
Publication Date
8-2013
Abstract
This case is the third part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on:
Case (A) – Marketing / Analytics
Case (B) – IT solution design
Case (C) – Long-term strategy
Sentosa (C): After successfully answering the ‘big’ questions like how to drive Sentosa’s core revenue and designing a new IT platform, students are asked to tie it all together. How can their learning be used to chart a strategy for the Sentosa Leisure Group? How can they realise the aggressive revenue and profit goals set forward by the board? In the C case, students take their previous work on marketing and IT solution design, and create a strategy for the leisure island in the years to come.
Keyword(s)
Marketing, Analytics, Business IT, IT, Information Technology, IT Solution, IT Solution Design, Gamification, Long-term Strategy, Strategy, Promotion Management, Growth, Sentosa, APEX
Discipline
Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing | Strategic Management Policy | Technology and Innovation
Research Areas
Information Systems and Management
Data Source
Field Research
Industry
Information Technology
Geographic Coverage
Singapore
Temporal Coverage
2013
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-13-0014C
Additional URL
https://cmp.smu.edu.sg/case/2801
Comments
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