Title

Sentosa (C): Advancing Sentosa’s Strategy Through Integrated Customer Engagement

Publication Type

Case

Year Completed

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

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

Comments

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