Title

Sentosa (A): Asia’s Favourite Playground

Publication Type

Case

Year Completed

8-2013

Abstract

This case is the first 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 (A): This case starts as Esther Wong, deputy director of solutions technology is tasked with boosting local attendance to Sentosa, the resort island near the heart of Singapore. The island had done well in attracting foreign visitors, and management saw the next challenge to be attracting locals to the island, who often saw it as expensive and difficult to navigate. Using existing information and infrastructure along with bolstering programmes like the Sentosa Islander membership, how can Sentosa grow local attendance?

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 | 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-13-0014A

Comments

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