Sentosa (A): Asia’s favourite playground
Publication Type
Case
Publication Date
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
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-13-0014A
Additional URL
https://cmp.smu.edu.sg/case/2801
Comments
SMU Faculty/Staff can download the case and teaching note with your SMU login ID and Password via the following links:
For purchase of the case and supplementary materials via The Case Centre, please access the following links: