Sentosa (A): Asia’s favourite playground

Sentosa (A): Asia’s favourite playground

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 techno...

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Bibliographic Details
Main Authors: WOODARD, Jason, SPROULE, Kevin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2013
Subjects:
Marketing
Analytics
Business IT
IT
Information Technology
IT Solution
IT Solution Design
Gamification
Long-term Strategy
Strategy
Promotion Management
Growth
Sentosa
APEX
Advertising and Promotion Management
Business Administration, Management, and Operations
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/51
https://cmp.smu.edu.sg/case/2801
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Institution: Singapore Management University
Language: English
Description
Summary: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?

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