Sentosa (C): Advancing Sentosa’s strategy through integrated customer engagement

Sentosa (C): Advancing Sentosa’s strategy through integrated customer engagement

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...

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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
Strategic Management Policy
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/49
https://cmp.smu.edu.sg/case/2801
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Institution: Singapore Management University
Language: English
Description
Summary: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.

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