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

• 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
• Institution: Singapore Management University

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.