Zenxin Organic: From brick & mortar to digital retail

• Main Authors: LUI, Patricia, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: ecommerce; digital marketing strategy; online retail; digital retail; website strategy; social media; Google My Business; E-Commerce; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/343; https://cmp.smu.edu.sg/case/4826
• Institution: Singapore Management University

Zenxin Agri-Organic Pte Ltd is an established brand of organically-grown vegetables and fruits in Singapore and Malaysia. It has been a trusted organic source of organically-grown fresh produce since 2001. Its farms in Malaysia and Thailand produce fresh tropic crops for the customers. It offers more than 60 types of fresh produce and 350 types of dried goods through over 100 dealers, 13 Zenxin outlets, and 70 supermarkets in Singapore. It delivers its products directly from the farm to its dealers and retail outlets to ensure the freshness of the produce. Zenxin also runs an organic park and a travel business. Zenxin offers three categories of products to its customers, including fresh produce, wholesome foods, and organic fertilizer. Each category is sold under an independent brand name. Fresh produce, including vegetables and fruits, is marketed under the corporate brand name "Zenxin," which is the core business of the company. Most of its organic vegetables and fruits are grown in Johor and Lojing Highland farms in Malaysia. Customers can buy its fresh produce from the retail stores, including its outlets, Cold Storage, and NTUC Finest. Customers may also buy directly online and subscribe to Zenxin's organic boxes. Wholesome foods are under the brand name "Simply Natural," offering a wide range of dried foods such as cereals, nuts, noodles, and herbs. Lastly, Zenxin markets its organic fertilizer, Midori, to its business customers in the region. The case will begin with the personal story of Mr Tai Seng Yee, who is the executive director. Tai took over the family business form his father when the company was losing business. He turned the business around in two years. The case will depict Zenxin’s current digital marketing strategy that includes both website and social media strategy. It will focus on the significant issues that require Zenxin to develop an effective digital marketing strategy in both website and social media marketing. The case will close with the challenges of integrating the online business with offline marketing, and the expansion into China market. It discusses in detail the digital marketing strategy that Zenxin Agri-Organic Pte Ltd has adopted and its future development in its e-commerce strategy.