Article
Sentosa (C): Advancing Sentosa’s strategy through integrated customer engagement
Case Collection
Publication Type
Case
Publication Date
8-2013
Abstract
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.
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
Data Source
Field Research
Industry
Information Technology
Geographic Coverage
Singapore
Temporal Coverage
2013
Publisher
Singapore Management University
Case ID
SMU-13-0014C
Additional URL
https://cmp.smu.edu.sg/case/2801
Citation Information
Jason WOODARD and Kevin SPROULE. "Sentosa (C): Advancing Sentosa’s strategy through integrated customer engagement" (2013) p. 1-1 Available at: http://works.bepress.com/cjwoodard/29/
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