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Article
Sentosa (A): Asia’s Favourite Playground
Case Collection
  • Jason Woodard, Singapore Management University
  • Kevin Sproule
Publication Type
Case
Year Completed
8-2013
Abstract
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?
Keyword(s)
  • Marketing,
  • Analytics,
  • Business IT,
  • IT,
  • Information Technology,
  • IT Solution,
  • IT Solution Design,
  • Gamification,
  • Long-term Strategy,
  • Strategy,
  • Promotion Management,
  • Growth,
  • Sentosa,
  • APEX
Data Source
Field Research
Industry
Information Technology
Geographic Coverage
Singapore
Temporal Coverage
2013
Publisher
Singapore Management University
Case ID
SMU-13-0014A
Comments

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Citation Information
Jason Woodard and Kevin Sproule. "Sentosa (A): Asia’s Favourite Playground" (2013)
Available at: http://works.bepress.com/cjwoodard/30/