Subject category:
Marketing
Published by:
Singapore Management University
Version: 2013-08-28
Length: 1 pages
Data source: Field research
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Abstract
This is part of a case 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.
About
Abstract
This is part of a case 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.