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Case
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Reference no. 524-0085-1
Subject category: Marketing
Authors: Sharon Ng (Nanyang Business School (NTU)); Yew Tung Boey (Nanyang Business School (NTU)); Beng Chong Lim (Nanyang Business School (NTU))
Published by: Asian Business Case Centre
Originally published in: 2024
Version: 15 March 2024
Length: 15 pages
Data source: Field research
Topics: Entreprenurship; Marketing; Strategy
Tags: UN Sustainable Development Goals (UN SDGs): Goal 3: Good health and well-being
Share a link: https://casecent.re/p/200808
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Abstract

Sheng Sheng F&B Industries Pte Ltd (SSFB) started in 1985 as a wholesaler. In the 21st century, SSFB ventured into sweet spreads with new brand, Golden Light. When the COVID-19 pandemic subsided, SSFB renewed efforts for Golden Light in a new direction - premium sweet spreads. SSFB was cognizant of the changed market conditions and sentiments as it faced challenges from other brands and increasing consumer desire for healthier options and reduced sugar consumption. As a wholesaler, SSFB had no online or offline presence. This case highlights impact of operating environment, market disruption, changing consumer behavior, product development and channel strategies.

Time period

The events covered by this case took place in 2020 to 2022.

Geographical setting

Region:
Asia
Teaching note
-
Reference no. 524-0085-8
Subject category: Marketing
Authors: Sharon Ng (Nanyang Business School (NTU)); Yew Tung Boey (Nanyang Business School (NTU)); Beng Chong Lim (Nanyang Business School (NTU))
Published by: Asian Business Case Centre
Originally published in: 2024
Version: 15 March 2024
Length: 12 pages
Data source: Field research
View full details

About

Abstract

Sheng Sheng F&B Industries Pte Ltd (SSFB) started in 1985 as a wholesaler. In the 21st century, SSFB ventured into sweet spreads with new brand, Golden Light. When the COVID-19 pandemic subsided, SSFB renewed efforts for Golden Light in a new direction - premium sweet spreads. SSFB was cognizant of the changed market conditions and sentiments as it faced challenges from other brands and increasing consumer desire for healthier options and reduced sugar consumption. As a wholesaler, SSFB had no online or offline presence. This case highlights impact of operating environment, market disruption, changing consumer behavior, product development and channel strategies.

Settings

Time period

The events covered by this case took place in 2020 to 2022.

Geographical setting

Region:
Asia

Related

Teaching note
-
Reference no. 524-0085-8
Subject category: Marketing
Authors: Sharon Ng (Nanyang Business School (NTU)); Yew Tung Boey (Nanyang Business School (NTU)); Beng Chong Lim (Nanyang Business School (NTU))
Published by: Asian Business Case Centre
Originally published in: 2024
Version: 15 March 2024
Length: 12 pages
Data source: Field research
View full details
Extra information