Marketing
Golden Light: Finding the Sweet Spot in the Premium Sweet Spreads Sector
Sharon Ng, Boey Yew Tung and Lim Boon Chong
Case Ref No.: ABCC-2024-003
Pub. Date: APR-2024
Category: Marketing
Topic(s): Strategy, Entrepreneurship
Case Length: 15 pages
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.
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Ice Cool – Branding in a Time of Turbulence
Sharon Ng, Boey Yew Tung and Lim Boon Chong
Case Ref No.: ABCC-2023-004
Pub. Date: JUN-2023
Category: Marketing
Topic(s): Entrepreneurship
Case Length: 18 pages
Abstract: Ice Cool was a Singaporean brand that produced and distributed beverages and canned food in the off-trade F&B retail industry for more than 30 years. Even its top-seller, coconut water, which provided more than 70%
of the company’s house-branded beverage revenue, was not a household name. The promotional tools the brand utilised was point-of-sale instruments with limited investment in branding and marketing. This case highlights how brand architecture,
brand hierarchy, and brand reinforcing strategies might influence brand performance. This case also illustrates some challenges and opportunities faced by the company in view of consumer preference for shopping online.
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ComfortDelGro Taxi: Riding the Headwinds
Boey Yew Tung and Winson Ang HC
Case Ref No.: ABCC-2021-005
Pub. Date: SEP-2021
Category: Marketing
Topic(s): Strategy; Sustainability
Case Length: 16 pages
Abstract: ComfortDelGro Taxi, the leading taxi company in Singapore, was established in 1970 as NTUC-Comfort Taxi. Starting from 2012, the company began facing increased competition from third-party ride-hailing (TPH) companies like
Grab and Gojek, whose respective market capitalisations far exceeded its own. The challenge posed by these new entrants was unprecedented. In 2020, the Covid-19 pandemic dealt a further blow to the company within an already tough operating environment.
Meanwhile, a new regulatory framework for the point-to-point transport industry was implemented by the Land Transport Authority. Meanwhile, commuters appear to have embraced TPH companies. How should ComfortDelGro Taxi meet these challenges?
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Tianbao Szechuan Kitchen: Positioning an F&B Brand
Lewis Lim; Wong King Yin and Lim Boon Chong
Case Ref No.: ABCC-2020-001
Pub. Date: MAY-2020
Category: Marketing
Topic(s): Entrepreneurship; Hospitality Management; Strategy
Case Length: 8 pages
Abstract: This case is about a small restaurant in Singapore offering authentic and refined Szechuan (or Sichuan) cuisine that is different from the typical ultra-spicy hotpot meals that consumers normally associate Szechuan food with. As a small player in the F&B scene, Tian Bao Szechuan Kitchen faces the challenge of establishing itself as a distinctive brand in a crowded and competitive market space that is dominated by large and powerful restaurant chains like HaiDiLao Hotpot whose names are almost synonymous with the product category. Tian Bao also has the challenge of educating consumers and re-shaping their less-than-sophisticated perceptions of Szechuan food.
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agape Little Uni.: Marketing and Branding Challenges at a Pre-School
Lim Boon Chong; Lewis Lim and Wong King Yin
*Please note that this is a full video case. If you would like to use this video for your classroom teaching or reviewing, please submit your request to [email protected]. Thank you.
Case Ref No.: ABCC-2019-008
Pub. Date: AUG-2019
Category: Marketing
Case Length: Video Case
Abstract: The case video showcases some of the marketing and branding challenges faced by agape Little Uni. (agape), a pre-school in Singapore. It provides a useful context for students in marketing to understand the early childhood education and childcare sector in Singapore, a growing sector with intensifying competition and increasing market fragmentation. The case video provides perspectives from multiple stakeholders, including the company directors, administrators, teachers, and parents.
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Destigmatizing Vocational and Technical Education in Singapore: A Multi-pronged Approach
Shirley Koh and Neo Boon Siong
Case Ref No.: ABCC-2019-002
Pub. Date: JAN-2019
Category: Marketing
Case Length: 11 pages
Abstract: The Institute of Technical Education (ITE) was established by the Singapore government as a post-secondary principal provider of vocational and technical education (VTE). This case study chronicles ITE’s transformation from a public education institution that was plagued by social stigma into an award-winning institution. It relates how in Singapore, VTE and ITE were destigmatized through a multi-pronged approach that encompassed social marketing, industry partnerships, strategic planning, and government support.
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YOURFIT: A Fusion of Korean Beauty and Technology
Elison Lim, Marilyn A. Uy, Dolly Leow, Koh Juan Zhen and Nicole Fall
Case Ref No.: ABCC-2018-030
Pub. Date: NOV-2018
Category: Marketing
Topic(s): Entrepreneurship; Strategy; Technology
Case Length: 17 pages
Abstract: This case examines the opportunities and challenges faced by an entrepreneur behind a beauty startup, YOURFIT, as she attempts to break into the crowded Korean beauty (or “K-beauty”) market. Leveraging on technology, YOURFIT uses a mobile application which allows customers to customise facial masks for their unique face size, skin type, and skincare goals. This case traces the entrepreneur’s journey as she gets her startup off the ground in the cut-throat K-beauty market.
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Reebonz: Bringing You a New World of Accessible Luxury
Elison Lim and Sia Siew Kien
Case Ref No.: ABCC-2017-025
Pub. Date: DEC-2017
Category: Marketing
Topic(s): Entrepreneurship; Strategy; Technology
Case Length: 14 pages
Abstract: In 2009, Samuel Lim, Daniel Lim, and Benjamin Han, saw growth opportunities in the online accessible luxury fashion market and boldly set up Reebonz to pursue them. Their efforts over the years had expanded Reebonz to become a notable online marketplace for both new and pre-owned luxury products. Going forward, the founding trio knew that in order to stay ahead, they must continue to differentiate Reebonz from the traditional luxury players and new online competitors. Would the continuous push for accessible luxury dilute the luxury consumption experience? Where can Reebonz find its next growth trajectory?
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Uniseal - Creating Green Value and Solutions in Urban Living
Khoo Hong Meng
Case Ref No.: ABCC-2016-017
Pub. Date: JULY-2016
Category: Marketing
Case Length: 20 pages
Abstract: With a forecast of economic slowdown in Singapore, Uniseal Creative Solutions Pte Ltd, which specialised in urban greenery solutions, had to decide whether to respond to a public sector tender for the fabrication and supply of Prefabricated Extensive Green Roof Tray System or develop overseas markets.
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Competing through Services – Sichuan Jingdian Automobile Trading Company
Wee Beng Geok and Huang Lu
Case Ref No.: ABCC-2014-003
Pub. Date: MAR-2014
Category: Marketing
Topic(s): Strategy
Case Length: 17 pages
Abstract: Privately-owed Jingdian Automobile Trading Company, was established in 2002 in Chengdu, Sichuan province, to ride on the rapid rise in car ownership in China. At the end of 2012, Jingdian Auto faced several challenges to its business model. Its competitors in Sichuan's automobile market were narrowing the service gap; while traffic congestion and air pollution had prompted the Chinese government to implement new policies to restrain car growth. Jingdian Auto had to continue its stream of service innovation to sustain its differentiated service quality to retain customer loyalty.
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Competing through Services – Sichuan Jingdian Automobile Trading Company (Chinese version)
Huang Lu and Wee Beng Geok
Case Ref No.: ABCC-2014-003CH
Pub. Date: AUG-2014
Category: Marketing
Topic(s): Strategy
Case Length: 14 pages
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Yamaha Indonesia (B): Nouvo and Mio Market Position
Nigel Goodwin and Hooi Den Huan
Case Ref No.: ABCC-2006-007B
Pub. Date: OCT-2006
Category: Marketing
Case Length: 15 pages
Abstract: By December 2005, Yamaha had controlled roughly 95 percent of the automatic motorcycle category in Indonesia; however, the category constituted only a small fraction of the total motorcycles market. In addition, Yamaha's rivals planned to introduce competing products in 2006. The case examines the two-fold marketing challenge of expanding the automatic motorcycle category while defending Yamaha's share.
Related: ABCC-2006-007A (Yamaha Indonesia [A])
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Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia
Nigel Goodwin and Hooi Den Huan
Case Ref No.: ABCC-2006-007A
Pub. Date: OCT-2006
Category: Marketing
Case Length: 14 pages
Abstract: This case examines the lessons learnt from the unsuccessful launch of the Nouvo automatic motorcycles in Indonesia in 2002 and challenges students to reposition Nouvo in 2003. It also examines a range of issues in marketing, advertising, promotion, brand management, channel management, new market development and international marketing, as well as competitive strategy.
Related: ABCC-2006-007B (Yamaha Indonesia [B])
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Nanyang Optical: Beyond Product Design – Managing the Supply Chain
Wee Beng Geok
Case Ref No.: ABCC-2006/12-004
Pub. Date: MAR-2012
Category: Marketing
Topic(s): Entrepreneurship
Case Length: 13 pages
Abstract: This case illustrates the process and challenges of designing a new product and then making it a reality. It examines a myriad of product development, manufacturing and launch challenges confronting entrepreneurs with resource constraints. It does this from two perspectives: that of a product designer and that of an entrepreneur and business owner. Thus, the issues are both creative and practical.
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MarkPlus&Co (A): Managing for Growth
Nigel Goodwin and Hooi Den Huan
Case Ref No.: ABCC-2004-011A
Pub. Date: DEC-2004
Category: Marketing
Topic(s): Strategy; Organisational Behaviour
Case Length: 15 pages
Abstract: This case relates the story of a small professional services firm in Indonesia on the verge of expansion. As the founder's personal name (brand) was more prominent than the firm's, clients were in demand of his expertise. The founder therefore had to raise staff levels, institutionalise his own knowledge and values among his employees, and reposition the firm's brand relative to his own.
Related: ABCC-2004-011B (MarkPlus&Co [B])
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Banyan Tree Hotels & Resorts: Designing Romance
Wee Beng Geok and Seow Jia Min
Case Ref No.: ABCC-2004-005
Pub. Date: MAR-2005
Category: Marketing
Topic(s): Hospitality Management
Case Length: 17 pages
Abstract: The case details how Banyan Tree Hotels & Resorts (BTHR) went about creating and infusing a 'romantic' design element into all the Banyan Tree resorts. Together with the architecture, high service standards, utilisation of services such as Banyan Tree Spa, and coupled with targeted marketing programmes, BTHR had become known for its 'romantic' accommodations. What could BTHR do to differentiate itself from competitors?
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