Sentosa: Asia’s Favourite Playground

This is a three-part 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.

In this case series, 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 has done well in attracting foreign visitors, and management forsees the next challenge to be attracting locals to the island, who often view it as expensive and difficult to navigate. Using existing information and infrastructure along with bolstering programmes like the Sentosa Islander membership, how can the group grow local attendance?

In Part B, after helping Sentosa define their business model in case A, the focus shifts to developing an integrated information technology system to enable business growth while working within the constraints of existing infrastructure. The goal is to have an IT platform that will provide a total customer experience ranging from tickets to personalised offers. The second case in the three part series has some technical heavy lifting as readers are confronted with delivering a new IT platform for Sentosa.

In the C case, readers take their previous work on marketing and IT solution design, and create a strategy for the leisure island in the years to come.

Inspection copies and teaching notes are available for university faculty. To receive an inspection copy and teaching note, please email cmpshop [at] smu.edu.sg with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.

Download Information

SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password.

· The Case (SMU-13-0014A)

· The Case (SMU-13-0014B)

· The Case (SMU-13-0014C)

· Teaching Note (SMU-13-0014ATN)

· Teaching Note (SMU-13-0014BTN)

· Teaching Note (SMU-13-0014CTN)

For purchase of the case and supplementary materials via The Case Centre, please access the following links:

· The Case (SMU-13-0014A)

· The Case (SMU-13-0014B)

· The Case (SMU-13-0014C)

· Teaching Note (SMU-13-0014ATN)

· Teaching Note (SMU-13-0014BTN)

· Teaching Note (SMU-13-0014CTN)