In September 2010, entertainment company Massive Collective, launched its first club, Filter, in Singapore. Filter offered a mix of unique propositions not offered at other nightclubs in Singapore – cutting edge electronic dance music (“EDM”), an invite-only guest list, and a higher proportion of females in the clientele mix.
Six months later in March 2011, Filter was continuing to do well, but John Langan, one of the co-founders of Massive Collective, knew from his experience that most clubs were at their most popular for about 18 months. There was also news about a number of new nightclubs that were slated to open in Singapore later that year, which would mean increasing competition in an already competitive environment.
Langan has to rethink the success behind Filter and come up with a competitive response to the new industry entrants. The case discusses Singapore’s night clubbing scene, Langan’s history of building new clubs and party events, the origin of Massive Collective, and the threat of new entrants into the industry.
This case is suitable for undergraduate, graduate and executive education classes in marketing and branding, as well as in entrepreneurship.
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.
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· Teaching Note (SMU-14-0027TN)
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SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-14-0027TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· Teaching Note (SMU-14-0027TN)
(Please note you are purchasing the case only.)
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