It has been a bumpy few years since 2020 for JUMBO Group CEO and Executive Director Ang Kiam Meng. JUMBO Group, like many other firms in the food and beverage (F&B) industry, faced significant challenges during the COVID-19 pandemic from 2020 to 2022. Prior to the pandemic, it had established itself as an iconic seafood restaurant chain in Singapore, attracting a large customer base of regular patrons including tourists from around the world, particularly from China. However, due to strict border controls and other regulations implemented during the pandemic, the Group experienced substantial losses.
The case captures the challenges faced by JUMBO during the pandemic, while offering readers an opportunity to reflect on its reasoning to reposition its brand in the local Singapore market while also exploring expansion opportunities in overseas markets. Additionally, the case provides a detailed account of JUMBO’s digital transformation journey prior to and during the pandemic.
The case concludes by examining the strategic priorities and potential roadmaps for JUMBO’s future growth. It sets the stage for a discussion on the broader impact of digital transformation within the F&B industry, both in Singapore and beyond.
Through the case discussion, students will learn about strategic change and digital transformation strategies in the F&B industry. In particular, the case can help students analyse the strategic challenges faced by the F&B industry due to major crises, evaluate the strategic decisions in regional expansion and product proliferation, identify the reasons for the success and failure of digital transformation, and develop strategic options to create competitive advantage using digital technologies.
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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SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-23-0015TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Teaching Note (SMU-23-0015TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:
(Please note you are purchasing the case only.)
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