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Cases by Willem Smit

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Movie, Money, Marketing: Branding ‘3 Peas in a Pod’

by Willem Smit, CW Chan
Discipline:
Marketing, Entrepreneurship and Innovation
Michelle Chong is a successful actress but a novice producer in Singapore. After her directorial debut success, she decides to produce a local movie set to premiere in November 2013 based on a script she had written ten years ago. Chong is still getting used to the business aspect of movie making,...
S$6.00

Massive Collective: Redefining Cool Nightspots

by Willem Smit, Adina Wong
Discipline:
Marketing, Entrepreneurship and Innovation
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...
S$6.00

Singapore Airlines Scoots into the Low-Cost Long-Haul Category

by Willem Smit, Christopher Dula
Discipline:
Marketing
Scoot is a new subsidiary airline of the Singapore Airlines Group (SIA) launched in November 2011. It is a low-cost, medium to long-haul carrier that is independently operated and based out of Changi Airport in Singapore. The low-cost carrier model is thriving as income levels continue to rise...
S$6.00

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