Skip to content Skip to navigation

You are here

Home » Buy Cases

Cases for Undergraduate

Displaying 31 - 40 of 419 results

Gong Cha’s Return to Singapore: Rebuilding a Popular Bubble Tea Franchise

by Seshan Ramaswami, Josephine Tan, Thomas Lim
Discipline:
Marketing
The case describes the relaunch of the popular bubble tea franchise Gong Cha in Singapore in December 2017. This was seven months after its 80 outlets were converted, within a week, into a new chain named LiHO TEA by the former Gong Cha franchisee. Kang Puay Seng, the new franchisee, had the...

Who is the Right Influencer? A Social Network Analysis

by Ernst C. Osinga, Sandeep R. Chandukala, Lipika Bhattacharya
Discipline:
Marketing
This social network data analysis case presents the scenario of the launch of a new version of a popular video game called ‘Thrive in Space’ by a gaming company. The company’s Chief Marketing Officer Tina Lohn wants to run an influencer marketing campaign on social platform Twitch to reach its live...
S$6.00

Project Ugnayan: Feeding Manila’s Hungry During the Covid-19 Pandemic

by Tan Wee Liang, Cheah Sin Mei
Discipline:
Crisis management
In March 2020, the Philippines government announced the first month-long lockdown in Manila and its surrounding regions to curb COVID-19 transmission. The lockdown measures, including the closure of non-essential businesses and stay-home orders, were sudden and drastic, leading to the urban poor's...
S$6.00

DMK: Rebranding a Footwear Brand to Connect with Millennials and Gen Z

by Patricia Lui, Jovina Ang, Lipika Bhattacharya
Discipline:
Brand image
This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z.
The footwear brand was originally positioned as a workwear brand, specifically to cater...
S$6.00

The Sustainability Sweet Spot at Jiu Zhen Nan Taiwan Pastry

by Tan Hwee Hoon, Cheah Sin Mei, Esther Kong, Chung Hsi-Mei
Discipline:
Corporate social responsibility
Set in 2022, the case follows the sustainability journey of Jiu Zhen Nan, a 133-year-old Taiwanese pastry brand headquartered in Kaohsiung, the southern city of Taiwan. Jiu Zhen Nan specialises in gourmet traditional Chinese Han pastry, often consumed during major festivals, weddings, and religious...
S$6.00

Malaysia Airlines: Culture Transformation While Flying Through Turbulence

by Fermin Diez, Michael R. Bashshur, Cheah Sin Mei
Discipline:
Strategy
This case study follows Malaysia Airlines Berhad (MAB) through its Culture Journey (2018-2021), an initiative to rebuild the corporate culture as part of a broader turnaround strategy. The airline was stricken by twin tragedies in 2014 – the disappearance of Flight MH370 over the Indian Ocean and...
S$6.00

Ideas and Not Solutions: Enabling Innovation through Internal Crowdsourcing in the Tata Group

by Reddi Rayalu Kotha, Chon Phung Lim, Thomas Lim
Discipline:
Open innovation
Ravi Arora, Vice President (Group Innovation), Tata Sons Private Limited, and his Group Innovation team initially faced difficulty when introducing the concept of open innovation to the Tata Group. They tried to ease the staff into embracing it by getting them to share problem statements, learn...
S$6.00

Furthering Sustainability at Singapore Management University: A Blueprint for Blue Skies

by Lily Kong, Havovi Joshi, Jovina Ang
Discipline:
Sustainable business practices
On September 9, 2022, Singapore Management University (SMU) President Lily Kong launched the SMU Sustainability Blueprint at her fourth President’s State of the University Address to an audience of over 600 faculty, staff, students, and guests. While paying attention to sustainability was not new...
S$6.00

The Lithium Ion Battery: From Industry to Diverse Ecosystems

by Kijong Kim, Sali Li, Liang Chen, Noman Shaheer
Discipline:
Environmental sustainability
Raymond Green, Chief Researcher at Amber Global, a global energy think tank, believes that climate change could be slowed by consumers switching to electric vehicles (EVs). He analyses the lithium-ion (li-ion) battery industry’s origins and its ascendance to an ecosystem that encompasses diverse...
S$6.00

To Build or Not to Build: The Real Estate Dilemma and the Rapid Rise of China’s Cold Chain Industry

by Lim Yun Fong, Marcus Ang, Koh Chaik Ming
Discipline:
Corporate Strategy
This case has been written to illustrate the pros and cons of asset-light and asset-heavy strategies. China has seen a rise in the use of asset-heavy strategies over the last few years, particularly with heavy asset users. By using financial tools such as sale and leaseback, fund management...
S$6.00

Pages

Looking for something?