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Cases for Undergraduate

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Konecranes: Lifting not just ‘Things’, but Entire Businesses, to New Heights

by Kirsti Lindberg-Repo, Havovi Joshi
Discipline:
Strategy, Marketing
Konecranes is a leading manufacturer of lifting equipment and a market leader in industrial cranes and components. Headquartered in Finland, the group has the world’s most extensive crane service network. North Americas is the group’s best performing territory, accounting for a third of global...
S$6.00

Launching W Singapore – Sentosa Cove: Starwood Hotel’s Digital Strategy to Drive Bookings

by Srinivas K. Reddy, Christopher Dula
Discipline:
Marketing
It is March 2012 and Janice Chan, the senior director of digital marketing and distribution for Starwood Asia Pacific Hotels, is responsible for delivering a digital marketing campaign strategy to the sales and marketing team at the W Singapore — Sentosa Cove. The hotel, which is set to open in...
S$6.00

Singapore Post: Transforming Mail Services in the Internet Age

by Reddi Rayalu Kotha, Havovi Joshi
Discipline:
Strategy, Organisational Behaviour and Leadership
This case is set in August 2012 about ten months after the ‘Ready for the Future’ (RTF) Transformation Programme was implemented at Singapore Post Limited (SingPost). The programme came in response to new challenges and opportunities that had arisen in the postal industry. The results have so far...
S$6.00

The Hour Glass Company: The March of Time

by Stephen Wyatt, Adina Wong
Discipline:
Strategy
The Hour Glass (THG) is a multi-brand luxury watch retailer, founded in 1979 by Henry and Jannie Tay in Singapore. The store was one-of-a-kind when it was founded, positioning luxury watches as upmarket collectors’ items or for investments. This strategy proved to be a resounding success. By 1988,...
S$6.00

The Shangri-La Bosphorus Hotel: Extending the Famed Shangri-La Hospitality to Turkey

by Srinivas K. Reddy, Havovi Joshi
Discipline:
Strategy, Marketing
The case is set in May 11, 2013, when the Shangri-La Bosphorus Hotel in Istanbul is inaugurated. The Hong Kong-based Shangri-La Hotels and Resorts is Asia Pacific’s leading luxury hotel group and globally regarded as one of the finest hotel ownership and management companies in the world. The group...
S$6.00

Unilever Vietnam: A One-Rinse Revolution Towards A Sustainable Future

by Srinivas K. Reddy, Christopher Dula, Adina Wong
Discipline:
Marketing
It is October 2007 and competition in the fast-moving consumer goods space is heating up in the developing markets. Vietnam is no exception and Unilever believes it can seize greater market opportunity through innovative and environmentally sustainable product offerings.
Nguyen Van Linh, head of...
S$6.00

Commuter Complaints on SMRT Train Breakdowns

by Susheela A. Varghese
Discipline:
Communications
In December 2011, the world-renowned SMRT train system in Singapore suffered a series of commuter disruptions that shattered public confidence in the system. SMRT Corporation Ltd. is Singapore’s multi-modal public transport operator, with train, bus and taxi services across the island. This case...
S$6.00

Innova Technology: Seeking a Market for Anti-loss Devices

by Arcot Desai Narasimhalu, Sarita Mathur, Adina Wong
Discipline:
Operations Management, Marketing, Entrepreneurship and Innovation
This case is the first part of a two-part series on Innova Technology. Case A is set in May 2012, when Rick Tan, CEO of Innova Technology, a technology start-up company based in Singapore, is deciding a go-to-market strategy for PROTAG, a new anti-loss device. Through Bluetooth technology, this...
S$6.00

Actis: Private Equity Investments in a Capricious Market

by Meng Ann Lim, Sarita Mathur
Discipline:
Strategy, Finance
This case is set in September 2008, and begins with Joseph Li, the investment principal of Actis in China, a global private equity firm, preparing to present an investment proposal for 7 Days Inn, the fourth largest budget hotel chain in China, to the Investment Committee (IC). Just a day before...
S$6.00

Asia Pacific Breweries: A Big Gulp for Heineken?

by Stephen Wyatt, Sarita Mathur
Discipline:
Strategy
This case is set in December 2012, shortly after the acquisition of Asia Pacific Breweries Limited (APB) by Heineken N.V. APB is one of the largest brewers in Asia Pacific with a market footprint in 14 countries. This made it an attractive acquisition target for suitors such as Heineken, a global...
S$6.00

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