Case Studies

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DHL Supply Chain

by Assoc Prof Chu-Chun-Lin Singfat and Mr David Ringrose (participant, Asia-Pacific EMBA Intake 20)

Publication Date: 19/04/2012

The degradation of the environment has led many governments and customers to pressurize businesses to make their operations more nature-friendly. The case illustrates an effective example of corporate social responsibility. Specifically, it demonstrates how a small increase in a supply chain budget can drastically reduce carbon dioxide (CO2) emission in the transportation of LCD TVs from their manufacturing bases to a distribution centre.

For NUS Business School: (Faculty only) 
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


Family Business Succession in Asia

by Dr Marleen Dieleman and Mr Jonathan Ho Wye Kit (BBA graduated student)

Publication Date: 05/04/2012

The Wang Group was created by Alfred Wang in Hong Kong after fleeing China during the turbulence that marked the beginning of the communist regime. After successfully building up the diversified trading business and expanding to various other Asian countries, in 1995, the business was taken over by his second son, Charles Wang, a charismatic leader. Charles wished to create a more sustainable family business, tuned in to today's global trends, and run by non-family members. To this end, Charles hired an outside CEO to implement his vision after implementing a far-reaching corporate change program. The global economic crisis that started in 2008, however, caught the company halfway through the reorganization, and brought losses and the departure of the newly hired CEO. Charles Wang had no other option than to again take up the top job himself, and had to reconsider the path towards a sustainable future for the family firm.

For NUS Business School: (Faculty only)
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


IEC in Sports

by Assoc Prof Chu-Chun-Lin Singfat and Mr Josh Burack (participant, Asia-Pacific EMBA Intake 20)

Publication Date: 03/02/2012

A sports broadcasting firm, which is facing uncertain contract renewals by its current clients from several geographic territories, has to figure out the likelihood of making money if it goes ahead and purchases the global broadcasting rights of the Portuguese Soccer League ("Liga Zon Sagres") for the upcoming 2011/12 season.

For NUS Business School: (Faculty only) 
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


The Beer Cases (C): Tsingtao Brewery

by Prof Andrew Karl Delios and Ms Donna Jimenez (BBA Hons graduated student)

Publication Date: 24/01/2012

The beer industry comprises elements of sub-national, national and global competition. To expand, the industry players use various strategic approaches as illustrated by five major beer companies: Anheuser-Busch InBev (9B11M124), Groupo Modelo (9B11M125), Tsingtao Brewery, San Miguel (9B09M074) and Thai Bev (9B13M065). Observations about the beer industry — a fairly easy product and industry to understand — can be extrapolated to other industries. Lessons can be drawn regarding the influence of industry pressures on the four key components of an international expansion strategy: product choice for expansion, market choice for geographic expansion, timing of entry and mode of entry. 

For NUS Business School: (Faculty only)
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


The Beer Cases (B): Groupo Modelo

by Prof Andrew Karl Delios and Ms Donna Jimenez (BBA Hons graduated student)

Publication Date: 24/01/2012

The beer industry comprises elements of sub-national, national and global competition. To expand, the industry players use various strategic approaches as illustrated by five major beer companies: Anheuser-Busch InBev (9B11M124), Groupo Modelo, Tsingtao Brewery (9B11M126), San Miguel (9B09M074) and Thai Bev (9B13M065). Observations about the beer industry — a fairly easy product and industry to understand — can be extrapolated to other industries. Lessons can be drawn regarding the influence of industry pressures on the four key components of an international expansion strategy: product choice for expansion, market choice for geographic expansion, timing of entry and mode of entry. 

For NUS Business School: (Faculty only)
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


The Beer Cases (A): A-B InBev

by Prof Andrew Karl Delios and Ms Donna Jimenez (BBA Hons graduated student)

Publication Date: 24/01/2012  

The beer industry comprises elements of sub-national, national and global competition. To expand, the industry players use various strategic approaches as illustrated by five major beer companies: Anheuser-Busch InBev, Groupo Modelo (9B11M125), Tsingtao Brewery (9B11M126), San Miguel (9B09M074) and Thai Bev (9B13M065). Observations about the beer industry — a fairly easy product and industry to understand — can be extrapolated to other industries. Lessons can be drawn regarding the influence of industry pressures on the four key components of an international expansion strategy: product choice for expansion, market choice for geographic expansion, timing of entry and mode of entry.

For NUS Business School: (Faculty only)
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg) 


Strategic Entrepreneurship in Emerging Market Multinationals: Marco Polo Marine

by Dr Marleen Dieleman and Mr Yue-Jer Lee (BBA graduated student)

Publication Date:  7/7/2011

Marco Polo Marine (MPM) Ltd is a medium-sized Singaporean shipping company listed on the Singapore Stock Exchange, involved in regional shipping and shipbuilding. The company was part of a larger Indonesian family business group, and had been built from scratch by the CEO, the heir to the group. MPM had started off providing barges to transport mining products and sand, initially for the group's mining operations, but increasingly for third parties. It subsequently entered the shipbuilding industry by establishing a shipyard in Batam, Indonesia, an island near Singapore. As a next step to grow the company, the CEO intended to become an international player in the much more sophisticated offshore marine services sector, but he had yet to decide what strategy to take to achieve it. The case study allows students to analyze a global industry and present recommendations to the CEO for positioning the company within this industry. As a company from an emerging market, MPM is an example of an aspiring "emerging market multinational" and the case discusses the challenges such companies face in catching up with more advanced incumbents in global industries. In order to penetrate this market, decisions are required as to what types of vessels to build or buy, which countries to target and how to enter this market given financial constraints and limited technical expertise.

For NUS Business School: (Faculty only)
To obtain a free copy of the case, please contact Ms Kwok Siew Geok (bizksg@nus.edu.sg)


The IOI Group: Creating a Malaysian Palm Oil Multinational

by Dr Marleen Dieleman and Ms Megha Mittal (MBA graduated student) 

Publication Date:  25/10/2010

The case discusses the story of the IOI Group, one of the largest palm oil players in Malaysia that has seen rapid growth in the past two decades. Controlled by the Lee family since 1982, the IOI Group's main businesses initially were property and palm plantations. As a relative latecomer in the palm oil industry, it grew both organically and through acquisitions, and it currently has sales of about US$4.3 billion and employs 30,000 people. Over the years, the IOI Group moved away from producing crude palm oil (CPO), a key commodity, and pursued a strategy of vertical integration by moving into downstream activities such as food ingredients manufacturing and oleochemicals. This transformed IOI from a Malaysian plantation company to a global ingredients manufacturer, making it a good example of a so-called "emerging market multinational."

The case takes the point of view of Dato' Lee, the second-generation family leader who is currently in charge of the downstream businesses, and discusses three challenges he faces in IOI's transformation process: 1) optimizing and integrating the global value chain; 2) determining the most suitable way to coordinate a multinational company with substantial global sales and operations; and 3) adaptation to changing needs of global customers. All this is supported by extensive information on the changing dynamics in the palm oil industry, where emerging market players are moving up the value chain and snapping up manufacturing assets from global fast-moving consumer goods companies like Unilever, while the latter increasingly focus on branded goods and seek to exit the lower margin and capital-intensive manufacturing of ingredients. Students are asked to analyze the changing industry dynamics and provide recommendations to executive director Dato' Lee given the goal to make IOI a leading palm oil player.


NKF Case: Good Intentions Gone Awry at the National Kidney Foundation

by Assoc Prof Audrey Chia, Assoc Prof Vivien K.G. Lim and Ms Hwee Sing Khoo (PhD student)

Publication Date:  21/04/2010

This case illustrates the rise and fall of the former chief executive officer (CEO) of the National Kidney Foundation (NKF) Singapore, T.T. Durai. In June 2007, Durai was charged with corruption and sentenced to three months in jail. Just less than two years prior, he had been the prolific CEO who had transformed the NKF from a small foundation into Singapore's largest charity, with 21 dialysis centres. Durai spent 37 years of his life volunteering and working with the NKF, and initiated research, marketing and fund-raising strategies for the charity. Under Durai's helm, the charity's revenue grew from $17 million to $116 million. Dialysis centres in other parts of the world sought Durai's expertise to improve their dialysis programs. This case documents the unfolding events that led to surprising revelations in court. These include Durai's leadership style, controversial decisions, bountiful entitlements and debatable actions taken to achieve his aims. In all, the case provides a perceptive insight into how differing perceptions of responsible leadership affected the stakeholders of the NKF, and encourages readers to analyze and propose how things could be improved, or could have turned out differently.


The Ciputra Group: Shaping the City in Asia

by Dr Marleen Dieleman

Published: 08/12/2009

The Ciputra Group was set up by Mr. Ciputra in the 1980s, after a long entrepreneurial career with a vision to provide a business for his children. The case describes the development of this group, which evolved into a prominent and innovative player in the Indonesian property sector. Under Mr. Ciputra's guidance, the company became known for its satellite cities, in which the group combined technical, construction, and urban planning qualities, along with the ability to understand and manoeuvre in the difficult Indonesian environment. This model was later exported to other emerging markets. The case ends with the company facing two sets of interlinked problems. One set is strategic, as the company's business model has proven to be vulnerable, and it is undergoing various changes. The question is what strategic option the company should choose. The second set of issues concerns the leadership and corporate structure of the group. Since Mr. Ciputra is in his late 70s, a generational change in leadership is imminent, and students are asked to reflect on the most appropriate path towards further development of the business from one led by a charismatic entrepreneur towards a professional family business. The two sets of issues are interlinked with each other and pose opportunities and constraints.


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