Asia-Pacific Enterprise Challenge

The Asia-Pacific Enterprise Challenge is a regional competition platform where young people in the region are invited to suggest innovative and practical solutions to overcome real business case studies posted by local enterprises.

For both case studies, the two winners (one from Singapore and another one from the participating countries) would stand to win a cash prize of S$1000, and a fully-sponsored trip (air tickets and accommodation) to the participating enterprise (Singapore office) for a one-week internship opportunity (prepared by the enterprise). Also, the two winners will be recognized at the Global Entrepreneurship Week Opening Ceremony on 16th November 2009.

Check out the criteria and deadline here.

Case Study 1 : Sakae Sushi

The Enterprise
Sakae Sushi, a family-oriented conveyor belt sushi restaurant, has grown into a global chain of more than 70 outlets throughout Asia and beyond, serving over 200 varieties of sushi, sashimi and many other delectable and authentic dishes. Its economical price, unique menu, endearing staff and ambiance ensure that this fairytale dining experience will never be short of fans’ accolades.

The Challenge
Your challenge is to combine innovation, cost effectiveness and feasibility to revamp the Sakae Sushi’s range of merchandise, putting it en route to its vision in becoming a global F&B brand.

• Look forward to critically reviewing the existing range of products and its relation to consumer purchasing habits.
• Propose new items or creatively repackage existing products in a way that will enhance
• Sakae Sushi’s branding across geographical boundaries.
• Pit your value proposition against other talented teams to prove that you have what it takes to bring Sakae Sushi further and beyond.

Case Study 2 : bYSI

bYSI is Singapore’s very own fast fashion brand started in 1998 after an inspiring trip to Europe by its founder. Presently available in the region with 28 stores and growing, bYSI continues to bring the latest runway styles to women around the globe. Believing that every woman should have the luxury to own a chic and functional wardrobe, bYSI offers the latest collections of apparels and accessories translated from the catwalks at accessible prices.

The Challenge
Your challenge is to develop a marketing plan for bYSI to penetrate into the market of the respective participating countries under the GEW APEE Challenge.

You should consider the following when approaching the case:
• Analyse the suitability of marketing the present range in the proposed countries.
• Consider the existing market gaps in fashion markets locally and in the region and propose a customized range of products for bYSI.
• Propose a pricing structure that adheres to bYSI’s brand positioning as a relevant, chic and desirable fashion brand.
• Propose suitable malls in and around the region for bYSI to operate from.
• Recommend a media plan for the brand to penetrate successfully into the markets of the proposed countries in order to achieve strong brand awareness.