Dr. Trung D.H. Thai 2024 BPM – Case 1 Instructions
2024 BRAND AND PRODUCT MANAGEMENT (SMM)
HBR Case 1:
Ehomemakers l Crossing Border into Singapre 2016
Instructions
1. Objectives
This cases aim to help students undertand why and how would eHomemakers make its
geographic expansion strategy to Singapore from Malaysia.
• Would Singaporean consumers and businesses be sympathetic to the overtures
of a foreign social enterprise (eHomemakers)?
• Could Ehomemaker convince the social entrepreneurs to enter into partnerships?
• Would entering Singapore revive the ailing Salaam Wanita?
• Would be Ehomemaker successful in Singapore?
2. Questions for discussions
Hint: Based facts from the case and relevant readings and additional resources (if needed, e.g. for the knowledge of work-
integration enterprise, can be refer to [6]).
(1) Discuss the key stakeholders and their roles in the Homemakers enterprise. Has the
Homemakers' work-integration model enabled it to meet its objective of helping
marginalized Malaysian women? If yes, how? If not, how could it be improved?
Hint:
(i) Key stakeholders: employees, founder, customers, goverment
(ii) Work-integration enterprise [6]
(2) Evaluate the current situation of Homemakers. Could things be improved? If so, how?
(3) Evaluate Sheau Ching's performance thus far. Given the circumstances, could Sheau
Ching have done things differently? If yes, how? If not, why? Prepare a triple bottom
line analysis of the Homemakers enterprise.
Hint:
(iii) Triple bottom line [3], exhibit TN-1.
(4) How are key consumer needs currently being satisfied? Which consumer segments
should Homemakers target? How can these targets be reached? Evaluate the product
offering and discuss how best to market it in Singapore.
Hint:
(iv) Three consumer needs: utilitarian need, need for philanthropy and the need for aesthetic appreciation
[9].
