Sheng Siong co-founded by CEO and his two brothers in 1985, now leading the third position in Singapore in the supermarket chain. The business model so far has succeeded to cater traditional and highly price sensitive customers. The company has the prominent presence in suburban areas known as “heartlands”.
The corporate unique philosophy, influenced by the personal values of its founding family, has led the company to the growth. Although, the competition among rivals, market saturation, and costs were dramatically rising. The management had to analyze its existing distinctive competency that whether it would sustain for a longer term and what could be the ways to expedite the business growth. The author has the affiliation with National University of Singapore.
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