Harvard Case - SEA Games 2015
"SEA Games 2015" Harvard business case study is written by Cheng Boon Koh, Bronson Ong, Lawrence Lim, Richard Poh. It deals with the challenges in the field of General Management. The case study is 9 page(s) long and it was first published on : Jun 2, 2020
At Fern Fort University, we recommend a multi-pronged approach to improve the SEA Games 2015, focusing on strategic planning, organizational structure, leadership styles, decision-making processes, and corporate governance. This will involve implementing change management strategies to foster a culture of innovation and corporate social responsibility, while leveraging technology and analytics to enhance operational efficiency and marketing effectiveness.
2. Background
The SEA Games 2015 case study examines the challenges faced by Singapore in hosting the 28th Southeast Asian Games. The event was plagued by organizational issues, including inadequate planning, communication breakdowns, and a lack of transparency. This resulted in negative publicity, strained relationships with stakeholders, and ultimately, a less-than-ideal experience for athletes and spectators.
The main protagonists of the case study are the Singapore SEA Games Organising Committee (SINGSOC) and its leadership, including the CEO, Mr. Tan Chuan-Jin.
3. Analysis of the Case Study
This analysis utilizes a combination of frameworks to comprehensively assess the situation:
Strategic Framework:
- SWOT Analysis:
- Strengths: Singapore's strong infrastructure, experienced workforce, and reputation for efficiency.
- Weaknesses: Lack of experience in hosting large-scale sporting events, bureaucratic decision-making processes, and communication gaps.
- Opportunities: Potential to showcase Singapore's capabilities and attract international investment, enhance national pride, and foster regional cooperation.
- Threats: Potential for logistical challenges, security risks, and negative media coverage.
- Porter's Five Forces:
- Threat of New Entrants: Low, due to significant infrastructure and organizational requirements.
- Bargaining Power of Buyers: High, as athletes and spectators have numerous options for entertainment and sporting events.
- Bargaining Power of Suppliers: Moderate, as SINGSOC relies on various suppliers for services and infrastructure.
- Threat of Substitutes: Moderate, as other sporting events and entertainment options exist.
- Competitive Rivalry: Low, as there is limited competition within the SEA Games context.
Organizational Framework:
- Organizational Structure: The case study highlights a lack of clear roles and responsibilities, leading to confusion and duplication of efforts.
- Leadership Styles: SINGSOC's leadership appears to be reactive rather than proactive, lacking a clear vision and strategic direction.
- Decision-Making Processes: The decision-making process was slow and bureaucratic, hindering timely responses to challenges.
- Corporate Governance: The case study suggests a lack of transparency and accountability, leading to public criticism and mistrust.
Marketing Framework:
- Brand Management: The SEA Games brand was not effectively communicated, leading to a lack of public engagement and enthusiasm.
- Marketing Strategy: The marketing campaign lacked a clear target audience and compelling message, resulting in limited impact.
Operational Framework:
- Operations Strategy: The case study highlights logistical challenges, including inadequate planning, resource allocation, and coordination.
- Supply Chain Management: The supply chain was not effectively managed, resulting in delays and disruptions.
- Technology and Analytics: The use of technology and data analytics was limited, hindering operational efficiency and decision-making.
4. Recommendations
1. Enhance Strategic Planning:
- Develop a comprehensive strategic plan with clear goals, objectives, and timelines.
- Conduct a thorough SWOT analysis and identify key performance indicators (KPIs) to track progress.
- Implement a robust risk assessment and crisis management framework.
2. Reorganize Organizational Structure:
- Establish clear roles and responsibilities for each department and individual.
- Implement a matrix structure to enhance collaboration and communication.
- Decentralize decision-making to empower teams and improve responsiveness.
3. Foster Transformational Leadership:
- Recruit and develop leaders with a clear vision, strong communication skills, and a commitment to innovation and collaboration.
- Implement leadership development programs to enhance skills and knowledge.
- Encourage a culture of open communication, feedback, and accountability.
4. Improve Decision-Making Processes:
- Establish clear decision-making protocols and timelines.
- Implement a data-driven approach to decision-making, leveraging technology and analytics.
- Encourage diverse perspectives and promote critical thinking within decision-making groups.
5. Strengthen Corporate Governance:
- Establish a transparent and accountable governance framework.
- Implement a robust internal audit system to ensure compliance and efficiency.
- Promote ethical conduct and corporate social responsibility throughout the organization.
6. Leverage Technology and Analytics:
- Implement a comprehensive information system to track progress, manage resources, and improve communication.
- Utilize data analytics to identify trends, optimize operations, and enhance decision-making.
- Develop a digital marketing strategy to reach a wider audience and engage with stakeholders.
7. Enhance Marketing Strategy:
- Develop a clear brand identity and messaging that resonates with the target audience.
- Implement a multi-channel marketing campaign to reach a diverse audience.
- Leverage social media platforms to engage with stakeholders and build community.
8. Improve Operations Management:
- Implement a robust supply chain management system to ensure timely delivery of goods and services.
- Optimize resource allocation and logistics to minimize costs and maximize efficiency.
- Develop a comprehensive quality management system to ensure high standards of service and delivery.
9. Foster Innovation and Creativity:
- Create a culture that encourages innovation and rewards creative thinking.
- Implement a system for capturing and sharing best practices.
- Invest in research and development to explore new technologies and approaches.
10. Embrace Corporate Social Responsibility:
- Integrate sustainability practices into all aspects of the organization.
- Promote diversity and inclusion within the workforce.
- Engage in community outreach programs to build positive relationships with stakeholders.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the case study, considering the following factors:
- Core Competencies and Consistency with Mission: The recommendations align with Singapore's strengths in infrastructure, technology, and organizational efficiency, while addressing the weaknesses identified in the case study.
- External Customers and Internal Clients: The recommendations focus on improving the experience for athletes, spectators, and stakeholders, while also enhancing the working environment for employees.
- Competitors: The recommendations aim to position Singapore as a leading host for sporting events, attracting international investment and recognition.
- Attractiveness ' Quantitative Measures: The recommendations are expected to lead to increased efficiency, cost savings, and improved brand perception, ultimately contributing to the overall success of the SEA Games.
- Assumptions: The recommendations assume a willingness to embrace change, invest in new technologies, and prioritize stakeholder engagement.
6. Conclusion
By implementing these recommendations, Singapore can transform the SEA Games 2015 into a successful and memorable event. This will involve a significant shift in organizational culture, leadership style, and strategic approach, but the potential rewards in terms of national pride, regional cooperation, and economic benefits make it a worthwhile investment.
7. Discussion
Alternatives:
- Outsourcing: SINGSOC could consider outsourcing certain operational functions, such as logistics and catering, to specialized companies. However, this could compromise control and quality.
- Public-Private Partnerships: SINGSOC could partner with private companies to leverage their expertise and resources. However, this could lead to conflicts of interest and potential corruption.
Risks:
- Resistance to Change: Employees and stakeholders may resist changes to the organizational structure and leadership style.
- Cost Overruns: Implementing the recommendations may require significant financial investment.
- Lack of Commitment: The success of the recommendations depends on the commitment of leadership and stakeholders.
Key Assumptions:
- The Singapore government is committed to supporting the SEA Games and investing in its success.
- The recommendations will be implemented effectively and with sufficient resources.
- Stakeholders will be engaged and supportive of the changes.
8. Next Steps
Timeline:
- Phase 1 (Immediate): Establish a task force to develop a comprehensive strategic plan and implement the initial recommendations for organizational structure and leadership.
- Phase 2 (Short-term): Implement technology and analytics solutions to improve operational efficiency and decision-making.
- Phase 3 (Long-term): Develop a sustainable marketing strategy and build a strong brand identity for the SEA Games.
Key Milestones:
- Within 6 months: Develop a comprehensive strategic plan and implement the initial organizational changes.
- Within 12 months: Implement technology and analytics solutions and launch the new marketing campaign.
- Within 24 months: Achieve significant improvements in operational efficiency, stakeholder engagement, and brand perception.
By taking decisive action and embracing a culture of innovation and collaboration, Singapore can transform the SEA Games 2015 into a truly successful and impactful event.
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Case Description
Singapore organised the 28th SEA Games in June 2015. This was the fourth time that Singapore hosted the SEA Games, after a 22-year long hiatus. It was a historic SEA Games for Singapore, as it coincided with the nation's Golden Jubilee. Everything went well from the opening ceremony to the organisation of 36 sports, with around 400 events. However, there was a sudden surge in crowd during the closing ceremony. Chairman of Opening and Closing Ceremonies (OCC), Colonel Lawrence Lim planned for a contingency to handle a possible sudden surge in the crowd and the contingency plans were activated, but the lighting condition and different decisions made by different committees impeded the flow of spectators into the Singapore Sports Hub. As a result, 500 spectators who were turned away. The questions that need to be answered are; what are the lessons to be learnt? Crowd management or more than that? Scenario planning, crisis leadership under the VUCA (volatility, uncertainty, complexity, and ambiguity) environment are some of the important lessons that can be drawn from this Case Study.
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