Company Sponsor: Seng Hua Hng (SHH) Foodstuffs Pte Ltd
Seng Hua Hng (SHH) Foodstuffs Pte Ltd, the largest nuts manufacturer in Singapore, is the company behind Camel Nuts, a trusted household brand name in nut snacks Singapore. Camel Nuts is a market leader in the nut snack industry in Singapore.
Aspiring to continued growth, in 2016, the company set a strategic target of 100-100-10, which stands for S$100 million (US$72 million) revenue, geographic presence in 100 countries and a profit of S$10 million (US$7 million) by the year 2020.
Title: Building In-House Data Analytics Capability
Project Team: Anna Teo Phuay Geok, Hong Ting Jun, Jonathan Low Zhen Qing, Joyce Lee Yun Wen, Soma Mok Ping Yan, Song Yea Ram and Wong Wen Hui
Aspiring to expand the business further regionally with specific challenging targets, SHH commissioned the SMU students to build in-house data analytics capability to help the company achieve its strategic goals. SHH previously would rely on ballpark estimates to make key strategic decisions such as to determine annual production capacity. The key challenge of utilizing ballpark estimates was the lack of accurate demand forecasting on a periodic basis and the absence of important financial information that would support the risk assessment of expansion into new foreign markets.
Students leveraged on predictive analytics to find valuable insights such as expansion plans for both domestics and overseas, new product introduction possibility and better estimation of future financial targets.
The above project was later published as a Case: Seng Hua Hng Foodstuffs: Cracking the Camel Nut for Growth, Using Data Analytics by Gary Pan, Cheah Sin Mei, Lipika Bhattacharya. The Case is available for purchase at the Centre for Management Practice.
