Business Case Studies, Brands & Branding and Private Labels Case Study, Apex-Pal, Douglas Foo

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Brands & Branding and Private Labels Case Study

Case Title:

Apex-Pal International Ltd, Singapore-based Food and Beverage Company: Founder CEO, Douglas Foo’s Brand Building Strategies

Publication Year : 2006

Authors: Ramanathan K, Sumit Kumar Chaudhuri

Industry: Beverages


Case Code: BBP0065

Teaching Note: Not Available

Structured Assignment: Not Available

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Douglas Foo is the founder of Apex-Pal, a Singapore-based food and beverage company. Apex-Pal owns food and beverage brands like “Sakae Sushi”, “Sakae Express”, etc., and it plans to make it as big as McDonalds. Apex-Pal was started in 1997 amidst the Asian financial crisis as a small enterprise in Singapore. Its first ‘Sakae Sushi’ restaurant was started with a capital of S$300,000. In a corporate world, which amasses money out of borrowed capital, Douglas Foo is said to have created wealth and fame without borrowing a dime. His corporate philosophy has proved to be a magic wand in Singapore and with Apex-Pal stretching its arms to reach the US, Canada and Europe, the efficacy of his expansion strategy is yet to be seen.

Pedagogical Objectives:

  • To highlight the business philosophy of Douglas Foo
  • To understand the influence of personal values of the founder on his business practices
  • To discuss the growth strategy of Apex-Pal
  • To analyse the efficacy of the current business strategy of Apex-Pal in the light of its future challenges.

Keywords : Hibiki, Dining @ Sakae, Innotech consulting, portable conveyor belt, kaiten, Skal, Crepes & Cream, Nouvelle, Singapore-based Food and Beverage Company, Surviving Asian financial crisis, Recruiting prison inmates, Best HR practices, Brands & Branding Case Study, Technology deployment

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