Browsing the supermarket aisles for fresh fruits and vegetables used to be the only way to shop for groceries. Today, with an increasing number of millennial customers opting to search and buy their food products online, how should an organic food producer refine its marketing strategy to tap this digitally native market?

"I came into this business 17 years back and there is still a long way to go. It never ends," says Mr Seng Yee Tai, CEO of Zenxin. Zenxin is a leading producer, distributor and retailer of more than 200 types of fresh organic produce in Singapore and Malaysia. Zenxin first started its operations in 2001 and today has 15 organic shops, three organic distribution centres, an organic fertiliser factory and a recreation park. 

Things fell into place quickly when SMU approached Zenxin in 2019 to discuss possible areas of collaboration for its Master of Science in Management (MiM) students. Zenxin was receptive to the idea of working with SMU MiM students for the Digital Marketing module. This was the first MiM module infused with a strong SMU-X element. SMU-X is an experiential learning framework which calls for students to take on real-world challenges by collaborating on projects with corporates, non-profit and government organisations. In this instance, MiM students took on the challenge of improving Zenxin’s digital marketing strategy in reaching out to millennial customers.

"SMU-X provides our postgraduate students with excellent opportunities to work with real business clients,” said Patricia Lui, Lecturer of Marketing, SMU Lee Kong Chian School of Business. “The client-based learning approach helps students gain the applied knowledge and relevant skills employers look for in entry-level executives. I am delighted that our students have developed a deeper understanding and experience from working on their client-based project."

SMU MiM students, who were tasked to conceptualise the appropriate website and social media strategies for Zenxin, started the process by learning about the business model from Zenxin’s management team. There were opportunities for mentorship during the eight-week project, where postgraduate students had the rare opportunity to engage directly with Zenxin’s leaders and to access their insights and vision for growing the business in a sustainable manner.

“SMU-X gives us the opportunity to apply our knowledge picked up in the classroom, to real-life business issues faced by companies. Our Master of Science in Management cohort had the wonderful opportunity to visit Zenxin’s organic farm in Malaysia for the Digital Marketing module,” commented Ruchika Sharma, 22 year old MiM student.

“Here, we learned more about his business model through experiencing it first-hand as the CEO of Zenxin, Seng Yee Tai, gave us a tour of his organic farm. We learned the different types of soil used in farming and saw just how much work it took just to ensure that your produce was 100% organic,” said 25 year old MiM student, Paolo Castro. “Despite the hard work, organic farming ensures that the practice is sustainable. Pesticides seep into the soil, eventually rendering them infertile over the long run. Organic farming does not have this problem, as it uses natural means and compost to fertilize the soil and fight off pests.”

In the course of SMU’s partnership with Zenxin, students made site visits to Zenxin’s various business operations, gaining an experiential overview of how Zenxin aims to encourage customers to build a healthy and holistic lifestyle. Students visited the Zenxin Singapore flagship store where Zenxin CEO Seng Yee Tai introduced students to the nuts and bolts of the business.

This was followed by a day visit to Zenxin organic farm in Johor, Malaysia, where students gained a first-hand experience of sustainable farming practices such as the different types of soil used in farming and rotation techniques to ensure organic produce. The onsite learning experience culminated in a delicious and fully organic lunch at Zenxin’s restaurant, hosted by the Zenxin management team.

SMU’s MiM programme provides a platform for individuals with no prior business experience to transit successfully to the world of business with an innovative and comprehensive curriculum. Students who are enrolled in the MiM’s 18-month full-time programme can expect to benefit from a diverse class of different nationalities and practical case studies that will equip them with a deep understanding of business fundamentals and skills for a changing business world.

In August 2019, SMU Lee Kong Chian School of Business (LKCSB) announced its partnership with three other leading international business schools in forming the Global MiM Network. The schools collaboratively run a global, multiple school exchange programme for MiM students, where four students at each member school gain from the opportunity to take courses at one or more partner institutions.

Created to meet the needs of students who expect a more global, practically focussed study experience, students participating in the Global MiM Network will be able to take core modules at their home business school, before travelling overseas to complete additional courses at one or more of the other schools in the alliance. Unlike traditional exchange programmes, students will have greater flexibility to tailor their academic and personal journey across four different locations.

[Featured photo: SMU Master of Science in Management students took on the challenge of improving Zenxin’s digital marketing strategy in reaching out to millennial customers, as part of their SMU-X Digital Marketing module.]