NUS Cooperative Society
MNO 4319
Surmounting Challenges
NUS Multi-Purpose Co-operative Society
Prepared for Professor Albert Teo
Prepared by Peh Zhen Hao U098507H
Table of Contents
Prologue 3
1.0 History of NUS Co-op 5
2.0 Organization Mission and Vision 6
2.1 Organization Structure 6
2.2 Giving Back to the NUS Community 7
3.0 Challenges Facing NUS Co-op 7
3.1 Short-term Challenges 7
3.2 Long-term Challenges 8
4.0 Value of Brand Awareness to Co-operative Organisations 8
5.0 Value of Brand Awareness to NUS Co-op 10
6.0 Marketing Innovation in Recent Years 14
6.1 Ambassador Programme 15
7.0 Analysis of Similar Co-operative Societies 18
7.1 Touchstone Energy Co-operative (Employee Brand Awareness) 18
7.2 National Federation of Universty Co-operative Associations (Venturing into New Grounds) 19
8.0 Epilogue 20
9.0 Appendix 22
Annex A: Organisation Structure 22
Annex B: Differences Between Membership 22
Annex C: Survey on consumers' response to CSR 24
Annex D: Straits Times Article 27
Teaching Notes 29
Synopsis 29
Target Audience 30
Case Objectives 30
Relevant Readings 31
Assignment Questions 31
Analysis 32
Prologue
The NUS Co-operative was founded in 1969 by the students and staff of the National University of Singapore to provide for the educational needs of students and lecturers alike. After the formation of the National University of Singapore, the Co-operative was re-named the National University of Singapore Multi-purpose Co-operative Society Limited (or NUS Co-op for short). Its membership constituents remain the same as before. The growth of membership continues and stands at 32,660 as at 31st December 2011. The Co-op is managed by a Board of Directors, elected from its members at the Annual General Meeting where the directors serve on an honorary basis .
NUS Co-op has been a co-operative society for the past 43 years, but yet, the brand awareness aspect of this society has been low. Ms Jessie Lee has been serving as the
Surmounting Challenges
NUS Multi-Purpose Co-operative Society
Prepared for Professor Albert Teo
Prepared by Peh Zhen Hao U098507H
Table of Contents
Prologue 3
1.0 History of NUS Co-op 5
2.0 Organization Mission and Vision 6
2.1 Organization Structure 6
2.2 Giving Back to the NUS Community 7
3.0 Challenges Facing NUS Co-op 7
3.1 Short-term Challenges 7
3.2 Long-term Challenges 8
4.0 Value of Brand Awareness to Co-operative Organisations 8
5.0 Value of Brand Awareness to NUS Co-op 10
6.0 Marketing Innovation in Recent Years 14
6.1 Ambassador Programme 15
7.0 Analysis of Similar Co-operative Societies 18
7.1 Touchstone Energy Co-operative (Employee Brand Awareness) 18
7.2 National Federation of Universty Co-operative Associations (Venturing into New Grounds) 19
8.0 Epilogue 20
9.0 Appendix 22
Annex A: Organisation Structure 22
Annex B: Differences Between Membership 22
Annex C: Survey on consumers' response to CSR 24
Annex D: Straits Times Article 27
Teaching Notes 29
Synopsis 29
Target Audience 30
Case Objectives 30
Relevant Readings 31
Assignment Questions 31
Analysis 32
Prologue
The NUS Co-operative was founded in 1969 by the students and staff of the National University of Singapore to provide for the educational needs of students and lecturers alike. After the formation of the National University of Singapore, the Co-operative was re-named the National University of Singapore Multi-purpose Co-operative Society Limited (or NUS Co-op for short). Its membership constituents remain the same as before. The growth of membership continues and stands at 32,660 as at 31st December 2011. The Co-op is managed by a Board of Directors, elected from its members at the Annual General Meeting where the directors serve on an honorary basis .
NUS Co-op has been a co-operative society for the past 43 years, but yet, the brand awareness aspect of this society has been low. Ms Jessie Lee has been serving as the