Third prize at I-CEE Student Case Competition

A team of five Global Economics students from the Faculty of Accountancy and Management (FAM) secured third prize at the I-CEE Student Case Competition, held on 31 August 2024. The competition, organised by the International Business School of Beijing Foreign Studies University, took place virtually via Zoom, bringing together student teams from various international institutions.

From left: Chen, Bernice Tan, Nicholas Yap, Khong and Nicole Ng

The team, comprising Nicole Ng Ran Yee, Rong Xin, Chen, Bernice Tan Tung Ern, Khong Yong Chi and Nicholas Yap Ming Wai, impressed the judges with their project titled “Ipoh White Coffee: Aroma of Success”. Their case study focused on the strategic approaches used by OldTown White Coffee to overcome challenges in entering the Chinese market. The students were guided by their advisor, FAM academic Assoc Prof Dr Lee Hui Shan, who provided valuable insights and support throughout the project.

The competition provided an excellent platform for the students to apply their theoretical knowledge to real-world business challenges. The competition required the teams to analyse a company from an emerging economy engaged in international business. UTAR’s team chose OldTown White Coffee, a well-known Malaysian brand, as their subject, aiming to help local companies navigate the complexities of expanding into the highly competitive Chinese market.

The team presenting their project

Reflecting on their experience, the team shared that participating in the competition helped them develop key skills such as teamwork, critical thinking, and problem-solving. “We did not expect to make it to the final, and winning third place was a surprise. Our teamwork and the guidance from our advisor were crucial in achieving this result,” the team remarked. They added that the competition broadened their perspectives on international business and enhanced their ability to work collaboratively.

Out of 90 teams that entered the competition, only 16 made it to the final round. Each finalist team presented their case studies via Zoom, where they were evaluated on the quality of their analysis, presentation style, and demonstration of international cooperation and team spirit. The team was awarded a cash prize along with certificates recognising their achievement. Their advisor, Dr Lee, also received a cash prize and certificate for her role in mentoring the team.

The I-CEE Student Case Competition is an annual event aimed at fostering educational advancement and research on multinational enterprises from emerging economies. It encourages students to apply their academic knowledge to real-world situations while promoting international collaboration.

The achievement by UTAR’s team highlights the university’s dedication to providing students with opportunities that enhance their academic and professional growth, preparing them for future challenges in the global marketplace.