#SMUELT Connection, Issue 5 - Kaimay Trading

As second-generation leaders, siblings Tan Yi Sin and Tan Yi Ze knew Kaimay Trading needed a more structured approach to grow beyond its roots. The distributor of confectionery and liquor brands — which is active in Singapore and travel retail markets around Asia — had its sights set on Malaysia’s domestic market.

The Enterprise Leadership for Transformation (ELT) by SMU programme came at the right time. “It helped crystallise our thoughts into a structured Business Growth Plan,” says Yi Ze, the company’s Chief Financial Officer.

Coaching support helped them apply theory to their business context, while learning from fellow small- and medium-sized enterprise (SME) leaders facing similar challenges gave them new perspectives.

With this clearer direction, they developed an execution plan shaped by consumer trends, the competitor landscape and operational risk. “It was not just a paper exercise; it has become a blueprint we actively use today,” says Deputy Director Yi Sin. Reflecting on the experience, she adds: “The programme is rigorous, but it is one of the best investments we have made.”

Unsure of your next move? Watch how the ELT programme helped Kaimay Trading take a bite out of growth.