# FairPrice Case Study > FairPrice validated its crisis leadership capabilities through a high-stakes cyberattack simulation designed by Fixinc, bringing leadership, communications, and IT teams together to respond under realistic pressure. *This content is available in full at: https://www.fixinc.io/case-studies/fairprice* When Singapore's largest grocery retailer needed to pressure-test its crisis plan against a fast-moving cyber threat, Fixinc designed a simulation that brought leadership, communications, and IT teams into a single room and forced them to respond as if it were a real incident. ## The Challenge FairPrice Group, one of Singapore's most prominent retailers, needed to validate its Crisis Management Plan against a realistic, fast-evolving threat: a cyberattack with reputational and regulatory implications. With millions of customers tied to its Linkpoints loyalty programme, even a small technical issue could spark public backlash. FairPrice wanted to test more than just process. They needed to validate executive response, public communications, cyber escalation, and decision-making under pressure. The stakes included customer trust, media reputation, and regulatory scrutiny. ## The Approach Fixinc Advisors worked with FairPrice to design and deliver a Crisis Management Training and Scenario Exercise tailored to a simulated cyber breach affecting the Linkpoints system. The exercise was delivered in two escalating phases. ### Phase 1: Incident Response The scenario began with a single loyalty complaint and escalated into a coordinated phishing attack, creating public backlash on social media and eventually raising data breach concerns with national media and regulators. This phase tested FairPrice's Incident Management Team against realistic injects across customer service, cyber response, and internal communications. Related disciplines included: - [Crisis Management Training](https://docs.fixinc.io/disciplines/crisis-management-training.md): Building leadership response capabilities - [Crisis Communications Roleplay Drill](https://docs.fixinc.io/disciplines/crisis-communications-roleplay-drill.md): Testing public messaging under pressure - [Incident Management Team Development](https://docs.fixinc.io/disciplines/incident-management-team-development.md): Strengthening team coordination ### Phase 2: Crisis Leadership and Public Response As the scenario intensified, the focus shifted to executive leadership. Live media pressure, PDPC involvement, and internal staff anxiety raised the heat, pushing FairPrice's Crisis Management Team and Board to navigate live briefings, stakeholder messaging, and public accountability. Fixinc facilitated a half-day, high-intensity workshop involving Board members, technical teams, and leadership. The exercise was followed by a tailored debrief and full written report highlighting capability, response cohesion, and areas for improvement. ## Results and Outcomes The exercise surfaced key insights around interdepartmental coordination, decision speed, and role clarity under pressure. It strengthened FairPrice's ability to: - Handle rapid escalation from incident to full crisis - Communicate consistently across internal and external channels - Engage regulators like the PDPC with confidence - Re-align executive leadership with the plan's actual activation triggers and communications responsibilities The tailored scenario also reinforced the importance of validation. As Fixinc often states: until it's tested, it's draft. FairPrice walked away not just with feedback, but with capability. The scenario is now a model for future internal drills, and the improvements shaped from this session are embedded in the company's wider Crisis Management Plan and Resilience Strategy. ## Services Used by FairPrice - [Crisis Management](https://docs.fixinc.io/service/crisis-management.md): Core service for crisis response planning and leadership - [Incident Management](https://docs.fixinc.io/service/Incident-Management.md): Core service for operational incident handling - [Validation Exercise](https://docs.fixinc.io/service/validation.md): Core service for testing and validating response plans - [Resilience Training](https://docs.fixinc.io/service/resilience-training.md): Core service for building team capabilities ## Fixinc Team The Crisis Management team who supported FairPrice: **Brad Law** - Co-Founder and Global Head of Consulting with a career covering 32 years with hundreds of leading businesses from around the globe. **Ollie Law** - Co-Founder and Managing Director, passionate about connecting people with the very best resilience professionals. ## Related Case Studies - [Stride](https://docs.fixinc.io/case-studies/stride.md): How Stride rebalanced its emergency management plans without disrupting the teams that rely on them - [EDL](https://docs.fixinc.io/case-studies/edl.md): How EDL brought crisis leadership and business continuity into alignment across its energy operations - [Optus](https://docs.fixinc.io/case-studies/optus.md): From exercise to execution - how Optus reset its continuity and recovery programmes ## Reference Checks Reference checks with clients like FairPrice are available upon request. Fixinc has gathered dozens of clients who are prepared to vouch for our service. Even without a proposal or programme, reference checks can be arranged. --- **View this page online:** https://www.fixinc.io/case-studies/fairprice For program inquiries: [Contact Fixinc](https://www.fixinc.io/contact) | info@fixinc.org | +64 800 349 462