About Us > Executive Team
THE ACCEVAL TEAM
A team comprising of dynamic and highly skilled consultants in management and technology consulting, enabling us to bridge the gap between strategy development and execution. Hence, our ability to deliver innovative yet practical solutions; and in the process, create significant value for our clients.

With at least 10 years of experience delivering consulting services to renowned organisations, our Principal Consultants are specialists in their areas of practice. The synergy produced through this unique team allows us to develop and provide a high business impact solution & service offering:- " Full Fledged Margin Optimization"; optimizing our clients' business through closed loop Sales & Marketing / Pricing / Supply Chain Excellence.

Our team shares a common vision in providing world class consulting services to drive delivery of superior business value to our clients; not merely delivering technical solutions or business consulting recommendations which are not translated into practical business capabilities .
Principal Consultants
Chung Chee Kong - Pricing & Supply Chain Management / Sales Effectiveness

Vincent Ng - Supply Chain Management

Lim Sin Jin - Pricing Research / Marketing Strategy

Chua Soon Tiong - PriXLence Solution Architect
Chung Chee Kong - Managing Director
Chee Kong held senior positions with Accenture and Deloitte Consulting before founding Acceval. He specializes in Pricing / Customer Strategy, Supply Chain Management and Sales Effectiveness for the process industry.

With over 16 years of experience in Management and Technology consulting, Chee Kong has helped many companies embark on value creation initiatives such as Pricing Excellence (e.g. Value Pricing, Pricing Application Implementation), Customer / Channel Strategy (e.g. Needs Based Segmentation, Channel Rationalisation),Supply Chain Optimisation (e.g. SAP APO / R3 & Aspen MIMI implementation, Inventory Modelling, Sales & Operations Planning improvement) and Sales Effectiveness (e.g. Sales Process Optimization). He conceived and shaped Full Fledged Margin Optimization, Accevals high impact Margin Improvement offering.

Chee Kong has extensive experience delivering value creation projects across Asia for leading companies such as ExxonMobil, Dupont, The Polyolefin Company (Sumitomo / Shell Chemical Joint Venture), Cementhai Chemical Company, Becton Dickinson, Ranbaxy, Shell, Caltex, Siam Cement Group, etc.
Vincent Ng
Vincent was the former SAP Singapore Head of Consulting & SCM Practice Leader / Managing Consultant. He is an SCM Practitioner and Consultant with more than 16 years experience in automation, industrial engineering, supply chain management, manufacturing & warehouse operations management. He has vast experience helping companies transform their supply chain into Adaptive Value Network, using enabling technologies and solutions like ERP, APS, RF Barcoding, RFID etc and Best Practices in logistics operation management and supply chain optimization.

A certified SAP and CPIM consultant, he has project managed and consulted in many ERP (R/3) and SCM (e.g. APO / LES) projects across a wide range of industries such as Hi Tech, Chemical, Pharmaceutical, Industrial Machinery and Equipment, Fast Moving Consumer Goods and Logistics Service Provider across Asia Pacific, Europe and the United States. His consulting experience includes projects for MTU Asia, Singapore Technologies Logistics, Megachem, GlaxoWellcome, ExxonMobil Chemical, Apple Computers, Hewlett Packard, Popular Holdings and Procter & Gamble.
Lim Sin Jin
An MBA Graduate of INSEAD, Sin Jin has extensive experience in Pricing / Market Research and Pricing / Marketing Strategy Development; spanning diverse industries such as chemicals, telecommunications, consumer products, hotel chains and government agencies.

His wide ranging consulting experience includes:
     - designing and conducting market / pricing research and satisfaction studies
     - generating customer / market insights through various techniques
       e.g. needs based / attitudinal segmentation and designing market offerings
     - developing pricing models and strategies (e.g. value pricing)
     - conducting market modeling and simulation
     - assessing market and developing market entry strategies
     - developing strategies for churn management

Sin Jin has deep expertise in advanced research techniques (such as conjoint analysis, discrete choice modeling perceptual mapping, price sensitivity meter, etc.), statistical analysis and business management. He is also well versed in various marketing / research / modeling tools such as SPSS, Adaptive / Choice Based Conjoint, Market Simulation (Sawtooth). His clients include companies such as The Polyolefin Company, Mobile One, Starwood Hotels & Resorts, British American Tobacco, etc.
Chua Soon Tiong
Soon Tiong is Acceval's Solution Architect for our Pricing Management Software.

Soon Tiong has significant experience architecting the design of various custom developed / commercial applications such as Web Based Pricing Application, Service Provision Application, Retail and Commercial e-Banking and Online National Examinations Registration.

An accomplished solution architect, Soon Tiong is highly competent in numerous development tools and frameworks, security frameworks (e.g. PKI), platforms and programming languages. He is well versed in Quality System Managements, having experience setting up process and documentation framework which conforms to CMM / ISO standards. He is also a Certified IT Project Manager (CITPM).

Soon Tiong has experience delivering projects for major organizations including Starhub, Singapore Examinations and Assessment Board, United Overseas Bank, etc. He was with Singapore Computer System before joining Acceval.