This case study tells the story of Victory Farms, one of the largest aquaculture operations in Africa. Focused on sustainable fish farming on Lake Victoria, it uses innovative digitally-driven sales strategies and a network of branches throughout Kenya that harness customer transaction data to offer more value to its customers, partners, and local communities.
The case has multiple parts. Part A provides an overview of the industry and the company, while subsequent parts describe various data-driven opportunities. Part B is about customer segmentation, and Part C presents a “buy now, pay later” credit offering.
The case is an effective vehicle to teach both the higher level elements of the ‘Agriculture 4.0’ revolution and the specific data-driven opportunities it presents.
Part B and C must not be used without Part A.
Use transactional data and the business context to: 1. Target credit offerings to customers and determine the parameters of those offerings. 2. Propose other benefits or perks alongside a credit programme to add value for customers.
- Fish Farming
- Kenya
- Customer Segmentation
- Trade Credit
- Buy Now Pay Later
- Sustainability
- Machine Learning
- Analytics
- AI
- Unsupervised Learning
- Clustering
- Feature Engineering
- Africa
- Agriculture 4.0
- Q12023
