Free Case

Leveraging Analytics at Victory Farms (C): Buy Now, Pay Later Credit Offering

Published 03 Feb 2023
Reference 6801
Industry Farming
Region Africa
Length 1 page(s)

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.

Teaching objectives

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