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

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.