Victory Farms: Sales 01/01/2021-29/09/2022

Ovchinnikov Anton S.; Zoumpoulis Spyros; Jaubert Christian; Moreau Clement

Product #:IN-2249

Supplier:INSEAD

Discipline:General Management

Setting:Africa

Details:Supporting Material (Spreadsheet) • 17687 kB • 2023-02-03

Industries:

Agriculture sector

Geography:

Africa

Your Price:

$9.71

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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.

Learning Objectives

To provide background information on Victory Farms and its business model. This helps contextualize the analytics challenges facing the company, as well as the opportunities, as described in subsequent parts of the case.