Uncovering Market-Insights for Charles & Keith: Project Objectives
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Through the application of data analytics, this project aims to discover market-insights for the company. We hope to drill in the business’ past performance in China, from a regional and store level and identify top-performing stores and examine the buying preferences of consumers in the Mainland China market, in terms of stores’ characteristics, product categories and colours. Based on the insights gathered, we would like to provide recommendations on how C&K may apply them to its business to positively affect consumer buying decisions and capture more market share in China.
The key objectives involves:
- To obtain a clear understanding of C&K’s overall business outlook in China by providing visualisations on crucial business aspects using Exploratory Data Analysis
- To provide a different way to cluster stores based on consumer purchasing patterns within Mainland China using K-Means Clustering
- To identify product association rules to support possible business decisions (e.g expansion, production, product design decisions) using Market Basket Analysis
