Be Customer Wise or Otherwise - Project Overview
About the Project
Our sponsor, GLC, is an international postal and logistics company that has a global network spanning more than 220 countries and territories. Its product offerings include global freight forwarding, international express deliveries, warehousing solutions, and other customised logistic services.
Business Problem
Having identified the potential of Asia-Pacific, GLC has been expanding its operations in the region. However, it has faced fierce competition from other players in the industry. In addition, GLC also has to contend with 'the new, globalised customer' who is extremely demanding and has become accustomed to quick satisfaction with quality.
Objective
In order to stay competitive in this market, the company believes that besides producing cutting-edge products, it also needs to understand the needs of its customers. GLC is thus seeking to profile their customer base so as to give them an edge in better tailoring their service offerings to meet market demands to boost revenue and increase market share.
Motivation
With the motivation to maximise sales revenue and market share through devising appropriate product strategies and distribution channel policies, the team will try to uncover any information in the available data that may be useful in meeting the business objectives. The team will also assess the relevance of the data provided and suggest how GLC can make better use of the historical sales data to shape this aspect of its business strategy and operations, before proposing the recommendations to the management that follow from this.
Methodology
