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ddmmyyyy_Subject_LastNameandName.pdf

Example:

11052019_StrategicManagement_ElsaMoore.pdf

The project should not exceed more than 18 pages, excluding the cover page, bibliography and the appendix.

Evaluation Guidelines

The final work will be evaluated based on the following criteria:

• Acquired knowledge (25%): the knowledge acquired throughout the course of the subject will be evaluated through the analysis of the theoretical data shown in the project presented by the student.
• Development of the Subject (25 %): the interpretation of the thesis subject by the student and its development will be evaluated in a coherent and analytical manner.
• Final result (25%): the final evaluation is based on coherent solutions applied to solve objectives set out in the paper. The presentation must be conclusive and formatting must meet established parameters.
• Additional information and bibliography (25%): additional information regarding the research and subject matter will be evaluated and taken into consideration as a bonus. This consist of: bibliography, visual graphics, charts, independent studies carried out by the student, external academic sources, articles of opinion, etc. All sources, both printed and online, must be referenced according to the APA regulations.

BACKGROUND

Fruit Box is a company dedicated to the sale of seasonal fruit boxes on request. These are closed boxes, so users can not change the products to their liking. They usually have four models, which combine different types of fruit and three sizes; S, M and L.

The company is located in the town of Huelva (Andalusia, Spain), and although many of the fruits they sell are grown there, the company acquires some products from companies in other autonomous communities, such as oranges and bananas.

Traditionally, orders were made by phone or by mail, but for some time the company opened its own website that has an online store to place orders, as well as a mobile application. In addition to that, a profile has been opened on Facebook and Instagram, both of which have been very well received.

The company has a long history, as well as a large number of customers who are loyal to the company and who buy their boxes of fruit throughout the year.

Since a few months ago the company is losing regular customers due to the birth of other companies dedicated to the same field, but with notable differences, such as the possibility of personalising their fruit boxes.

Some characteristics that we must consider concerning the main competitor of Fruit Box are:

• Location: Barcelona.
• Type of boxes: customizable boxes of fruit and vegetables in season, as well as pre-established boxes with exotic fruit, such as mango, papaya or avocado, which they acquire from a Malagueño producer.
• There are no configured cash measures, but from a minimum, the customer can buy all the fruit and vegetables he wants.
• In Barcelona, they have an immediate delivery service, while in the rest of Spain they deliver the products in less than 24 hours.
• For those customers who know what they want, they offer the possibility to register and subscribe to a type of box temporarily.

The type of client is very varied, from individuals to companies, who buy the fruit for their employees.

Another problem that they detect is that the online store is not very manageable. Due to this, many customers call to place an order or write an email complaining about the deficiencies. Some problems that the online store presents are: you cannot access the customer area if you have not previously added an item to the cart or the payment method is requested before the customer shows the price of your order.

Besides, and for some time, they have changed their transportation service, which also leads them to receive complaints because some of the orders arrive late and in poor condition.

The company has decided to carry out a process of customer analytics so that it allows to know the reasons that have led to losing customers, as well as to know their customers better and to be able to offer them the product they want and the way they wan

FORMULATE

• Make a SWOT analysis of the current situation, so that the weaknesses of the company and the external threats to which they must face are apparent.

• Now that we know the situation of the environment, as well as our own in detail, it is essential that we fix what we want to achieve with the development of customer analytics. To do this, and following the SMART technique, set those objectives you want to accomplish with the analysis of your customers’ data.

• Explain whether you will use structured data or unstructured data for your analysis. You must justify the reason for your choice, in addition to determining what data you will accurately analyse to know what your customers want. Justify your answer.

• When we have the data, we will proceed to its exploration, to verify that the data we are going to analyse is correct and will provide us with the necessary information.

Based on this data, what kind of graph or graphics would you use to visualise all this information? Do you consider it necessary to relate some of these variables? And why?

• In addition to the segmentation variables proposed concerning Fruit Box, do you think some other segmentation on some other variable would be necessary? Justify your answer.

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