s one of the largest office supplies businesses: Data Analytics Assignment, SMU, Singapore, Singapore

1 Background Information
As one of the largest office supplies businesses in the UK, Office Team has grown rapidlyn through structured acquisitions and organic growth. Founded in 1888, the business now has over 12,000 customers providing them with a wide range of managed services and over 100k different products.

Today they provide their customers with a single trusted source for their business supplies requirements. Their expert teams operate under specialist brands, while as a Group they lead the market by providing the most extensive portfolio of business supplies and services – available via a single online portal.

Since the last 3 years, the company has not been improving in terms of Sales and Profits. The company has decided to do a business analysis of their sales transaction data to identify strengths and weakness in their business as well as new opportunities to improve the performance of the business The dataset consists sales transactions detail from Office Team. It includes customer details, sales data and operating details of the business.

The data provided consists of details on customer segments, sales and profit for years 2008 – 2012. You are to devise method to propose business strategy based on customer segmentation. Identify segments where the business can increase profitability and take advantage of strengths and trends in the business.