Case Study: Major Catering Supplier achieves optimized resource allocation and a prioritized low-preference customer list with Blueocean Market Intelligence

Channelizing resources through customer preferability analysis

Major Catering Supplier, a large foodservice provider in South East Asia, faced resource constraints and needed to deprioritize a subset of customers without materially harming revenue or sales. To do this it sought a holistic customer-preferability analysis that went beyond sales and profit to include ease of servicing, customer risk and growth potential. Blueocean Market Intelligence was engaged to deliver this analysis using its analytics capabilities and 360 Discovery approach.

Blueocean Market Intelligence merged sales, payment, route-shipment and customer master data and applied three methods—dimensional segmentation (average sales vs. average profit), a CHAID decision-tree, and K‑means clustering—to identify low‑priority accounts. The vendor produced a validated list of 450 of 3,000 customers (15%) characterized by low sales, low profit margins and low sales/profit per order, and advised the sales team to service these only when bandwidth allowed, enabling the client to reallocate resources toward higher‑value customers.