Prepared by

RMIT Vietnam Analytics Club

The case study is a transformative experience, offering participants both practical insights and
hands-on experience to explore their ability in analyzing data, generating insights, and deliver
tailored strategies to maximize your company’s engagement and value proposal to each
customer segments. The ability of slide illustration, data story-telling, and critical thinking are also
tested by requiring participants to submit their answers in PowerPoint format.
 Your team will have 6 days (9:00 8/11 to 23:59 13/11) to analyze and uncover insights
from the given datasets.
Subsequently, you must provide appropriate recommendations to help the company improve its
performance (external sources could be used to support your arguments; in that case, proper
references should be provided). You are required to submit your answers in:

A PowerPoint or PDF File presenting your key analysis and recommendations. The maximum
number of slides is 15 slides (including executive summary, divider page, ending page;
excluding cover page, references, and appendices). For each extra slide, 5% of the total mark
will be deducted.

An Excel File demonstrating the required calculations and data tables. For details of the Excel
submission, please refer to the file “Round 2 Dataset”, especially the “Excel Submission Notes”
Sheet.
Submission Details:
Only Team Leader can submit the work.
Each team only has ONE CHANCE of submission. In the scenario when a team submits
more than once, the RBAC Organizers will only grade the first submission.
The slides should follow the given template and contain these required parts: a cover
page, an executive summary & your answers.

Please name both of your submitted files as: Your Team Name_R2_RBAC2023
Please submit your team files via this submission form:
https://bit.ly/RBAC2023R2_SubmissionForm

Deadline of submission:
Pizza Hut is the first international pizza brand present in Vietnam since 2006. With the dynamic
positioning by targeting young customers, this has been the market leader in terms of revenue
and the quantity of 130 stores.

During the period 2019-2023, Covid has significantly changed consumer behavior in the F&B
industry. Customers now not only seek a quality product but also demand more culinary
experiences. To maintain its leading position, Pizza Hut has implemented many renovation
campaigns to adapt to the changing patterns.
In 2023, Pizza Hut opened 2 signature stores with new design concepts to improve dine-in
quality. Furthermore, it helps customers reduce queuing time by applying the Bring Your Own
Device (BYOD) feature when ordering at the table. This is also a leading point to encourage
customers to interact with online ordering activities on the website or through the in-house app.

In terms of R&D, the brand regularly introduces product innovations such as ‘Hot pot pizza,
‘Crispy shrimp pancake pizza’ or ‘Silkworm pizza’. This unique fusion practice has helped a
Western-origin dish become more familiar to Vietnamese tastes.

Pizza Hut's communication activities also attract a vibrant discussion on social networks thanks
to its youthful language, unique approach, and novel ideas in a context where fast food brands
solely mention promotion.
However, the current market is becoming more and more competitive due to the emergence of
new competitors and the diversity of culinary options. Besides the renovation activities
mentioned, gaining additional insights from data such as Customer life value (CLV) and
Customer churn rate has always been a critical perspective in determining business growth.

As the Business Analyst team, you are required to report to the Head of department an
accurate evaluation of the company, forecast its future performance and feasible
recommendations.
As a Business Analyst at Pizza Hut, you are required to achieve 4 objectives:

1. Describe the portrait of customers and provide insights into their behavior.

2. Using the RFM model, segment customers into different groups.

3. Proceed customer behavior prediction analysis for at least in the next 6 months.

4. Provide recommendations to enhance customer engagement in each segment.

a. Who are the people buying products?

b. Which location do they live in?

c. Which channel are they purchasing from?

d. What makes them buy?*

*Note: factor about why a purchasing trend or relationship occurred. For example: seasonal
factor, demographic factor, etc.
2. Using the RFM model, segment customers into different groups.

Note: You can freely choose names, categorize, and define your own groups.
3. Proceed customer behavior prediction analysis for at least in the next 6 months.

a. Calculate customer life value (CLV) of each group

b. Predict the churn rate for each group or each customer

a. How to engage and attract new customers or lapsers?

b. How to increase frequency for repeated users?

Note: Your team can refer to innovation ideas regarding products, customer experiences,
promotional activities, or any other ideas that are driven by your analysis in previous
questions or from trustworthy external sources.
 DATA PREPARATI
PRECISION ON AND DATA IANALYSI
NSIGHTSS AND
Organize and present data in a neat format. Provide clear problem statements.
Ensure data integrity, accuracy, and Demonstrate problem-solving capability
uniformity. by identifying relevant items for the given
Use proper formulas and calculation situation with good explanations.
techniques/models in the Excel file. Use data precisely and thoughtfully during
Present all data tables and calculations that the problem-solving process.
support the analysis in the Powerpoint/PDF
Synthesize the numbers to provide logical
files.
insights to the business with strong
backup.
Identify different criteria to analyze and
compare the given options when needed.
Make valid conclusion
DATASLIDVIESPRESENTATI
UALIZATIONOANDN RECOMMENDATION
Pick the suitable charts or tables Give data-informed recommendations.
Keep the chart/table precisely informative, Define clear goals and possible outcomes
highly insightful, and especially easy to of the recommendations on the business.
understand for the audience. Tailor the recommendation regarding the
Choose suitable colors, numbers, and texts company's capabilities.
to depict the key messages articulately. Ensure the recommendations are creative
Present the slide in a logical, professional,
yet relevant to the business, feasible to
and easy-to-follow format and a good
implement, and have measurable results
balance between texts and elements
within a particular period of time.
Slides and presentations should support
and be relevant to each other. Provide evaluations on the
recommendations in various aspects.