Development of effective marketing strategies for a housing equipment company based on analysis of sales data and sales personnel

A housing equipment company under consideration has a variety of products such as sash windows, bath modules, toilets, and bathroom sinks. The company also provides construction and maintenance services through a network of partner building companies. It typically takes a few months to establish an order since the initial contact to a client and another few months before the construction for the order actually takes place. Because of this, the company often suffers from losing orders. One client may buy only one product or a combination of products at a time. Since sales channels for different products are not necessarily the same, multiple sales persons from different sales offices may approach the same client without realizing it. In order to eliminate such unnecessary complications, it is important to develop effective marketing strategies for coordinating sales personnel better. The purpose of this paper is to achieve this goal by analyzing sales data and sales personnel. More specifically, by identifying the characteristics of profitable clients and those of clients who are likely to cancel orders, we provide a basis to establish recommendation rules concerning how combinations of products might be sold to one client and how sales personnel should be assigned to that client.