Solved Case Analysis: Dunia Finance LLC B by Samuel E. Bodily, Rajkumar Venkatesan


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This case, a supplement to UVA-M-0842, follows Ali Hurbas’s efforts to use data extracted from the Dunia data warehouse to establish potential customers’ customer lifetime value (CLV). Hurbas plans to use a spreadsheet model to evaluate Dunia’s various cross-selling activities and their effectiveness in creating the greatest CLV. First, students should explain how the spreadsheet reflects the way in which Dunia makes money from cross-selling. Then students should use the spreadsheet to conduct what-if analysis to see how combinations of activities might improve total CLV, and sensitivity analysis to understand how cost parameters and other parameters would affect profitability. A teaching note for this case series is available to instructors to aid in class preparation.

Publishing Authority:

Darden Business Publishing – University of Virginia


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