Paul Edet Asuquo

Sales Trends & Performance Analysis Function: Optimize sales and profitability TABLE OF CONTENTS 01 Problem statement 03 Tools Used 05 Secondary Insights 02 Objective 04 Primary Insights 06 Key Findings & Recommendations Marketing PROBLEM STATEMENT 2XXX In a competitive market, understanding the factors driving sales performance, profitability, and customer satisfaction is crucial for sustainable growth. Our organization faces challenges in identifying top performing products, optimizing inventory, top performing regions and top customers. Additionally, we need to understand the financial impact of discounts to enhance our profit margins. OBJECTIVE The primary objective of this analysis is to provide actionable insights into our sales performance, identify areas for improvement, and develop strategies to boost revenue and profitability. By examining key performance indicators (KPIs) and detailed sales metrics, we aim to: 1. Identify best-selling products and high-revenue generators. 2. Assess total revenue and profit margins to gauge financial health. 3. Understand the impact of shipping methods, category, customer segments and discounts on sales. 4. Develop targeted strategies to reduce losses and enhance customer satisfaction. -6 Tools Used 5 Analytical & Visual: 4 3 ● Presentation: ● 2 1 0 MySQL Microsoft power point PRIMARY INSIGHTS Best selling product Total Sales $9.79M Profit margin 2.88% Top Customer Adrian Canon image CLASS 2200 Advanced Copier Most selling category Top revenue ship mode Technology Standard SECONDARY INSIGHTS Recommendation: East, and West are generating more sales compared to other regions. Focus marketing and sales efforts on the East and West regions to capitalize on their higher sales potential, while developing targeted strategies to boost sales in the South and Central regions. SECONDARY INSIGHTS Recommendation: Standard class is generating more than 60% revenue with $5.86M in sales. Prioritize and optimize the Standard Class shipping mode to maintain and enhance its efficiency. Additionally, explore ways to improve the attractiveness of other shipping modes to balance the distribution of shipping choices. SECONDARY INSIGHTS Recommendation: Continue to invest in promoting Technology category, while also enhancing marketing efforts for others to potentially boost its sales and close the gap further. Technology is generating more sales compared to others though they are not far behind . SECONDARY INSIGHTS Recommendation: Consumer Segment is generating half of the total sales with $4.96M. Focus on maintaining and expanding the Consumer segment through targeted marketing strategies and personalized customer experiences. Additionally, explore opportunities to grow the Home Office and Corporate segments to diversify the customer base and increase overall sales. SECONDARY INSIGHTS Recommendation: The last quarter (October, November, December) is generating significantly higher sales compared to other quarters, with notable peaks in November ($1.48M) and December ($1.52M). Capitalize on the strong sales in the last quarter by planning targeted marketing campaigns and promotions during this period. Additionally, ensure adequate inventory and staffing to meet increased demand, and consider analyzing the factors driving these high sales to replicate similar strategies throughout the year. SECONDARY INSIGHTS New York City is generating the highest revenue with $1.16M, significantly more than other cities. Recommendation: Focus on maintaining and expanding market presence in New York City through tailored marketing strategies and enhanced customer engagement. Additionally, investigate successful tactics in New York City that can be applied to other highpotential cities to boost their revenue. SECONDARY INSIGHTS Due to high discounts, we are incurring losses, resulting in negative profits. Recommendation: Reevaluate the discount strategy for these products to reduce losses. Consider lowering the discount percentage or implementing targeted promotions that balance attracting customers and maintaining profitability. Additionally, analyze the cost structure of these products to identify opportunities for cost reduction. SECONDARY INSIGHTS Recommendation: Canon, generates more than triple profit than Fellowes PB500 Prioritize promoting and stocking Canon products to capitalize on their high profitability. Consider reducing inventory or promotional focus on less profitable items to optimize profit margins. SECONDARY INSIGHTS Recommendation: Xerox 20, Most profitable product. Focus marketing and sales efforts on Xerox 20, the most profitable product, to maximize revenue. Ensure stock availability and consider offering special promotions to boost its sales further. Analyze and replicate successful strategies from Xerox 20 for other high-margin products. Prioritize these top products in your inventory and promotional plans to enhance overall profitability. SECONDARY INSIGHTS Kelly Collister has the highest average order value among the top 10 customers. Recommendation: Focus on maintaining strong relationships with top customers like Kelly through personalized offers and exceptional service. Implement loyalty programs to encourage continued high-value purchases. Analyze the purchasing behavior of these top customers to identify trends and opportunities for crossselling and upselling. Ensure a premium experience to retain and grow this valuable customer segment. SECONDARY INSIGHTS Adrian Barton has the highest lifetime value among all customers. Recommendation: Prioritize Adrian Barton and other top lifetime value customers with exclusive rewards and personalized services to ensure their continued loyalty. Implement targeted retention strategies to maximize their longterm value and encourage similar high-value behaviors in other customers. SECONDARY INSIGHTS Recommendation: Adrian Barton, Tamara Chand, and Sean Miller are the top customers in the Consumer, Corporate, and Home Office segments, respectively.. Develop tailored loyalty programs and personalized marketing strategies for top customers in each segment to enhance their experience and encourage repeat business. Focus on maintaining strong relationships with Adrian Barton, Tamara Chand, and Sean Miller by offering exclusive benefits and targeted promotions. Analyze the purchasing behavior of these top customers to identify trends and opportunities for cross-selling and upselling across segments. Key Findings This analysis provides a comprehensive overview of the sales performance, focusing on various aspects such as total sales, profit margins, regional performance, product categories, customer segments, and seasonal trends. The data reveals a total sales figure of $9.79M with a profit margin of 2.88%. The best-selling product is Canon image CLASS 2200 Advanced Copier and preferred shipping mode is standard. Key findings include: 1.Regional performance: East and West regions outperform others. 2.Shipping: Standard class generates over 60% of revenue. 3.Product categories: Technology lead in sales. 4.Customer segments: Consumer segment accounts for half of total sales. 5.Customer: Adrian Barton, Tamara Chand, Kelly Collister and Sean Miller are top customers across various matrices. 6.Seasonal trends: Last quarter (Oct-Dec) shows significantly higher sales. 7.City-wise performance: New York City leads in revenue generation. 8.Discounting strategy: Current approach results in losses for top discounted products. 9.Products: Canon most sold and profitable product. But Xerox 20 leads in profit margin. Recommendations The analysis reveals both strengths and areas for improvement in the sales strategy. While overall sales and order completion rates are strong, the low profit margin and significant losses due to returns and discount are concerning. The company has clear leaders in terms of regions, product categories, and customer segments, which can be leveraged for future growth. To improve performance, the company should: 1.Optimize inventory and marketing for top-performing products. 2.Focus on expanding in high-performing regions (East and West) while developing strategies for underperforming areas. 3.Reevaluate the discounting strategy to minimize losses and maximize profitability. 4.Capitalize on the strong performance during the last quarter by implementing targeted marketing campaigns and ensuring adequate inventory. 5.Maintain the success of non-discounted products while gradually adjusting strategies for other items. 6.Enhance the performance of other shipping modes to balance out the heavy reliance on Standard class. 7.Create tailored loyalty programs and personalized marketing for top customers in each segment to boost repeat business. Analyze their purchasing behavior to find cross-selling and upselling opportunities. Marketing Thank you!!! — PAULOSHAN