GlobalSuperStoreReport

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Feb 20, 2024

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Global Superstore Marketing and Profitability Analytics with Tableau November 12, 2023 Akanksha Garg, Le Hai Trieu Tran Dashboard Link: https://public.tableau.com/views/GlobalSuperstore_Dashboard_16995068243340/ Dashboard1?:language=en-GB&:display_count=n&:origin=viz_share_link Storyboard Link: https://public.tableau.com/views/GlobalSuperStore_Storyboard/Storyboard?:language=en- GB&:display_count=n&:origin=viz_share_link Executive Summary: Global Superstore faces the challenge of prioritizing profitability over market share in the Asia Pacific region, with declining sales in Europe. The company should emphasize the growing consumer segment, promote standard shipping, and develop strategies to address seasonal dips in profit and sales for strategic decision making. Background: Global Superstore’s executive leadership team initiated this analysis to gain insights into recent performance trends and identify opportunities to enhance profitability and operational efficiency. This report aims to inform key decision-makers about the company’s current business landscape. Purposes and Questions: The overarching goal of our report is to gain comprehensive insights into Global Superstore’s sales and business performance using historical data and to make future forecasts. By addressing these questions through our data analysis, we aim to assist Global Superstore in optimizing its business strategies, maximizing profitability, and making data- driven decisions. Here are the questions that will be addressed in the report: Descriptive Analysis:  Are there any noticeable seasonal patterns in sales over the past few years?  Which product category or subcategory are the best sellers? Is there any product that consistently underperforms?  Are there any trends in revenues and profits over the years?  Can you specify which regions have the lowest profits and which one has the highest sales and profits? Predictive Analysis:  Can you make sales forecasts for the next year? Can you identify the seasonality in marketing efforts depending on the sales? Diagnostic Analysis:  How does discounts affect the sales and profit of products (Sub-category)? Page 1

Global Superstore Marketing and Profitability Analytics with Tableau  Which customer segment is the most profitable? How can the company leverage this insight to develop strategies that promote similar growth in other segments or sustain this growth in the Consumer segment in the future? Prescriptive Analysis:  Which markets have the highest and lowest sales?  Which markets are growing, and which are slowing down over time? Which countries contributed to the decline in sales in Europe?  Which shipping mode is the most profitable? Methods and Data Source: The data used was sourced from internal sales records, including detailed information on product categories, regional sales, and profit margins, spanning from Q1 2012 to Q4 2015. This comprehensive dataset from internal sources ensured accuracy and reliability for the analysis, facilitating the extraction of valuable insights and the formulation of informed decisions and strategic recommendations. Additionally, Tableau was utilized for creating visual representations of the data trends, helping to identify key insights and areas for strategic decision-making. Results and Recommendations: In the market shares analysis, we examined the performance of five distinct markets: Africa, Asia Pacific, Europe, LATAM, and USCA. Europe emerged as the most profitable region, boasting a percent profit of 13.68%, while Asia Pacific generated the highest overall sales, with $4,042,658. Despite a low profit margin of 9.97%, Asia Pacific’s 31.98% share of total sales suggests that the company may have pursued a market penetration strategy in this region, with a focus on expanding its market presence. In contrast, Africa exhibited both the lowest percent of total sales and profit. These insights provide valuable information for strategic decision-making and resource allocation within each market, aiding the company in optimizing its global operations. Market sales growth over time indicates that Africa exhibited a relatively moderate trend compared to other markets, with lower sales figures. On the other hand, Asia Pacific, Europe, LATAM, and USCA displayed fairly similar sales patterns, experiencing growth over the years. Notably, while the other markets reached their peak sales in Q4 2015, Europe experienced a decline in sales during that period. There is a seasonal pattern in the sales data, which is likely influenced by several factors, including tax incentives and budget cycles. To investigate the decrease in sales across Europe, we analyze sales data in the top five countries, which represent the company’s largest customer base in Europe. We noticed that Page 2

Global Superstore Marketing and Profitability Analytics with Tableau Germany, UK and Italy experienced a decline in sales. In contrast, the other two, which are France and Spain, maintained steady growth. Analyzing sales data allows the company to identify issues within a market, adjust its strategy and make timely business decisions. In the Sales by Segment area chart, we compare the sale trends between the Home Office, Corporate and Consumer segments over the period from Q1 2012 to Q4 2015. Home Office experienced moderate growth while Consumer and Corporate trendlines are fluctuated. Consumer segment experienced significant growth; the sales increased from 336,290 in the end of Q1 2015 to 768,233 in Q4 2015. This represents a growth of over 100% in just three quarters. In Q4 2015, Home Office sales accounted for $291,914, while the Corporate segment exceeded this with sales totaling $421,042. By analyzing the sales by segment data, the company could gain insight into its target segments and develop effective strategies. Among the three product categories, Technology, Furniture and Office Supplies, Technology generated the highest average profit of $65.46. With the average shipping cost of $50.01, Technology maintains a balance between profitability and shipping expenses. On the other hand, Furniture faces reduced profits due to its elevated shipping costs, while Office Supplies is the least profitable category, maintaining a more cost-effective approach than Furniture in terms of shipping. Overviewing Sub-Category, we noticed that “Copiers” and “Phones” stand out with significant profits of $258,568 and $216,717, respectively. In contrast, “Tables” is the only sub-category showing a negative profit of -$64,083 and the highest average discount of 29%. This high discount may be affecting the profitability of this sub-category, suggesting the implementation of promotional pricing or special offers to boost sales. Despite their high sales quantities, “Binders” and “Storage” have lower profit margins compared to other products. We analyzed the total shipping cost and profit associated with the four shipping modes that the company currently offers: First Class, Second Class, Standard Class, and Same Day. “Standard Class” stands out with the highest profit of $890,596, while “Same Day” has the lowest at $76,173. In general, “Standard Class” shipping mode is the most profitable, while “First Class” and “Same Day” have lower profits “than their associated shipping costs. Based on this information, the company could promote Standard Shipping as preferred shipping mode to maximize profit through marketing and pricing strategies. The Profit and Sales trend analysis reveals consistent seasonal dips in the months of July and January, with forecasts indicating continued patterns. To address this, Global Superstore should implement targeted marketing, optimize inventory management, and adopt cost-saving measures during peak months. These proactive strategies will ensure more stable and profitable operations. Page 3

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Global Superstore Marketing and Profitability Analytics with Tableau Central Asia, Western Africa, and Western Asia consistently report no profits, while Western Europe shines as the leader in both sales and profitability, highlighting the need for targeted strategies in underperforming regions and potential growth opportunities in Western Europe. Limitations: The primary limitations of this analysis are the restricted temporal scope (Q1 2012 to Q4 2015), which may not reflect recent changes. The analysis primarily relied on basic data analysis and visualization methods. It did not use advanced statistical or predictive modeling techniques, potentially limiting the depth of insights. Additionally, the findings in this report are specific to Global Superstore and may not be applicable to other businesses. Page 4

GlobalSuperStoreReport

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