SALES AND PROFIT PERFORMANCE ANALYSIS
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Overview
This project involved analyzing four years of sales and profit data for APEX using Power BI. The primary goal was to uncover key performance metrics, trends across regions, product categories, sales teams performances and customer segments, and to highlight areas of growth and improvement.
Analytical Process
The following analytical processes were involved:
1. Problem Definition
2. Data Collection
3. Data Cleaning
4. Exploratory Data Analysis (EDA)
5. Data Modeling
6. Interpretation
7. Recommendation
Key Metrics:
Key Metrics:
Total Customers: 793
Total Orders: 9,994
Total Sales: $2.30M
Total Profit: $286K
Total Quantity Sold: 38K units
Total Discount Given: $2K
SALES PERFORMANCE OVERVIEW (2014 - 2017)
SALES INSIGHT
TOP REGION BY SALES:
West: $725.46K (32%)
East: $678.78K (30%)
Central: $501.24K (22%)
South: 4391.72K (17%)
SALES BY SEGMENT:
Consumer and Corporate segments contributed the most.
SALES BY SALES REP:
Organic was the leading, far ahead of all other teams. Other sales reps shows moderate and consistent sales efforts.
SALES BY SHIP MODE:
Standard Class: $1.36M
Second Class: $0.46M
First Class: $0.35M
Same Day: $0.13M
YEARLY SALES TREND:
Sales slightly dropped in 2015 before rising tin 2016. Sales peaked significantly in 2017.
PROFIT PERFORMANCE OVERVIEW (2014 - 2017)
PROFIT INSIGHT
TOP REGION BY PROFIT:
West and East regions dominated profits.
PROFIT BY SALES TEAM:
Organic: $183K
Bravo: $34K
Delta, Charlie, Alfa: Ranging from $20K - $27K
PROFIT BY CAREGORY:
Technology: $0.84M
Furniture: $0.74M
Office Supplies: $0.72M
TOP STATES BY PROFIT:
California: $76K
New York: $74K
Washington: $33K
TOP CUSTOMERS BY PROFIT:
California: $76K
New York: $74K
Washington: $33K
RECOMMENDATIONS
Strengthen high performing teams and boost underperforming teams: Invest more in the Organic sales team’s strategies and practices, as they delivered the highest sales and profits. Provide targeted training and resources to teams like Alfa, Bravo, and Delta to close the performance gap.
Focus on Growth Regions: Allocate more marketing and sales efforts to regions like Central and South, where sales and profit were comparatively lower.
Expand Top-Selling Categories: Increase inventory and promotional efforts in Technology products, which brought in the highest profit.
Enhance Customer Relationships: Engage top customers (like Tamara Chand and Raymond Buch) with loyalty programs or exclusive offers to retain and grow their value.
Monitor Discount Strategies: Continue offering discounts cautiously, as a low discount rate ($2K) still generated healthy sales and profit.
Leverage Best Ship Modes: Prioritize Standard Class shipping for promotions, as it contributed the highest sales volume.
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