Data Analysis for Superstore

February 2024

Name: Zhang zhongshi

Student Registration Number: 200286026

Executive Summary

Background

Global Superstore, a prominent worldwide online retailer, features an extensive array of products,
providing over 10,000 options to its customers spanning 147 countries. While global data collection
carried out from January 2019 to December 2022.

Purpose
The purpose of this report is to offer insights and essential business recommendations to the senior
management of the company. The report aims to identify opportunities and threats for Superstores to
boost business growth based on the information provided.

Findings

In analyzing data, we found that APAC leads in sales, while Canada has the lowest sales. Turkey
and Nigeria experienced significant profit loss, Tables under Furniture category is the only
Subcategory product that were also lost. Standard Class shipping is popular with Medium orders
being the most common. Technology category exhibits more significant earnings fluctuations than
Furniture and Office Supplies. TEC-CO-10004722 is the most profitable product in the Technology
category. Forecast predicts a growth in sales, with Home Office expected to grow more than
Corporate and Consumer segments.

Recommendations

Recommendations were provided below to better help Superstore to improve their

business performance:

1. Implement Risk Management System to reduce uncertainty

2. Invest in training and technology integration to improve efficiency in packing processes
3. Refine pricing strategy within the Tables subcategory to improve profitability
 Table of Contents

1. Introduction ............................................................................................................................. 1

2. Data Analysis ........................................................................................................................... 2

2.1 Sales Analysis .................................................................................................................... 2

2.2 Profit Analysis ..................................................................................................................... 3

2.3 Shipping Analysis ............................................................................................................... 4

2.4 Product Analysis ................................................................................................................. 5

2.5 Forecasting ......................................................................................................................... 6

3. Conclusion ............................................................................................................................... 7

4. Recommendation .................................................................................................................... 7
1. Introduction

Global Superstore dataset is studied using the business intelligence software Tableau. Tableau is a
widely used information visualization and analysis tool that many organizations find helpful for their
research.

This report will encompass diverse analyses, including Sales Analysis, Profit Analysis, and other
pertinent aspects. The report will commence at a macro level with a global analysis, progressively
refining the focus to delve into micro level, ultimately scrutinizing the analysis down to the individual
product level like Product Analysis and finally make forecasting.

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2. Data Analysis
2.1 Sales Analysis

The first dashboard displays an overview of sales distribution. APAC is the largest market defined
by sales while Canada is the least from Total Region Sales and Profits graph. While it’s clear that
Africa has the lower sales but higher profits than EMEA. This suggests that while the market size
may be smaller in Africa, there may be higher margins or lower operating costs contributing to
profitability. Potential marketing strategies could be implemented to increase sales to increase
the market share and position in Africa. Similarly, lower profits in EMEA market could be due to
factors such as competition and economic conditions.

Additionally, the Sales by Subcategory graph indicates that Bookcases, Chairs, Copiers, and
Phones, when sorted by sub-category, are top-selling products. The comparative lower sales in
Office Supplies(Category), despite having more sub-categories, suggest a potential challenge in
capturing market share or meeting consumer needs within this category. Certain segments within
the Office Supplies category may face saturation.

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2.2 Profit Analysis

From the Profit by Subcatergory graph, we can see Tables in Furniture category encountered profit
loss. Investigating specific reasons behind the profit loss in tables is essential. This could include
factors such as marketing strategies(pricing), ineffective strategies or mispricing of tables could
contribute to profit loss.

In Profit by Market, customers in the United States exhibit higher purchasing power, resulting in
increased sales and consequently impacting profits or losses. Conversely, customers in Africa
engage the least. This disparity can be attributed to the economic strength of the United States,
combined with its established standard of living, influencing consumer expenditure.

While in Global Profit Distribution, most of countries in Africa are grey, but in fact they achieve
profits gain. These regions suggests potential data visualization issue that needs further
clarification. However, countries such as Turkey and Nigeria marked in graph encountered profit
loss with -$98305 and -$80751.
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 2.3 Shipping Analysis

The Shipping Cost Analysis graph shows Standard Class is the most valuable and popular choice
as it contributes highest total shipping cost. Additionally, In Product Quantity by Ship Mode&Order
Priority graph, we could see that customers choose Standard Class the most and the Same Day the
least. Customers may find that the delivery time provided by Standard Class shipping meets their
expectations, making it a preferred choice. In Standard Class, Medium contribute the most defined
by Order Priority. In Standard Class, Medium contribute the most defined by Order Priority, even
more than the total of Second Class and First Class. It indicates that customers willing to wait for a
moderate of time to receive orders.

In the Packing Time Analysis, Armenia has the slowest average time on packing per quantity while
Sudan spends the most total time in these ten slowest countries. While Sudan packing times may not
be the slowest, the cumulative impact suggests systemic challenges. Addressing inefficiencies in
packing operations is essential for improving overall logistics performance and competitiveness. This
emphasizes the need of training and technology integration in these countries.

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 2.4 Product Analysis

In Category Sales by Market graph, we can see there are difference in the need of different products
in each market. APAC tends to have the largest need in Technology product. However, EU
contributes the most in the Office Supplies. LATAM tends to spend more in Furniture and it exceeds
US and EU. The variation in product needs across different market, as depicted in the Category
Sales by Market graph, could help in designing marketing strategies. Different marketing mix could
be implemented to achieve objective after this Product Analysis.

This dashboard delves into the product. Notably, the Technology category demonstrates more
pronounced fluctuations in earnings when compared to Furniture and Office Supplies, as revealed in
the Profit by Category graph. Simultaneously, our analysis identifies TEC-CO-10004722 as one of
the most lucrative products within the Technology category. This product is under Copiers in
Subcategory and Technology category. It has the most in both Sales and Profit and hence, this
makes it the most lucrative product.

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 2.5 Forecasting

The final dashboard aims to formulate a realistic forecast for the upcoming quarters and year. In
general, there is a slight uptick in sales across all categories. The sales from 2019 to 2021 are
affected by the countries’ Covid-19 restriction measures. However, there is sharp increase in the end
of 2022 especially in Furniture due to the open-up compared to other categories.

The Total Sales Forecast graph reveals that during the initial months of the year, sales are notably
low, often reaching their lowest point in February. However, there is a subsequent increase in the
following months, reaching its peak towards the end of the year. This pattern is likely attributed to
festivals celebrated across various countries during that period.

In Each Segment Forecast graph, we could discover that Home Office is expected to increase more
than Corporate customers and Consumers. Moreover, forecast for the upcoming year, 2023,
indicates a slight increase in sales across all product categories. This is expected to contribute to a
modest overall growth in the prediction. Nevertheless, as more countries are reopening their borders
post-COVID-19, it is anticipated that the increase in sales will surpass the initially predicted value.

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 3. Conclusion

In summary, the Asia-Pacific market leads in sales, while Canada has the lowest sales. Interestingly,
Africa shows lower sales but higher profits compared to the EMEA region. The top-selling products
include Bookcases, Chairs, Copiers, and Phones. Turkey and Nigeria experienced significant profit
loss. Tables within the Furniture category are the only profit-loss product.

Customers prefer Standard Class shipping over Same Day. In Standard Class, Medium orders are
the most common, as per Order Priority. Armenia is the slowest packing times among ten countries
analyzed. The Technology category shows more pronounced earnings fluctuations compared to
Furniture and Office Supplies. TEC-CO-10004722 emerges as the most profitable product in the
Technology category. APAC demonstrates a higher demand for Technology products, while the EU
contributes the most to Office Supplies. LATAM invests more in Furniture, surpassing US and EU
spending.

Looking ahead, forecast predicts slight increase in sales for next year, with Home Office segment
expected to grow more than Corporate and Consumer segments. Sales are lowest in initial two
months but peak towards the year-end.

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 4. Recommendation

1. Implementing Risk Management System to reduce uncertainty

Given that US customers and Technology sector have both higher profits and profit losses compared
to other regions, strategic resource allocation becomes crucial. One approach involves setting up
monitoring system, allowing for real-time adjustments to prevent huge loss.

2.Invest in training and technology integration to improve efficiency in packing processes

By focusing on enhancing countries experiencing prolonged packing times and implementing

initiatives to streamline packing operations, businesses can improve profitability, enhance customer
experience, and maintain a competitive edge in the global market.. Additionally, initiating various
training programs with performance evaluations ensures that employees are well-versed in the
correct packaging procedures.

3.Refine pricing tactics within the Tables subcategory to improve profitability

Investigate reasons behind the profit loss in Tables under the Furniture category and consider
change pricing strategies. For instance, offering competitive pricing or bundle deals could help
mitigate profit losses and stimulate demand for these products. Additionally, it is also possible to offer
customization options or personalized features can enhance perceived value and justify higher price
points.

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