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[PowerBI] Global Sales Strategic Dashboard

I.INTRODUCTION

In this project, a strategic dashboard was developed using Design Thinking approach and Power BI tools (DAX, Power Query, and Visualization tools) to analyze global sales performance over 4 years. The dashboard aimed to assist senior managers in understanding business performance by region, product, and sales personnel, which led to decisions in Market expansion, Market optimization, and Product selection.

1. BUSINESS QUESTIONS

Superstore is a global retail enterprise with operations spanning multiple regions. Senior management of Superstore requires a detailed understanding of the company’s business performance to inform strategic decisions regarding:

  • Market Expansion
  • Selection of Key Products for Growth

2. DATASET

The dataset (as attachment) contains global sales information of Superstore, including 3 tables:

  • Orders: a table storing transaction information
  • People: a table containing information about sales representatives in each region
  • Returns: a table recording transactions that were returned

II.DESIGN THINKING APPROACH

Stage 1: Empathize

Product Product

Stage 2: Define Point of View

Product \

Product \

Product

Stage 3: Ideate

Brainstorming

Product

Structure idea

Product

Stage 4: Prototype & Review

This is implementation and review stage. Prototype and Review dashboard multiple times to achieve the final dashboard.

III. DASHBOARD

Data Modeling

DataModeling

View 1: Market Analysis

Market

➡️ Insights:

  • The company has its presence in all major markets around the world.
    • LATAM: Contributes highest revenue and profit, average rate of goods returned.
    • APAC: Highest YoY growth rate & customers count, ranks second in revenue, but exhibits low profit margins.
    • US Market: Ranks second in profit, this market has surprisingly high profit margin, an average number of customers, but low revenue.
    • Africa and EMEA: Has high customer numbers but negative profit.
    • Canada: Having strong YoY growth rate but few customers, low revenue

View 2: Product Analysis

Product Product-Market

➡️ Insights:

  • Copiers are the company’s best-selling product overall, except for US market, where phones and chairs out-perform copiers.
  • Tables has poor performance with negative profit margins over the past four years, resulting in losses.
  • The return rate for binders has reached 25%, which is highest among all.

View 3: Sales Agent Analysis

Salesman

➡️ Insights:

  • Sales Agent of APAC-South East Asia market: performance is not very well with negative profit and a profit margin of only 4%, although the he is selling key products such as copiers, phones, and bookcases in his market-in-charge.

IV. INSIGHTS & RECOMMENDATIONS

1. Market Expansion

  • Market Overview:

    • The company has established presence in all major global markets. Rather than entering a completely new market, it is recommended to expand within the existing market. Canada market is recommended.
    • Despite Canada's strong Year-over-Year (YoY) growth rate and profit margin, its customer base remains limited, resulting in lower revenue.
      --> It is proposed to develop a strategy to reach a broader customer segment in Canada.

  • Sales Agent:

    • Nicole Hansen is currently responsible for the Canadian market. The revenue, profit margin, and YoY growth rate indicators are performing well.
      --> It is advisable to continue his/her oversight of this market.

  • Product Strategy:

    • Copiers are the company’s best-selling product overall.
      --> It is suggested that copiers be positioned as a strategic product for the company.

2. Current Market Optimization

  • LATAM Market: Maintain the current strategy for this market as this market has been the best performer overall.

  • APAC Market:

    • This market is growing rapidly, has the highest number of customers, and ranks second in revenue, though it exhibits low profit margins.
      --> It is recommended to investigate the reasons for the low profit margins and to develop strategies to enhance profitability from existing customer base by either increasing sales or improving profit margins.

  • US Market:

    • Ranked second in profit, this market has an unexpectedly high profit margin, an average number of customers, but low revenue.
      --> It is proposed to develop strategies to drive more customer purchases, potentially considering a lower profit margin to stimulate higher sales volumes. Strategic products for this market should include phones and chairs.

  • Ineffective Markets:

    • Africa and EMEA are underperforming, with high customer numbers but negative total profits.
      --> It is recommended to investigate the causes behind these issues to develop appropriate strategies for either improvement or withdrawal from these markets.

  • Product Performance:

    • Tables have shown poor performance with negative profit margins over the past four years, resulting in losses with each sale
      --> Discontinue this product or adjust its pricing.
    • The return rate for binders has reached 25%
      --> Investigate the causes behind this high return rate and implement corrective measures.

  • APAC-South East Asia Sales Agent: It is proposed to issue a warning to the sales agent in this region due to negative profit and a profit margin of only 4%, despite the market's strong performance in key products like copiers, phones, and bookcases. The sales agent should reassess and adjust their sales plan accordingly.