SALE ANALYSIS
(AdventureWork Dataset)
Nhóm học viên:
Phạm Minh Hiếu
Phạm Thanh Bình
Trịnh Minh
Table of contents
01 OverView
02 Channel’s Sale Analyst
03 Seller Analyst – Reseller Sales
04 Internet Sales – Customer Analyst
05 Recommendation
01
SALES OVERVIEW
About AdventureWork Mountain Bike
97 brands
Road Bike
Bike
Touring Bicycle
Clothing
Business
Components Partner
Resellers Online Customer
Accessory
SALE OVERVIEW 2011 – 2012 - 2013
$109.18M 271K
Total Revenue Total Orders Orders
Revenue
$403.01
Total Profit Revenue per
$12.29M Revenue/Order Order
Profit
AdventureWork's revenue has increased steadily over
the years.
Resellers accounts for 73.68% ($80.45M) of
Total revenue.
96.17% ($11.81M) of the Total profit comes from
Internet.
As it can be seen from the bar chart, the AdventureWorks has generated the most
revenue from 3 main countries: United States, United Kingdom and Canada
• Internet Channel: From 2011 to 2013, the profit tripled but the profit
margin was almost unchanged, approximately 41%
• Reseller Channel: Negative growth. In 2013, Negative revenue and the
profit margin ratio was very low at -1.86%
02
CHANNEL’S
SALES ANALYST
• Internet Channel: Total Cost accounts for 37.06% of Internet Revenue
• Reseller Channel: The cost of selling through the reseller channel (Reseller Cost) is $79.98M,
accounting for a very high 49.85% of reseller revenue.
• The Internet sales channel brings higher efficiency compared to the Reseller channel in terms of
profit margin.
PRODUCT CATEGORY:
• The Category Bikes remained the highest revenue-generated position
throughout 3 years in both channels.
• Accessories and Clothing were started to be sold in 2013, however still
witnessed a slow growth.
• Reseller Channel had an extra category – Components and also made up for a
quite large amount of revenue
PRODUCT COLOURS:
• As of 2013, the 5 colors that generated the most revenue in both of channels
were Black, Red, Silver, Yellow and Blue
RESELLER CHANNEL SALES TERRITORY COUNTRY
• There is a slight difference
between the countries’
contribution to the total revenue
in each of the channel
• Reseller Channel: United States,
Canada, France
• Internet Channel: United States,
Australia, United Kingdom
INTERNET CHANNEL
03
SELLER ANALYSIS
– RESELLER SALES
REVENUE BY BUSINESS TYPE
• As of 2013, Reseller total revenue by business type has approximately equal
proportions. The dominant business type that gained the most revenue was
Valued Added Reseller
REVENUE BY PRODUCT LINE:
• In the period of 3 years, the revenue of Reseller Channel witnessed a gradual
growth.
• The year 2012 marked the optimistic development of the Road Product line.
• However, in 2013, the new product line, Touring rose quite noticeably
REVENUE BY GROUP MANAGER
• North America Sales Manager seemed to have make up the most out of three sales territory group.
• Other group could perhaps learn some experiences from this territory to improve their sales.
TOP 5 RESELLERS WITH THE BEST SALES PERFORMANCE
• Above is top 5 sellers that had the best sales performance (highest revenue).
• The revenue gap between the top 5 resellers is not too large that reflects the competition and
balance within the company's distribution network.
04
CUSTOMER ANALYSIS
– INTERNET SALES
REVENUE BY DEMOGRAPHIC
• As can be seen, most of the AdventureWork's
online customers have Middle incomes and are
primarily Middle-old Adults.
• The ratio of online purchases between men and
women is approximately equal.
• The customers are concentrated in the United
States, Australia, and the United Kingdom."
Customer
Characteristics
Group
Champions Frequent purchases, high spending
Loyal Frequent purchases, average spending
Potential New purchases, high spending
Recent New purchases, low spending
Promising New purchases, high potential
At risk Low purchase frequency, low potential
Need Attention Low purchase frequency, needs attention
Lost Lost contact
CUSTOMER ANALYST WITH RFM MODEL
• The At Risk group is the largest customer segment, accounting for nearly 30% of all customers.
• The company has a strong customer base with a high loyalty rate of over 24%.
• The low number of Lost customers indicates that the company is doing a good job of satisfying its
customers.
05
RECOMMENDATION
GENERAL
Increase order
Increase growth rate Increase profit margin quantity/order value
• Try to expand (product • Improve inventory
• Product discount
development) visibility (Champions/Loyal/Potential)
• Diversify means of • Reduce operating • Offer bundle deals
reaching potential expenses/Identify and
customers eliminate waste • Have a loyalty
• Provide regular training • Get more sales from • Offer time-sensitive deals
to staff existing customers • Create an order
• Increase the perceived minimum for “free
value of the merchandise shipping”
INTERNNET CHANNEL
CUSTOMER PRODUCT
• Survey/ Research to find out reasons for not • Different kinds of promoting two groups
returning to by (At Risk) of product: Bikes and Components
• Establishing a systematic customer care • Concentrate on promoting products in
process US/Au and UK
• Target customer: Medium income/Middle- • Develop new products with
Aged Adults/United States, Australia Black/Red/Sliver
• Maintaining consistent marketing outreach • Increase Revenue: Improve conversions
between genders. of existing traffic and attach new
potential customers
• Run a special promotion
RESELLER CHANNEL
RESELLER PRODUCT
• Reassess pricing policies and balance current • Different kinds of promoting two groups
expenses. of Product: Bikes, Components and
• Business Type: Sustaining development Accessories
across all three types of businesses • Concentrate on promoting products in
• Product Lines: Develop new products in US/Canada/France
Mountain & Touring Product line • Implement quality assurance policies for
• Continue to hold the growth in North products and/or develop repair and
America and accelerate the promotion in replacement services for components.
Europe and Pacific
• Expand additional online sales channels.
THANK YOU !
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