BUSINESS BACKGROUND

City Garden business is a leading provider of high-quality phones, clothing and accessories. City Garden operates outlets across all the states in Nigeria with a commitment to meeting customer needs. The business strives to continue always providing its clients access to high-quality products. City Garden is leveraging data analytics to seek insight into the business across the country.

PROBLEM STATEMENT

City Garden aims to improve its understanding of sales performance across product subcategories, focusing on metrics such as sales revenue, profit, and total cost. The current challenge lies in identifying yearly trends in these metrics and analysing how different product subcategories contribute to the overall business performance. Without a clear view of the sales trends and profit margins by subcategory, it’s difficult to make informed decisions regarding inventory management, pricing strategies, and future product investments.

RATIONALE FOR THE PROJECT

To compete in today’s market City Garden must thoroughly understand the yearly sales performance and product trends. By analysing key metrics like sales revenue, profit, and cost across various product subcategories, the business can identify growth opportunities and address underperforming areas.

AIM OF THE PROJECT

• Provide an overview of annual sales performance, focusing on sales revenue, profit, and cost.

• Analyse sales trends, identifying top-performing and underperforming areas.

• Improve profitability and sales growth by understanding key performance metrics across product subcategories.

• Visualize metrics, trends and sales forecasts using Tableau to present actionable insights to decision-makers.

DATA SOURCES

The dataset used in this project was provided to my company by City Garden Business. The dataset contains a collection of features extracted from the different payment options.

EXPLORATORY DATA ANALYSIS WITH TABLEAU

• Before starting with EDA, I checked and explored the data for missing values, misspelt data, blanks, etc.

• Connected the Tableau desktop to the data source that contains the City Garden Sales Performance data.

• Joined the Customer and the Products category sheets. In this case, an inner join was performed in the Customer ID field.

• No missing values were identified. Hence, I commenced the analysis.

KEY INSIGHTS

• City Garden business makes more profit from male customers.

• Across states, Abuja recorded the hightest profit.

• Among the three payment options, 46% of the profit comes from cash payment, while 34% and 20% come from POS and online respectively.

• The business profits more from young adult (29-47 years) customers.

• According to the data, higher profit margins come from seven states (those in dark green), while the business has experienced loss in three states (light red)

• Most of the cost and revenue were on the phones, but more profit comes from the accessories.

• Profit by sub-categories: wristwatches and keyboards, Jerseys, and iPhones generated more profit in the accessories, clothing and phones category respectively.

• An overall weekly decline in profit is forecasted with the potential for a major loss.

• Profit growth was forecasted on clothing and phones.

CONCLUSION

City Garden Business spend more and generates higher revenue on phones, but this is not reflected in the profit compared to other products. Therefore, it is best to reduce its spending (cost) on phones and increase its spending on accessories (especially on keyboards, earpieces and wristwatches) since more profit comes from this product category. A bit of cost increase on clothing is also necessary as significant profit was made from jerseys. Most of the profit comes from young adults, it's in the best interest of the business to continue targeting this age bracket. The first half of 2016 saw a steady increase in profit, best practices during this period are to be maintained if the forecasted profit increase on phones and clothing is to be achieved.