MARKETING ANALYTICS TABLE OF CONTENTS INTRODUCTION
Added on 2020-01-16
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MARKETING ANALYTICS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11 Profitable and less profitable product lines in business.......................................................12 Difference in seasonality pattern across different channels and product lines....................23 Forecast of sales level and profit margin for three year time period for product line and channel....................................................................................................................................54 Estimation of performance for three years and recommendation.....................................10CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13APPENDIX....................................................................................................................................14
INTRODUCTIONAnalytics is the one of growing domain across the globe. Today industry is valued at billion of amount and number of firmsentering in to this industry is increasing at rapid rate. There are number of reasons due to which analytics industry grow at such hugerate. One of them is that there are number of factors that firm are facing in its business. By using analytic tools, reasons due to whichproblem comes in existence are identified and solved. In the current research report, marketing related data is analysed by using variedtools. Regression tool is applied on data set in order to explore relationship between different variables and to identify solution of theproblem. Apart from this, forecasting is also done for sales and profit across different channel of distribution and product lines. At endof the report, conclusion section is prepared and on that basis recommendation is made. It can be said that analytics is the one of theimportant tool that is used to analyse data set and to identify solution of the business problem.1 Profitable and less profitable product lines in businessCantaso Ltd is the one of the well-known company across the globe. Currently, firm is operating its business in the retail sectorand is offering wide variety of products and services to the customers. In order to identify most profitable and loss making regionsdescriptive statistics method and data exploration method is used. Under data exploration, some computations are done and indescriptive analysis mean and standard deviation is computed for each variable. On this basis, regions that are highly profitable andloss making are identified. In the report, data of mentioned firm is analysed by using analytic tool. Main objective is to identifyproduct lines that are highly and less profitable for the business firm. On analysis of data it is identified that most profitable regions forthe firm are North America where profit of 4150637381 is made followed by Europe and China where sales of 1100780705 and931195377 is made. In areas where low amount of profit earned are Turkmenistan where profit of only 19428 is earned followed bySwitzerland and Slovenia where profit of 11667273 and 11869520 is earned. It can be said that there is huge difference between profitamounts that is earned on profitable less profitable nations. North America is the region from where huge amount of sale is made.Mentioned region accounts about more than 70% of overall profit of the business firm. thus, it need to focus more on North America,Europe and China to earn good amount of profit in its business. China is another market from where good amount of profit can be1
earned. As per facts, in the mentioned region profit of about 931195377 is earned. There is huge population of mentioned region andconsumption power of relevant people is increasing consistently. Thus, China can be attractive market for the firm. It is also very important to evaluate the standard deviation in profitability of nations to measure risk that is associated withrelevant region. It can be seen that standard deviation in case of China is very high in comparison to other markets and profitability inthe mentioned region is increasing consistently which reflect that profit in Chinese market for the firm is increasing rapidly incomparison to developed markets. This, reflects that it is the best time for making investment in China. North America however is theone of main source of earning of good amount of profit in business but there are few nations where less amount of profit is earned butsame increase at fast pace and one of them is Pakistan where profit of 36269422 is earned but its standard deviation is 1094675.90which is lower than same of North America and Europe STDEV which is 125264671 and 33222162 respectively.Canada and Japan are the other nations on which company can focus to expand its market. Profit earned on Canadian andJapanese market is 128453817 and 133500470. Standard deviation of both markets is 3876887 and 4029045. It can be observed thatstandard deviation of Japan is higher than other markets but less then North America and Europe. Thus, Japan can be considered asone of lucrative area for doing business. In case of Canada, also standard deviation is high which are 3876887 that is less then NorthAmerica, Europe, China and Japan. It can be said that Canada apart from Japan is the location where good amount of profit can begained.2 Difference in seasonality pattern across different channels and product linesSeasonality is the factor that has huge influence on the firm profitability. It can be seen from the chart that is in appendix thatthere is difference in seasonality pattern across different quarters of 2007, 2008 and 2009. It can be observed that due to seasonalityfactor the firm in the North America and Europe market bears heavy amount of loss in Q1 2007. In case of Australia, low profit isgained and across all nations, same level of profit is earned. It can be said that there is similarity in seasonal pattern across the nationsbut in case of North America and Europe there is difference in terms of fluctuation that is observed in profit earning in Q1 of 2007 andin further quarters in comparison to other nations. In Q1 of 2008 different trend is observed and suddenly huge plunge is observed in2
profitability of North America and Europe market. Again, same trend is observed across all nations there is stability in earning ofprofit but in case of North America, Europe and Australia, China and India there are different trends in terms of fluctuation in gainedprofit. Overall, in these nations, profit is moving in same direction but rate of change in profit amount in comparison to previousquarter profit amount vary. It can be said that there is difference in seasonality pattern across these mentioned nations in terms ofearning of profit.3
It can be said on the basis of above chart that profit amount earned plunged by huge raneg from Q1 of 2008 to last quarter of2008 in case of North America, Europe and Chinese market in comparison to other nations but increasing and decreasing trend wassame across all these countries. It can be said that there is high degree of similarity in seasonality pattern across regions but there isdevuation in terms of earning of profit.4
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