Data Analysis Report: Eastern Mountain Sports Sales Performance

This report analyzes the sales performance of Eastern Mountain Sports (EMS) over a three-year period, examining sales data across different regions. The analysis employs three key insights: sales based on stock units, cross-tabulations, and the brand development index. The report reveals that the U.S.A. is the leading market for EMS products, followed by Canada. It identifies trends in sales across various countries and years, highlighting a steady decrease in overall sales from 2005 to 2008, which the report attributes to increasing competition. Cross-tabulations are used to determine regional sales patterns, with the U.S. market recording the highest sales. The brand development index focuses on individual brands, with France and Great Britain showing the highest average sales. The report suggests that EMS should implement extensive marketing campaigns and customer retention strategies to maintain and increase market share, emphasizing the importance of brand reputation and customer loyalty to overcome challenges and boost sales. The report also includes references to relevant literature on relationship marketing and brand loyalty.

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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Eastern Mountain Sport’s Sales Analysis
Student’s Name:
University :

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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Eastern Mountain Sports’ wear company was started in the year
1967 to provide sport lovers with different sporting products. The company
has been able to be on the top game due to its innovative strategies that
has allowed its steady growth over the years. However, several sporting
companies have emerged and threatening to take the Mountains market
share (Feldmann, 2009). This report analyses the Eastern Mountain sales
over three years in different regions. The following three insights will be
used to analyze EMS sales data.
i) Sales by keeping units of stocks.
ii) Cross tabulations
iii) Brand development index
Insight 1: Sales by keeping units of stocks.
In this insight, we capture each product, their sizes and variations sold in
different countries over stipulated time. The variables that are required for
this insight are: Order Quantity, Product Name, State(country) and Time
(Credit Card Expiry Date).
The table below contains sum od products sold in each country irrespective
of product name.
Country
Sum of
OrderQuantity
AU 2332
CA 5309
DE 1873

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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FR 3363
GB 2767
US 13455
Grand Total 29099
We will draw a bar graph of the above sales to give us an actual sales in
these regions.
AU CA DE FR GB US
0
2000
4000
6000
8000
10000
12000
14000
16000
Quantity of sales in different countires
Total
Country
Sum of products
Table 1.
From the table, it is clear that U.S.A is the leading market for EMS
products followed by Canada with 5309 trucks of products while
Denmark become lasts with 1873 trucks only.
In the year 2005, EMS products were only ferried to two countries:
AU and CA.
Row Labels
Sum of
OrderQuantity
AU 2332
CA 4093
Grand Total 6425

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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AU CA
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Quantity of trucks by trucks
Total
In the 2005, Canada lead in the number of products with 4093 trucks
followed by Australia with2332 trucks.
In 2006 and 2007 and 2008, the quantity ferried to different markets
are as below.
CA DE FR GB
0
500
1000
1500
2000
2500
3000
3500
4000
Products distributed in the year 2006
Total

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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In the year 2007, France lead in the sale of EMS products while
Canada was last with only 1216 trucks of products ferried to its
markets.
GB US
0
1000
2000
3000
4000
5000
6000
7000
Products distributed in the year 2007
Total
In the year 2007, two new markets emerged and U.S.A became the
leading market with 6335 trucks of EMS products followed by G.B.
with only 1497 trucks ferried to its markets.
2008 NULL
0
1000
2000
3000
4000
5000
6000
7000
Products ferried in different markets in 2008
Total

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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In the year 2008, EMS mainly targeted U.S.A markets and some
unknown markets. U.S.A. markets proved to be a trusted market for
EMS products among the other markets. Considering the trend of
sales in terms of trucks ferried in different countries, it is advisable
for EMS to carry out an extensive campaign to win more customers.
Insight 2: Cross tabulations
In this insight, we will do cross-tabulations for different pivot tables
to determine how different countries sell. This will further reveal the
possible reasons for products’ failure or success. The following
variables are used in this insight namely: Time(year), Sum of Line
Total and finally Country.
Sum of Line Total= Order Quantity *Unit Price
The table below contains data obtained from the pivot table showing
Sum Line Total with the credit year.
y
ear
Sum
of Line
Total
2
005
21199
05.536
2
006
19853
72.419
2
007
21041
06.83
2
008
16773
18.644
G
rand
Total
78867
03.429

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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2005 2006 2007 2008
0
500000
1000000
1500000
2000000
2500000
A comparison of total sales with time
Total
Time (years)
Sum Line Total
The graph above shows a trend of sales in Eastern Mountain Sports
products from the year 2005 to the year 2008 in different regions. The
company experienced a steady decrease in sales from the year 2005
where it registered the highest sales of $ 2,119,905.54 and dropped
slightly to $1,985,372.42 in the year 2006 and rose again to $2104196.83
in the year 2007 and the dropped drastically to $1,677,318.64. The
decrease in total sales over the years may have been as a result of stiff
competition of the market with other companies like City sports, Colombia
sport wear and so forth. To curb these steady loss of customers, Eastern
Mountain Sports should change its marketing techniques and customer
retention strategies.
C
ountry
Sum
of Line
Total
A
U
5701
94.1195

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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C
A
1193
261.272
D
E
4496
46.5171
F
R
9743
68.1034
G
B
8330
94.3681
U
S
3904
881.779
G
rand
Total
792
5446.159
Of all the regions, US markets recorded the highest sales of sport
products followed by Canada. Denmark had the least of sales of Eastern
Mountain products. The regional sale is dependent on the population of
the buyer, in that a country with the highest population will have a large
number participating in different sporting games hence high buying power
for sport products. This buying trend agrees with the Schleper and Blome
‘s claims the supplier’s exploitation is dependent on power, environment
ethical moderation (Schleper & Blome, 2017). If this is true, then U.S.A.
has a reason to lead other regions in the purchase of sport products.
Insight 3: Brand development index
In this insight, we focus on an individual brand which is in brand’s category.
Each product sales in each state’s per capita divided by an average sale. But
this method may not give an accurate result because the data given does
not categorize buyers into age groups. The variables used here are: country,
Order quantity and product name.

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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c
ou
ntr
y
m
ean
A
U
4
81.58
2871
2
C
A
6
90.14
5328
1
D
E
6
70.11
4034
4
F
R
9
61.86
3873
1
G
B
8
71.43
7623
6
U
S
8
52.22
2125
4
From the above table, Fr exhibits the highest average sales of $
961.86 followed closely by the GB region with an average sale of $ 852.22.
T he lowest sale is seen in Denmark markets with an average sale of
$670.11.
Based on the sales analysis done above, Eastern Mountain Sport’s
products are doing well in US markets but average in other markets like
Denmark. This may be as a result of low marketing campaigns to create
awareness among buyers in other regions. To overcome the challenges

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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facing a business, suggests that a more extensive marketing campaign
should be done to win more clients and help to retain loyal customers
(Alhaddad, 2015). Also, according to the scholar Mao, in his book of
customer brand loyalty, he suggests that companies should put more
effort on developing brand reputation (Mao ,2010). He further claims that
brand reputation leads to brand loyalty that sees more customers buying
the products in a competitive market. Eastern Mountain stores should put
this into practice in order to win more customers and stays at the top.

Running Head: EASTERN MOUNTAIN SPORT’S SALES ANALYSIS
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Reference
Egan, J. (2008). Relationship marketing: Exploring relational
strategies in marketing. Pearson education.
Mao, J. (2010). Customer brand loyalty. International journal of business and
management, 5(7), 213.
Schleper, M. C., Blome, C., & Wuttke, D. A. (2017). The dark side of
buyer power: Supplier exploitation and the role of ethical climates. Journal
of Business Ethics, 140(1), 97-114.
Alhaddad, A. (2015). Perceived quality, brand image and brand trust
as determinants of brand loyalty. Journal of Research in Business and
Management, 3(4), 01-08.