Super Kmart Executive Dashboard Review, Profits and Sales Growth Recommendations Report

This report analyzes the performance of Super Kmart in terms of sales and profits for the year between 2014 and 2017. It provides recommendations based on the findings and insights from the CEO, director of sales, and director of marketing dashboards. The report also discusses the assumptions made during data preparation and the business intelligence tool used. The CEO dashboard highlights the best level financial results of the company, while the director of sales and director of marketing dashboards provide more granular details on sales performance and customer demographics.

Super Kmart
Executive Dashboard Review, Profits and
Sales Growth Recommendations
Report

Table of Contents
Executive Summary.........................................................................................................................3
Executive Insight – questions for the senior managers...................................................................4
Introduction......................................................................................................................................5
Business intelligence tools...............................................................................................................6
What Business Intelligence (BI) tool was used?.............................................................................7
SAP Lumira..................................................................................................................................7
Assumptions....................................................................................................................................8
Performance Dashboards.................................................................................................................9
CEO Dashboard...........................................................................................................................9
What is clear from the above table?.......................................................................................10
What can made out of this?....................................................................................................11
The dashboard for the director of sales......................................................................................12
What is clear from the above table?.......................................................................................14
What can made out of this?....................................................................................................14
The dashboard for the director of marketing.................................................................................14
What is clear from the above table?.......................................................................................15
What can made out of this?....................................................................................................16
Recommendations..........................................................................................................................16
QSR Code......................................................................................................................................17
References......................................................................................................................................18

Executive Summary
Super Kmart is associate yankee monumental box distributor headquartered in Hoffman
Estates, Illinois, in the US. The organization was consolidated in 1899 as S. S. Kresge
Corporation and renamed to Kmart Corporation in 1977. The most store with the Kmart
name opened in 1962. At its high in 2000, Kmart worked two,171 stores together with
one zero five Super Kmart Center areas. This report seeks to analyze the performance
of the store in terms of the sales and the profits for the year between 2014 and 2017.
The following were the key findings we were able to gather from the analysis
 Growth in sales was recorded over the years apart from 2015 when there was a
slight decline.
 Profits recorded rose from 2014 to 2017 recording positive growth rates
throughout
 Negative relationship between discount amount and profits made
 Positive relationship between discount amount and sales made

Executive Insight – questions for the senior managers
The input from the ELT administration group (the company CEO, director in charge of
Sale, director in charge of Marketing, director in charge of Finance, director in charge of
Logistics) distinguished various center inquiries which should have been tended to:-
 What is the breakdown of offers income (month to month, yearly and in light of
locale inclusion)
 How is the business performing year to date from a deals and benefit point of
view when contrasted with past money related periods?
 How does sales compare per product category?
 How does profit compare per product category?
 Can customer segmentation be identified based on the breakdown of the product
revenue?
 Is there possibility to segment the products based on the type of the customer,
region, and product profitability?
 What role does shipment mode play in terms of profit and sales?
 Does the number of quantity purchased vary based on region, month or year?
In response to the crucial inquiries raised above, the guide to the main or rather the key
dashboard guide can be separated into 4 key zones: Sales, Profitability, Product and
Customer Loyalty. The dashboards are intended to give wide and distinctive levels of
perceivability over these four territories for every one of the official practical heads
(Aarons, 2009).

 A portion of the plan around the official dashboard fuses the accompanying
reasoning:
 Information is composed in a consistent and consecutive way
 Condensed, fundamentally as outlines
 Dashboard reports to fit on one screen (PC work area)
 Ensure consistency in the arrangement of the outlines
 Minimal utilization of words or insignificant illustrations to guarantee center around
the real dashboard result.
 Provide suitable profundity of data in view of administration level. In view of this, the
table beneath characterizes the individual abnormal state dashboards approach
separated crosswise over four key business zones (Sales, Profitability, Costs and
Customer Loyalty) the intended interest group, the information displayed and the
perception choice picked.
Introduction
Globalization implies organizations over the world approach comparative assets,
including materials, parts, items and even individuals. As organizations likewise utilize
comparable advances, rivalry is causing business procedures to merge towards
comparable guidelines (Rodriguez, Daniel, Casati, & Cappiello, Toward Uncertain
Business Intelligence: The Case of Key Indicators, 2010). This is leaving the nature of a
business' basic leadership as its primary means for out-playing out its rivals.
Digitization, in the interim, is driving down expenses and causing commoditization.
Intangibles empower a business to separate from its rivals. They are as of now the
primary drivers of the esteem that a business can make. The nature of its basic

leadership empowers a business to adjust more quickly than its rivals to the chances
and dangers exhibited by the advanced age and the improvements in its business
sectors (Ross, 2013). It is additionally the key elusive that opens the possibility to create
different intangibles inside the business, for example, its focused position, its image's
notoriety, the nature of its kin, its scholarly capital and how well it actualizes its choices
(Nikolić, Dakić, & Ružić-Dimitrijević, 2013). Organizations should in this way address
the danger of predisposition in basic leadership by guaranteeing that their chiefs don't
superfluously practice individual judgment in view of past understanding or influenced
by close to home thought processes (Sidorova, Torres, & Beayeyz, 2014). Rather, they
should expect to be estimated and judicious. Choices ought to be founded on confirm
given by important data and on tenacious examination with an emphasis on partner
esteem (Kohavi & Simoudis , 2002).
Business intelligence tools
Business Intelligence (BI) includes the methods and developments used by attempts for
examination of information identified with business data (Rodriguez, Daniel, Casati, and
Cappiello, 2010). There are a few business knowledge instruments that can bolster
basic leadership. This report will just feature and give points of interest of two generally
utilized Business Intelligence Tools that assistance separate knowledge from the
business information to help basic leadership through demonstrating and investigation.
Business insight can be utilized by undertakings to help an extensive variety of business
choices going from operational to vital (Chaudhuri, Dayal, & Narasayya, 2011).
Essential working choices incorporate item situating or valuing. Vital business choices

include needs, objectives and bearings at the broadest level (González-Vidal & Moreno-
Cano, 2016). In all cases, BI is best when it joins information got from the market in
which an organization works (outer information) with information from organization
sources inside to the business, for example, monetary and activities information (inner
information). Whenever joined, outside and inside information can give a total picture
which, essentially, makes a "knowledge" that can't be gotten from any particular
arrangement of information (Chugh & Grandhi, 2013). Among bunch utilizes, business
knowledge devices engage associations to pick up understanding into new markets, to
evaluate request and reasonableness of items and administrations for various market
sections and to check the effect of showcasing endeavors.
What Business Intelligence (BI) tool was used?
There are several Business Intelligence tools in the world at the moment. Private
ventures still can't seem to use the intensity of huge information the manner in which
their substantial partners do. New companies should have the best possible device for
the activity. The way some observe it, the issue lies in the interminable debate– would
you say you are inadequate with regards to the numbers to be effective, or the ability to
comprehend the numbers you as of now have? This inquiry is viewed as of basic
significance to both private ventures and extensive undertakings.
Instead of the case previously, associations of all shapes and sizes would now be able
to exploit business insight instruments to comprehend complex huge information. These
arrangements can gather, dissect and convert such information into justifiable reports
that can give organizations important bits of knowledge, which thusly drives a corporate

benefits. This study employed the used of SAP Lumira. The details regarding SAP
Lumira are given below;
SAP Lumira
This is another ground-breaking BI device that is ordinarily utilized in the market. At first,
Lumira was propelled in 2012 as a visual knowledge apparatus (Plaisance, 2012).
Principle highlights of the apparatus incorporate;
 Professional creator
 Business client
 Information customer
 CMS storehouse
With the new discharge, SAP Lumira Designer conveys to the table something that isn't
accessible with other BI items in the market today – interoperability.
The idea of two-way interoperability is basic. Stories made utilizing SAP Lumira
Discovery can be devoured in SAP Lumira Designer, and applications made utilizing
SAP Lumira Designer can be expended inside SAP Lumira Discovery. This implies the
IT engineer who outlines and builds up a dashboard with SAP Lumira Designer can
undoubtedly work together with the Business User or Analyst, who is probably going to
be more OK with SAP Lumira Discovery, and in the process assemble a BI
arrangement that can use both their qualities.
While interoperability is a side-effect of the coordinated design delineated before, it can
drive solid utilize cases, for example, joint effort, reusability, extra information sources
and disconnected BI – because of which it justifies its own consideration.

Figure 1: SAP Lumira 2.0 – The Architecture (Source: SAP)
Assumptions
A number of assumptions were made in the process of data preparation. The following
assumptions were made in that regard;
 Financial Year is based on a calendar year
 Country, State and City make up the geographical hierarchical data model
 The geographical regions are homogenous in nature (that is, no region is having
a bias over the other).
 The analyst had no hidden agenda but to rather fish out important findings from
the given data set.

Performance Dashboards
CEO Dashboard
The motivation behind this dashboard is to give a wide perspective of the execution of
the business over the four business zones. The dashboard contains an official rundown,
featuring the best level budgetary consequences of the organization in light of the
investigation performed.
The structure of the CEO dashboard is separated into 3 areas to assist the business
techniques. Abnormal state points of interest of financial gain, benefit, expenses and
unit cargo area unit recorded within the figure introduced at a lower place. On account
of the CEO, the info spoke to is at an oversized scale level (for instance, nation level
instead of town level) to allow wide previews over the business. The primary table within
the figure offer details on sales revenue, profits and amount sold-out for the various
months.

Figure 2: Revenue and profits tables
What is clear from the above table?
 November had the highest sales made
 Even though November had the highest sales, the highest profits were made in
December
 Lowest sales and profit were made in January
 Growth rate in terms of the profit has been noted over the four year period (2014
to 2017).
 Sales having been increasing since 2015 and that there was a slight reduction in
sales in 2015 as compared to 2014.

 The East region made the highest sales and profits over the four year period
while the South region had both the lowest sales and profits made in the given
period.
What can made out of this?
 The company needs to capitalize more on December since this is the period
when they make a lot of sales
 January sales and profit could be low because many of the customers are still in
the celebrations mood hence few bother to make purchases this period but
instead opt to make in December

The dashboard for the director of sales
The structure of the business chief (sales director) dashboard is comparatively just like
the one for the CEO dashboard. The execution measurements (which are abnormal
state) area unit recorded at the simplest joint with the 4 business segments. The most
interesting key focus area of this report incorporates some miniaturized scale level
knowledge, to Illustrate, financial gain by town and item category. The main goal in
regard to this business dashboard is to allow additional granular detail to trace deals
execution systematically. This is often mirrored within the phase report (outline seven –
so much right) demonstrating deals execution on associate everyday premise.

Supporting this read is that the chart (second line), indicating units sold-out by town to
line up the foremost astounding town by financial gain and things.

What is clear from the above table?
 Much profit and sales came from the product that were shipped on the same day
the purchase was made.
 More orders are made in the last quarter (quarter 4) of the year
 Relationship between profit and quantity does not significantly vary across the
regions.
 Highest amount of discounts were given in the year 2017 and this has been on
an increase since 2014.
What can made out of this?
 Mode of shipment is an important component in determining the sales and the
profits of the company. There is need to focus on quick or real time delivery to
boost on the sales and subsequent profits.

The dashboard for the director of marketing
The dashboard read for the marketing officials is focused around giving additional
demographical data to assist the final showcasing methodology. This dashboard takes
when comparable lines to the CEO and that for the director of sales’ dashboard in giving
pattern financial gain, profit and value sloping knowledge when a while. This report
contrasts somewhat within the level of detail round the consumer steadfastness and
client demographical refined components.
What is clear from the above table?
 November had the highest sales made
 Even though November had the highest sales, the highest profits were made in
December

 Lowest sales and profit were made in January
 Growth rate in terms of the profit has been noted over the four year period (2014
to 2017).
 Sales having been increasing since 2015 and that there was a slight reduction in
sales in 2015 as compared to 2014.
 The East region made the highest sales and profits over the four year period
while the South region had both the lowest sales and profits made in the given
period.
What can made out of this?
 The company needs to capitalize more on December since this is the period
when they make a lot of sales
 January sales and profit could be low because many of the customers are still in
the celebrations mood hence few bother to make purchases this period but
instead opt to make in December
Recommendations
Based on the findings obtained from the above analysis. We would wish to make the
following recommendations to the company;
 Running price based promotions and discounts to enable the company make
more sales and subsequent profits
 Need to expand into new cities and regions which have a similar demographics
to the top five cities

 Increasing the volume of units sold
 Need to drive marketing campaigns
 The company needs to capitalize more on December since this is the period
when they make a lot of sales
QSR Code
The following is the Mobile application QSR code based on the insights from the study

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