PakRetail Sales Dashboard 2024

Table of Contents

• Overview
• Business Problem
• Goal
• Tools Used
• Exploratory Data Analysis
• Key Findings
• Recommendations
• Author

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Overview

This project analyzes PakRetail's sales data across 200 transactions to identify regional performance gaps, product profitability, seasonal trends, and customer demographics. Built entirely in Microsoft Excel, the dashboard provides actionable business intelligence for strategic planning in 2025.

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Business Problem

Retail businesses commonly face challenges such as:

• Identifying which regions and products drive the most revenue
• Understanding seasonal fluctuations in sales performance
• Recognizing underperforming sales reps and product lines
• Targeting the right customer segments for marketing investment
• Balancing product portfolio between high and low performers

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Goal

• Build an interactive Excel dashboard from raw sales data
• Analyze revenue and profit performance across regions and products
• Identify top and bottom performing sales representatives
• Segment customers by age group and purchasing channel
• Provide strategic recommendations for 2025 marketing investment

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Tools Used

• Microsoft Excel

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Exploratory Data Analysis

• Regional revenue and profit margin comparison
• Monthly sales trend across all 12 months of 2024
• Sales representative performance leaderboard
• Product portfolio matrix — Star, Cash Cow, Hidden Gem, Dog
• Customer age distribution and segmentation
• Sales channel vs customer satisfaction analysis

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Key Findings

• East region leads all regions with PKR 12.3M in revenue — nearly double South's PKR 6.9M despite identical profit margins, indicating a volume problem not an efficiency problem.
• Laptop, Sofa Set and Smartphone are Star products collectively driving the majority of total PKR 37.2M in revenue.
• October to December is the peak sales season while summer months record the lowest performance across the year.
• Customer satisfaction is consistent across all channels at approximately 4.0, indicating product quality drives ratings not the purchase channel.
• Two dominant customer segments identified — ages 18 to 27 and 38 to 57 — representing 56% of the total customer base.
• Jeans, Gym Kit and Garden Tools are significantly underpriced despite high sales volume, representing untapped revenue potential.

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Recommendations

• Increase marketing investment in Laptop, Sofa Set and Smartphone during October to December peak season to maximize year-end revenue.
• Target the 18 to 27 segment via social media platforms and the 38 to 57 segment via TV and Facebook advertising.
• Prioritize the East region for promotional campaigns given its proven revenue potential.
• Revise pricing upward for Hidden Gem products — particularly Jeans and Gym Kit — to improve revenue without acquiring new customers.
• Conduct root cause investigation before discontinuing any low-performing product as underperformance may reflect pricing or visibility issues rather than lack of demand.
• Assign territory reviews for underperforming sales reps before drawing conclusions about individual performance.

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Author

Muhammad Bazil