1) The document analyzes sales data of a coffee chain's 13 products across different US states to identify underperforming products and areas. 2) It finds that Amaretto coffee, Caffe Latte and Regular Espresso, Mint herbal tea, and Green tea have lower sales and profits than other products. 3) The analysis recommends discontinuing certain products in areas where they generate losses, such as removing Green Tea from Nevada, Utah and Missouri due to low margins despite high marketing spend.

1. Business Intelligence Project
Data Analysis – Using Tableau
Of
Coffee Chain
Submitted to:
Dr. Srinarayan Sharma
(Professor;IT & Systems, IIM Kashipur)
Submission By:
Group 13
Blessen Mathai PGP13082
Gaurav Singh PGP13024
Sajal Luthra PGP13048

2. 2
Samarjyoti Das PGP13113
Table of Contents
Coffee Business.......................................................................................................................................................3
Product Portfolio ....................................................................................................................................................3
Product Sales ..........................................................................................................................................................5
Margin ....................................................................................................................................................................7
Product Profit .........................................................................................................................................................8
Company Strategy ..................................................................................................................................................8
Conclusion & Recommendations..........................................................................................................................13

3. 3
Coffee Business
The coffee chain is present in various parts of Unites States of America and spread densely in
the states like Florida, California and Texas while moderately in the states of Colorado, Utah
and others.
Figure 1: Geographical Spread of Coffee Centers
Product Portfolio
The product Portfolio of the Coffee Chain is basically divided in 4 product types, namely,
Coffee, Espresso, Herbal Tea and Tea. Coffee and Espresso are part of the product line of
Beans while Herbal Tea and Tea fall in the Leaves Product line. In all, there are 13 products
served by the firm.

4. 4
Figure 2: Product Portfolio
‘Beans’ are a larger product line for the coffee chain compared to ‘Leaves’.

5. 5
Product Sales
To determine the underperforming products, we first need to analyze which Product have
less Sales as compared to the other products in the portfolio. The below bar chart help us in
providing a first glance of the sales of the various products.
Figure 3: Sales of 13 products
Looking at the broad sales generated by the 13 products, we can say that Amaretto in Coffee
category, Caffe Latte and Regular Espresso in Espresso Category, Mint in Herbal Tea category
and Green Tea in Tea category are underperforming. But to make a more detailed analysis we
also need to understand which products are generating the required profits as sales is not a
proper criteria for underperforming products.
From Figure 4, we can say that not only Amaretto in Coffee category, Caffe Latte and Regular
Espresso in Espresso Category, Mint in Herbal Tea category and Green Tea in Tea category
but also Decaf Espresso in the Espresso Category is generating less Profits in spite of the high
amount of Sales it generates.

6. 6
Figure 4: Sales, COGS, Marketing and Profit of Products

7. 7
Margin

8. 8
Product Profit
Company Strategy
The company should focus on profit generating products instead of ensuring that all products
are sold in all the markets. It is a crucial factor for the company to understand that coffee
drinkers do not have more than one type of beverage at one point of time.
Thus, it is important to determine which products are generating loss in which area and
proper actions for removal of that particular product from that geographical area should be
undertaken. Figure 5 helps us analyze the same.

9. 9
Figure 5: Area-wise Profits of products
The company should discontinue the sales of few products in areas where it is generating
no/low profits.
Fig 6:

10. 10
As per the above graph, they should discontinue sales of Caffe Mocha in New York as it is
generating losses of the order of $6,354 in New York. Similarly, it should discontinue:
 Amaretto in Oregon and California
 Decaf Irish Cream in New Mexico and California
 Caffe Latte in Louisiana and New Mexico
 Caffe Mocha in Massachusetts, Connecticut and New York
 Regular Espresso in New Hampshire
 Chamomile in Missouri
 Lemon Herbal Tea in Missouri and Colorado
 Mint Herbal Tea in Utah and New York
 Darjeeling Tea in Utah
 Earl Grey Tea in Missouri
 Green Tea in Nevada, Utah and Missouri

11. 11
Trend Analysis of profit vs sales
Fig 7: Comparing the trend of sales in different Markets

12. 12
In figure 7 we plotted sales Vs profit for all the markets and products. We can observe that
there are certain deviation from normal trend line of the markets with good profit. The red
marked product and area shows downward trend
Fig 8: Trend lines for South market
In fig: 8 we have analyzed further the individual area of deviated trend which clearly show
deviation from other markets

13. 13
Conclusion & Recommendations
With the onset of autumn season, consumption of leave related products sees a decline

14. 14
To analyze which of the 6 underperforming products should be discontinued, we made a
dashboard for comparing the marketing spend on the products along with the margin on the
products.

15. 15
Figure 7: Comparing Marketing Spend and Margin
By analyzing the above graphs, we can conclude that Green Tea in spite of high spend on
Marketing is not generating the required returns in terms of Profits as it a low margin product.
Hence, Green Tea should definitely be dropped from the Product Portfolio of Nevada, Utah &
Missouri.
Also, reiterating our earlier findings, we recommend the company to focus on the following
products in the given regions:
 Amaretto in Oregon and California
 Decaf Irish Cream in New Mexico and California
 Caffe Latte in Louisiana and New Mexico
 Caffe Mocha in Massachusetts, Connecticut and New York
 Regular Espresso in New Hampshire
 Chamomile in Missouri
 Lemon Herbal Tea in Missouri and Colorado
 Mint Herbal Tea in Utah and New York
 Darjeeling Tea in Utah
 Earl Grey Tea in Missouri
 Green Tea in Nevada, Utah and Missouri
Company should decrease the Marketing expenditure on leave based products showing
declining sales pattern during autumn season.