The presentation were the weekly assignments which included taking out insights from raw data given by Prof.Tom. The presentation includes an overview of the data, executive summary, gap analysis and key take-away

1. Excel Assignment
COMPUTER APPLICATION FOR DATABASE MARKETING

2. Discussion
 The aim of the analysis is to highlight the sales report for the year 2016.
 The data includes the sales figures for the 3 security systems, namely custom
systems, security one and security gold, for the year 2016.
 The sales figures are accounted for 4 regions, namely Central, North-East, South-
East and West.
 The data is derived from the sales report, which includes the sales figures from the
year 2012 – 2016.

3. Executive Summary
 The year 2016 has registered the highest sales till date. But the highest incremental
growth was measured in the year 2014.
 North-East, South-East have contributed highest sales numbers for the year 2016.
This signifies the importance of the two regions for future investment.
 Security one and Security Gold registered equal sales numbers in the year 2016.
This indicates the common factors between the two product, which resulted in
better numbers.
 Overall, the central region has been the least performing of all the regions given.
 Custom Systems delivered the highest sales numbers in the year 2016 – 616,751
 North – East registered the highest sales figures, amongst the four regions given
across 4 years – 7,057,152

4. • The average sales recorded for security
one was $408,437, but in the year
2015, it witness a spike in sales in the
North – East region – $692,239
• Custom System recorded their highest
sales in the year 2014 – $240,5148
• The coefficient of determination ( R) is
0.9072 which represents that the
is more accurate. (Fig 1.1)
• Security Gold has contributed the
highest total revenue from 2012-
• In 2016, Custom Systems witness a
gradual growth in terms of sales
achieved in all regions. Highest being in
the West – 616,751. (Fig 1.2)
Fig. 1.1 Overall Sales Trends 2012- 2016
Fig 1.2 Custom Systems Region 2016 Sales Figures

5. • Overall, the year 2016 witness
the highest sales figures ever
recorded, whereas the year 2012 achieved the
lowest sales figures.
• The highest average sales recorded was in the
north-east region – 629,131 in the year 2016
• Security one and Security gold achieved equal
sales numbers in the north-east region – 692,239
• In terms of total market share, the North-East
region that enjoyed the highest share of volume (
27% ), followed by the west region ( 26% ),
South-East region ( 25% ) and Central region (
23% ).
Fig. 1.3 2016 Sales figures
Fig 1.4 Data Set
Year Region Custom Systems SecurityOne SecurityGold Total Share of Market
2016 Central 515,169 533,026 533,026 1,581,221$ 23%
2016 NorthEast 502,916 692,239 692,239 1,887,394$ 27%
2016 SouthEast 550,073 595,596 595,596 1,741,265$ 25%
2016 West 616,751 584,287 584,287 1,785,325$ 26%
2,184,909 2,405,148 2,405,148 6,995,205$ 100%Total

6. Gap Analysis
 No customer feedback, which would definitely help us in understanding the
product and the market behavior thoroughly. This would have also
supported the sales figures.
 There are no details as to the point of sale for each product. The data
should have included the point of purchase for customers, whether it was
on ground stores or online portals. This would have helped us in
understanding the channel nuances in detail.
 There is no information on product details except for their names and their
sales figures. Having product details would have made things much simpler
and easier to determine what factors contributed in the sales of product A
compared to product B. The differences between the 3 products could be a
major factor for their performance in the given region.

7. Key take-outs
 With data at our disposal, we should look at expanding to other markets and also look at increase our
portfolio by gathering the standout factors that worked for us
in all the market and combining them to support a new product offering
 In 2016 report, North East region performed the best amongst the four
regions. Thus, going forward, we should look at investing more in the
North – East region.
 In terms of Year on Year growth, there was an increase of 32% in
2013, 55% increase in 2014,11% in 2015 and 2% in 2016. Thus, we should look out
for common factors, identify and gather them and add them to future strategies(Fig 1.5)
 While Expanding to other regions in the near future / Increasing our product offerings
, we can use our learnings from the four regions.
 Security One and Security Gold registered equal sales numbers in 2016. We should identify factors
that are common and use them thoroughly for the coming seasons.
 The year 2014 witness a spike in the sales figures. We need to understand what made that spike and
try replicating the same factors in the future strategy to achieve similar results.
 We should look at investing in Research n Development more to understand the market in-depth
2013 32.0%
2014 55.0%
2015 11.0%
2016 2.0%
YoY Increase
Fig. 1.5 Year on Year Sales Growth
2013- 2016