2. INTRODUCTION:
This report examines the local retail sales and supermarket business of Mr Chukwudi using
PowerBI visualization tool. The sales analysis is based on the past record of sales
transactions and services at Mr Chukuwudi’s stores across all 36 states in Nigeria for the
past 19 years.
Key indicator areas examined are as follows;
▪ Geographic Location
▪ Occupational Analysis
▪ Age Profile
▪ Product Type (Sales & Product Shelf visibility)
▪ Gender Analysis
▪ Supermarket Type
▪ Supermarket Location
▪ Supermarket Size
▪ Fat Content
▪ Geographic Location:
Based on the analysis, it was observed that Kebbi state has the highest sales revenue for
the period under review with a total value of #17.28m which accounted for 57% of the
total sales value. This was closely followed by Zamfara state which had a total sales
revenue of #5million (16%) and Lagos state with #3.3million (11%). The reason for Kebbi
generating the highest sales could be as a result of it having more of medium-sized stores
and Supermarket type 1 which are the leading supermarket size and types in terms of
sales.
▪ Occupational Analysis:
Customer’s occupation is among the most direct determinants in identifying sales patterns
for Mr Chukuwudi’s business. The analysis highlights that a total of 93 career individuals
visited your stores across Nigeria. Leading the chart are customers who are Entrepreneurs.
The analysis reveals that entrepreneurs have purchased goods worth #16million in the
period under review. Next to the entrepreneurs, are self-employed customers with #4
million total sales. This could be due to the fact the nature of their jobs which provides
them with enough extra time to shop around as against their counterparts who work in Oil
and gas sectors and Logistics for example. It is also worthy to state that, majority of the
entrepreneurs are male, thus indicating the reason entrepreneurs led the chart.
▪ Age Profile
We observed that customers within the age bracket 30-39years accounted for 31% of your
total sales, this was followed by customers age 40-49yrs which generated 28% of total
sales. Ranking the least are customers within 20-29yrs age group followed by those who
are 50 years and above. Based on the analysis, we can say that your target audience are
customers within the age group of 30-39 years and 40-49 years respectively (i.e they
patronize the store more).
▪ Product Type (Sales & Product Shelf visibility)
The product type was analysed taking into consideration its effect on Product shelf visibility
and total sales. In totality, there are 16 different product types sold in all store outlets
across the nation. In terms of sales, we observed that Fruits and vegetables brought the
highest sales revenue to this business to the tune of #4.8million (15.61%), this was closely
followed by Snacks food which has #4.7million (15.58%). Coming in last is the Seafood
product type which amounted to only #300,000(0.86%) sales during the period under
review.
3. In terms of Product shelf visibility, the analysis identified that Snack food and Fruits and
vegetables accounted for 15% each of the total shelf visibility. This confirms the reason
for recording high sales volume as previously noted.
▪ Gender Analysis:
The analysis highlights that female customers are responsible for 33% of total sales
revenue (#10.1million) while male customers accounted 67% of total sales revenue
(approx. #21million). This implies that the men find your business and products more
attractive to purchase than their female counterparts.
▪ Supermarket Type:
We observed that Supermarket Type 1 was responsible for generating 70% of the sales
revenue for the period under review (i.e #21.3million), this was followed by Supermarket
Type 3 and Supermarket Type 2 respectively which has 19% of the sales revenue
(#5.8million) and 9% (#2.8million) respectively. The least supermarket is the grocery
store which accounted for only 2% of sales revenue (#300,000).
▪ Supermarket Location:
The following observations were made in relation to total sales revenue;
▪ Cluster 2- accounted for 39.39%(#12million)
▪ Cluster 3- accounted for 36.85% (#11.22million)
▪ Cluster 1- accounted for 23.77% (#7.24million).
▪ Supermarket Size:
The supermarket sizes are of three (3) different dimensions. Medium, small and high sized
supermarket accounted for 67.75% (#20.63million), 24.22% (#7.38million) and 8.03%
(#2.44million) respectively of the total sales revenue. This implies that the medium size
stores generate the highest sales.
▪ Fat Content:
The following observations were made in relation to total sales revenue;
▪ Low-fat content - accounted for 60.21% (#18.34 million)
▪ Normal fat content - accounted for 36.47% (#11.11million)
▪ Ultra-low-fat content - accounted for 3.29% (#1 million).
The above analysis indicates that most of your customers prefer the low-fat content and
it could be deduced that many of them are male since we observed that male customers
generate over 67% of total sales. Considering this, more advertisement is required to push
the other fat content to the market. This could be done through rebranding or price
reduction for example.
Recommendation:
1. To drive up more sales, the shelf should be rearranged to provide more visibility to
those products types with low visibility. This has a tendency to increase sales.
2. For business expansion, consider investing in medium-sized stores by opening
more medium-sized stores across the nations and also stocking up your top-
performing products in high and small-sized stores as well as cluster 3 supermarket
location to attract more customers to shop therein.
3. Make available all the top-performing products in all new and existing stores across
the country.
4. Consider carrying out more product awareness scheme such as advertisement,
rebranding and discounts in order to attract more customers and other occupations
to purchase your least bought products and also encourage female customers to
purchase more.
5. Rebrand your products to attract other age groups in order to increase sales.
