Uncovering Market-Insights for Charles & Keith: EDA 1
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Due to the confidentiality of the data provided by our sponsor, we would be only showing the methods of analysis without the results. For authorised stakeholders, please refer to our report for more in-depth analysis with charts and descriptions.
Summary statistics have been generated to show the growth in numbers throughout the 3 years, indicating its general performance. The indicators used are are the net price, number of transactions, total sum of transactions and the number of C&K stores opened in various regions from 2013 to 2015.
Also, we have created a line graph of C&K's total monthly net revenue throughout these 3 years so to indicate which are the peaks and lulls (which are the most profitable month). We also analysis its possible justifications and also calculated its monthly growth rate, maximum and minimum and average to show its current performance.
Next, we dived in to analyse its performance based on China's specific regions and explore further to find possible trends and insights that aid business decisions.
A pareto chart with its cumulative total percentage of sales has been generated to identity the region contributed to the highest revenue and where the main bulk of sales comes from.
Also, a line-bar chart of the revenue created to visualise the changes of net revenue in each region and the changes in number of stores within the 3 years. The high and low profitable regions have been identified. Regions that have inconsistent growth are highlighted as well. The comparision with net revenue and number of stores combined in a chart is to easily see if the increase in net revenue is due to the increase in number of stores or otherwise. The chart can also aid in understanding the possible reasons of the volality of the growth or decline in numbers.
Two ranking charts are generated to show the regional ranking based on on overall net revenue and average overall net revenue per store respectively. Anomalities and consistent performing regions are highlighted.
We dissected the data from a regional perspective to identity a variations in sales performance by region. From our analysis, there is a wide variation in sales performance by region, with a few outlier stores observed. We then further drilled down to determine the top performing stores per region and looked into their performance from 2013 to 2015. Through this, we hope to highlight to highlight areas that may region C&K's additional business attention.
For this section, we looked at the data from a categorical point of view. From our analysis we discovered that there is a distinct difference in sales trend per category over the year. Of which, the most interesting observation made was that the sales trend of SHOES vs BAGS seems to mirror each other. Furthermore, based on an overall analysis of revenue contributions by each category, we observed that SHOES and BAGS were the top 2 drivers of C&K's revenue. Hence, we focused our analysis on these 2 categories to obtain more insights on consumer preference. By looking at the sales volume of SHOES and BAGS on a CLASS level followed by SUBCLASS level, we were able to identify the specific types of articles that were popular among the consumers in China. Furthermore, we looked into the data from a regional perspective, were we manage to find regions that experiences a discrepancy to the overall trend.
A horizontal bar chart is created to show the number of sales quantities purchased in 2015 for all the product types, based on the colours. This is so to identify the China's consumer preferences in colour. Top 10 colours have been filtered out. The top 2 product categories have been further analyse to see the preferences in colour with bar charts as well.
