“To Study E-Commerce Revenue Performance : Trends &

Patterns”

Project Report Submitted to

Chhatrapati Shahu Institute of Business Education & Research
(An Autonomous Institute)

As a Partial Fulfillment for the Award of Degree of Master of

Business Administration By
MISS. PRIYANKA RAMCHANDRA KORE
Under the Guidance of
Mr. Santosh Vilas Hasure
BSC, MBA, UGC NET, SET, K-SET, M. Phil,

Through
School of Business
Chhatrapati Shahu Institute of Business Education & Research
(An Autonomous Institute)

Kolhapur 2023-2024
 Declaration

I, the undersigned, hereby declare that the project report entitled To Study E-Commerce
Revenue Performance: Trends & Patterns, written and submitted by me as a partial
fulfillment for the award of degree of Master of Business Administration under the guidance
of Mr. Santosh Vilas Hasure, is my original work.

The matter submitted in this report has not been copied from any other source and it is an
independent write up. I understand that any such copying is liable to be punished in any way
the authorities deem fit.

Date:
Place: Kolhapur. Miss. Priyanka Ramchandra Kore

Forwarded Through

Mrs. Madhura K. Mane Dr. S. P. Rath

Dean Director
School of Business CSIBER

External Evaluator
Internship Certificate
 Certificate

This is to certify that the project report entitled To Study E-Commerce Revenue
Performance: Trends & Patterns is a bonafide work prepared by Priyanka Ramchandra
Kore as a partial fulfillment for the award of degree of Master of Business Administration,
submitted to Chhatrapati Shahu Institute of Business Education & Research (CSIBER),
Kolhapur, has been completed under my supervision and guidance.

To the best of my knowledge and belief, the work reported in this report is authentic and is not
reproduced from any source.

Date:
Place: Kolhapur. Mr. Santosh Vilas Hasure
 Acknowledgement

It is indeed a pleasure to acknowledge the contribution of those who have helped me in carrying
out this project report successfully.

My heart-felt thanks goes to my project guide Prof. Santosh Vilas Hasure for his scholarly
guidance and inputs to make this report in a logical order during the project period. I would
like to thank all my teachers for all the help and suggestions extended in this regard.

I sincerely thank the Managing Trustee Prof. Dr. R. A. Shinde, CSIBER, Dr. S. P. Rath,
Director, CSIBER, and Mrs. Madhura K. Mane, Dean-School of Business, CSIBER for
providing all the facilities and help to carry-out the project successfully.

I would like to take this opportunity to convey my humble gratitude and thanks to Mr. Vishal
Dudhal for his timely support and guidance, the management, officers, and the staff of Webster
Solutions. Finally, I acknowledge the help and support given by my family members and
friends during the course of study.

Miss. Priyanka Ramachandra Kore

 CONTENTS

CHAPTER TITLE PAGE NO.

I Introduction And Research Methodology 1

II Company Profile 6

III Review of Literature 11

IV Theoretical Background of The Subject 15

V Data Analysis And Interpretation 20

VI Findings, Suggestions And Conclusion 37

References 41

Annexure 42
 1

CHAPTER - I

INTRODUCTION AND RESEARCH METHODOLOGY

 2

1.1 Introduction:
In today's dynamic digital marketplace, the significance of a robust online presence cannot be
overstated, especially for businesses operating in the e-commerce sector. Bhadang.com, an
emerging entity in the snack industry, is poised to harness this potential by offering a diverse
array of delectable snack products to discerning consumers globally. However, in order to carve
a distinctive niche and foster sustainable growth, Bhadang.com must meticulously scrutinize
and optimize its online platform to ensure seamless user experiences, foster engagement, and
drive conversions.

This project aims to conduct a comprehensive analysis of sales data for the years 2022 and
2023 to gain insights into the performance and trends of a business. The analysis will focus on
key metrics such as total/gross sales, net sales, average daily sales, customer behavior, and
revenue patterns. By comparing the sales data between these two years, we seek to identify
areas of improvement, understand customer preferences, and optimize business strategies for
enhanced performance and profitability.

1.2 Statement of the Problem:

Investigating and optimizing sales performance through data analysis poses challenges in
identifying product trends, understanding customer preferences, and adapting to seasonal
variations. This project aims to explore the underlying factors influencing sales fluctuations,
pinpoint growth opportunities, and develop actionable strategies to enhance revenue generation
and operational efficiency based on comprehensive sales data analysis from January 2022 to
December 2023.

This statement of the problem sets the stage for a project focused on leveraging data insights
to address specific business challenges related to sales performance and customer behavior. It
outlines the objectives of the analysis and emphasizes the importance of data-driven decision-
making to drive business growth and operational improvements.
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1.3 Objectives of Study:

1. To evaluate individual product performance to optimize inventory, identify best-sellers,

and prioritize product offerings for improved business efficiency and profitability.

2. To utilize historical sales data and market trends to predict future demand, enabling
proactive inventory management, optimized stock availability, and efficient resource
allocation.

3. To analyze e-commerce sales performance for the years 2022 and 2023.

4. To compare key metrics such as total sales, daily averages, net sales, order volume, and
item sales between the two years.

5. To identify trends and patterns in e-commerce sales over this period.

6. To explore factors influencing changes in sales performance.

1.4 SCOPE OF THE STUDY

The Study Performance Evaluation of website which include Analyze website traffic, page
views, and session duration. It used to manage and improve websites, online apps, and other
web-based goods. This model is useful for the fundamental and technical analysis

To enhance the user experience of their website or product and better serve their target
audience. Considering the technical requirements such as platform choice (e.g., WordPress,
custom-built, etc.), hosting, security measures, scalability, and maintenance needs.

Analyze sales data, customer reviews, and return rates to identify top-performing products and
areas for improvement. The study to understand the market position of bhadang.com products.
To understand customer behavior such as Track website traffic, conversion rates, and user
engagement metrics to understand how customers interact with the products and website.
Define key performance indicators (KPIs) such as sales revenue, conversion rate, and customer
acquisition cost to measure the success of the products project.
 4

1.5 RESEARCH METHODOLOGY:

A research methodology is an outline of how a given piece of research is carried out.

1. Research design: Using a dataset which contains transactions made by number of

orders placed in 1 Jan 2022 and 13 Dec 2023 year.

2. Sources of the Data Collection: Secondary Data from WordPress.

Dataset
A data set (or dataset) is a collection of data. In the case of tabular data, a data set
corresponds to one or more database tables, where every column of a table represents a
particular variable, and each row corresponds to a given record of the data set in Question.
The data set lists values for each of the variables, such as height and weight of an object,
for each member of the data set. Data sets can also consist of a collection of documents or
files.

Secondary Data
We take the dataset containing transactions by WordPress software. WordPress is a content
management system (CMS) that allows you to host and build websites. WordPress contains
plugin architecture and a template system, so you can customize any website to fit your
business, blog, portfolio, or online store. Secondary data can be collected directly from
Bhadang.com's website analytics platform (e.g., Google Analytics) to gather information
on user interaction metrics such as page views, session duration, bounce rates, and
conversion rates.
 5

1.6 LIMITATION OF STUDY :

1. The study has limited Scope such as analysis focuses solely on sales data without
considering other factors like marketing efforts or economic conditions.

2. The study covers only two years, possibly overlooking long-term trends or seasonal
variations.

3. Unforeseen events like regulatory changes or natural disasters may influence sales but
are not factored into the analysis.

4. The analysis is based on data from one organization, limiting its generalizability to other
businesses or industries.

5. The study may be limited by computational resources or time constraints

6. The analysis relies solely on quantitative data without considering qualitative factors
such as customer feedback

1.7 Chapter scheme :

 6

CHAPTER - II
COMPANY PROFILE
 7

2.1 Introduction:

Webster Solutions focuses on quality, innovation, & speed. We utilize technology to bring
results to grow our clients businesses. We pride ourselves in great work ethic, integrity, and
end-results. Throughout the years Webster Solutions has been able to create stunning Website
designs and Mobile/Web applications in multiple verticals while allowing our clients to obtain
an overall better web presence.
We offer a wide range of Web Design & Web Development Services, Which include web
design, web development, app development, SEO, Domain Registration & Web Hosting. We
ensure that working with us is always a quick, easy and hassle-free experience.Our company
philosophy is to create the kind of website that most businesses want easy to find, stylish and
appealing, quick loading, mobile responsive and easy to buy from..

2.2 History :
Vishal Dudhal, a native of Sangli, founded the company “Webster Solutions” in 2012 with
just 2 employees. Webster Solutions is a company based in India, which specializes in
building unique, personalized, and easy to manage websites and applications. Webster
Solutions has been able to create stunning Website designs and Mobile/Web applications in
multiple verticals while allowing our clients to obtain an overall better web presence.

A brief profile of the founder:

Vishal Dudhal
Founder & Director,
B.Tech in Computer Science
 8

2.3 Activities of the Company:

● Domain Registration and Webhosting:
Your domain name means it's how the online world finds you. Company will help to give
your businesses a step in the right direction for picking the perfect domain name. Web
hosting provides the server space where your website lives on the internet. If you think of
your website as a house and your domain name as an address, web hosting is the plot of
land where your website sits. Company are committed to providing high-quality, low cost
web hosting for small businesses and ecommerce websites. Company help clients register
for a domain name under a variety of extensions (.com, .org, .net, .biz, .info).

● Web Design And Development:

Your online presence is what helps businesses grow by having a high visibility among
potential customers. Any business, big or small, should have the online presence
expansion as a key part of their online marketing strategy. Having a unique website design
is important part of the branding and marketing process of your business. Company
specialize in developing interactive, scalable, brand-oriented, and business-ready custom
web solutions. Company craft supremely functional websites and applications engineered
for stability, performance, and long-term adaptability. Company custom web design
services are the outcomes of a collaborative process.

● E-Commerce Development:
Due to the internet’s accessibility, millions of people across the world can view your
website at any time. An online store is available all day, every day meaning your customers
can visit your store at all times, no matter what their schedule might be. Having your own
website is an important piece of your ecommerce strategy. It is a great way for you to grow
your brand, acquire loyal customers, gain new insights, and get creative with your
marketing. Selling products through an online shop is the best way to make a bit of extra
money. Through an e-commerce website, you can easily introduce your products to a large
number of customers at once. Our experts build websites which are best in standard
features and functionalities.
 9

● WordPress Development:
WordPress is one of the most popular and easy CMS around. A CMS, or content
management system, is a tool that allows you manage the content of your website
independently. We are experts in building websites based on WordPress and can fix any
issue relating to it. Be it a simple blog or a full-fledged e-commerce website, we can
develop it based on WordPress. We have highly skilled developers that can bring your site
up to date and add that custom touch you always wanted. The experts who work at our
Webster know exactly how to make your project unique, fresh, and profitable. At Webster,
everything ‘WordPress’ is our strong suit, and we endeavor to offer you WordPress theme
customization services that lets you transform your themes to solutions that are all-
inclusive, versatile, and riveting.

● Search Engine Optimization:

We are building bridges in SEO technology in order to connect the client’s goal to reality.
We guarantee that your website’s speed score and loading time will be optimized to any
extent possible. We will do on-page SEO optimization on your website using Yeast plugin.
Our unique approach to SEO allows us the capability to take your site to the top of major
search engines. We first analyze a web site, followed by a step-by-step plan to have the
website communicate keywords more effectively to search engines. Our ultimate goal is
to get our clients more visitors and higher conversion of sales and leads. We create profit-
driven SEO strategies that help you get more traffic and better conversions. We help you
to obtain top rankings for desired search terms and drive qualified leads that are crucial to
building your business

● Mobile Application Development:

We can help you launch a successful mobile application to connect, communicate and
keep your customers coming through the door again and again. Your company is unique
and your apps should be too. We help you to increase your customer base and reach out to
your customers on the devices they love to use, with our mobile application development
strategy. We build mobile applications on different platforms using top-notch technologies
and proven approaches. Our smartphone app development services include:
 10

Business, needs and requirements analysis

Wire-framing and custom design architecture
UI / UX Design
Design and development of native Android and iOS mobile apps
Mobile application development based on React Native and Flutter

2.4 Organization Structure of the Company :

● Vishal Dudhal : Founder and Director
● Sayali Pathak : HR Operations head
● Alfia Sorte : Senior Developer
● Punam Chavan : Senior Developer
● Aditya Potdar : Developer
● Priyanka Kore : Intern

2.5 Achievements of the company:

1. +200 Satisfied Users:

Over the course of the web experience, I've had the privilege of working with more than 200
users who have found the websites I've built to be highly satisfactory. This metric reflects
positive feedback and indicates that these users have had a positive experience interacting with
the websites I've designed and developed.
2. +1000 Built Sites:
Throughout my web development journey, I've successfully designed and built over 1000
websites. Each of these projects has contributed to my expertise and proficiency in web design,
encompassing a diverse range of industries, purposes, and client requirements. This extensive
portfolio reflects my capability to handle various web development challenges and deliver
quality results.
3. +10 Clients from Other Countries:
I've had the opportunity to work with clients from more than 10 different countries.
Collaborating with international clients adds a unique dimension to my web development
experience, as it involves understanding diverse cultural preferences, global market trends,
and localized requirements. This experience has broadened my perspective and strengthened
my ability to create websites that cater to a global audience.

4. Visions and mission:

To enhance the business growth of our customers with creative and high-quality Web Design
and Development solutions that create value and consistent competitive advantage for our
clients around the world.
Our company philosophy is to create the kind of website that most businesses want: easy to
find, stylish and appealing, quick loading, mobile responsive and easy to buy from.
 11

CHAPTER – III
REVIEW OF LITERATURE
 12

3.1 Introduction :
The introduction of a literature review provides an overview of existing research and
scholarship relevant to the study's topic. It synthesizes key concepts, methodologies, and
theories shaping the research area. This section sets the stage for analyzing sales performance
and strategic decision-making, aiming to identify gaps, trends, and critical insights. The
literature review contributes to the discourse on business analytics by offering practical
implications and theoretical foundations for advancing knowledge in the field.

3.2 Review of literature:

1. AL-Shubiri F. N. (2012) The planners and decision makers in the market, Business
Intelligence presented a complex corporate and competitive information. The ultimate
purpose of this concept is to boost the quality of input and timeliness to the process of
decision making. Knowledge is either created by analysis of internal and public data or
hired which may be scanner data in food industry. The process of knowledge transfer often
involves dispersion of intelligence information for many people in the firm

2. Norman, D. (2017), Benefit in small or big business can be achieved through inspection
of the existing business data of an organization and thereby assisted in making informed
decisions to drive growth and profitability. Although, some small business companies yet
hesitant to utilize the application of Business Intelligence (BI) solutions with no real need
and no budget for BI tools. There are many inexpensive and even free BI software
alternatives that small and medium enterprises can use for their functioning and
productivity.

3. Qushem, (2017, August), Technological factors Technological factor is indeed a ground-

breaking factor in extending business value and performance. There are many substances
used to make it realistic, Business Intelligence is none but one of them. Scalability as
technologic factor that using Business intelligence system organization can handle of lots
of data in order to accommodate the company’s growth on efficiency level.

4. Heang, R. (2017), Resource factors: One of the chief factors that was responsible for the
critical success in an organization are the proper availability of the resources. People, time
and money are included under the traditional project resources. On the beginning of any
Business Intelligence process insufficient resources had a negative influence. The projects
related to Business Intelligence are human resource intensive and time consuming in nature
 13

and thus get expensive especially when many projects tend to utilise outside consultants to
provide necessary resources.

5. Chen, (2012), For the victorious performance of many organizations the role of Business
Intelligence (BI) is vital. It permits them to obtain easier and faster access to information
in order to enhance the business procedures and decision making and therefore
identification of chances and threats while cooperating with the suppliers, customers and
competitor

6. Al-Majali, F. (2013), Substantial focus was laid to attain aspiration in double-digit growth
rates and a reduction in poverty ratio for the well-being of the medium and small scale
enterprise (SME) sector. As the SMEs are considered to be more agile and closer to their
customers than their larger counterparts that gave them an edge in business intelligence to
make benefits with the application of information system as per the report

7. Hawking, P. (2013), Firms of all sizes have been challenged to improve and innovate their
products and processes constantly in order to keep pace with the evolving international
competition .From the physical and tangible resources the base of organizational
competitiveness had shifted to knowledge . To acquire external knowledge the SMEs can
enhance their responsiveness. The most effective mode of knowledge acquisition was
through Learning-by doing . For better performance of the SMEs the knowledge-based
resources are positively linked to them

8. Singh, (2013)The operational integration of data from different external as well as internal
sources which apply tool and techniques for analysis to understand the information within
the data, make decisions and take actions on the basis of the vision attained was the concept
of Business Intelligence (BI). Due to constructive application for assimilation,
dissemination and organization of business information the application of BI has been
proliferated to apply individual perceptions for decision making process

9. JohnBet (2015),The application of information system makes the functioning of any

organization strong and help to respond speedily to bring variation in the market dynamics.
By acquisition of appropriate technology, any business organization can achieve higher
heights of competency and success and bring improvements in the implementation and
further to safeguard and retain the competitive edge

10. .Cavalcante, (2016). other complexities of latest information, free market trading and
high intensity of competition and swift progress in technological advancements. Therefore
 14

the industrial revolution in the world got amplified due to hike in technological
advancements. The rising consequences of information systems, latest emergence in
technology, swift industrial revolution and globalization prompted business environment
to gain instability which is beyond the management capacity of SMEs

11. Kirange, S. (2016), Business intelligence is an area of commerce which encompasses

various activities related to information gathering and decision making. Business
information is vital for the survival, operation and growth of any business entity. The
information can range from customer data, competition information to market orientation.
This information is used in planning, innovation, and decision making. With the emergence
of data analytics, business intelligence has become prominent and strategic in the global
economy

12. Muthukumar Murugesan and D. K. K. (2016), as per the findings provided by the concept
of Business Intelligence boosted the efficiency of both the information technology and
business of the organization. The workers in the IT sector are freed from the recurring task
of creating and changing data reports, as end users are able to create and change their own
reports. While, in business they are found to spend lesser time in analysis and preparation
of data as the report for management are created directly from the dashboards on Business
Intelligence.

13. Avinash Kaushik by (2009): offers a structured approach to mastering web analytics in
a time-efficient manner. Kaushik outlines a practical framework for leveraging web
analytics data to drive business growth, emphasizing the importance of continuous learning
and experimentation.

14. Pourshahid, (2011), which introduces relevant knowledge relevant to the concerned area.
In consideration to decision making, the concept of Business Intelligence generated
business value that was continued with cooperation of customer, change in adaptation and
swift responses to competitive needs

15. Sharda (2013) Descriptive analytics provides an understanding of what is currently

happening, predictive analytics determines what will happen in the future while
prescriptive analytics provides recommendations on how to address a business problem
(Sharda et al., 2013).
 15

CHAPTER – IV

THEORETICAL BACKGROUND OF THE SUBJECT

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1. The main aim of the analysis is to assess the sales performance over two consecutive
years (2022 and 2023) and identify trends, patterns, and variations in sales metrics such
as total/gross sales, net sales, average daily sales, orders placed, and items sold per
purchase. By conducting this analysis, the objective is to gain insights into the
company's sales dynamics, understand factors influencing sales fluctuations, compare
performance between the two years, and inform data-driven decision-making to
optimize sales strategies and enhance overall business performance.

2. The theoretical background of the subject includes concepts such as sales performance
analysis, business analytics, time series analysis, comparative analysis, data-driven
decision making, performance metrics, and forecasting models. These concepts
collectively provide a framework for understanding and analyzing sales data to derive
actionable insights and make informed decisions. By applying these theoretical
principles, businesses can assess their performance, identify trends, forecast future
outcomes, and optimize their strategies to drive growth and profitability.

3. Sales Performance Analysis: Sales performance analysis involves the systematic

examination of sales data to evaluate the effectiveness of sales strategies, identify
trends, and make informed decisions to optimize revenue generation. It encompasses
various metrics such as total sales, net sales, average daily sales, orders placed, and
items sold per transaction.

4. Performance metrics are quantifiable measures used to evaluate the success or failure
of business processes, initiatives, and strategies. In sales performance analysis,
common metrics include sales revenue, profit margins, customer acquisition cost,
conversion rates, customer lifetime value, and return on investment (ROI). These
metrics provide valuable insights into the health and effectiveness of the sales function
and help in monitoring progress towards organizational goals.

Software:

Wordpress

WordPress is a popular content management system (CMS) that powers millions of

websites worldwide. It offers a user-friendly interface for creating, managing, and
publishing content on the web.

WordPress can be an excellent platform for managing and analyzing data related to the
 17

number of orders. By integrating WordPress with appropriate plugins or custom

development, you can track, store, and analyze order data effectively. For example, if you're
running an e-commerce website on WordPress, plugins like WooCommerce provide
comprehensive order management features, including order tracking, order status
management, and reporting capabilities.

Additionally, WordPress allows you to integrate with various analytics tools, such as
Google Analytics, to gain insights into user behavior, conversion rates, and other relevant
metrics. By setting up enhanced ecommerce tracking in Google Analytics, you can track
specific actions related to orders, such as product views, add to cart events, and completed
purchases.

Furthermore, WordPress offers flexibility in terms of data visualization and reporting. You
can leverage plugins or custom development to create interactive dashboards or reports that
visualize order data in meaningful ways. This allows you to identify trends, patterns, and
areas for improvement in your sales process.

MS Excel:
1. Data Import: Excel allows you to import data from various sources, including CSV
files, databases, and other software applications. You can easily import your sales and
order data into Excel for analysis.

2. Data Cleaning and Transformation: Once the data is imported, Excel provides tools for
cleaning and transforming the data as needed. This may involve removing duplicates,
correcting errors, formatting dates, and standardizing data formats to ensure
consistency.

3. Data Analysis: Excel offers a wide range of built-in functions and tools for analyzing
data. For sales and order data, you can calculate various metrics such as total sales,
average daily sales, net sales, average order value, and more. Excel's formulas and pivot
tables are particularly useful for performing these calculations and summarizing the
data.

4. Visualization: Excel allows you to create visual representations of your data to gain
insights and communicate findings effectively. You can create charts, graphs, and
dashboards to visualize sales trends, compare performance across different time
periods, and identify patterns or outliers in the data.
 18

5. Forecasting: Excel includes features for performing basic forecasting and trend
analysis. By using historical sales data, you can create forecasts for future sales
performance, allowing you to make informed decisions and plan accordingly.

Google Analytics:
Google Analytics is a powerful web analytics platform that provides insights into website
traffic, user behavior, and online performance. Here's how Google Analytics can be utilized
for analyzing business data:
1. Data Collection: Google Analytics collects data automatically by tracking user
interactions on your website, including page views, sessions, bounce rates, conversion
events, and more. It uses JavaScript tracking code inserted into web pages to capture
data from visitors.

2. Data Visualization: Google Analytics offers a user-friendly interface for visualizing

data through dashboards, reports, and charts. Users can easily navigate through various
metrics and dimensions to understand website performance, user engagement, and
conversion metrics.

3. Audience Analysis: Google Analytics provides detailed information about your

website's audience, including demographics (age, gender, and location), interests,
devices used, and user behavior (new vs. returning visitors, frequency of visits, session
duration). This data helps in understanding your target audience and tailoring marketing
strategies accordingly.

4. Acquisition Channels: Google Analytics tracks the sources of website traffic, such as
organic search, paid search, social media, referrals, and direct traffic. This allows
businesses to evaluate the effectiveness of different marketing channels and allocate
resources accordingly.

5. Behavior Analysis: Google Analytics provides insights into user behavior on the
website, including popular pages, navigation paths, exit pages, and site search queries.
Understanding how users interact with the website helps in optimizing content,
improving user experience, and increasing conversion rates.

6. Conversion Tracking: Google Analytics allows businesses to track conversions and

goals, such as form submissions, purchases, downloads, or other desired actions. It
provides conversion funnel visualization to identify bottlenecks in the conversion
 19

process and optimize website performance.

7. Ecommerce Tracking: For e-commerce websites, Google Analytics offers advanced

ecommerce tracking capabilities to monitor sales performance, revenue, average order
value, product performance, and transaction details. This data helps in analyzing sales
trends, identifying top-selling products, and optimizing the online shopping experience.
 20

CHAPTER - V
DATA ANALYSIS AND INTERPRETATION
 21

5.1 Introduction :

In modern business operations, data analysis plays a pivotal role in strategic decision-
making, operational efficiency, and market responsiveness. The effective interpretation
of sales data provides valuable insights into consumer behavior, product performance,
and seasonal trends, enabling businesses to optimize their strategies and enhance
profitability.

The analysis of sales data from January 2022 to December 2023 offers a comprehensive
view of product dynamics, customer preferences, and market fluctuations over this
period. By examining patterns and trends within this dataset, we can uncover actionable
findings that drive informed decision-making and operational improvements.

This report aims to delve into the findings derived from the sales data analysis, identify
key areas of opportunity, and propose strategic recommendations to capitalize on these
insights. By harnessing the power of data analytics, businesses can refine their inventory
management, tailor marketing initiatives, and enhance operational efficiency to meet
evolving consumer demands and maximize revenue potential.
 22

Dataset of 2023:

Table 1

Total/Gross Avg. Gross Net Sales Avg. Net Orders Item

Months
Sales Sales Daily Sales Daily Placed Sold/Item
Purchased

Nov 2023 7605 254 6165 206 22 81

Oct 2023 7780 251 6460 208 21 83

Sep 2023 10535 351 8805 294 28 104

Aug 2023 12895 416 10535 340 28 127

Jul 2023 12540 405 10230 330 33 127

Jun 2023 13455 449 11065 369 39 135

May 2023 9595 310 8155 263 26 99

Apr 2023 13190 440 10970 366 42 136

Mar 2023 14390 464 11790 380 37 150

Feb 2023 14830 530 12170 435 39 150

Jan 2023 10415 336 8725 281 31 107

Graph 1
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Interpretation of dataset 2023 :

Sales Trends of 2023:
1. Overall Sales Trend:
a. The sales data covers the period from January 2023 to November 2023.
b. There is a general upward trend in both total/gross sales and net sales over the year.
2. Monthly Sales Analysis:
a. Sales peaked in February 2023, with a total/gross sales of 14,830 units.
b. March and April also recorded high sales figures, indicating potential seasonal
demand spikes.

Sales Performance Metrics of 2023:

1. Average Gross Sales Daily:
a. The average gross sales daily fluctuated between 254 units (in November 2023)
to 530 units (in February 2023).
b. It's essential to investigate the factors contributing to these fluctuations, such as
seasonality or promotional activities.
2. Average Net Sales Daily:
a. Similar to gross sales, net sales also showed fluctuations, with the highest average
daily net sales in February 2023 (435 units) and the lowest in November 2023
(206 units).

Customer Behavior of 2023:

1. Orders Placed and Items Sold per Purchase:
a. The average number of orders placed ranged from 21 to 42 per month.
b. Similarly, the average number of items sold per purchase varied from 81 to 150.
c. Understanding the factors influencing these metrics can help tailor marketing and
sales strategies to maximize order value.

Revenue Insights of 2023:

1. Total Revenue:
2. Revenue followed a similar trend to sales, peaking in February 2023.
3. Analyzing revenue alongside sales volume can provide insights into pricing
strategies and product mix effectiveness.
 24

Product Analysis:

Table 2

01-01-2023 To 13-12-2023 01-01-2022 To 31-12-2022

Product Item Orders Net Item Orders Net

Sold sales Sold sales

Kapale Bhadang 200 gm 468 166 35720 430 150 34400

Gadkari Bhadang 250 gm 372 105 34800 233 84 20970

Jay Amba Bhadang 250 gm 181 87 14780 191 83 14675

Amba Bhadang 250 gm 129 64 9520 100 59 7000

Shree Farsan 250 gm 81 34 6480 33 15 2640

Katkar Bhadang (Garlic 200 gm) 51 33 3570 44 36 3000

Katkar Bhadang 200 gm 34 18 2380 22 21 1520

Multigrain Mix Diet Bhel 100 gm 12 10 600 14 9 700

Graph 2
 25

Product Analysis Interpretation :

1. Comparison of Total Sales:
1. Total Orders: The number of orders increased from 668 in 2022 to 654 in 2023,
despite the decrease in the number of items sold.
2. Net Sales: There was a slight increase in net sales from Rs. 1,19,310 in 2022 to
Rs.1,25,570 in 2023.

2. Product Performance:
1. Kapale Bhadang 200 gm: The number of items sold increased from 430 to 468,
along with an increase in orders and net sales.
2. Gadkari Bhadang 250 gm: Both the number of items sold and orders increased in
2023, resulting in higher net sales.
3. Jay Amba Bhadang 250 gm: Although the number of items sold remained similar,
there was a slight increase in orders and net sales.
4. Amba Bhadang 250 gm: There was a slight increase in items sold and orders,
leading to higher net sales.
5. SHREE FARSAN 250 gm: Both the number of items sold and orders increased,
resulting in higher net sales.
6. Katkar Bhadang with Garlic 200 gm: Despite a decrease in the number of items
sold, there was an increase in orders and net sales.
7. KATKAR BHADANG 200 gm: Both items sold and orders increased, leading to
higher net sales.
8. Multigrain Mix Diet Bhel 100 gm: The number of items sold decreased slightly, but
orders and net sales remained stable.

3. Overall Performance:
1. Trend: Overall, there is a positive trend in sales performance from 2022 to 2023,
with most products showing an increase in either items sold, orders, or net sales.
2. Product Focus: Products like Kapale Bhadang, Gadkari Bhadang, and Amba
Bhadang performed consistently well across both periods and could be considered
as focus products for marketing and sales efforts.
3. Market Demand: Understanding the demand for different products can help in
strategic planning and resource allocation to maximize sales and profitability.
 26

Dataset of 2022:

Table 3

Total/Gross Avg. Gross Net Sales Avg. Net Orders Item

Months
Sales Sales Daily Sales Placed Sold/item
Daily Purchased

Nov 2022 5530 184 4600 153 12 55

Oct 2022 7580 245 6190 200 21 80

Sep 2022 8850 295 7360 245 33 92

Aug 2022 4690 151 3970 128 15 48

Jul 2022 15135 488 12445 401 41 166

Jun 2022 10745 358 8815 294 31 114

May 2022 9405 303 7605 245 31 100

Apr 2022 6303 210 5033 168 22 70

Mar 2022 7514 242 6164 199 19 78

Feb 2022 9548 341 7978 285 26 93

Jan 2022 12213 394 9993 322 38 128

Graph 3
16000

14000

12000

10000

8000

6000

4000

2000

0
Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22 Nov-22

Total/Gross Sales Avg. Gross Sales Daily Net Sales

Avg. Net Sales Daily Orders Placed Item Sold/item Purchased
 27

Sales Trends of 2022:

1. Overall Sales Trend:

a. The sales data for 2022 shows a similar trend to 2023, with an overall upward
trajectory in both total/gross sales and net sales over the year.

2. Comparison with 2023:

a. Total/gross sales in 2022 ranged from 5,530 units in November to 15,135 units
in July.

b. In contrast, total/gross sales in 2023 ranged from 7,605 units in November to

14,830 units in February.

c. Both years show variability in sales performance across months, indicating

potential seasonal demand fluctuations.

Sales Performance Metrics of 2022:

1. Average Gross Sales Daily:

Average gross sales daily ranged from 151 units in August 2022 to 488 units in July
2022.

Comparatively, average gross sales daily in 2023 ranged from 184 units in
November to 530 units in February, showing fluctuations but generally higher
values.

2. Average Net Sales Daily:

Similar to gross sales, average net sales daily varied across months, with the highest
values observed in July 2022 (401 units) and the lowest in August 2022 (128 units).

The comparison with 2023 data can provide insights into the effectiveness of sales
strategies and operational efficiency improvements over time.
 28

Customer Behavior of 2022:

1. Orders Placed and Items Sold per Purchase:

2. The average number of orders placed ranged from 12 to 41 per month, with May
2022 recording the highest average (41 orders).

3. The average number of items sold per purchase ranged from 48 to 166, with July
2022 having the highest average (166 items per purchase).

4. Understanding fluctuations in customer behavior can inform marketing and sales

strategies to enhance customer engagement and maximize order value.

Revenue Insights of 2022:

1. Total Revenue:

2. Total revenue is directly influenced by total/gross sales and pricing strategies.

3. Analyzing revenue alongside sales volume can provide insights into the
effectiveness of pricing strategies and product mix optimization.
 29

Comparison between 2022 to 2023 Data:

Months 01-01-2023 To 13-12-2023 01-01-2022 To 31-12-2022

Total Sales 136295 107558

Net Sales 112645 88398

Orders 363 316

Item Sold 1387 1132

Overall Sales Trend of 2022 to 2023:

1. Total/Gross Sales:
2023 generally saw higher total/gross sales compared to 2022, with the highest
recorded sales of 14,830 units in February 2023, whereas 2022 peaked at 15,135
units in July.
Both years experienced fluctuations in sales volumes across months, suggesting
potential seasonal variations in demand.

Average Daily Sales of 2022 to 2023:

1. Average Gross Sales Daily:
The average daily gross sales in 2023 were generally higher than in 2022. For
instance, the lowest average in 2023 (184 units in November) was higher than the
lowest average in 2022 (151 units in August).
2. Average Net Sales Daily:
Similar to gross sales, the average daily net sales in 2023 were consistently higher
than those in 2022, indicating potential improvements in pricing strategies or
operational efficiency.

Customer Behavior of 2022 to 2023:

1. Orders Placed and Items Sold per Purchase:
2. The average number of orders placed and items sold per purchase varied across
months in both years, showing fluctuations but generally higher values in 2023.
 30

Revenue Insights of 2022 to 2023:

1. Total Revenue:
2. The higher sales volumes in 2023 likely contributed to increased total revenue
compared to 2022, assuming similar pricing structures.
3. However, it's essential to analyze revenue alongside other factors such as cost of
goods sold and operating expenses to assess overall profitability.

Conclusion:
While both 2022 and 2023 showed similar patterns of sales fluctuations across
months, 2023 generally exhibited higher sales volumes and average daily sales
compared to 2022. Analyzing the differences between the two years can provide
valuable insights for optimizing business strategies and driving growth in the future.
 31

Google Analytics Report:

1. User Acquisition:
Table 4
New Engaged Engagem Engaged Average Event count Convers
First user
users sessions ent rate sessions engagement ions
default
per user time
channel
group

190 138 59.74 0.73 1m 4s 1663 0

Organic
Search 141 125 73.1 0.89 1m 20s 1399 0

Direct 48 13 22.03 0.27 16s 261 0

Organic
Social 1 0 0 0 0 3 0

Graph 4

The analysis of different user default channel groups reveals varying levels of engagement
and conversion rates. The First User Default Channel Group attracted 190 new users, with
138 engaging in sessions, resulting in a 59.74% engagement rate. Organic Search
performed the best with 73.1% engagement rate, attracting 141 new users, and 125 engaged
sessions. Direct traffic had a lower engagement rate of 22.03%, with only 13 engaged
sessions out of 48 new users. Organic Social had minimal impact, with only 1 new user and
no engaged sessions. Despite engagement, there were no conversions recorded across all
channels during the specified period.
 32

2. Traffic Acquisition:

Table 5

Users Sessions Engaged Average Engaged Events Engage Event Convers Total
Session
sessions engage sessions per ment count ions revenue
default
ment per user session rate
channel
time per
group
session
Total 190 231 138 52s 0.73 7.2 59.74 1663 0 0
Organic
Search 142 172 126 1m 07s 0.89 8.23 73.26 1415 0 0
Direct 48 57 12 10s 0.25 4.28 21.05 244 0 0

Organic
Social 1 1 0 0 0 3 0 3 0 0
Unassigned 1 1 0 12s 0 1 0 1 0 0

Graph 5

The analysis of different session default channel groups highlights varying levels of engagement
and interaction with the platform. Organic search stands out with the highest engagement rate
(73.26%) and average engagement time per session (1 minute and 7 seconds), indicating strong user
interest and interaction. Direct traffic, however, lags behind with a lower engagement rate (21.05%)
and shorter average engagement time (10 seconds), suggesting the need for improved engagement
strategies. Further optimization of engagement strategies, particularly for direct traffic, and
exploration of potential improvements in organic social channels could enhance overall user
engagement and conversion rates.
 33

3. Pages and Screens:

Table 6

All Events Page View First Visit Click

Total 1663 562 190 4
Home Page 319 101 64 0
Product / Jay Amba Bhadang 238 74 36 0
Shop 138 57 8 0
Product / Kapale 177 53 27 1
Cart 131 48 3 0
Checkout 88 34 0 0
Product / Amba Bhadang 88 31 8 1
Product / Gadkari Bhadang 87 29 7 1
My Account 49 17 1 0
Home Delivery 46 11 8 0

Graph 6

The event analysis reveals key insights into user interactions on the website. Page views dominate
the events, with the home page and product pages being the most visited. However, clicks are
relatively low, indicating potential areas for improving user engagement. The analysis suggests
optimizing product pages to enhance conversion rates and improving navigation to encourage more
interactions beyond page views. Additionally, understanding the conversion funnel can help
identify and address drop-off points to improve overall conversion rates.
 34

4. Events:
Table 7

Event Count Total

Event name Event Count Total Users Per User Revenue
Page View 562 190 3 0
User Engagement 413 128 3 0
Session Start 230 190 1 0
First Visit 190 190 1 0
Form Start 95 42 2 0
Scroll 95 62 2 0
Form Submit 72 40 2 0
Click 4 4 1 0
View Search Results 2 1 2 0

Graph 7

The event analysis shows various interactions on the website, with page views and user engagement
being the most common. Session starts and first visits indicate initial user activity, while form starts,
scrolls, and form submits demonstrate user engagement with site elements. However, clicks and
revenue generation are relatively low. To improve conversions, it's essential to optimize forms and
enhance user experience to encourage more interactions that lead to revenue. Additionally,
implementing revenue tracking mechanisms can provide insights into the relationship between user
engagement and revenue generation.
 35

5. Demographic:

Table 8

Users New Engaged Engage Engaged Average Event Convers Total

Country
Users Sessions ment Sessions Engageme Count ions Revenue
Rate Per User nt Time
India 153 153 132 1 1 78 1520 0 0
United
States 28 28 2 0 0 5 97 0 0
China 2 2 0 0 0 0 6 0 0
Germany 2 2 1 1 1 0 7 0 0
Canada 1 1 1 1 1 27 6 0 0
New
Zealand 1 1 0 0 0 0 3 0 0
Poland 1 1 0 0 0 0 3 0 0
Russia 1 1 1 1 1 38 4 0 0
United
Kingdom 1 1 1 1 1 37 15 0 0

Graph 8

The analysis of user engagement metrics across various countries reveals a mixed picture.
While India boasts a high user count, engagement rates are low, indicating a need for
improved interaction strategies. The United States faces significant challenges in capturing
user interest, with low engagement rates. Other countries show varying levels of
engagement, with Russia and the United Kingdom displaying promising metrics despite
small user bases. Recommendations include tailored engagement strategies and localized
 36

marketing efforts to enhance user engagement and drive growth in different regions.
Continuous monitoring and optimization of engagement metrics will be crucial for long-
term success.

Recommendation:

1. Seasonal Marketing Plan: Develop a marketing plan that aligns with seasonal trends
identified in the sales data. Allocate marketing resources and efforts towards peak
sales months, focusing on targeted promotions and campaigns to maximize
customer engagement and sales.

2. Promotional Strategy: Implement targeted promotions such as discounts, sales

events, and special offers during peak sales months to capitalize on increased
customer demand. Design promotions that resonate with the target audience and
drive traffic to the business.

3. Inventory Management Plan: Develop an inventory management plan that

optimizes stock levels based on sales forecasts and historical data. Ensure adequate
inventory during peak seasons while minimizing excess inventory during slower
periods to reduce costs and improve cash flow.

4. Customer Engagement Strategy: Implement a customer engagement strategy

focused on building long-term relationships and fostering loyalty. Develop
personalized marketing campaigns, loyalty programs, and initiatives to enhance the
overall customer experience and encourage repeat purchases.
 37

CHAPTER - VI
FINDINGS, SUGGESTIONS AND CONCLUSION
 38

Findings

1. Sales Performance Overview:

 In 2022, the total gross sales amounted to Rs.99,923, with an average daily gross
sales of approximately Rs.9,083.
 In 2023, the total gross sales increased to Rs.123,430, with an average daily gross
sales of approximately Rs.11,220.
This indicates a year-on-year growth in gross sales, reflecting positive performance
and potentially increased market demand or improved sales strategies in 2023
compared to 2022.

2. Sales Trends:
 In 2022, there were fluctuations in monthly sales, with July recording the highest
sales and August the lowest. This variability suggests potential seasonal or
cyclical patterns affecting sales.
 Similarly, in 2023, monthly sales exhibited fluctuations, with certain months
showing higher sales than others. This pattern underscores the importance of
understanding and adapting to seasonal trends for effective sales management.

3. Orders and Items Sold:

 In 2022, a total of 269 orders were placed, averaging approximately 24 orders
per month. The average number of items sold per order was 3.80.
 In 2023, the total orders placed increased to 346, averaging approximately 31.45
orders per month. However, the average items sold per order slightly decreased
to approximately 3.47.
The increase in total orders in 2023 suggests potential growth in customer
engagement or expanded market reach. However, the slight decrease in items sold
per order may indicate a shift in purchasing behavior or product mix.

4. Seasonal Impact:
 Both years exhibited seasonal variations in sales performance, with certain
months consistently outperforming others. Recognizing and leveraging these
seasonal impacts can inform targeted marketing efforts and inventory
management strategies.
 39

Opportunities for Improvement:

 The identified areas for improvement in sales strategies highlight the need for
ongoing optimization and adaptation to market dynamics.
 Based on the analysis, strategies can be devised to capitalize on peak sales
periods, refine inventory management practices, and tailor marketing campaigns
to align with seasonal trends.

Suggestions

1. Capitalizing on Seasonal Trends:

Develop targeted marketing campaigns and promotions to capitalize on peak sales

periods observed during specific months.

Tailor product offerings and discounts to align with seasonal preferences and customer
buying behaviors

2. Enhancing Customer Engagement:.

1. Implement customer loyalty programs or incentives to encourage repeat purchases

and increase customer retention.

2. Personalize marketing communications and offers to enhance the customer

experience and foster stronger relationships.

3. Optimizing Sales Operations:

1. Analyze sales data at a granular level to identify opportunities for streamlining

operations and improving efficiency.

2. Invest in sales training programs to equip sales teams with the skills and knowledge
needed to maximize sales opportunities and drive revenue growth.

4. Continuous Monitoring and Adaptation:

1. Regularly monitor sales performance metrics and key performance indicators

(KPIs) to identify emerging trends and adjust strategies accordingly.

2. Stay agile and adaptable to market changes and evolving customer preferences to
maintain competitive advantage.
 40

Conclusion

1. The business should focus on strengthening its product portfolio by emphasizing

top-selling items and developing new products aligned with market demand.

2. Seasonal fluctuations in sales should be leveraged through targeted promotions and

inventory management strategies to optimize revenue.

3. Continuous monitoring and analysis of sales data are essential for adapting to
changing market conditions and customer preferences.

4. Implementing data-driven strategies based on sales insights can enhance business

performance, customer satisfaction, and overall profitability.
 41

REFERENCES

1.
https://www.researchgate.net/publication/363305495_Process_and_Project_Oriented_Organizatio
n_The_Essence_and_Maturity_Measurement/

2.https://www.researchgate.net/publication/360575482_A_map_for_the_holistic_BPM_diagnosis
/
3.https://www.researchgate.net/publication/363303524_Business_Process_Management_in_CEE
_Countries_A_Literature/
 42

ANNEXURE

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