Fall 2020 ACCT 302-

December 13, 2020

This report provides an analysis and performance of the coffee shop. This data comes from a two-year

period of performance, which was used to analyze market performance sales and opportunities throughout the

company. Using Tableau, we focused on specific areas on how the coffee shop can maximize its profits, and

this report comes with some visualization to support our findings and recommendations.

The sales and profits region data comparison table illustrates the differences between a two-year period.

Each line represents all the four regions' markets location: Central, East, South, and West. In this table, we can

see that in 2016 and 2017, the Central region market dominated our budget profits, while the West region

market dominated the sales. Also, this graph shows the South region having the lowest amounts on sales and

profits. To maximize our sales and profits, we should compare and analyze the Central and the West markets

because they have higher sales and profits. We can look at pricing, incurred cost, inventory, and geographical

product preference.
 The product sales performance table by region shows how the Central, the West, and the East market

had excellent sales on most of the products in a two-year comparison. However, the South market did not

perform as well as the other markets. It is possible that some of these products are not available or are not

offered in this market. Another possibility could be that our inventory has not been adequately recorded, and

negatively affecting our sales by product.

The beans and leaves market performance graph analyzes the Budget COGS, Budget Profits, and Sales.

For this graph, we separate the beans and the leaves to analyzed them individually during a two-year period.

The results show that the beans were the favorite product among the consumers; the leaves did not do as well

as expected, especially in the South Market. Since our cost of goods sold in the South Market seems to be

high for the leaves, and the profits are not where there need to be compared to the other markets. So, we need

to introduce additional products to make up for the rest of the profits.

 To conclude this analysis, we notice that our four market regions have not the same number of states,

our Central region is composed of six states, the West region has five states, our East region has five states as

well, while our South region has only four states. We believe that the size of our markets makes a big difference

when comparing them to each other. So, we recommend re-aligning the market regions to be equally

competitive or to expand to the South market to other states to increase our market demand.
 In our Product sales performance by region, we realized that our Central, East, and West markets offer

the consumer most of the beverages available in our company, this limitation in the South could be why the

sales appear to be lower in this market. The introduction to these missing beverages in the market can attract

new consumers, and our current patrons can try these new beverages, and our sales and profits can increase in

this South market.

Lastly, the beans and leaves market performance give us an inside on what the consumers preferred. Our

graph shows that in the South, our consumers preferred coffee over tea. Therefore, we should offer a wider

variety of coffee and a smaller variety of tea, another option, is to find a way to decrease our tea-related

expenses to increase our profits because we cannot increase our prices on the tea if we increase our costs on tea,

we are risking losing customers to another competitor. Hence, rising prices, in general, are out of the question.