Sales performance dashboard overview

Built using MS Excel to analyse supplier-wise brand performance and category growth

Objective

1. Accelerate Revenue Growth
   Use historical profit trends and category-wise brand performance to tap into emerging opportunities and improve margins across under-leveraged suppliers.
2. Optimize Go-to-Market Strategy
   Refine pricing, sales, and product rollout strategies by evaluating brand-category performance and identifying underserved market segments.
3. Enable Strategic Decision-Making
   Back business decisions with data-driven insights on brand performance across categories and timeframes to guide long-term planning and expansion.
4. Strengthen Supplier Competitiveness
   Evaluate brand-wise contribution from each supplier to identify market dominance, gaps, and opportunities for introducing new competitive partnerships.

Mat profit

Market Share

Product Details

Year over Year profit

Key Dashboard Insights

1. Yearly Profitability Trends
   • Historical profit trends from 2018–2023 indicate volatility across brands.
   • Brands like Steel Power and Titan Training have shown fluctuating returns, while Elevate Fitness and Forge Fitness demonstrated consistent profit growth in recent years.
   • A sharp drop in 2022 for multiple brands (e.g., Ironclad Athletics, Hercules Gear) signals a need for strategic reassessment during that period.
2. Product Category Performance
   • Rowing Machines and Airbikes emerged as consistent revenue drivers across multiple suppliers.
   • Treadmill category shows stable profitability, particularly with brands like Steel Power and Titan Training.
   • Elevate Fitness and Forge Fitness show strong profit metrics across multiple categories, signalling high cross-category potential.
3. Supplier Market Share & Growth
   • Iron Strength Equipment Co. leads with the highest overall MAT profit contribution, with Steel Power as its top-performing brand.
   • Peak Performance Gear demonstrates balanced growth, especially in the Airbike category with Apex Athletics and Elevate Fitness.
   • Titan Fitness Supply offers a competitive range, but opportunities exist to improve profitability for brands like Titan Training and Spartan Sports.
4. Supplier & Brand Contribution
   • Steel Power (under Iron Strength Equipment Co.) ranks highest in MAT profit ($158,973), indicating strong brand equity and market penetration.
   • Brands with declining year-over-year performance like Summit Strength and Hercules Gear need targeted interventions or repositioning.
   • Brands such as Elevate Fitness and Apex Athletics have high potential to be scaled further, based on their strong 2024 MAT profitability.

Actionable Recommendations

• Boost Profitable Brands: Increase investment and marketing for top brands like Steel Power, Forge Fitness, and Elevate Fitness.
• Explore Brand Realignment: Underperformers such as Titan Training may benefit from repositioning or product revamps.
• Diversify Category Presence: Suppliers with limited category spread can expand offerings (e.g., more Airbike and Treadmill options for Titan Fitness Supply).
• Encourage Cross-Supplier Competition: Use brand-wise performance data to introduce high-performing brands across other suppliers to create healthy competition.