1. Analysis background introduction
This case comes from a medical device
company, focusing on the research and development, production and sales of
high-quality medical equipment. The company's products include imaging
equipment, monitoring instruments, surgical instruments and other auxiliary
medical equipment, which are widely used in hospitals, clinics and other
medical institutions. With advanced technology, strict quality control and
high-quality after-sales service, the company has achieved a significant market
share in both domestic and foreign markets, and is one of the influential
enterprises in the industry.
At present, the company has a number of
sales branches and service centers across the country, with a total of more
than 1,000 employees. The company's operation not only covers the domestic
market, but also actively expands the international market, and its products
are exported to Europe, the United States, Southeast Asia and other countries
and regions. With the continuous expansion of the business, the company's sales
orders continue to grow, and the demand for management and data analysis is
increasing.
2. Statement of key issues
With the expansion of the business scale,
the sales order data has increased exponentially. Manual processing and
traditional Excel analysis tools can no longer meet the needs of data
processing, resulting in inefficient data analysis and error-prone.
The lack of advanced data visualization
tools makes sales dataThe presentation method is single, and it is difficult to
visually display key indicators and trends, which limits the management's
in-depth understanding and insight into the data.
The existing data analysis is mainly
descriptive analysis, lacks prediction and early warning of future sales
trends, and cannot effectively support the formulation of business planning and
market strategies.
3. Analyze the plan
Select key data indicators according to the
above analysis goals.
|
Serial
number
|
Name
of the indicator
|
Paraphrase
|
Analysis
angle
|
|
1
|
YTD
sales amount
|
YTD
sales amount refers to the cumulative sales revenue from the beginning of the
year to the current date.
|
It
reflects the overall sales performance of the enterprise so far this year.
|
|
2
|
Annual
target achievement rate
|
The
annual target achievement rate refers to the ratio of the actual sales amount
to the annual sales target.
|
Measure
the degree to which the enterprise achieves the annual target within a
certain period of time.
|
|
3
|
MTD
sales amount
|
MTD
sales amount refers to the cumulative sales revenue from the beginning of the
month to the current date.
|
Track
the sales progress of the current month
|
|
4
|
Monthly
month-on-month comparison
|
The
monthly month-on-month ratio refers to the change of the current monthly
sales amount to the previous month's sales amount.
|
Measure
the monthly growth or decline of sales.
|
|
5
|
Backlog
of orders (BackLog)
|
The
backlog of orders refers to the number or amount of orders that have been
confirmed but have not been delivered or completed.
|
Orders
are usually not fulfilled on time due to production, logistics or supply
chain reasons.
|
|
6
|
Unfinished
order (OE)
|
Unfinished
orders refer to orders that are still being processed, including but not
limited to backlog orders.
|
These
orders have not been fully fulfilled, including production, distribution and
after-sales service.
|
|
7
|
Completed
sales amount (END0)
|
The
completed sales amount (END0) refers to the sales revenue that has finally
been successfully fulfilled and recognized.
|
The
sales amount has passed the entire sales process and is included in the
financial statements.
|
|
8
|
Sales
amount under review (OR)
|
The
sales amount (OR) under review refers to the order amount that is currently
in the review or approval process.
|
These
orders have not been officially confirmed and need to go through the internal
review process before they can be counted as completed sales.
|
|
9
|
The
trend of monthly sales amount
|
The
trend of monthly sales amount refers to the change pattern of sales amount in
different months.
|
Show
the performance of sales at various points in the year. Find the abnormal
fluctuations in the sales amount and analyze the reasons behind them.
|
|
Ten
|
Cumulative
sales performance in each region
|
The
cumulative sales performance of each region refers to the cumulative sales
amount achieved in different geographical areas within a certain period of
time.
|
The
performance and potential of the regional market. Compare the sales
performance of different regions and identify the areas with excellent
performance and lagging behind.
|
|
11
|
Annual
sales target in each region
|
The
annual sales target of each region refers to the annual sales target set by
the enterprise for different geographical areas.
|
Used
forGuide and evaluate regional sales performance, analyze the allocation of
goals in different regions, and ensure that resources match goals.
|
|
12
|
Target
achievement rate
|
The
target achievement rate refers to the ratio of the actual sales amount to the
set sales target.
|
Measure
the extent to which the sales team or department achieves the goal within a
specific period of time.
|
|
13
|
The
proportion and sales of the performance department
|
The
proportion and sales of performance departments refer to the proportion of
different departments in the overall sales performance and their specific
sales amount.
|
The
degree of contribution of each department to the company's sales.
|
|
14
|
Sales
ranking of departments, hospitals and teams
|
The
sales ranking of departments, hospitals and teams refers to the ranking of
each department, hospital or sales team according to the sales amount.
|
The
sales performance of different units or teams. Identify top and backward
departments, hospitals or teams, and formulate differentiated management
strategies.
|
|
15
|
Monthly
sales quantity and amount of key products
|
The
monthly sales volume and amount of key products refer to the number of sales
units and sales revenue of key products in a specific month.
|
It
is helpful to track the market performance and sales dynamics of key
products.
|
Description: The indicators selected in
this case are common indicators in the analysis.In the analysis work, priority
should be given to the indicators that have the greatest impact on the business
to ensure that the purpose of the analysis is consistent with the business
goals and key performance.
3.2 Power BI Visualization Scheme
Note: The DEMO page data is simulated data,
which is for reference only to the analysis angle and Power BI function
display, and does not involve any actual business data.
4. Analysis and interpretation
By setting and monitoring KPI, the
execution and goal achievement of the sales team can be effectively evaluated.
At the same time, understand the efficiency and bottleneck of order processing.
Multi-dimensional analysis of the sales
amount can provide a more comprehensive understanding of sales dynamics and
find potential opportunities and problems: identify highPotential area.
Formulate targeted market strategies, optimize the allocation of sales
resources in various regions, and improve efficiency. Monitor team performance,
motivate excellent teams, and improve overall performance. Evaluate the sales
performance and market performance of different products.
5. Application effect
The above analysis contents comprehensively
look at sales performance from different perspectives such as time, region,
product, department, etc. Through in-depth understanding and analysis of these
indicators, medical device companies can more effectively manage sales
performance, optimize resource allocation, formulate accurate marketing
strategies, and finally achieve sustainable business growth. The specific
effects are:
To improve the transparency and execution
of sales targets, the sales team has clarified the annual targets and enhanced
the visibility and traceability of the targets.
Optimize the performance appraisal and
mechanism, and formulate a detailed performance appraisal system in combination
with the amount of different statuses of orders.
Improve the efficiency of order management
and optimize the order processing process and financial process.
Enterprise leaders can make more scientific
and accurate decisions based on detailed data analysis. Regular KPI and sales
analysis prompt enterprises to constantly reflect and improve their sales
strategies to achieve continuous optimization.