Illustrative BI Solution to Improve Marketing Strategies: Case Study of a Car Baby Seat Manufacturer

Marketing strategies such as pricing and advertising determine the competitive performance of a product and a business as a whole. Critical analysis of these strategies is therefore vital to boost a company’s performance in a competitive environment. Recent influx in data volumes coupled with stiff competition have necessitated the use of visualizations and faster data transformations prior to analysis. This is because of the need for quick, timely, competitive and facts-based decision making. In this paper, marketing strategies are analysed through their influence on sales and overall performance. Research analysis has been done using SSDT-BI for transformations and Tableau for visualizations. Visual and statistical analytics has revealed the influence of price difference and advertising costs on sales. High advertising budgets have proved to be the way to maintain high sales with a negative price difference. Sales can also be maintained with a minimal negative price difference. Recommendations have pointed to minimising price differences, improving shelving facilities and opportunities for opening new sales outlets.