Capstone Project

Data Analytics &
Software Engineering
with AI

by Team 5 - Jakarta

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Project Background

The bicycle production industry in Europe is facing significant challenges, as reflected by a 5.26% decrease in bicycle sales profits from 2015 to 2016. This change marks a reversal from the previous trend, where between 2014 and 2015, there was an 11.56% increase in bicycle sales profits. This sharp decline serves as a significant signal of a shift in consumer behavior or other factors affecting the bicycle industry in Europe.
Through the use of an interactive dashboard, visitors and stakeholders can gain a better understanding of market dynamics, sales trends, and factors influencing bicycle sales in Europe. Besides visualizing bicycle sales data patterns from year to year through interactive graphs and diagrams, we also provide conclusions and offer relevant recommendations to support decision-making for bicycle industry stakeholders in Europe.

36.2K

Total Order

42

State

20.4M

Total Profit

Bike Sales in Europe
Dashboard

0

Net Profit

0

Revenue

0

Total cost

0

Total Orders

Top 100
Profitable Products

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Data source: Kaggle

Business Insight

Conclusion

To increase our profit by 5-11%, we need to focus on specific countries, product categories, and customer age ranges that can make a significant contribution to increased profitability. Because when the focus is on a specific target, we can reduce the unit cost and gain more profit. We also should focus on our engagement to increase our profit.

In 2012, the United States achieved the highest profit, with products in the road bikes category being the best sellers. Analysis shows that the majority of customers were 34 years old, with a total of 385 customers, and the customer base was predominantly male.

In 2012, the United Kingdom achieved its highest profit, while the lowest profit occurred in 2013, primarily due to a drastic drop in April 2013. The most sold product category was road bikes, whereas touring bikes had the least sales. The largest customer age group was 28 years old, followed by 29 years old. Gender demographics showed a dominance of male customers, but the difference compared to female customers was minimal.

In Australia, the highest profit was recorded in 2012, while the lowest occurred in 2014, followed by a recovery in 2015. The most sold product category was road bikes, whereas touring bikes had the least sales. The largest customer age group was 28 years old, followed by 35 years old. Gender demographics showed a dominance of female customers.

In Germany, the highest profit was recorded in 2012, followed by a drastic decline in 2013 due to a significant drop in profit in August 2013. The most sold product category was road bikes, while touring bikes had the least sales. The largest customer age group was 28 years old, followed by 29 and 30 years old. Gender demographics showed a dominance of male customers.

In France, the highest profit was recorded in 2012, followed by a drastic decline from 2013 to 2014 due to continuous profit drops from January to August 2013. The most sold product category was road bikes, while touring bikes had the least sales. The largest customer age group was 29 years old, followed by 28 and 31 years old. Gender demographics showed a dominance of male customers.

In Canada, the highest profit was recorded in 2012, followed by a drastic decline from 2013 to 2014 due to continuous profit drops from February to April 2013. The most sold product category was road bikes, while touring bikes had the least sales. The largest customer age group was 32 years old, followed by 39 and 38 years old. Gender demographics showed an almost equal distribution between male and female customers, with males being slightly more predominant.

Recommendations
  • Identify the negative factors and the root cause of the decrease in bicycle sales profit, by minimising or fixing the negative factors.
  • Paying attention to engagement strategies, such as: market trend, age target, and advertisement.
    Increasing engagement in the right way alongside appropriate strategies can lead us to have more customer.
  • Cost optimisation. Involving minimising wastage to optimise costs.
  • Conduct an in-depth analysis to understand the factors behind the highest profit in 2012
  • Develop a marketing strategy focused on the 34-year-old age segment, including targeted ads, loyalty programs, and special offers relevant to their needs and lifestyles.
  • Since the majority of customers are male, create specific marketing campaigns to attract this demographic, utilizing popular media channels.
  • To improve the company's performance, it is recommended to conduct an in-depth analysis of the profit decline in April 2013 and optimize sales strategies for the road bikes category while reassessing strategies for the touring bikes category.
  • Develop more targeted marketing campaigns for the 28-29 age group and create appealing programs for both genders to enhance customer balance.
  • Consider product and service innovations based on customer feedback to meet market needs and overall customer satisfaction.
  • To improve the company's performance, it is recommended to analyze the factors that led to the profit decline in 2014 and implement strategies to sustain the recovery seen in 2015.
  • Focus on optimizing sales of the popular road bikes category while reassessing the approach for touring bikes.
  • Develop targeted marketing campaigns for the primary age groups of 28 and 35 years old.
  • Additionally, leverage the dominance of female customers by creating appealing programs and products that cater specifically to their preferences and needs.
  • To improve the company's performance, it is recommended to analyze the factors contributing to the profit decline in August 2013 and develop strategies to prevent similar occurrences.
  • Focus on enhancing sales of the popular road bikes category while reassessing the strategy for touring bikes.
  • Create targeted marketing campaigns for the primary age groups of 28, 29, and 30 years old.
  • Additionally, leverage the dominance of male customers by developing programs and products that cater specifically to their preferences and needs.
  • To improve the company's performance, it is recommended to analyze the continuous profit decline from January to August 2013 and develop strategies to address the underlying causes.
  • Focus on optimizing sales of the popular road bikes category while reassessing the strategy for touring bikes
  • Create targeted marketing campaigns for the primary age groups of 29, 28, and 31 years old.
  • Additionally, leverage the dominance of male customers by developing programs and products tailored to their preferences and needs.
  • To improve the company's performance, it is recommended to analyze the continuous profit decline from February to April 2013 and develop strategies to mitigate the underlying causes.
  • Focus on optimizing sales of the popular road bikes category while reassessing the strategy for touring bikes.
  • Create targeted marketing campaigns for the primary age groups of 32, 39, and 38 years old.
  • Additionally, leverage the nearly balanced gender distribution by developing programs and products that appeal to both male and female customers, ensuring that marketing efforts are inclusive and diverse.

Our Team

Project Leader:
Data Analytics
Risma Dhiva Syabila

Institut Teknologi Sepuluh Nopember
Statistika

Project Leader:
Software Engineering
M. Firmansyah S.B.

UPN "Veteran" Yogyakarta
Ekonomi Pembangunan

Adesty Dewi Nurcahyani

Univ. Islam Bandung
Matematika

Ananda Eka Satria

Univ. Pamulang
Teknik Informatika

Arya Setya Ugrasena

Univ. Mercu Buana Jakarta
Sistem Informasi

Clarissa Ghavira

Univ. Gunadarma
Sistem Informasi

Ehud Gratia Manullang

Univ. Mikroskil Medan
Sistem Informasi

Nada Adilah

Univ. Muhammadiyah Riau
Teknik Informatika

Rafif Rabbani

Univ. Pendidikan Indonesia
Matematika

Rizki Fatimah

Univ. Jenderal Achmad Yani
Teknologi Informasi

So George Fredericho

Univ. Negeri Makassar
Sastra Inggris

Wahyuni Madina

Univ. Sintuwu Maroso
Bahasa Inggris

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