Table of Contents
Introduction ........................................................................................................................... 3
Research Objective ........................................................................................................... 3
Data Analytics Framework ................................................................................................. 4
Importance of Key Performance Indicators and Application in COTs ................................. 5
Report Structure ................................................................................................................ 5
Data Quality Issues and Remedies ....................................................................................... 6
Data Analysis and Commentary ............................................................................................ 8
Table A- Monthly Comparison of Sales Value and Volume ................................................ 8
Table B- Quarterly Comparison of Sales Value and Volume.............................................. 9
Table C- Location-Based Comparison of Sales Value and Volume ................................. 10
Data Charting and Commentary .......................................................................................... 11
Chart A-Sales Value Comparison of Coffee Shops .......................................................... 11
Chart B- Menu Products Sales Comparison .................................................................... 12
Chart C- Impact of Delivery Service on Sales of Blackpool Coffee Shop ......................... 13
Conclusions and Recommendations ................................................................................... 14
References ......................................................................................................................... 15
2
Introduction
Café on the Sea COTs has been giving the United Kingdom peaceful vibes of the cafes on
the coast of France and Italy for the last fifteen years. Over time, the café has spread its wings
over fifteen different locations across the UK, giving head-to-head competition to names like
Starbucks, Costa, and café Nero.
Recently, the Corporate Strategy Department of the café has come up with the development
of a 3-Year Strategic Plan for the company to analyze different options for growth, including
customer experience and product development. This report sheds the light on the current
business performance of the café to evaluate the possibility of the overseas change critically.
Research Objective
The research project comprises of three different objectives subjected to the location of the
company in Blackpool, Southampton, and Portsmouth.
Research Objective 1
The first objective of this report focuses on evaluating all three coffee shops' sales values and
volumes in order to identify the best course of action for growth. The shop that would gain the
most from an expanded floor area is of particular interest to the Corporate Strategy Manager
for the investment.
Research Objective 2
The second research objective focuses on identifying the products with the lowest sales
performance through a thorough review of the product offering. In line with the procurement
manager's aim of streamlining the menu to increase profitability, the emphasis is on identifying
products for removal from the menu. The success of each product group will be clarified by
the analysis, which will help with strategic menu composition selections that will increase
overall operational efficiency.
Research Objective 3
The third research objective aims to analyze the impact of the delivery service on the overall
performance of the cafe in that location. The home delivery service was started as a pilot
project in the Blackpool shop in partnership with Deliveroo, and the sales director is keen to
see if it improved the business's sales figures. This goal explores the viability and success of
extending the home delivery service to additional stores in the chain. This is in line with
COTS's strategic objective to take advantage of shifting consumer trends, like the rise in
demand for home delivery services brought, especially during the times of pandemic.
3
Data Analytics Framework
One cannot stress the value of a data analytical framework for businesses, as it is essential
in helping companies to navigate the challenges of data analysis and make strategic decisions
that will keep them competitive in the market (Stackpole, 2023). These frameworks offer an
organized and structured methodology that guarantees the analysis is in line with company
goals, produces significant insights, and encourages well-informed decision-making (David,
2019). Within the context of the project in question, the framework that was chosen includes
the following key steps:
Define Objectives
and Questions
Conclusions and
Recommendations
Data Visualisation
and Communication
Interpretation of
Results
Data Collection
Data Cleaning and
Preprocessing
Data Analysis and
Modeling
For an analysis to be focused and targeted, it is essential to establish specific objectives and
questions. The three goals that have been set serve as the main pillars of this report, offering
a project-wide strategic orientation. These goals direct the analysis towards resolving
particular issues with home delivery services, local expansion, and product offering
optimization.
Moving on, obtaining relevant information from several sources guarantees that the analysis
is grounded in thorough and representative facts. It establishes the framework for precise
understanding.
In the next stage, ensuring the quality of data is essential to precise and credible analysis. The
report's second section focuses on problems with data quality and how to resolve them. It
4
covers concerns with abnormalities, incomplete or erroneous data, and other issues that could
compromise the analysis's validity (The Council on Quality and Leadership, 2023).
Moving on from the data pre-processing and cleaning comes an integral part of this report i.e.,
the analysis phase. Here the data filtered out is analysed and different information is extracted.
The third part of this report sheds the light on the information extracted from the original data
set.
After the analysis, in the last comes the visualisation and interpretation of the results. Here the
trend lines are vividly exhibited in a more comprehensive way such as bar and line charts. The
visual representation of the information helps the decision makers analyse and make strategic
decisions.
Importance of Key Performance Indicators and Application in COTs
Key Performance Indicators are one of the essential tools used to analyse the business
insights of any company. These indicators play a significant role in strategizing the business
needs to ensure a firm position in the market (Mosca, 2019). With the help of these KPIs as
the beacon, the decision makers get the insights of their business health in terms of finance,
customer experience and overall stand in the market.
Different key performance indicators are used a s a compass for the business on its strategic
journey (Chayati, 2023). For the case of the café on the Sea, the primary Key Performance
Indicators highlight the overall financial health of the café. Indicators like product wise, location
wise and time period wise sales record play a crucial role as the KPIs of COTs.
Analysing previous sales data facilitates trend identification and customer liking analysis. With
this knowledge, companies such as COTS can modify their products and services better to
suit the evolving needs and tastes of their customers.
A café with several locations needs to analyze past sales information from each site. KPIs
related to the achievement of sales of individual cafe locations offer valuable insights into the
operational effectiveness of each one, helping to inform choices on expansion, consolidation,
and functional modifications.
Report Structure
The analysis report has been divided into five primary parts. The first part of the report delves
into the introduction, objectives, and analytical framework adopted for this report.
The next part highlights the poor data quality issues that were observed and how these errors
were mitigated to make the analysis more credible.
5
The third part of the report evolves around the analysis of the data and interprets the results
in the form of three tables.
Moving on, the fourth part of the report visualizes the essential findings and presents them in
the form of different charts to deduce trend lines.
Lastly, the fifth part concludes the report with the essential findings and addresses the three
objectives discussed previously.
Data Quality Issues and Remedies
After preliminary analysis, a number of problems were found in the dataset that the company
had supplied. The following problems were thought to be the primary issues with the
information that the company provided. Apart from the restricted duration, it was apparent that
the data was corrupted, having not been properly filtered and cleaned. The short time of the
analysis period was one of the most prominent issues, making it difficult to obtain reliable data
and more apparent trend lines.
The precision and dependability of insights directly depend on the integrity of the underlying
data, making data quality a critical component of sound data analysis. Good data guarantees
that analytical procedures provide reliable conclusions, allowing for well-informed decisionmaking and building trust in the results of information-driven projects (Rosen, 2022).
Apart from this, below mentioned are some of the significant data quality issues that were
witnessed, along with how these issues were eradicated.
1. The dataset contained a large number of spelling mistakes, especially in the menu
products category column. Apart from the menu items, there were also unnecessary
entries that resulted from typos, like "pazztry" instead of "pastry." Similar mistake was
also witnessed in the coffee shop column; the dataset had four stores, but the study
was only meant to cover three. The fact that "Southam" and "Southampton" were listed
as separate entries made this mistake in typing a significant error.

The mistake was rectified in Excel by using CTRL and F, and all the wrong entries
were replaced with the correct ones.
6
2. The appearance of negative values in the sales volume column, which did not match
the sales value for the related entry, was another critical problem that was found.

This error was rectified by applying a range filter where all the values less than one
were highlighted, and the negative sign was removed.
3. Another major blunder was observed in the year; few entries under the year 2032 were
found. These were clear errors, as the time we are talking about here is in the future.

This mistake was also rectified with CTRL and F in Excel.
4. Moreover, dual entries were another critical issue that was seen. One of the prominent
examples was the cold drinks. This entry was also written as “cold drinks,” causing the
data to be split among the two.
7

Once again, through the help of the CTRL and F function in Excel, this issue was
rectified, and all entries were written under cold drinks.
Data Analysis and Commentary
Table A- Monthly Comparison of Sales Value and Volume
Explanation
The table A describes the sales value and sales volume collectively for all three coffee shops
for three years of the analysis period.
Table A-Sales volume and value by month, by year and across the 3 years period
2022
Months
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Total
2021
Sale Volume Sale Value
1300.0
1456.0
1629.5
2013.5
1675.0
1804.5
2119.5
2408.6
1881.8
1882.7
1936.8
1861.3
21969.2
4189.8
4717.3
5293.8
6398.8
5313.3
5663.2
6780.6
7746.3
5940.8
5936.3
6229.9
5937.7
70147.6
Sale
Volume
1307.0
1395.5
1541.0
1914.0
1460.0
1723.5
1766.0
1935.0
1588.0
1659.5
1671.5
1717.5
19678.5
Sale Value
4219.3
4486.3
5015.3
6127.0
4740.3
5487.8
5717.0
6246.5
5180.3
5373.0
5333.0
5494.3
63419.8
2020
Sale
Volume
1229.5
1330.5
1530.0
1736.5
1513.0
1591.5
1755.0
1819.5
1508.0
1522.0
1480.0
1615.0
18630.5
Sale Value
4022.3
4343.5
4877.8
5800.5
4869.8
5103.8
5772.5
5846.3
4838.0
4915.3
4651.3
5125.5
60166.3
Analysis
8

By looking at the table above, it can be seen that the collective sales for the coffee
shops saw an increment in the course of three years. This shows that COTs had
positive sales in the subject years.

By looking at the monthly sales, a pattern can be observed. For all three years, the
lowest sales were kept at the start of each year. The sales showed that throughout the
whole year, the months of January and February were the least crowded. This trend
remained the same for the entire period of analysis.

Similarly, on the other hand, the maximum sales were observed around the months of
July and August. Again, this pattern remained consistent throughout the whole period.
Table B- Quarterly Comparison of Sales Value and Volume
Explanation
The table B demonstrates the sale value and volume; however, in this table, on a quarterly
basis and with respect to the different products in the menu.
Table B- Benchmark comparisons of product groups performance covering sales volume and value by
quarter, by year and across the 3 years period
Q1
2020
Sandwich
Cakes
Cold Drinks
Coffee
Pastry
Hot Drinks
Sale Volume
238.0
376.0
813.0
1288.5
812.5
562.0
Q2
Sale
Value
1428.0
1880.0
2032.5
5154.0
1625.0
1124.0
Sale
Volume
301.0
446.0
998.0
1525.5
849.5
722.0
Sale
Value
1557.0
2002.5
2246.3
5090.0
1470.0
1355.0
Sale
Volume
296.5
435.0
917.0
1605.5
1080.0
764.5
Sale
Value
1602.0
2025.0
2108.8
5450.0
1827.0
1188.0
Sale
Volume
315.9
501.0
1138.5
1556.2
1154.1
842.0
Q1
2021
Sandwich
Cakes
Cold Drinks
Coffee
Pastry
Hot Drinks
Sale Volume
259.5
400.5
898.5
1272.5
735.0
677.5
Sandwich
Cakes
Cold Drinks
Coffee
Pastry
Hot Drinks
Sale Volume
267.0
405.0
843.5
1362.5
913.5
594.0
Sale
Volume
312.0
475.0
967.5
1567.5
993.5
767.0
Sale
Value
1779.0
2175.0
2675.0
6422.0
2160.0
1529.0
Sale
Volume
328.5
510.0
1079.5
1591.0
993.0
787.0
Sale
Value
1895.5
2505.0
2846.3
6224.8
2308.1
1684.0
Sale
Volume
379.6
541.6
1355.8
1913.5
1331.9
887.5
Q2
Q1
2022
Q3
Sale
Value
1806.0
2230.0
2495.0
6102.0
2041.0
1444.0
Q4
Sale
Value
1872.0
2375.0
2418.8
6270.0
1987.0
1534.0
Sale
Volume
266.5
421.5
903.0
1338.0
1001.0
687.0
Sale
Value
1971.0
2550.0
2698.8
6364.0
1986.0
1574.0
Sale
Volume
292.5
429.5
983.5
1576.5
1054.5
712.0
Sale
Value
2277.6
2708.0
3389.6
7653.9
2663.7
1775.0
Sale
Volume
331.4
505.4
1114.7
1665.5
1190.4
869.4
Q3
Q2
Sale
Value
1599.0
2107.5
2257.5
5352.0
2002.0
1374.0
Q4
Q3
Sale
Value
1755.0
2147.5
2458.8
6306.0
2109.0
1424.0
Q4
Sale
Value
1988.4
2527.0
2786.8
6662.1
2380.9
1738.8
Analysis
9

Upon looking at the table, it can be seen that there are altogether six different products
offered for the COTs.

Out of the six products, the highest and most promising sales are exhibited by coffee.
Following the coffee were the sales of pastry, then the cold drinks. On the other hand,
hot drinks produced average sales while the least promising product sales were seen
for cakes and lastly for sandwiches.

This trend has been seen to be consistent for all quarters for three years.

The highest quarterly sales can be seen for coffee in the Autumn season of the year
2022. At the same time, the lowest sales were observed for sandwiches in the first
quarter of the first year.
Table C- Location-Based Comparison of Sales Value and Volume
Explanation
The table C shows the sales of coffee shops in three different locations in the United Kingdom
for the three years analysis period.
Table C-Benchmark comparisons of sales volume and value between coffee shops
Coffee Shops
Blackpool
Year
Sale Volume Sale Value
2020
2021
2022
Total
8316.0
8754.0
10443.7
27513.7
26908.0
28216.0
33385.4
88509.4
Southampton
Sale
Volume
4238.0
4434.0
4666.0
13338.0
Sale Value
13694.5
14372.5
14885.5
42952.5
Portsmouth
Sale
Volume
6076.5
6490.5
6859.5
19426.5
Sale Value
19563.8
20831.3
21876.8
62271.8
Analysis

The table shows that among the three coffee shops, Blackpool's sales were the
greatest in 2020. It held this position and continued to rise the following year.
Throughout 2022, Blackpool saw the most significant rise in sales when compared to
the other two coffee shop locations.

Portsmouth continuously finished in second place in sales throughout the course of
the three years, trailing significantly behind the sales record of Blackpool.

On the other side, Southampton, saw a very slight increase in sales. Its sales in 2020
were about half those of Blackpool. Out of the three stores, Southampton saw the most
minor rise in sales by 2022.

However, all three locations did witness a rise in the sales from 2020 to 2022.
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Data Charting and Commentary
Chart A-Sales Value Comparison of Coffee Shops
Explanation
The chart below shows the comparison of sales value for the three coffee shop locations in
Blackpool, Southampton, and Portsmouth.
Analysis
•
From 2020 to 2021, the Blackpool coffee shop's sales increased steadily, peaking in
the last year, 2022, the same period when the company decided to introduce the
delivery service there.
•
The sales of the Portsmouth coffee shop also showed a steadily rising trend, although
with a less noticeable year-over-year rise than the Blackpool coffee shop, which
showed a remarkable spike in the last year.

The coffee shop in Southampton also saw a rise in the sales from year to year;
however, in comparison to the growth, the rate of increment in Southampton was
comparatively poor compared to that recorded in the last year of the Blackpool coffee
shop.
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Chart B- Menu Products Sales Comparison
Explanation
the chart C visualizes the sales of different product offerings from the menu of COTS across
the three years of analysis.
Analysis
•
It is clear from the outset that coffee fared better than any other menu item in all three
markets. Sandwich sales are significantly lower than those of coffee.
•
When total sales over three years are considered, it is clear that coffee became the
most popular product in all three coffee shops.
•
By contrast, sandwiches were consistently the least popular item on the menu in each
of the three coffee shops.
•
Meanwhile, the cakes were equally the second least popular item with considerably
lower sales than other products such as cold drinks, pastries, and hot drinks.
12
Chart C- Impact of Delivery Service on Sales of Blackpool Coffee Shop
Explanation
The chart C shows the sales comparison between the three coffee shops to shed the light on
the impact of delivery service provided in the Blackpool in contrast to the other two locations.
Analysis
•
As shown in the chart, the Blackpool coffee shop was the market that contributed the
most to COTs' overall sales out of the three locations. There was a considerable
increase in sales from 2021 to 2022, and this spike was in line with the introduction of
the delivery service there.
•
The Portsmouth coffee shop showed steady growth over the three years, albeit at a
slower rate than the Blackpool coffee shop.
•
In contrast to the sales of Blackpool, the Southampton coffee shop was the least
significant contributor to COTs in terms of sales. Like the other two shops, it had a rise
in sales from 2020 to 2022, but not as much of one.
13
Conclusions and Recommendations
To sum up, the results from the analysis and interpretation of the findings above following
conclusions have been made.

Keeping in view the three coffee shop locations of this analysis, the shop in Blackpool
made the most promising outcome with the highest sales value throughout the course
of three years. Following the remarkable sales of Blackpool were the sales exhibited
in Portsmouth. Again, this trend was consistent for three years. Lastly, Southampton
did produce an increment in the sales; however, the sales were observed to be the
lowest in this location.

It is concluded that the location of Blackpool is a good investment for the expansion of
the floor area. Keeping in view the remarkable sales that reflect high customer traffic,
an expansive floor area would be able to accommodate the rising traffic in the
upcoming years.

Out of the menu comprising six different items, it was evident through the analysis that
coffee was the most sales-producing item, while on the contrary, the sales of
sandwiches were not up to mark. Throughout the course of three years, the trend
remained the same, with coffee producing the highest sales and sandwiches exhibiting
the poorest.

In view of the second research objective, the above conclusion suggests that the
sandwiches should be removed from the menu because of their history of poor sales
in all three locations.

Throughout the course of three years, the sales saw an increment from the first year
to the last in all three locations, hinting at consistent growth. However, a spike in the
sales was observed in Blackpool in the previous year around the sale period of the
company's partnership with an external delivery service company, Deliveroo. This
proved that the cooperation was fruitful for the company and had an overall rise in the
sales there.

In view of the above conclusion, it is suggested that the trial implementation of the
delivery service did show a drastic positive spike in the sales; hence, such actions
should also be introduced in other locations, especially the one in Southampton, to
elevate the sales over there as well.

Other than this, it is also recommended that to have a more vivid picture of the trend
lines and better insights into the business health, the analysis period should be greater
than three years.
14
References
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[Online]
Available at: https://www.stemexe.com/pages/blog/details/the-importance-of-kpis-for-yourorganization-six-key-reasons-772498bcfc2554db
[Accessed 13 12 2023].
David, D., 2019. Understand Data Analytics Framework With a Case Study in the Business
World. [Online]
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[Accessed 12 12 2023].
Mosca, L., 2019. Key Performance Indicators 101 and Why They are Important. [Online]
Available at: https://www.forbes.com/sites/louismosca/2019/06/18/key-performanceindicators-101-why-theyre-important/?sh=2d15ee102652
[Accessed 13 12 2023].
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[Online]
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[Accessed 13 12 2023].
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Available at: https://mitsloan.mit.edu/ideas-made-to-matter/try-data-framework-analyticsadvantage
[Accessed 12 12 2023].
The Council on Quality and Leadership, 2023. 12 Reasons Why data Is Important. [Online]
Available at: https://www.c-q-l.org/resources/guides/12-reasons-why-data-isimportant/#:~:text=Good%20data%20allows%20organizations%20to,a%20particular%20sol
ution%20is%20implemented
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