A BI Solution for José Maria da Fonseca Distribuição Sales Analysis Reports: Off-Trade

Abstract

José Maria da Fonseca Distribuição (JMF Distribuição) is a company that has been operating since 2015, and it has established a reputation for delivering high-quality wines to the market. Although this company has been doing well in recent years and growing significantly, it has faced challenges in keeping up with the fast-paced trends and demands of the retail distribution channel. This project's objective is to leverage Microsoft Power BI to establish a visual model for analysing and reporting the 'sell-out' in the Portuguese retail distribution channel of the wines distributed by the organisation. This project aimed to enhance the current approach of using Excel by providing a more intuitive and effective technique to scrutinize sales data. This is an essential step towards enhancing the analytical capabilities of José Maria da Fonseca Distribuição. It helped strengthen its competitiveness in a rapidly evolving sector. In an ever-evolving wine industry, shifts in consumer behavior have a significant impact on sales and market dynamics. The recent increase in wine sales at supermarkets and their growing market influence has intensified the competition. Nowadays, branding strategies, packaging and promotions are crucial for customer retention. By using Power BI's features for interactive and integrated reports, teams acquired intuitive access to sales trends, regional performance, and national promotional effectiveness. These insights enabled informed decisions about pricing and campaigns, which are essential in a volatile market with complex distribution channels.