Latrobe Valley Product Gallery: Analysing Sales and Customer Relations Introduction Latrobe Valley Product Gallery (LVPG) specialises in promoting and selling both (i) stand space at trade fairs and (ii) tickets for visitors to trade fairs in Latrobe Valley, Gippsland area. The company currently promotes and sells two different sized stand spaces, to new or returning exhibitors, for a number of Trade Fairs locally and overseas. LVPG also provides a number of additional value-added services to exhibitors for fees, such as organising exhibitor stands, developing marketing material for exhibitors to distribute at fairs, arranging travel and/or accommodation for exhibitors, and hospitality/catering for exhibitors to offer their customers attending the trade fair. LVPG also organise visitor tickets for the trade fairs, which also provide commission income. All these activities are managed through the efforts of a number of sales representatives. The company’s founder, Ms Diamantina Rose, like all small business owners, is always interested in finding ways to increase revenues and decrease expenses. Ms Rose has recently hired you as her business analyst and poses some operational-level questions about the performance of her business. She is also eager to hear your thoughts and ideas on how to improve the business and requires you to make several recommendations on how to improve the company’s performance, especially in relation to the following business objectives: • improving the sales strategy; • improving internal efficiencies and effectiveness; and • building strong lasting relationships with its customers. Ms Rose has provided you with last year’s sales information in the “ITECH1005_assignment_data.xlsx” file. The data needs to be analysed and visualised to help observations related to the business operation and its shortcomings. The data worksheet “Sales” contains collected information of the consultancy’s operations in the current year. These details included: • Date (of customer order), • Trade Fair • Customer (i.e. exhibiting company) • space sold (sq.m.) • Sales Representative • time spent by Sales Representative to complete sale • returning Exhibitor? • Exhibitor stand organised? • Exhibitor travel organised? • Exhibitor accommodation organised? • Exhibitor marketing material organised? • Exhibitor hospitality organised? • Visitor tickets sold The fees charged by LVPG to customers (i.e. exhibitors) for their value-added services are:
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