Background of the Study
Sales data analysis is an essential tool for strategic decision-making in modern businesses. It involves collecting, organizing, and interpreting sales data to uncover trends, forecast demand, and identify opportunities for growth. For a leading company like Dangote Cement, effective sales data analysis can enhance market positioning, optimize operations, and increase profitability (Ibrahim & Eze, 2024).
The use of advanced analytics in decision-making has gained prominence due to technological advancements and the availability of big data. Dangote Cement, operating in a competitive and dynamic market, relies heavily on sales data analysis to make informed strategic decisions. This study evaluates the role of sales data analysis in enhancing the company's decision-making processes.
Statement of the Problem
Despite the availability of advanced analytics tools, many companies underutilize sales data in strategic planning. For Dangote Cement, inefficient use of sales data could hinder its ability to adapt to market changes, identify customer needs, or optimize resource allocation.
There is limited empirical research examining the direct impact of sales data analysis on strategic decision-making within the Nigerian context. This study aims to address this gap by assessing how Dangote Cement leverages sales data for strategic purposes.
Objectives of the Study
1. To identify the sales data analysis practices employed by Dangote Cement.
2. To evaluate the impact of sales data analysis on strategic decision-making.
3. To recommend strategies for improving the use of sales data in decision-making.
Research Questions
1. What sales data analysis practices are used by Dangote Cement?
2. How does sales data analysis influence strategic decision-making?
3. What strategies can enhance the effectiveness of sales data analysis in decision-making?
Research Hypotheses
1. H₀: Sales data analysis does not significantly influence strategic decision-making at Dangote Cement.
2. H₀: Current sales data analysis practices are not effective in enhancing decision-making processes.
3. H₀: Recommended strategies do not significantly improve the use of sales data for strategic purposes.
Scope and Limitations of the Study
The study focuses on Dangote Cement's sales data analysis practices over a two-year period. Limitations include restricted access to proprietary data and potential variability in external market factors.
Definitions of Terms
• Sales Data Analysis: The process of examining sales data to make informed decisions.
• Strategic Decision-Making: The process of defining long-term goals and determining actions to achieve them.
• Market Positioning: The strategy of establishing a brand's identity in the minds of consumers.
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