Using a Software Application Tool to Improve Marketing Activities

Merchants need to know how elastic the demand is for a price change. The higher the elasticity, the higher the volume resulting from the one-percent drop in price. It is proposed to develop an IT application to improve marketing activities by analyzing the variations in percentage of sales, sales revenue, average price and number of units sold. The application is addressed to any company that has multiple sales points and companies that own a wide range of products that make a difference in turnover. A case study has been carried out for several products within a chain of stores by processing the data obtained from the company. A chart was created using the IT tool which identifies the variations in sales and sales revenue and a chart which indicates variations of the average price and number of units sold. By analyzing these charts, it can be concluded about the amount of attention that needs to be given to a product.