Eniac, a European technology retailer, was evaluating a potential 3-year partnership with Magist, a Brazilian SaaS and logistics platform, as part of its expansion strategy into the Latin American market.
The objective was to determine whether Magist's:
- Product portfolio
- Customer base
- Geographic coverage
- Delivery performance
were aligned with Eniac's premium positioning and fast-delivery customer promise.
This was a 5-person team project where we divided the analysis into three key business areas:
- Product Catalog Fit
- Geographical Reach & Customer Profile
- Logistics & Delivery Performance
Each team member analyzed a specific area, and we combined our findings into a final strategic recommendation.
I led the Logistics & Delivery Performance Analysis, which became the key factor behind the team's final recommendation.
My responsibilities included:
- Writing SQL queries to calculate delivery time metrics at order level
- Measuring delivery performance against Eniac's target delivery window
- Calculating the percentage of orders achieving "fast delivery" standards
- Interpreting logistics gaps and presenting business implications to the team
| Category | Tools |
|---|---|
| Database | MySQL |
| Query Language | SQL |
| Visualization | Tableau |
| Collaboration | GitHub |
| Presentation | Slides |
| Business Domain | E-commerce, Logistics, Market Expansion |
The analysis revealed a significant mismatch between Magist's delivery capabilities and Eniac's premium delivery expectations.
| Metric | Result |
|---|---|
| Average delivery time | 14 days |
| Eniac target delivery window | 3 days |
| Orders meeting fast-delivery target | 1.38% |
Magist's delivery performance represented the biggest risk in the potential partnership.
A 14-day average delivery time would make it difficult for Eniac to maintain its brand promise of fast and reliable delivery.
The product analysis showed that Magist had some technology-related products, but the portfolio was not strongly aligned with Eniac's premium electronics positioning.
- Technology products represented approximately 16% of total sales
- The product mix was primarily focused on a broader mass-market segment rather than premium technology consumers
The geographical analysis evaluated Magist's customer distribution and purchasing behavior.
- Orders were highly concentrated in São Paulo (~42%)
- Average order value was approximately 154 BRL
- Customer purchasing behavior appeared below the expected level for a premium electronics market
Based on the analysis, Magist was not a strong strategic fit for Eniac's Latin American expansion.
The main concerns were:
-
Delivery speed mismatch:
Average delivery time of 14 days vs. Eniac's 3-day expectation -
Customer value mismatch:
Average order value of 154 BRL was below premium electronics benchmarks -
Market positioning mismatch:
Magist's product mix and logistics capabilities aligned more closely with mass-market e-commerce rather than a premium technology retailer
The logistics analysis was the decisive factor, showing that Magist's current operational capabilities could prevent Eniac from delivering the customer experience that defines its brand.
├── SQL Queries/ │ └── Delivery Performance Analysis │ ├── Tableau Dashboard/ │ ├── Presentation/ │ └── README.md
- SQL data analysis
- Business KPI development
- Logistics performance analysis
- E-commerce analytics
- Strategic recommendation building
- Data storytelling with Tableau