Business Analytics Framework for Strategic Diversification and Profitability Optimization: A Case Study of Mishraji DJ, Coolers, and Event Management, Amravati.
ASHWIN KUMAR RAJESH MISHRA
Research Scholar
Department of Business Administration (MBA) SIPNA College of Engineering & Technology, Amravati ashwinmishraas@gmail.com
Dr.M.D.Jadhav
Professor and Head MBA Department.
Sipna College of Engineering and Technology,
Amravati 444607
Amravati (MS.), India
manish_pari78@rediffmail.com
Abstract:
The study proposes a practical business analytics framework to enhance strategic diversification and profitability in small service enterprises. Focusing on Mishraji DJ, Coolers, and Event Management a micro-enterprise in Amravati the paper integrates cost accounting (using Activity-Based Costing), portfolio analysis, and visual dashboards. By analyzing the company’s three service lines (DJ services, cooler rentals, and event management), we identify cost structures, revenue patterns, and profit margins for each. A mixed-methods approach (descriptive case study with surveys and financial data) was used. One-way ANOVA and Chi-Square hypothesis tests were applied to examine profitability variations across services and the impact of seasonality on pricing. Findings reveal significant differences in profit margins among service lines and demonstrate that data-driven insights can inform strategic decisions about resource allocation and pricing. Implementing low-cost tools like Microsoft Excel and Power BI enabled real-time dashboards, empowering this Tier-2 city SME to adopt evidence-based management. The study contributes a step-by-step framework adaptable to similar micro-SMEs, and offers actionable recommendations (e.g. focusing on high-margin services, optimizing cooler operations, and seasonal pricing) to enhance long-term financial performance and competitive advantage.
Keywords: Business Analytics, MSME, Strategic Diversification, Profitability Optimization, Tier-2 City, Data Visualization, Activity-Based Costing
