AdventureWorks Inc., a bike retail company, operates in a competitive market and faces the challenges of sustaining its niche position amidst evolving consumer preferences and the saturation of online retailers like Amazon. This project aims to explore strategies for ensuring the company’s sustainability by analyzing customer segments, sales, performance, profitability, and market trends. The introduction provides an overview of AdventureWorks’ business landscape, highlighting its annual revenue over three years, and the competitive market dominated by both niche retailers and very large retailers like Walmart and Target. Through a review of top retailers and bike brands, along with an analysis of customer segments, including Champions, Loyal Customers, and At-Risk Customers, potential growth avenues are identified. The project’s objectives encompass identifying key sales trends, analyzing profitability, conducting time series analysis for sales prediction, segmenting customers based on purchasing behavior, and performing Market Basket Analysis to uncover accessory purchase patterns. These objectives will be pursued using Python-based methods such as Exploratory Data Analysis, ARIMA modeling, and Market Basket Analysis. Limitations, including the availability of three years of data and the need for data cleaning, are acknowledged. The conclusion emphasizes ongoing data analysis and the importance of uncovering essential accessories and crafting effective marketing strategies to support AdventureWorks’ business model. Through this project, AdventureWorks aims to leverage data-driven insights to enhance its market position, optimize its product offerings, and adapt to the dynamic retail landscape effectively. 

Keywords: Data, Analysis, Customer Segmentation, Market Basket, Revenue, Python, Trend Analysis, Power BI.