Multiple Values in one cell

Hi there,

I am curious what options I have to graph my data, below is an example of what I am trying to accomplish.

Lets say I have three applications that produce reports, one single report can be used for various purposes, and have multiple audiences such as manager & director. I'm using PivotCharts which are awesome except when I get to a column with multiple values it treats it uniquely as opposed to counting on each separate value. What can be done design was to fix this, or are there any options to graph it the way it is?

Sample Data:
Department Application Report Name Purpose Audience

Dep1 App1 Rep1 Scheduling Coach; Manager
Dep1 App2 Rep2 SLA; Sales Manager
Dep1 App3 Rep3 Sales Manager; Director
Dep2 App1 Rep4 Scheduling Coach; Manager; Director
Dep2 App2 Rep5 SLA;Sales Manager
Dep2 App3 Rep6 Sales Director

Any help or advice would be greatly appreciated, if there's a better way to store/graph this type of data with multiple values for a single column please let me know.

*EDIT* Would this be better: To create a row for every possible scenario based off report name? therefore if you ahve a report that goes to coaches and managers it would be two rows, one row having coach and the next row having manager? Is this ok?
Thanks,

Alain