Red Bull – Business Intelligence

This master's thesis focuses on the analysis of the company and the subsequent design of a Business Intelligence solution for Red Bull Czech Republic. The main objective is to provide the enterprise with a comprehensive analytical tool that streamlines operational activities, unifies the data management methodology, and supports management decision-making processes. The thesis focuses exclusively on the Czech market environment. In the analytical part, the company is analyzed from both internal and external perspectives. The internal examination focuses on the organizational structure, existing business processes, data flows, and the analysis of available information sources and systems. The external analysis evaluates the company's position in the domestic market; the synthesis of these findings is framed by a SWOT analysis. Based on the identified opportunities and weaknesses of the current analytical practice, key performance indicators are defined in accordance with management requirements. The practical output of the thesis is the design of a dimensional data model and the implementation of an interactive reporting solution in the Power BI environment. The solution is designed to replace the existing system of static reports with a dynamic analytical tool enabling immediate analysis of sales performance across customer, product, time, and employee dimensions. The functionality of the prototype was verified through a comparison with an existing reference report and iterative feedback from the Sales department management. Furthermore, the thesis identifies opportunities for the development of analytics within the company and proposes a target state for the solution, which transforms the implemented prototype into a more comprehensive analytical platform through a series of partial steps.