Business Intelligence: Evaluation of internal and external market data for the determination of the market share of Renata S.A

Abstract

Before any future business strategies can be settled, the current status or "status quo" of the organization within its market must be known. As such, the market share states a valuable Key Performance Indicator (KPI). To calculate any market shares, the data on internal sales figures must be compared to the existing market volumes. The latter are derived from data sources yet unknown to the client and to be investigated by the student. To base any calculations on reliable and qualitative proofed data, the student establishes a suitable framework on which the data quality of the obtained data is evaluated against predefined criteria.