The main idea of this thesis is to find an optimal Business Intelligence solution for monitoring and analysis of petrol stations, which would be provided as a complementary product to the current production system, and would aim to contribute both to the business of the customer, and provider of this software. Main goal is to design the solution, as well as to develop consequent marketing strategy, all the while taking many factors into consideration. These factors are e.g. status of current production system, competitive environment, customer requirements and many others. In order to fulfill the goal, extensive research of relevant literature and academic publications has been performed. Main areas of interest in this research were marketing strategy development methodologies, licensing and pricing policies, IT project management methodologies and Business Intelligence theory. Thesis also uses a lot of company's internal information, such as the data structure and quality of the database, or prevailing needs and requests of current customers. Contribution is the sole demonstration of combining various internal and external factors, taking into account whilst designing the solution. The thesis demonstrates, that Business Intelligence in its broader definition, may for certain groups of customers result in an original and non-conventional solution. Non-conventional both from the perspective of features and components, as well as the tools and development environments used to implement it. Thesis begins by researching given sources. The research is followed by the theoretical part, describing general Business Intelligence principles relevant to the topic. Fourth chapter foreshadows the current status-quo, informing about features and architecture of current production system, data sources and also about a current business strategy of the company providing Europos software. Current status-quo in relation to the external environment is described in the next chapter, where competitive and market analyses are conducted. The sixth chapter sums up the facts from previous chapters, and transforms them into concrete customer requirements regarding the form and content of future solution. Based on those requirements, conceptual design of the solution is made in chapter seven, which also includes the solution's increment delimitation. Chapter eight describes selected tools for the solution, and refines the design by more specific physical data model diagrams. Final solution is depicted and described in chapter nine. Finally, the thesis ends with chapter eleven, where all categories of marketing mix are designed, therefore there is a clear vision of how, and for how much would the product be offered and sold to the customer.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:198020 |
| Date | January 2013 |
| Creators | Ouhel, Radek |
| Contributors | Novotný, Ota, Jašek, Pavel |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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