Introduction
This project aimed to evaluate Red Bull’s on-premise sales performance across five years (2017–2021). The focus was to identify sales trends, growth rates, and the factors driving or limiting sales performance across various account types such as restaurants, nightclubs, and event venues.

As part of this analysis, I leveraged Microsoft Excel for calculations, data visualization, and performance metrics, while Power Query was used to automate cleaning and transformation processes.

Objectives
To calculate Red Bull’s year-over-year and average growth performance.
To identify top and low-performing accounts across the five years.
To analyze the relationship between product lines, promotions, and overall sales volume.
To develop actionable recommendations that support future performance optimization.

Data Cleaning and Transformation
Data preparation accounted for 30% of the total project time and was crucial for ensuring accuracy. Using Power Query, I performed the following steps:

1. Removed duplicates and null values: Eliminated 32 incomplete records.

2. Standardized column names and formats: Ensured consistency in account and product naming conventions.

3. Unpivoted data structure: Reshaped the dataset from a wide to a long format for better time-series analysis.

4. Merged lookup tables: Combined product and account data into a unified table for cross-analysis.

5. Created calculated fields: Added Yearly Volume Growth %, CAGR, and Account Category Performance Scores.

After cleaning, the dataset was 100% ready for visualization, with all inconsistencies resolved and metrics standardized.

Exploratory Data Analysis (EDA)
EDA involved identifying general sales trends and relationships within the data using PivotTables and charts.

Recommendations

1. Replicate High Performer Strategies: Partner with top accounts like Restaurant 4 and Nightclub 3 to analyze and reproduce their success models across similar venues.

2. Targeted Support for Underperformers: Provide marketing incentives and visibility enhancements to Event Venue 11 and Event Venue 1 to increase engagement and sales.

3. Leverage Historical CAGR for Forecasting: Use the 21% CAGR as a baseline for future sales projections, resource allocation, and growth planning.

4. Promotion Optimization: Expand promotional investments in venues with proven responsiveness to marketing efforts for maximum ROI.