KIRCHNER, J. Rozvoj obchodního modelu v rámci obchodních aktivit společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The thesis demonstrates a good structural and formal quality and employs appropriate methods. However, the link between analysis and recommendations is weak, practical feasibility is not convincingly addressed, and no customer validation was conducted. The work would require further development to be applicable in a real business context. Although part of the proposal is formally structured and contains standard strategic elements, from a practical business perspective, it can be assessed as having certain weaknesses 1. Lack of capital security/financing The proposal does not specify the sources from which the investments will be financed (own resources, credit, investor?). Nor is there any indication as to whether the company currently has cash at its disposal. The ability to repay any financing is not addressed (no cash flow plan, no consideration of credit burden). 2. Personnel costs are underestimated or missing The proposal assumes the implementation of CRM, marketing development, and the creation of a B2B program, but does not take into account the costs of staff time, salaries, or external experts. If everything is to be implemented by the current team (owner + 1–2 people), the proposal is not realistic – and if not, then the implementation costs are underestimated. 3. Hidden and operating costs not taken into account Costs for: training and adaptation to new systems (CRM, configurator), software maintenance, regular marketing support (e.g., PPC campaigns), development of new product lines, are either omitted or only estimated on a flat-rate basis without justification. 4. Unclear return on investment and break-even point The work specifies the payback period but does not include a precise calculation of the break-even point. It is not entirely clear how many orders, with what margin, are needed per month to cover operating costs. 5. Lack of sensitive analysis of key variables The models do not analyze the possible impacts of, for example: a decline in margins (e.g., due to price pressure), an increase in advertising costs (common in a real e-commerce environment), delayed payments or returns. Final grade proposed: C (Good) Questions for the Thesis Defense 1. What specific steps would you recommend to validate customer demand before investing in the implementation of the proposed digital and customization solutions? 2. Have you considered alternative implementation approaches (e.g., strategic partnerships, white-label cooperation, franchising) instead of developing all activities internally? What would be the potential advantages or risks?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The thesis formally addresses the main goal – to propose a new business model focused on customizable marketing products for B2C and B2B markets. The partial goals are also reflected in the structure of the work. However, the objectives are fulfilled in a rather descriptive way, lacking a deeper market validation or critical feasibility assessment of the proposed model. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The thesis applies standard strategic analysis tools (PEST, Porter’s Five Forces, SWOT, VRIO, Value Chain, Business Model Canvas), which are correctly used in a formal sense. However, the application remains somewhat mechanical and lacks critical reflection on the relevance or interconnection of findings. Importantly, no primary customer-side market validation was conducted, which weakens the reliability of key assumptions. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The author presents analytical outputs clearly but does not fully integrate them into the proposed solutions. There is a lack of strong linkage between identified problems and proposed measures. Many recommendations remain generic (e.g., "implement CRM" or "improve marketing") and are not prioritized, operationalized, or linked to internal capabilities of the company. No implementation roadmap or resource allocation analysis is included. | |
| Praktická využitelnost výsledků | D | While the proposed measures have theoretical relevance, their practical application is questionable given the company’s limited size (2–3 employees). The implementation plans lack realism, prioritization, and operational detail. Additionally, market assumptions were not tested, and risks are discussed mostly on a formal level without actionable mitigation plans | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | The thesis is formally and linguistically well written, logically structured, and adheres to academic standards. The terminology is used correctly and consistently. Graphical and visual elements are well designed and support comprehension. | |
| Práce s informačními zdroji, včetně citací | B | The author works with relevant academic sources in the fields of strategic management, business model design, and marketing. Citations are consistent and correctly formatted. However, the thesis lacks the use of primary data from potential customers, which limits the depth of analysis. |
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives set out in the thesis are quite general without any closer connection to the issue under study. Such a stated goal is very vague and it is quite difficult to evaluate it. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The author provides a rather extensive list of methods of environmental analysis. However, their application in the practical part is rather superficial and does not go into the depth of the problem.Here it would be better to use a limited number of methods, which will go to the core of the problem. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | Based on the analyses, the author formulates a new business model. The proposed recommendations are rather general, they are not clearly linked to specific steps in the company. | |
| Praktická využitelnost výsledků | C | These suggestions can be applied to some extent in practice.However, I see the failure to take into account personnel costs in an appropriate amount as a major problem. This significantly limits the applicability of the proposed measures. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | No recommendations. | |
| Práce s informačními zdroji | A | All the literature is well cited. The author uses an appropriate amount of sources. |
eVSKP id 168401