JEŘÁBEK, J. Vstup české Kávové společnosti na slovenský trh" [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
This thesis is of high quality and good in terms of its preparation and expertise. The student has demonstrated the ability to apply strategic analysis tools, identify opportunities, and propose meaningful steps for entering a new market. Nevertheless, there are some obvious shortcomings in the thesis: insufficient elaboration of risk scenarios and sensitivity analysis,limited work with entry options,simplified transfer of theoretical frameworks to the proposal section. For these reasons, I consider a grade C (good) according to the ECTS scale to be appropriate. Suggested Questions for the Defence How would your market entry proposal change if economic conditions deteriorated (e.g. a decline in demand for premium coffee)?Did you consider alternative entry modes such as online B2C, franchising, or joint ventures? What benefits or risks do you associate with these options?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The student set a realistic main objective – to evaluate the feasibility of expanding Coffead into the Slovak market and to propose a suitable market entry strategy. This objective was largely fulfilled, particularly in terms of structure and content. The thesis addresses key partial goals such as market analysis, entry mode selection, and marketing and logistics recommendations. However, the transfer of analytical insights into strategic decisions remains somewhat superficial in places. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The chosen analytical tools – SWOT, PESTLE, Porter’s Five Forces, McKinsey 7S, competitor analysis, and financial modelling – are standard in strategic and international business management. The application is mostly correct. A weakness lies in the fact that some analyses (e.g. PESTLE, Porter) remain on a descriptive level, lacking deeper interpretation linked to strategic decisions. The financial analysis is useful and realistic but lacks sensitivity analysis and does not consider pessimistic scenarios, which weakens the robustness of the proposal. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | The student successfully links the analytical and recommendation parts and presents specific suggestions for market entry, especially in the B2B segment. Marketing positioning and communication planning are strong points. However, the transition from analysis to proposal is at times linear, lacking strategic depth – e.g. there is no critical assessment of alternative entry strategies or reflection on why certain modes were not selected. | |
| Praktická využitelnost výsledků | C | The proposal is realistic and fits the conditions of a small enterprise. Nevertheless, it focuses heavily on a single strategy (direct B2B sales) and does not sufficiently consider other options such as online B2C or franchising. The financial section lacks modelling of risks related to input cost volatility or shifts in customer behaviour. The practical usability would benefit from a broader strategic perspective. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | The thesis is well-structured and coherent. The level of English is high, professional terminology is consistently used, and the formal and stylistic requirements for a master's thesis are met. The text is readable and well-organized. | |
| Práce s informačními zdroji, včetně citací | B | The author uses up-to-date and relevant sources, including both Czech and international literature. The referencing is consistent and follows academic standards. |
The author prepared a thesis with a problematic reflection of the objective. The thesis assignment states a different goal than the one subsequently stated in the thesis itself (p. 12). The semantic content of both formulations is consistent with each other. Considering the various propositions of the thesis and the resulting evaluation, it can be concluded that the thesis has achieved the stated main objective. The author used SWOT analysis, PESTLE analysis, Porter's five forces analysis, 4P marketing mix, and McKinsey 7S analysis, but none of them is described in the theoretical part. The areas treated in the PESTLE analysis are rather descriptive, especially political and economic factors. In the case of the description of social factors, not only correct information on coffee consumption and customer preferences is included, but also general information of no great importance. In the evaluation of the coffee market in Slovakia, the author describes a number of areas, some of which are absolutely unnecessary (e.g. gender-wise, preparation techniques). The reason for this is the absence of a specific description of the target product at the beginning of the market analysis (the product is described in chapter 3.3.1, pp. 95-98). Within chapter 3.2.3 Porter's five forces analysis lacks any structure. The description given and the inappropriate structure of the “headings” are very difficult to navigate due to the superiority and subordination of the text. There are essentially no citations in this chapter, although all information should be supported by sources - this is particularly true of the descriptions of substitutes and competitors. Due to the absence of a theoretical description of McKinsey 7S, ch. 3.3.2 contains incorrect factors' combination (structure & staff) without explanation. The author combined two elements which he then evaluated as one. Due to this error, he then created a spider web graph with only six elements. The similar situation is in the assessment of identified risks in Chapter 3.4. The theoretical description of the SWOT analysis is provided at the end of the analytical section rather than in the theoretical section. A significant issue is the lack of sources that support the author's evaluation of the elements identified in the SWOT matrix. The citation in the text section is also missing in the description of the internal environment (chapter 3.3), including the description of the marketing mix, McKinsey 7S, and the assessment of financial indicators. From an overall point of view, this is a standard thesis that contains a number of well-developed areas, but at the same time contains many logical errors.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | C | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji | D |
eVSKP id 168752