ĎURINA, R. Návrh rozvoje marketingu vybrané společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Overall, I rate the thesis as average in terms of marketing mix. According to the Thesis analysis, the similarity with other works is 7.5%. Therefore, it is not plagiarism. I appreciate the detailed methodology, which is supplemented by a research outline. The theoretical part uses basic literary sources, which are supplemented by specifics for the SPA area. Despite all these positive aspects, the work shows a high degree of weaknesses. These weaknesses are mainly in the areas of inconsistent formatting and writing style of individual parts of the work, as well as in the work with sources, where the data source for the analytical part is missing. I see another problem in the assignment and the way it is inserted into the thesis. The assignment inserted into the thesis, according to its formatting, shows signs of editing or rewriting by the student. In the analytical part, I miss the citation of the data source for publicly available data. I also miss the criteria according to which the competition for analysis was selected. The proposal section focuses on proposals for individual areas of the marketing mix. These proposals are of a more general nature, and I find that the overall concept of the marketing mix development proposal is lacking. Overall, I find that the thesis lacks the use of images, graphs, and tables for better clarity and summarization of data. Overall, I rate the work with a grade of E because of the good idea behind it, but also because of the many weaknesses mentioned above. Questions for the defense: What specific publicly available data sources were used for desk research in 1. the individual analyses? Clearly specify these sources and provide the corresponding citations and references. 2. Why was the 4P marketing mix chosen instead of 7P? 3. What were the parameters for selecting competitors? 4. In the proposal section, you propose several indicators of the success of the proposals. Why were these indicators chosen? What are the current values of these indicators? What values indicate the success of a proposal?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The main objective of the thesis and its individual sub-objectives have been fulfilled at a general level. The main objective of the thesis, "to define a proposal for the development of the company's marketing," has been achieved at a general level in the proposals for individual areas of the marketing mix. I find that the proposal lacks an overall concept for marketing development. The sub-objective for the theoretical part has been achieved by defining the concepts of the 7P marketing mix, the segmentation process and customer description, value proposition, and their adaptation to the SPA industry. The sub-goal for the analytical part is fulfilled at a general level by performing the analyses defined in the methodology. The sub-objective of the design part is fulfilled by a proposal for individual areas of the 4P marketing mix, recommendations for the implementation of individual areas of the mix, possible risks, and indicators for measuring the success of the proposal. The thesis only marginally addresses the implications of the proposals. | |
| Zvolený postup řešení, adekvátnost použitých metod | D | The chosen approach and methods of analysis and data collection reflect the problem being addressed. The main method used is the 4P marketing mix, which is a basic tool in the field of marketing. For the service sector, it would be more appropriate to choose the 7P method. The 4P method is accompanied by a value proposition. In the area of analysis, the student focuses on the analysis of the company, competition, and customers, which can be considered the basic areas of company analysis. To this end, he uses the aforementioned 4Ps and value proposition. He uses both primary data in the form of observations and secondary data from the analyzed companies and publicly available data, which he combines. I appreciate the research diagram presented in the methodology section. In this diagram, I miss the area of customer analysis and its connection to other parts of the research. The description of the methods used in the methodology section does not correspond to the analytical part of the thesis in some parts. In the area of customer analysis, the methodology mentions the use of internal data and data obtained through observation. The analytical part also uses interviews with company management, which are not mentioned in the methodology. For the value proposition analysis, I would recommend using the framework from the publication by the authors cited by the student. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | In terms of interpreting the results, it is clear that the findings of the analytical section are used as the basis for the subsequent proposal. At the same time, however, I find that the work lacks a summary of the findings for each analysis (e.g., using tables or graphs), which sometimes appear to be merely data. The overall summary of the analytical part is also of a more general nature and does not provide sufficient information for the creation of a proposal. In the proposal section, I would appreciate references to the findings in the analytical part from which the specific proposal originates. | |
| Praktická využitelnost výsledků | D | The results and proposals presented in the thesis are applicable in practice. However, given the general nature of the proposals, greater specificity will be required. Indicators for measuring the success of the proposal are presented. However, I find that specific current values for the indicators and future expected values are lacking. The indicators are described only at a general level. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | E | The overall structure of the thesis is logical and follows the structure of the assignment. In the theoretical part, for greater clarity, I would include the theoretical specifics of the chosen sector at the end of the chapter. Formally, the thesis has significant shortcomings, mainly in terms of formatting, which is inconsistent in different parts. Examples include different line spacing, fonts, and font sizes. The formatting in some parts does not correspond to the recommended formatting. The thesis makes extensive use of bold font to highlight parts of the text. This high degree of use is more confusing than it is effective in highlighting. In terms of language, the thesis uses the terminology of the given field. The overall text is marred by occasional typos and complex sentence structures. For easier orientation in the analytical part, I would recommend the use of tables and graphs. | |
| Práce s informačními zdroji, včetně citací | F | In their work, the student uses basic literary sources and authors in the given field, supplemented by literature on the spa industry. In terms of working with sources, the student used all the basic sources from the assignment, supplemented by additional sources. I would appreciate more additions from contemporary literature. For citations, the student chose the footnote style, which is acceptable. What I find lacking is the citation of specific pages from the books used in the theoretical part. At the same time, in some parts of the theoretical section, the sources used are not cited. The format of some citations, both in the thesis itself and in the final bibliography, does not meet the requirements of the standard. In the analytical part, I miss the indication of the source of data for the analysis of the company's and competitors' marketing mix. At the same time, the sources of data for images and tables are missing. |
The thesis is based on professional sources, which are mostly handled adequately; however, in some places references are completely missing. Overall, the interdependence of the parts is at a good level. The analytical part lacks clear identification of the key problems to be solved. The proposals are based on the findings from the analysis but also on assumptions. They can therefore only be considered useful at a general level.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The thesis meets the stated objective to a satisfactory extent. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The selected procedure is mostly logical, and the author makes good use of methods appropriate for this type of work. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | Overall, the interdependence of the parts is at a good level; however, the conclusion of the analytical part lacks clear identification of the key problems to be solved. | |
| Praktická využitelnost výsledků | D | The proposals are superficial and are based not only on the findings from the analysis but also on assumptions. They can therefore only be considered useful at a general level. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | The thesis has an adequate length and a mostly clear structure. The terminology, professional language, and formal aspects of the thesis are at a satisfactory level. The thesis is very text-heavy, which reduces the ability to easily extract the value. | |
| Práce s informačními zdroji | C | The work is based on professional and foreign sources, which are mostly adequately used. However, some parts of the thesis, such as Chapters 4.3 and 4.4, lack any references. |
eVSKP id 170814