PUKSA, V. Návrh rozvoje značky malého podniku při vstupu na B2B trh [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The thesis focuses on brand development for the student project ReThink during its transition from the B2C market to the B2B market. The thesis shows 99% similarity in the Theses system. However, this similarity is with the previous version of the student's own bachelor's thesis. Similarity with other sources does not exceed 2%, therefore I do not consider the thesis to be plagiarism. Overall, I rate the thesis positively. The student has provided a theoretical description of brand management tools with regard to their specific use in the B2B market. In the theoretical part, she presents several possible approaches, from which she selects those that she will use in the practical parts. Here, I would have welcomed a more detailed argumentation as to why the individual concepts were chosen. The individual proposals are typical for brand development in start-up companies. The individual parts of the work are logically connected and complement each other. Questions: Why did you formulate the brand promise in the form of a single paragraph? If you had to define the brand promise in 3-5 words, how would you define it?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | The defined objectives of the assignment were achieved. Occasional discrepancies in the formulation of the objectives (e.g., different formulations in the introduction, objectives, and problem definition). | |
| Zvolený postup řešení, adekvátnost použitých metod | B | Adequate methods from the field of brand development and analysis were selected. The work also takes into account the specific use of individual tools and methods for the B2B market and differences from the B2C market, as well as the focus on the specifics of brands focused on ecology. At the end, I would welcome a more detailed description of the proposed theoretical model, including the purpose of using individual brand management tools and their interrelationships. A combination of semi-structured interviews and desk research was chosen for data collection, which allows the required information to be obtained. This is a standard combination of methods. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | A | Excellent ability to interpret results. Sees connections between individual areas of research and data collection (e.g., definition of competitors based on interviews with a defined target group of customers). Proposed results are based on findings in the analytical section. | |
| Praktická využitelnost výsledků | B | The proposals seems to be usefull for practical use. The proposal is typical for early stage brands and companies. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | The structure of the thesis is logical. The individual sections follow on directly from one another. In terms of the structure of the analytical section, I would recommend starting with an analysis of your own brand, followed by a comparison with competitors. The terminology used is of a very high standard. The formal requirements of the thesis are of a high standard, with minor shortcomings in terms of formatting. | |
| Práce s informačními zdroji, včetně citací | A | Use of a wide range of sources, current literature |
The work addresses a specific topic. The solution itself is rather general. It would be appropriate to elaborate on the steps of the solution, benefits, and assumptions of implementation.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The objectives of the work are clearly defined. Fulfillment of the goal is at a good level. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The general description of the methodology is appropriately supplemented with a clear summary. In general, the methods are well chosen and correspond to the focus of the work. The theoretical foundations cover the basic necessary topics for solving the problem. It would be useful to present and document in more detail the actual conduct of the research. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | In the structure of the analytical part, it would be appropriate to proceed from the evaluation of the project and the brand to external areas. The text intertwines the internal and external parts, which reduces clarity. The identified trends are rather general in nature. Given the descriptive nature of the customer analysis, it would be appropriate to structure this part better. The definition of personas can be positively evaluated. It would be possible to analyze the aspect of the competitors' brand in more detail. The analysis of one's own brand includes a basic view. Overall, the analysis is rather descriptive. It would be possible to better map the aspect of the transition from B2C focus to B2B. | |
| Praktická využitelnost výsledků | C | The proposal part has a logical structure. The individual parts themselves are rather general in nature and thus define the possible direction of development. The implementation plan should be specified more concretely. Minimal space is devoted to evaluating the benefits of the measures. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | Partial shortcomings in the structure – chapter division, formatting, missing numbering in the methodology table, splitting tables across multiple pages. The inserted images should be redrawn into a uniform format. Missing list of abbreviations | |
| Práce s informačními zdroji | B | The work with information resources is at a satisfactory level without significant shortcomings. |
eVSKP id 168589