SPRATEK, A. Návrh zdokonalení marketingového mixu společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The thesis is based on professional and international sources and employs above-standard methods in the analytical section. However, the suggestions remain superficial, which limits their practical applicability. Overall, the quality of the work is good.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The thesis fulfills the stated objective at a good level. | |
| Zvolený postup řešení, adekvátnost použitých metod | A | The selected procedure is logical, and the methods—above standard for this type of work—are mostly applied thoroughly. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The content of the theoretical part provides a basis for the analyses, and the results are further used at a good level in formulating the recommendations. | |
| Praktická využitelnost výsledků | D | The proposals are based on the findings of the analyses; however, they are developed in a very superficial manner, which significantly reduces their practical applicability. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | The thesis has an adequate length and an appropriate, clear structure. The terminology, formal presentation, and professional language are mostly at a very good level. | |
| Práce s informačními zdroji, včetně citací | A | The work is based on professional and international sources, which are used appropriately. |
The thesis successfully meets its objectives by analyzing and proposing improvements to the marketing mix of Duncal Technologies, a Czech startup in the airsoft and mil-sim equipment sector. The author applies a well-structured methodology, combining theoretical frameworks (4P/7P, SLEPT, Porter’s Five Forces) with qualitative interviews and a quantitative Van Westendorp price sensitivity test. The chosen approach is appropriate and clearly executed. The author demonstrates strong analytical skills and the ability to interpret findings critically. The integration of artificial intelligence into the marketing strategy is particularly innovative and well-argued, showing how AI can enhance content creation, customer engagement, and cost efficiency. The thesis is logically structured, and the language level is high, with clear and professional expression. The work has strong practical value, especially for early-stage tech startups seeking to optimize their marketing efforts in niche markets. There are just small remarks from my side: The pricing strategy section could benefit from a more detailed financial simulation of the proposed B2B and rental models. The evaluation of AI tools could be supported by more concrete performance metrics or pilot testing results.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | A | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | B | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji | A |
eVSKP id 168418