KNECHTOVÁ, N. Mezinárodní marketingová strategie vybraného podniku [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
The main goal of the thesis is a proposal of a marketing strategic plan for the selected company entering new international market. The goal is fulfilled. The author uses standard methods to analyze the current situation. Market for the international expansion is well selected based on opportunity identification. The analysis of the selected market environment is made systematically and identifies opportunities and threads. Valuable is also performed research. Proposals are well matching analytical results and are systematically structured and explained. The implementation plan gives good guideline to enter new market. The thesis is on the very good professional level. I recommend the thesis for the defense.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | A | ||
| Zvolený postup řešení, adekvátnost použitých metod | A | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | B | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji, včetně citací | A |
I consider the overall concept of the work to be beneficial, as the author focuses on the potential foreign expansion of her own business. On the basis of the prepared work, she can adequately decide whether and how to implement the expansion, or what other inputs she would need for the final decision. Questions: What are the risks of the "two" price levels - domestic and German market? What role does brand development play in the industry? How do you perceive and assess the probability in the risk assessment?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | The objective of the work is defined in the form of the main goal in the context of the development plan of a particular company. The presented sub-objectives can be considered rather as steps leading to the fulfilment of the objective. The objectives are fulfilled. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The author builds on standard methods. The definition of the methodology is rather basic, based on an overview of methods. More emphasis should be placed on the link between problem - area - questions - research and analysis methods. Some analytical approaches are defined in more detail in the theoretical part of the thesis.To assess the methodology, it would be useful to include a definition of the problem to be addressed in the introduction. The problem itself is then defined to some extent in the introduction of the analytical part.The definition of the theoretical basis includes areas that would be more appropriate to use as part of the analysis - the definition of tattoos, etc., because they actually define more specifically the product and the market in which the company operates. The main part of the theoretical basis is the characteristics of the marketing areas needed for the elaboration of the marketing plan. The theoretical part should be more clearly structured. What is missing is a summary evaluation of the theoretical background and a definition of what is the primary approach to solving the problem. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | The characteristics of the current situation are mainly based on the marketing mix. Here it would be useful to add more specific data, for example in the area of communication. More space should be devoted to the definition of the development plan or the foreign expansion plan. The point is that if we look at expansion too broadly, it will be difficult to analyze foreign market conditions adequately. If it was the author's intention to define the appropriate market in this way, it would be appropriate to define it in the problem statement.The target focus of the expansion, the German market, is defined on the basis of an evaluation of the basic input information.The SLEPT analysis is relatively brief, but nevertheless focuses on the relevant information. The author argues that political factors do not influence its intention. This statement cannot be agreed with, as the current political instability and changes affect realistically any such intention. The SLEPT analysis is appropriately supplemented by a summary assessment of perceived opportunities and threats. Given the mix of domestic and foreign market activity, consideration should also be given to economic factors such as exchange rates.The analysis of the five forces model is developed in a similar way. For a more detailed elaboration it would be useful to have input research and analysis focusing at least on customers and competitors. For example, some of the data presented in the market research section. It would be useful to supplement this rather extensive section with a summary assessment.The evaluation in the form of a SWOT analysis or TOWS matrix is very detailed with some partial shortcomings. For better clarity, it would be advisable to include only the key conclusions in the main text of the thesis and to move the individual sub-tables to the appendices. | |
| Praktická využitelnost výsledků | B | The design section presents a fairly comprehensive framework for deciding on the appropriateness of the expansion. The author has focused on both the product-service offered and the related evaluation. This includes market definition, risk assessment, financial aspects of the expansion, etc. More emphasis could have been placed on the overall context of the business model and firm behavior. This would also require a broader view of longer-term objectives. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | Formal processing is at an appropriate level. | |
| Práce s informačními zdroji | B | Partial reserves are in the citation of sources in the analytical part. |
eVSKP id 159482