Posudky závěrečné kvalifikační práce

The work solves a specific problem of a real company. The biggest weaknesses can be considered to be a more general concept both in the analytical part and especially in the proposal part. The thesis is thus primarily a starting point for further research and analytical steps, as well as for a more detailed elaboration of the brand development plan. Questions What is the difference between a segment description and a persona definition? Define five priorities and corresponding steps for brand expansion.How would you measure a brand's performance specifically after entering a foreign market?

Dílčí hodnocení
Kritérium	Známka	Slovní hodnocení
Splnění stanovených cílů	C	The objectives are defined in a standard way in the structure of the main objective and partial objectives for the theoretical, analytical and design part. The topic is focused on the situation of a real company. The objectives are accomplished rather on a general level.
Zvolený postup řešení, adekvátnost použitých metod	C	The definition of methodology is based on the structure of problem - area - research question - research methods and analyses. The author works with standard approaches, their justification is at the usual level. The choice of methods is rather average. The definition of the brand development framework is based on a combination of brand approach and value proposition. The characteristics of the other theoretical backgrounds are rather general. The overall methodological definition of the brand development framework is at an average level.
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry	D	The initial assessment of the current state of the company and the brand is rather descriptive and the assessment itself is rather brief. It can be seen as a basic characteristic defining the state and intention of the company and the brand.The assessment of the general and sectoral environment of the market that the brand plans to expand into focuses more on factors related to the business model. More emphasis should be placed on factors related directly to the brand. Customer analysis relies more on secondary sources. The survey itself is carried out in an appropriate way, however, on a very small sample. The definition of personas in the analysis section is more of a segment characterization. The conclusions of the customer evaluation could be strengthened by further research.The competitor assessment is again rather descriptive but gives some idea of the market structure. The comparison labelled as benchmark is rather general and does not reflect much the logic of using benchmarking for brand development. The interview with industry experts can be considered useful and the outputs are relevant to the problem.A summary evaluation of the analytical part could have better reflected the problem addressed and the current state of the brand.
Praktická využitelnost výsledků	D	The proposal part has a usable structure. The biggest weakness is the generality and lack of elaboration of the proposals. Another weakness is the minimal scope recommended for specific implementation and only a basic assessment of benefits.
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň	B	The work has a standard structure. The thesis has an appropriate level of language without major shortcomings. The unnecessary introductory paragraphs of chapters constantly repeating the content and focus of individual parts can be objected to.
Práce s informačními zdroji, včetně citací	C	The author works with appropriate sources. The level of work with citations corresponds to the level of a master's thesis. The problem is the extent of data, especially in the analytical part.

Posudek oponenta

Chlebovský, Vít

The main goal of the thesis is to define a framework for the strategic development of the brand of the chosen organization. The goal is fulfilled with some remarks below. The analysis is focused on actual brand assessment and also analysis of the target Hungarian market. The analysis of the general business environment is very general and descriptive. It is not clear, what opportunities and threads are generated by the environment. There is made competitive benchmark, which is useful but at the same time it is not discussed in the frame of market attractiveness - why the chapter 2.5 is not directly connected and discussed together with chapters 2.6 to 2.12? All of those chapters are directly influencing market attractiveness. This should be commented and discussed during the defense. There is prepared Brand model for Hungary. It is difficult to see clear relation of the proposed model to the outcomes of the analysis. I would also expect clear discussion about the differences in the brand development framework for new and existing market - this could be discussed in the chapter 3.5. Despite the remarks I recommend the thesis for the defense.

Posudky

Posudek vedoucího

Zich, Robert

Posudek oponenta

Chlebovský, Vít