ŠUMOVSKÝ, A. Rozvoj značky malého podniku [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
The thesis is in terms of content and formally processed quite above standard, not only in comparison with bachelor's theses, but also in comparison with master's theses. The author has conceived the processing comprehensively and decided to use a wide range of approaches to obtain the necessary information. The proposals presented are clearly applicable as a starting document for specific brand development measures. Question What approaches would you recommend for evaluating brand performance for your company?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | A | 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 work is solved for a real company and focuses on a specific problem. The objectives are met in a superior way. | |
| Zvolený postup řešení, adekvátnost použitých metod | A | The author correctly chooses the appropriate approach and defines the methodology in the logic of problem - area - research question - research and analysis. The author presents the methodology at the level of a master's thesis and this definition can therefore be described as above average. The theoretical background is based on extensive research and includes a wider range of perspectives on brand development. Thus, the summary assessment of the background provides a more than sufficient basis for solving the problem. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | A | The analytical part is also above standard, both in terms of information and methods used. The individual sub-sections are correctly concluded with sub-summaries.The analysis of general factors - SLEPT - is also correct in principle, with the author formulating relevant conclusions for brand development. Similarly, the market assessment using the five forces model is similarly well conceived.The competitor analysis is based on an assessment of brand identity, where the author does not give a mere description but draws specific conclusions.I very positively evaluate the section on trends affecting brand development in the area, where the author focuses on the target group and trends in the education sector.Given the scope of the research and analysis, it was crucial that the author formulated the conclusions and background correctly. This he has undoubtedly succeeded in doing and the summary overview concluding the analytical section is clear and transparent. | |
| Praktická využitelnost výsledků | A | The author has maintained a high standard also in the proposal part, where he presents a comprehensive and concrete proposal. The overall framework of brand development is complemented by concrete steps. I do not consider the economic evaluation of the costs to be a strong point of the proposal - it is actually just an overview of some of the costs associated with implementation. Here it would be more appropriate to think about and structure the overall economic requirement. On the positive side, however, the overall sophistication of the proposals makes the documents immediately usable for further development of the company's brand. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | A | I consider the introductory paragraphs of the chapters repeatedly summarizing their content to be unnecessary. This is, however, a problem that is more related to the conventions of thesis preparation, which the author has decided to respect. | |
| Práce s informačními zdroji, včetně citací | A | The author works with quite a wide range of sources using a superior range of information sources. The work with citations is professional. |
The aim of the thesis was to define the framework of brand development of small company. I find the objective 110% fulfilled. For the needs of BP, this thesis is of a very high standard, from the theory to the conclusion. I positively evaluate the overall intention of the thesis, which is not "standard" for BP, is a great contribution and can be further developed. I am positive about the author's personal motivation and commitment to this issue. The thesis is on a very good professional and formal level, with more than a relevant number of sources used, not only from the Czech Republic but also from abroad. I recommend the thesis for defence.
| 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 | A | ||
| Praktická využitelnost výsledků | A | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji | A |
eVSKP id 160786