GÁLIK, T. Plán marketingovej komunikácie pre prémiové vlakové zájazdy [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2016.

Posudek vedoucího

Chlebovský, Vít

The thesis is generally well structured according to the requirements. I see following concerns that influence my classification: - it is not clear on what geographic market is focusing prepared communication plan. This is not mentioned in the thesis objectives and it is not fully clear out of the thesis, it is also not mentioned in market segmentation presented. I assume that primary geographic market is Slovakia. Question then is whether the size of this market is good enough for such offer. - Presented proposals are not full communication plan as stated in the objective. It is more likely brainstorming of ideas that can be used in marketing communication of the company. I also do not see clear connection in between analysis outcomes and presented proposals. Question: One of the important opportunities identified is cooperation with tour operators. What plan would you recommend for communication with tour operators?

Posudek oponenta

Lukáčová, Zuzana

Marketing of the premium train trip products in the Slovak market is undeveloped yet. In this regard the thesis can be considered original and pioneering in this field. Selected products have several atypical and unknown elements which influence the analysis and further the recommendations for improving sales. In case of the premium train trips in Slovakia there are three main points. First, negative opinions and experience with train traveling. Second, relatively very high prices of products and limited number of wealthy potential clients. Third, certain ideas how to spend a luxury holiday (vacation on Maldives, Seychelles, Emirates etc.). Evaluating the thesis in the following aspects I conclude: 1. Meeting the objectives: Master's thesis includes all necessities and meets the set objectives well. 2. Selected procedure of the solution, the adequacy of the used methods: Thesis is very detailed in the theoretical framework, using modern marketing methods. 3. The ability to interpret the results and to draw conclusions : Synthesis of the data and based recommendations are consistent and relevant. 4. The practical usability of conclusions: Recommendations in the chapter 4, considering the Slovak market are realistic. They cover the needs of Slovak tourism market well and also the options of the company. To improve the grade the recommendations could be more detailed, with action plan for implementation phase. 5. The thesis´s framework, used terminology and the professional level of language: Thesis have clear and logical structure. The content and language gives very good first impression. 6. Using of information resources: Thesis contains general economical information (chapter 3.4) but data could be more detailed with focus on tourism industry.

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