VRANA, P. Analýza potencionální expanse Kofoly do Německa [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.
Following evaluation and comment have been made to the first version of the thesis: The goal of the thesis is not clearly defined within independent chapter, it is just mentioned within the thesis introduction. There is very extensive analytical part when it comes to text, tables and graphs, but there are no clear outcomes of identified threads and opportunities out of external analysis and strengths and weaknesses out of internal analysis. It is also very difficult to get the clear information about real market potential in Germany what was defined as a main objective of the thesis. When it comes to proposals, it is just short brainstorming of possible further steps without particular plan, its timing and economical evaluation. Due to the unclear analytical outcomes it is difficult to see relations to the proposals. Due to these mentioned factors the practical usage of the thesis is very limited. Author reworked the thesis based on this feedback well. My final classification is passed.
The diploma thesis deals with the entry of company Kofola a.s. To the German market. The theoretical part is varied and corresponds to the topic. Also, the amount of the used literature is appreciated. In the practical part are processed SWOT, PEST and Porter's analysis. Author has chosen the direct export to the foreign market. In the practical part, the author prepared a "pilot project", which is supplemented by a financial budget. I also appreciate that the author noticed the trend of "healthy drinks" and suggested the expansion of "Ugova šťáva" into the German market. The author defined the competitive advantage of the form of Kofola's beverage sales - retailed in restaurants and pubs. The final evaluation could have been more sophisticated and better defined the established facts. In order to be usable in practice, the topic should be done more thoroughly.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | E | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | ||
| Práce s informačními zdroji | B |
eVSKP id 95219