SVATÝ, M. Marketingové strategie vybrané firmy [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.
The main goal of the thesis is ambitious - author works on marketing strategy of the global company without having access to many important internal data of the company. Due to this fact external analysis of the Czech environment and market are prepared well but internal analysis are influenced by lack of data. Proposals could be prepared in more details and structured in the form of project plan - step by step guide how to enter Czech market including time frames and structured budget. This approach would increase practical usability of the thesis. There are also some formal mistakes like Czech title of the chapter 3.6 in the thesis Content. Despite these remarks I recommend the thesis for the defense. Question: What are the major risks you can identify for Czech market entry? How to eliminate those risks?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | ||
| Zvolený postup řešení, adekvátnost použitých metod | D | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | D | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji, včetně citací | C |
The author of this diploma thesis proposes an international marketing strategy for Gourmet Burger Kitchen company. The diploma thesis first deals with the theoretical knowledge about marketing, marketing analyzes, marketing strategies and its goals. Theoretical frames used in the thesis were chosen accurately for this type of analysis, chapters are clearly and systematically appropriately distributed. Based on the theory the key points of evaluation are done. The Czech market is described in a systematic way with logical outcomes. I appreciate the extensive range of analyzes used to determine the current state. Proposal of entry strategy is based on the results of previous analyzes. The final output is usable for basic decision making.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | ||
| Praktická využitelnost výsledků | D | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | ||
| Práce s informačními zdroji | B |
eVSKP id 103673