KOSTKA, P. Rozvoj podnikatelského modelu firmy [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
Opportunities for consultations during the thesis elaboration were used absolutely minimally. In reality, the thesis was consulted only in the opening stage of the elaboration, and then in the final stage. The final version was not submitted for consultation at the agreed time; therefore, relevant and timely feedback could not be provided before its submission. The theme of the thesis has a very good potential and, without any doubts, the student would be able to elaborate the theme in a significantly better quality, in the thesis proposal part in particular. At its current version, the thesis is applicable, in particular, as the analytical base for further development of proposals. I direct my strong criticism to the accomplishment of the objective of the proposal part – see above. QuestionsExplain how the applied theoretical starting points reflect the addressed problem.Clearly specify the implementation of the proposal regarding “Digitalization” – steps of implementation, method of realization, sources of information (financial amounts), responsibilities, and risks.What do you understand by the term “strategy” in Chapter 3.1? Support your understanding of the strategy with the theoretical definition of the term “strategy”. In what other way than the “strategy” it would be possible to address this area? In your case, is not it rather a project which you want to implement to strengthen sales?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The objectives, defined in the thesis, follow the defined addressed problem of the particular company. The achievement of the objective is generally at the level of “satisfactory“, with the major reservation concerning the fulfillment of objectives of the proposal part. The sub-objective of the proposal part is not reached in adequate quality. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The description of selected methods for the analytical part is only basic. The description contains only a brief list of selected methods. The clear delimitation of areas, research questions and to them related methods of research and analyses are missing. The portfolio of selected methods represents a standard and universal approach to the elaboration of the analytical part, covering the necessary minimum. From the methodological point of view, SWOT analysis is interpreted in an interesting way. The methodological approach of SWOT is characterized in more detail in the theoretical and analytical parts. The theoretical background as such to be solved is based on the basic terms and, in particular, on the methodology of Business Model Canvas, completed with the Value Proposition Canvas. The thesis includes the basic description of these approaches whereas the student follows a rather narrower, but in principle sufficient, spectrum of sources. The description of SLEPT is general; as to SWOT analysis, the student refers to the specific used approach. The delimitation of types of markets is basic; however, important for the solved problem. The summary of the theoretical part is absolutely minimal. Any critical evaluation and explanation of the context of the solved problem are missing. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | The application of the framework of the Business Model Canvas is correct to present the results of interviews with the representatives of the company. The idea itself, i.e., to use interviews, can be evaluated positively. The description of the individual parts of the model is not very clear. A similar problem is in the summary of the business model. In the summary, the author uses graphic representation; however, neither key interdependencies of segments of the business model nor areas for improvement are highlighted. SLEPT analysis presents rather more general information. It is not clear why the author focuses just on the factors which he describes. The summary of SLEPT is very general. The analysis of competitors is based on the brief characteristic and short description of their business model. It would be appropriate to better define criteria for the selection of competitors. The evaluation of competitors and/or comparison with the particular company from the point of the solved problem is missing.SWOT analysis defines a group of factors that are then evaluated in a specific way. It would be advisable to better support some factors in other parts of the analysis. It would be advisable to put the charts of SWOT analysis solutions into annexes and devote the main text to the interpretation. The overall evaluation of SWOT I consider, in real terms, as rather optimistic, which is reflected in the final focus of SWOT on the strategy “Maxi-Max“. However, in the proposals – based on the consultations with the management – the author focuses on another variant. Nevertheless, the implementation of SWOT analysis is, in principle, methodologically correct. Too optimistic evaluation is most likely related to the selection of factors of strengths and opportunities. They are selected rather on the basis of the view of the company and it is not certain whether the strengths really represent the real advantage compared to the competitors. Assignment of chosen strengths and weaknesses to the individual parts of the business model is useful.The conclusion of the analytical part is merely the summary of the content of the analysis. | |
| Praktická využitelnost výsledků | E | I find the logic of the proposal part problematic. The objective of the proposal part was as follows: “The main goal of the proposal is the formulation of changes in business model, activities of implementation and evaluation of proposal with a focus on contribution and conditions of implementation.” In the introduction to the proposal part, the author explains that he addresses certain weaknesses and/or opportunities identified within the framework of analyses in a manner to project these solutions onto the business model of the company. This is the correct approach in principle. Nevertheless, defined measures marked as the “Strategy for Czech market“, “Digitalization“ and “Employee retention“ are too general. The part marked as the “Strategy for Czech market“ definitely does not have the characteristic of the strategy; these are rather more generally formulated recommendations on how it is possible to proceed. Mentioned objectives, financial evaluations, and overall evaluation can be assessed similarly. The author takes a similar general approach to the part “Digitalization“. Though he lists possible costs associated with the use of CRM, the numbers are not supported by anything and the same applies to the expected benefits. The part “Employee retention“ is developed in the same spirit. At the end of the implementation part, the author summarizes the expected changes in the business model. I consider the sub-objective related to the proposal part as not fully fulfilled with regard to the considerable generality of proposals and the overall logic of the elaboration. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | Some formal deficiencies: problematic quality of certain inserted images, it would be advisable to put SWOT analyses tables to annexes and dedicate the text rather to the evaluation. | |
| Práce s informačními zdroji, včetně citací | C | Partial deficiencies in work with sources. The match rate shown by the control applying the system thesis.cz is caused by the fact that the student downloaded another version of the work in the agreed term as, by mistake, he firstly downloaded the incorrect version. It means that the system evaluates the match between the final and incorrectly downloaded version. |
The main goal of the thesis is a proposal for the development of a business model of the company. The goal is fulfilled with the remarks mentioned below.The analysis is primarily based on the description of the actual business model of the company and its basic comparison with the competitors. There is also SLEPT analysis prepared in between those two parts. It would be logical to put BM analysis (company as well as competitors) together and SLEPT either before or after that block. Also, the entire analysis could be less descriptive with clearer outcomes formulated. Well performed is the analytical summary in SWOT.The proposals are in the form of recommendations of some changes, but it is not always clear, what is the relation of each recommendation to the company's business model. The author is finally presenting modifications in the BM, but it is difficult to get oriented in that.I would also appreciate at least a brief overall implementation plan for the proposals.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | ||
| Zvolený postup řešení, adekvátnost použitých metod | C | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | E | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | ||
| Práce s informačními zdroji | C |
eVSKP id 152638