ČÍHALOVÁ, K. Development of Competitiveness of Company [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.
Submitted thesis has quite good quality. Student has presented good level of knowledge both in theory of branding and analytical methods. Topic as such is complicated and very complex. Student worked independently with basic consulting just in the beginning and minimal contact in the final stage.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The main goal of thesis, defined in assignment, is design of branding strategy. Specification of goals, which student has written in chapter “Goals of thesis and methods” is rather inaccurate. Work should be focused more on complex strategy then individual steps. That is the main reason why meeting of objectives is only good. | |
| Zvolený postup řešení, adekvátnost použitých metod | A | Description of methodology in chapter “Goals of thesis and methods” is very simple and brief. Nevertheless, rather detailed description of used methods can be found in analytical part (e.g. chapter 2.4 and 2.5). Student has applied relevant approaches both in theoretical and analytical part of thesis. Combination of qualitative and quantitative approaches is another aspect which can be positively evaluated. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | A | Relatively wide range of methods have been applied. Presentation of results questionnaire survey is rather complicated (too many graphs which could be in appendix) nevertheless final evaluation is clear. Overall evaluation using swot is detailed and relevant. Student has demonstrated good analytical skills. | |
| Praktická využitelnost výsledků | C | Presented proposal is based on the list of individual steps, which are focused on various aspect of brand development. Individual steps as such are well focused. The problem is, that student was supposed to define proposal of complex branding strategy. That is the reason why evaluation is only good. Presented proposal includes as well basic evaluation of requirement and basic timetable. Practical realization would require more detailed elaboration and as well detailed evaluation in the context of brand development. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | A | Formal aspects are on required level. | |
| Práce s informačními zdroji, včetně citací | B | There are no significant problems in this area. Some marginal mistakes are in practical part, especially when own results are presented. |
Author defined ambitious goal to design a viable branding strategy. This is very complex and not easy task. I see it fulfilled with comments below. Generally I appreciate well done analysis in the thesis, including market research and detailed SWOT analysis. Useful is detailed competitor comparison. I just have following remarks and comments to the analysis: - Internal analysis could be more detailed, with special focus on actual brand aspects, not only positioning and communication. - Market research is well made and useful. On the other hand all the respondents are out of main target group which is defined by age 35-50. I understand that student respondent group is easier reachable. Proposals of the thesis show what steps are required to improve brand position in the market. Each proposal is described including implementation plan and also related costs are calculated. I am just missing full complex strategic plan of branding.
| 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 | B | ||
| Praktická využitelnost výsledků | C | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | B | ||
| Práce s informačními zdroji | B |
eVSKP id 103732