HORÁČKOVÁ, T. Návrh marketingového mixu nově vznikající kavárny [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
The thesis is based on professional and international sources and employs an adequate methodological approach. The individual parts are developed at a good level. The proposal part lacks clear, actionable proposals and instead consists mostly of descriptive content, without a strong connection to the analytical findings. The overall quality of the work is good.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The thesis fulfills the stated objective at a good level. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The selected procedure is mostly logical, and the author makes good use of a wider range of methods appropriate for this type of work. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | Overall, the level of interdependence is sufficient. The proposal section lacks clarity regarding what the author is proposing and how it relates to the results of the analysis. | |
| Praktická využitelnost výsledků | D | The proposals are presented more as descriptive statements about how the company will address individual elements of the marketing mix, rather than as recommendations grounded in the preceding analyses. This limits the ability to assess their practical applicability. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | The thesis has a good structure and adequate length. The terminology, formal presentation, and professional language are also at a good level. | |
| Práce s informačními zdroji, včetně citací | B | The work is based on professional and international sources, which are mostly used appropriately. |
The work provides a good basis for the implementation of a business plan.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The main objective of the thesis is defined in a concise but clear way. It would be possible to define the sub-objectives in more detail. The objectives of the thesis are fulfilled at good level. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The analytical part of the thesis is based on a relevant approach. The descriptive style of presentation of the methodology could be complemented by a more structured approach. The theoretical part defines the relevant tools. Their characterisation is rather more concise. It would be useful to elaborate it more and to add appropriate graphical definitions. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The analytical part in the introduction appropriately defines the basic business idea. The author defines the trends related to her business idea. Here it would be useful to work with more sources and to add a SLEPT summary to the sources. It would be useful to add visual elements to the market characteristics - for example in the competitor communication analysis. The use of google reviews is an appropriate complement to the analysis. A form of mystery shopping is appropriately used. Again, this part should be documented more. The customer analysis is based on interviews and an online survey. The explanatory power of the survey could be improved by using additional secondary sources. The conclusions themselves are relevant. The form of their presentation could be improved. The summary assessment in the form of a lean canvas could be complemented by a visual output. | |
| Praktická využitelnost výsledků | B | The design part is adequately structured in the logic of the marketing mix. The presentation of the product and promotion parts should rely more on visual outputs. The evaluation of the proposed mix should be more detailed - the assumption of implementation, the expected benefits of setting the mix in this form, etc. The presented proposals represent a suitable basis for the implementation and development of the business idea. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | Introductory chapters should begin on separate pages. Partial deficiencies in formatting - line spacing and text alignment. The author chooses the "I" form of the thesis presentation, which is basically acceptable for the given focus and concept of the thesis. | |
| Práce s informačními zdroji | B | Partial deficiencies in the citation of sources - e.g. Table 1 |
eVSKP id 168423