YESILKUTUK, E. Plán expanze společnosti B2B SaaS na nové anglicky mluvící trhy [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
The thesis meets the basic standards for this type of work in terms of formality. In terms of content, it lacks greater depth, especially in the use of methods, relevance of data and its critical evaluation, which also calls into question the credibility of its practical application in the end. The author should have presented more clearly the selection and use of methods and its application and evaluation. The first chapter lacks e.g. market analysis, its rationale, its use etc. the author should also explain on what basis he evaluated e.g. SWOT and 7S. I also miss a more precise economic evaluation in the thesis, based on a clear basis (which costing method was used, etc.). The proposals are not clearly structured, they lack clear logic, structure, connections etc., I don't understand why in the proposal part you evaluate the forms of input- this should have been part of the analyses performed, costs and benefits should be supported by arguments, data- for example market potential (as a result of market analysis or segmentation performed). 1. Explain the methodological approach you used to evaluate the SWOT analysis. 2. When do you see the market potential - on the basis of which results did you determine the revenue forecast in each variant.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | The objectives of the thesis can be considered to have been partially fulfilled, but in terms of the depth and relevance of the partial solutions leading to its achievement there are some reserves that are questionable. The author should explain them at the defence | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The chosen procedure can be considered standard, the author uses methods that are relevant to the topic. The question remains as to the justification of their choice and the adequacy of their use. The individual analyses are rather descriptive, they do not use relevant arguments and data. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | The author has shown a relatively poor ability to interpret the results obtained and to draw relevant conclusions from them. There is a lack of depth and critical evaluation. The work would have benefited from a systematic partial evaluation of the analyses; the author incomprehensibly evaluated only some of the factors, not all of them. The adequacy of sources and data is questionable. Nowhere are the 7S and SWOT evaluation methods mentioned, the author used a non-traditional system that has no basis in the theoretical or methodological part. | |
| Praktická využitelnost výsledků | E | Based on the comments and evaluation of the previous , partial parts of the thesis, it lacks credibility in its practical application. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | The thesis is formally structured according to the basic requirements, the formal requirements are met at a basic level. Its graphic and formal presentation does not exceed the basic standard.Language correction is required especially in the Czech abstract, where sentences are not precisely formulated, the translation differs from the English version. The headings of the main chapters should start on a new page. | |
| Práce s informačními zdroji, včetně citací | C | The author works with a relevant number of sources, which are sufficiently cited in the thesis. |
The thesis focuses on a topic that is based on the specific intent of the company. The problem here is the general treatment. The problem itself is not adequately specified. The analytical methods used are not properly applied and relevant data and information are usually missing. The design part does not present a sufficiently developed plan and for the economic evaluation it is not clear what information the author draws on. Questions: How should the 7S analysis be reworked? Explain the scores used - 7S and SWOT. Explain how, in your opinion, the five forces model assesses competitiveness - see the statement in the paper "This tool will be used to assess the competitiveness within the English-speaking markets." Why are you focusing on the Canadian market? Explain this focus in the context of the firm's defined objective and problem. Explain what the economic evaluation of the proposal is based on. Explain your understanding of the term "expansion plan". Explain how you worked with the interview process - see "Interviews with key stakeholders within Logiwa WMS and experts in international business expansion will be conducted to gather insights and qualitative data to support strategic decisions."
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | F | The aim of the thesis is defined in a standard way in terms of the main objective. It is defined as "Developing the proposal of expansion plan for a B2B SaaS company to enter new English-speaking markets". What is missing is the elaboration of sub-objectives that would clarify the focus of the thesis in the context of the problem addressed. What the author refers to as partial goals cannot be considered as properly defined partial goals. Neither the objective nor the problem statement in any way implies that the thesis will focus only on expansion into Canada. I do not consider the main objective of the thesis, i.e. the elaboration of a plan, to be sufficiently fulfilled. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The author works with a standard portfolio of strategic analysis tools. The methodology is not defined in the structure of problem - area - research questions - research and analytical methods. For some methods, the defined purpose of their use is questionable - for example, the five forces model is not used to evaluate competitiveness, the 7S framework is not a method for evaluating internal capabilities, etc. Thus, the definition of the methodological approach is only at a basic level.Appropriate sources are not used to define some of the theoretical background - e.g. Porter's generic strategies, some approaches are described only at a very basic level - e.g. SWOT analysis. The author devotes excessive space to the description of analytical approaches and less space to appropriate theoretical backgrounds corresponding to the problem addressed. The summary of the theoretical background is in part only an overview of the content of the chapter theoretical background. The contribution is a schematic definition of the solution of the problem. At the same time, the theoretical approach to achieving the objective of the thesis is not clearly defined, which is defined as "Developing the proposal of expansion plan for a B2B SaaS company to enter new English-speaking markets". | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | F | The initial basic introduction of the company is more of a description than an analysis. It lacks a clear definition of the company's intent.In the assessment of external factors, the author focuses on Canada, and it is not clear why on this country. In this context, it is not clear how the focus on "English-speaking markets" is perceived. There is no justification for this focus in the introduction to the analytical section. The individual factors are defined in a rather general way, the data presented are more a mapping of historical developments. A summary of the findings of this analysis is missing. In assessing market size, the author relies on data on global developments. It is therefore not clear what role the intention to expand into Canada plays. The assessment of the competitive landscape is based only on a list of technologies. The assessment of segments and the assessment of technological adaptation and infrastructure are similarly general. The Porter model assessment is a characterization of the factors relevant to each force. However, it is not clear exactly what they entail and input analysis is lacking. The 7S framework provides only a brief definition of each factor. The scoring of the level of each area is not sufficiently justified. There is a lack of exploitation of the core of the 7S framework, such as the interdependence of the factors, which is correctly mentioned in the theoretical part.The financial analysis presents basic indicators without further context. The assessment of barriers and risks to entry is only a basic overview of the areas.The SWOT analysis is only an overview of the factors, some of which are not analyzed in any way in the thesis - for example the factor identified as a weakness "limited brand awareness". In this case, moreover, it is rather an external factor. The summary of the SWOT analysis works with a scale, which is, however, again not justified in any way. The summary assessment can thus be considered rather subjective. The author mentions the interviews used in the methodology. However, it is not clear from the analysis how he used this approach. | |
| Praktická využitelnost výsledků | F | The design section provides a justification for why the Canadian market is appropriate. The next section, focusing on the specifics of the service provided, is more of a continuation of the analysis.The choice of the form of entry into the Canadian market is based on a basic evaluation of possible forms. The author does not make much use of the input from the analyses undertaken. The assessment of possible forms and the choice of export options are thus based on a general perspective.I consider chapter 4.2 Marketing approach to be general in its approach. Chapter 4.3 is definitely not a comprehensive marketing plan. It puts forward some suggestions that may address some of the problems associated with entering a foreign market, but again it is not based on specific data and information. The financial plan presents a list of costs which is not clear what they are based on and how they are determined. The assessment of revenue is similarly problematic. The scenarios are not based on any appropriate definition of how they are determined. In this respect, the final economic assessment is unsubstantiated. The proposal presented is only a basic input that cannot be considered as a comprehensive expansion plan. Without further analysis and refinement, it cannot be considered sufficient. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | C | Formal shortcomings include, for example, the following - Chapter 1 should start on a separate new page, inconsistent graphics of inserted images, missing list of abbreviations, etc. | |
| Práce s informačními zdroji | D | It would be better to cite the sources of information in the analysis section. The author does not base his analysis and proposals on sufficient relevant data and information. The sources for the data (costs, revenue) are entirely lacking, especially in the proposal section. |
eVSKP id 160390