VESELÝ, T. Proposal for an international Marketing Strategy for a Selected Company [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2019.
I appreciate well prepared and processed analysis of both external and internal factors. External analysis are correctly focused on target market environment. Identified strengths and weaknesses are well described within internal analysis. Prepared proposals are well matching analytical outcomes and are in line with the company strategic goals. Proposals are prepared in the form of improvement recommendations to the marketing mix tools. It also covers basic economical evaluation. I recommend the thesis for the defense. Question: What major risks you can identify that can influence you proposals? How to eliminate them?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | B | ||
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | B | ||
| Práce s informačními zdroji, včetně citací | B |
The thesis is dedicated to marketing in the hotel industry. The author uses mainly theoretical knowledge of SWOT analysis, competition analysis, marketing strategies, micro and macro environmental analysis and theoretical knowledge of Google Analytics in the practical part of the master thesis. The author is very familiar with the topic. Conclusions are drawn based on data, not the author’s experience. Findings and conclusions are based on adequate research methods. The author has met the aim of the thesis. The proposed customer segmentation is based on hard data taken from Google Analytics. Findings from segmentation are beneficial for the business owner. The proposed international marketing strategy includes complex changes in price, services, promotion and place. The author decided to focus only on the German market despite finding extensive information about foreign clientele in chapters 2.2, 2.3 and 3. 3. Polish and English-speaking clients are not targeted in the final international marketing strategy. The author combines knowledge from his research and based on it draw conclusions using deduction or induction. The student's diploma thesis is practically applicable and feasible. The structure of the work is logical. Language and terminology correspond to the master-level studies. The literature used includes books, academic articles, statistics and current information from trusted sources.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | B | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | B | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji | B |
eVSKP id 120088