KIRCHNER, J. Marketingový mix podniku a návrh na jeho zlepšení [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
The submitted bachelor thesis is at a very poor level with a number of shortcomings, both in terms of content and format. In spite of the weaknesses found, the thesis can be recommended for defence and, after answering all the questions, the thesis can be accepted. QUESTION 1:What is the bargaining power of suppliers for the chosen company? /// QUESTION 2: Who are the main competitors for the selected company? /// QUESTION 3: The author used the ESTE model to analyse the general environment (see 54-57). Why were no legal factors assessed? Is there any potential impact (positive or negative)?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | The fulfilment of the set objectives of the bachelor thesis are at a very low level, due to the low quality of the proposal part. It is very weakly supported by the analysis carried out, which is without a more thorough treatment of the sub-areas. The proposal part of the bachelor thesis itself is difficult to read. | |
| Zvolený postup řešení, adekvátnost použitých metod | E | The chosen methods correspond to the given topic. However, their treatment in the theoretical part is very weak. The bachelor has omitted some items in all the given frameworks, so all the methods are in an unfinished form. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | To draw conclusions, the bachelor created a SWOT analysis as a summary of the analytical part. As a supporting tool, the bachelor used continuous summaries of the factors at work (see Tables 3-6). Some of these items are not sufficiently supported by the sub-analyses and thus do not have a clear identification and focus. Subsequently, it is difficult to determine appropriate proposals based on an inadequately constructed SWOT analysis. | |
| Praktická využitelnost výsledků | D | For the selected company, the submitted bachelor thesis represents a good basis for the decision-making process, on the basis of which it will be able to optimize the in-house activities in relation to the provided products and point of sale. The individual proposals can be considered adequate given the personal commitment of the bachelor. However, in order to start the implementation of these proposals, it would be advisable to take into account all the factors at work in the sector. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | D | The bachelor thesis contains both of typos and minor terminological errors. In the case of the used terminology and language level, a good agreement with the given topic is achieved. At the same time, there are terminologically inappropriate terms in Tables 3 and 4 in the analysis section. Both tables are summaries of internal environment factors, but the tables include the terms challenge and opportunity, which are terminologically terms for external environment factors.The whole thesis should be considered as standard one from point of view of the formal requirements. | |
| Práce s informačními zdroji, včetně citací | D | The bachelor thesis has a weak citation level throughout the analytical part, which is due to the personal involvement of the bachelor in the company (family business) and his current close involvement in individual intra-company activities.A check of the bachelor's thesis in the THESES environment found 15% agreement. After a manual check of the thesis, I note that the agreement occurred mainly in the theoretical part of the thesis, and for those parts that are very difficult to to formulate in another form. The citations of the sources used are given for all the identified matches. Submitted by bachelor's thesis I consider - despite the high expected agreement - to be a basically original work. Selected sources are appropriate to the topic. |
The thesis focuses on the marketing mix of a company operating in gastronomy. In the theoretical part, using only one source for a large number of pages is very problematic. Pages 12 - 18 draw from only one source. Further, pages 19 - 21 are also taken from only one source. The same is repeated for the whole of pages 22 and 23. It would also be beneficial to design more of the figures in author´s own hand. The analyses are too general. Some parts have no character of analysis at all (e.g. the price element) in the marketing mix, which is very problematic in connection with the thesis focus. The analyses produced are in many cases irrelevant to the stated objective. SWOT analysis is not sufficiently elaborated. It is not clear which points have the highest importance and relevance for the proposal part.The suggested measures within the proposal 1 - 4 are of a very general nature as well It would be useful to elaborate on selected points in detail. Price quotations are guesswork. It is not clear how the final amounts are calculated. For these reasons, the aim of the thesis was only partially fulfilled.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | E | ||
| Zvolený postup řešení, adekvátnost použitých metod | E | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | ||
| Praktická využitelnost výsledků | E | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji | E |
eVSKP id 152307