IBRAHIM, A. Expanze české značky kávy na vídeňský trh: strategický přístup pro růst MSP [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
This thesis addresses a current and interesting topic, and the student managed to conduct a broad range of initial analyses and propose a basic expansion strategy. However, the work is significantly weakened by insufficient methodological foundation, weak interpretation of results, and notable issues with both language and formatting. Despite its declared focus on strategy and implementation, the thesis lacks concrete implementation details and well-substantiated proposals. The financial section of the thesis is logically structured and clearly presented. The author correctly applies key financial metrics such as ROI and break-even analysis, using realistic input assumptions. The calculations are consistent with available data from Kofi Kofi’s franchise model, and the projected investment return is in line with industry standards. The conservative revenue estimates and detailed breakdown of cost components are commendable. However, the analysis lacks sensitivity scenarios, consideration of tax implications, a financing model (e.g., debt vs. equity), and the impact of seasonality—factors that would be expected in a more advanced financial projection. For a business expansion of this scope, the absence of advanced risk modelling and cash flow forecasting limits the analytical depth. Therefore, while the financial plan meets the basic requirements, it does not fully exploit the potential of a master’s-level professional analysis.The model assumes steady growth, but does not account for potential downturns, which limits its applicability in risk-sensitive planning. Final grade proposed: C (Good) Questions: Could you provide an alternative scenario or sensitivity analysis that considers less favorable market conditions (e.g., slower customer acquisition, increased costs, or delayed break-even)? The current financial projections are based on a single optimistic scenario. Including alternative cases would strengthen the credibility and robustness of the proposed plan.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The student has fulfilled the main objective of the thesis — to create an expansion plan for the Kofi Kofi brand to enter the Vienna market. The sub-objectives were identified and addressed in general terms. However, in several parts, the conclusions remain vague or lack a strong connection to the original research questions. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | The thesis applies several theoretical frameworks (PESTLE, SWOT, McKinsey 7S, Brand Identity Prism), but lacks thorough justification for the choice of methods. Some analytical sections (notably the SWOT and interpretation of the survey) lack transparency and methodological rigor. The questionnaire design and sampling are not described in detail, making it difficult to assess their representativeness. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | The interpretation of results is superficial — for instance, the outcomes of the analysis (survey, competition, PESTLE) are not systematically reflected in the proposal section. A deeper analytical synthesis is missing, which would lead to specific, decision-relevant recommendations. The SWOT analysis is descriptive and lacks direct links to the data presented earlier. | |
| Praktická využitelnost výsledků | C | The proposal section includes several practical recommendations, such as entry via franchising and equity crowdfunding. However, these are not sufficiently supported by the analytical data or financial calculations. The practical value of the work is therefore limited by the lack of clear linkage between the research outcomes and the suggested solutions. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | The thesis is extensive, but at times lacks clarity and stylistic consistency. There are errors in formatting — such as inconsistent layout of tables, figures, and graphs — as well as occasional inaccuracies in English. The use of terminology is generally appropriate, but some terms are overused without clear contextual grounding. | |
| Práce s informačními zdroji, včetně citací | B | The student worked with an adequate number of academic sources, but citations are not always correctly formatted according to citation standards. Some sources remain unclear (e.g., secondary references like “Stripe team” or “Alchemy team”), and in certain cases, the method of data collection is not transparent. Both citations are included in the bibliography; however, they are not discussed in detail or critically evaluated within the main body of the text. Moreover, referencing collective authors such as the “Stripe team” or the “Alchemy team” without clearly identifying a specific author or organizational responsibility reduces the credibility and academic value of the sources used. This is why they were marked as problematic in the evaluation. |
It is a very well executed master's thesis with a strategic focus. The overall quality, coherence, and practical value are very good.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | A | The thesis clearly identifies its objectives and addresses them comprehensively. | |
| Zvolený postup řešení, adekvátnost použitých metod | B | The use of established frameworks such as PESTLE, Porter’s Five Forces, SWOT, McKinsey 7S, Kapferer’s Prism, and Keller’s Brand Equity Model demonstrates a solid methodological foundation. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | The author interprets very well the results and supports recommendations with analysis. The conclusions are consistent with the findings. | |
| Praktická využitelnost výsledků | A | The proposed strategy is actionable, especially with the inclusion of financial planning and an implementation roadmap. | |
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | The thesis is well-structured, logically organized, and linguistically competent. | |
| Práce s informačními zdroji | B | The work demonstrates solid engagement with both academic literature and market data. |
eVSKP id 168753