Posudek vedoucího bakalářské práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:International Business
Akademický rok:2020/2021
Název práce:Marketingová strategie firmy Dekstra Bus Řešitel:Viktorie Brýdlová
Vedoucí práce:Ing. Petr Král, Ph.D.
Oponent:Andrea Escobar Rios, Doctora en Ciencias
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 2
2. Logická stavba práce 1
3. Práce s literaturou, citace 2
4. Adekvátnost použitých metod 3
5. Hloubka analýzy ve vztahu k tématu 2
6. Vlastní přístup k řešení 2
7. Formální úprava práce 1
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
The thesis deals with a practical topic- the author wanted to suggest improvements of a marketing strategy of a concrete Czech company on a B2B market.
The theoretical part of the thesis covers the topics of B2B marketing and marketing strategy of SMEs.
From my perspective this part could have been more focused as sometimes it deals with typical B2C issues, which are not relevant for the company that the thesis focuses on.
The practical part should have gone more into detail. I believe that some parts could be quite useful for the company, but I think that they would have been more interesting if the author also went for primary
research- probably interviewing some dealers or potential customers (such as municipalities). Now, the outcomes are based on interview with one employee of the company only.
For the defense I suggest following questions:
1. You suggested new names (brands) for the models of the company. Why do you think that those new names will attract more customers? We talk about the B2B market and also the new names do not sound very international and understandable to me...
2. What concrete steps to enter new foreign markets shall the company do in the next 1-2 years?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 2
Datum: 6. 6. 2021 Ing. Petr Král, Ph.D.
vedoucí práce
