Master´s Thesis Evaluation by the Opponent
Title of the Master´s Thesis:
Repositioning of Formula One - Analysis, Implications, and Recommendations for a Successful Transition Author of the Master´s Thesis:
Bc. Jakub Valníček
Goals of the Master´s Thesis:
Master thesis aims to explore the repositioning efforts of Formula One brand after takeover by Liberty Media in 2017 using a set of qualitative research methods. The outcome of the thesis is going to be a set of recommendations for a further transition from a motor sport company to a customer-centric media and entertainment brand.
Evaluation:
Criteria Description Max.
points
Points
Content 70%
Output Quality The topic of the thesis is not easy and not so common. I appreciate the detail of the document and presented results. The only missing point is the overall
financial impact of the repositioning. 20 18
Goals The goals of the thesis are evident and accomplished for 100% from my
point of view. 10 10
Methodology: Methodology used is adequate and used correctly in relation to pre-set
goals. 20 20
Theory/
Conceptualization:
I am really satisfied with the amount of detailed data used in the thesis, detailed description of the background, history and the evolution. It is clear, author is deeply in the detail and understands the topic very well, including key concepts, terminology, theories, consequences and definitions.
20 20
Formal requirements 15%
Structure: Structure of the thesis is clear and understandable.
3 3
Terminology: Terminology is well explained and the reader is several times reminded
about the meaning of the particular words from the F1 indusrty 4 4 Formalities: Formal layout, pictures are adequate to the topic and the content
4 4
Citing: I am very satisfied with the level of citing in the whole document.
4 4
Deliv ery 15 % Presentation
document:
Is the presentation itself structured in a clear way? Is it appealing and easy to
follow? Does it convey the message efficiently? 5
Presentation skills:
Are you conveying the message efficiently and timely? Do you use
appropriate words, speed, tone of voice, gestures, movement etc. to express
your thoughts in a clear manner? 5
Argumentation: Are you able to readily and briskly react to questions or comments? Are you able to explain unclear parts and connect comments to relevant places in your presentation or parts of particular analyses? How well are you able to defend to your ideas and recommendations?
5
