Assessment of Master Thesis – Opponent
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Market entry strategy of Ben & Jerry’s to the Russian market: is there market for a sustainable brand in the Russian Federation?
Author’s name:Bc. Gasan Gasanov
Ac. Consultant’s Name:Ing. Markéta Lhotáková, Ph.D.
Opponent:Andrea Escobar Rios, Doctora en Ciencias
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 1
6. Self-reliance of author 1
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 2
Comments and Questions:
The purpose of the diploma thesis was to identify an appropriate market entry mode and to develop market entry strategy for the ice cream multinational Ben & Jerry’s for entering the Russian market, which was widely achieved by the author.
#Catchy Introduction and very well defined objectives, which facilitates comprehension and understanding of the thesis approach.
#Thesis work offers an adequate theoretical framework which further provides strong basis for the final purpose.
#One of the only comments that I have is the following: AS FOR ME THIS WAS THE MAIN
CONTRIBUTION OF THE THESIS NOT A SUB GOAL, AS THE AUTHOR CLAIMS ON THE TEXT:
“Development of the new marketing strategy or adaptation of the existing strategy used on the US market to the Russian market realities.”
#Very good description of marketing mix components after data analysis, and very well applied.
Question for defense: Which is the main concern did the author find related the relationship among final consumer (Russian) and its attitude towards CSR brands?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 1
Date: 30/08/2021 Andrea Escobar Rios, Doctora en Ciencias
Opponent
