Posudek vedoucího bakalářské práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:International Business
Akademický rok:2020/2021
Název práce:Analýza značky Barefoot Wine Řešitel:Valerie Cibulková
Vedoucí práce:Ing. Mgr. Tomáš Sadílek, Ph.D.
Oponent:doc. Ing. Přemysl Průša, Ph.D.
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 1
2. Logická stavba práce 1
3. Práce s literaturou, citace 2
4. Adekvátnost použitých metod 1
5. Hloubka analýzy ve vztahu k tématu 2
6. Vlastní přístup k řešení 1
7. Formální úprava práce 2
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
The main aim of this bachelor thesis is to pinpoint the successes of Barefoot Wine through the examination of Barefoot Wine’s branding and marketing communication concepts. I think that the aim should have been more specific, but I hope this aim was fulfilled and this thesis provides also practical implications for this brand.
The theoretical part of the thesis is focused on branding, brand development, and brand positioning.
Sources used in these chapters are actual and is brings a good fundamental for the practical part. In the practical part, a presentation of the Barefoot Wine brand and an analysis of the brand portfolio were done.
The findings are supported by many data sources and illustrative charts. Then the research methodology is presented (the main aim, research questions and sub-questions are stated there). The methodological part of the research is well-described. The data presentation is on an adequate level including contingency tables and charts (unfortunately without Chi-squared tests). The recommendations are well connected with the thesis results.
Formal comments include missing full stops after brackets with citations, form (Kingsnorth & Simon, 2019) instead of the wrong form (Kingsnorth, Simon, 2019), some typos in the manuscript, wrong numbering at p. 54. One limitation of the research part is a research sample that is consists of respondents mostly in the age of 18–24 years old.
Questions:
1) What from your recommendations with low costs contribute significantly to the brand awareness of Barefoot Wine?
2) What communication channels would you select for respondents from the age group of 24+ that may be, in fact, more relevant than the age group of 18–24?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 1
Datum: 17. 8. 2021 Ing. Mgr. Tomáš Sadílek, Ph.D.
vedoucí práce
