University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the supervisor
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 10
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 9
4. Depth and relevance of the analysis in relation to objectives 8
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 9
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 90
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis supervisor:
Occupation of the Master's thesis supervisor:
Creation of “Dietary supplements customer journey map”
Bc. Ivan Nebogin
The goal of the master’s thesis is to create the dietary supplements customer journey map which can be used as a framework for identification of problem areas and causes of discontent among customers at all touchpoints on the dietary supplements market. The goal of the practical part is to test and successfully implement created framework in commercialization strategy of antlers of young Siberian stag in the Czech Republic.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
The presented thesis deals with the issue of mapping a consumer journey in the context of cardiovascular dietary supplement market and examines an eventual entry of company Pantoproject on this particular market in Czech republic. Theoretical part summarizes key concepts related to consumer journey creation and describes specifics of dietary supplement market with the focus on cardiovascular diseases. In the methodological part, author justifies his selected approach to the research and its methods. In order to achieve his research objectives, both qualitative primary and secondary researches have been conducted.
As a result, author proposes a model of consumer journey map for cardiovascular supplementar market. In following case study, author examines the possibility to enter Czech cardiovascular supplement market and proposes subsequent strategic alternatives for the company. Author´s findings can be useful for the company when evaluating its future strategic orientation.
Questions for defense: 1) What other type of market research apart from the one you conducted could the company consider in order to further evaluate the strategic alternative of entering Czech market? 2) Can you imagine a scenario of staying in cardiovascular diseases market and develop to other foreign market than Czech republic? What methods and tools would you suggest using in such a case to evaluate attractiveness of different markets?
Ing. Martin Machek, Ph.D.
Department of Marketing
September 10, 2020
Signature of the Master's thesis supervisor
