Assessment of Master Thesis – Academic Consultant
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Market Entry Strategy of Porsche AG to China Author’s name:Bruno Souza Alcantara
Ac. Consultant’s Name:Ing. Marija Zlatić, Ph.D.
Opponent:Ing. Jaroslav Halík, MBA, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 3
2. Logical structure 2
3. Using of literature, citations 3
4. Adequacy of methods used 3
5. Depth of analysis 3
6. Self-reliance of author 3
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 2
Comments and Questions:
The thesis explores the market entry strategy of the car manufacturer Porsche AG to the Chinese market.
The main goal of this thesis was to answer: 1) Which mode of entry was chosen by Porsche to expand to mainland China and how it evolved? 2) What are the possible niche arguments and factors favoring the selected entry mode and continuation of strategies implemented in China? The thesis research only relys on secondary sources in both theory review and practical part.
The theoretical part predominanlty uses literature from one author (Kral). However, academic work should always aim to use different authors, books, papers, journals and references in general to consider different views on a topic and to go back and forth between different views on marketing.
Even though, chapter 2 is the main to explain specificities of Porche strategy in China, a more on
automotive industry and premium cars or country of origine effect contex could have been mentioned even in the chapter one. In the chapter 3, the author combines multiple sources to suppport this outcome and comments on pluses and minuses of the strategy. As for the fidings, via case study the author answered both research question set in the beginning. The text of the thesis is written in reasonable language with some minor mistakes that with the additonal proof read could have been ommitted easily. Given the fact that the author invested big enthsiansm, consulted reguraly and had struggled with the sources that in this case were dificult to find, I suggest mark 2 or 3 based on the outcome of the deffence. Q1: Can you outine what theoretical contribution your research brings? Q2: How do you see further development of Porche in China? Q3: What do you see as advantages and disadvantages of the entry mode Porche used?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 3
Date: 07/06/2021 Ing. Marija Zlatić, Ph.D.
Academic Consultant
