Posudek oponenta bakalářské práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:International Business
Akademický rok:2020/2021
Název práce:Marketingová strategie firmy Dekstra Bus Řešitel:Viktorie Brýdlová
Vedoucí práce:Ing. Petr Král, Ph.D.
Oponent:Andrea Escobar Rios, Doctora en Ciencias
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 2
2. Logická stavba práce 2
3. Práce s literaturou, citace 2
4. Adekvátnost použitých metod 2
5. Hloubka analýzy ve vztahu k tématu 1
6. Vlastní přístup k řešení 1
7. Formální úprava práce 2
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
Goal : The goal of this thesis is to suggest changes to the current Dekstra Bus marketing strategy based on marketing strategy research and change factors. It presents an interesting and wide theoretical basis with terms and well developed constructs. As a foundation for evaluating the weaknesses and strengths of Dekstra Bus existing marketing strategy, it is adequate for proposing a new and improved strategy for Dekstra. However I think that research questions were missing to provide a better and full understanding of the goal. Since it is repeated couple of times in the first section of the document and with different approaches, kind of confuses a bit. There is even detected a different objective approach which it is written like:
1. Given the marketing theoretical background, the study sets out to clarify the market conditions in the niche sector of minibuses in the practical part of this thesis.
1. Would be better the usage of most current authors or references, plus there is mentioned several times the following author (Fill and Fill, 2005) seems is the only one which is used for an entire section.
1. About methodology, it is clear this thesis has a wide desk research but it was just done ONLY ONE INTERVIEW? interview with Dekstra Bus employee, as the author mentioned, why or which was the criteria to do so?
1. GUIDED RESEARCH METHOD? the author states: ”A guided interview research method effectively aided in collecting primary data that formed the basis for the consequent SWOT analysis and SCORPIO framework analysis to coherently propose changes to Dekstra Bus marketing strategy.”
Where is the reference of that interview , is there a questionnaire ? Do we have more info about?
1. The author mention lot of times ”to evaluate and evaluate” issues , but is not clear how needs to be done:
”indirect and direct competition will be evaluated to determine the strategic direction for the company’s marketing strategy. Finally, the potential customers will be evaluated in order to arrive at the potential positioning of the company in the market for minibuses to make the re-evaluated marketing strategy more effective.”
QUESTION for the defense:
• TOOL: Fifield’s SCORPIO model was employed to analyze Dekstra Bus marketing strategy and propose a new strategy. Which was the criteria to choose this as the method for the thesis? did the author contemplates another one? if yes , which one?
Závěr: Bakalářskou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 2
Datum: 31. 5. 2021 Andrea Escobar Rios, Doctora en Ciencias
oponent práce
