Assessment of Bachelor Thesis – Opponent
Study programme:International Economic Relations Field of study:International Business
Academic year:2020/2021
Bachelor Thesis Topic:NaiTe’s Entry Stategy to the Czech Market Author’s name:ZhiZheng Chen
Ac. Consultant’s Name:Ing. Jaroslav Halík, MBA, Ph.D.
Opponent:doc. Ing. Ludmila Štěrbová, CSc.
Criterion Mark
(1–4)
1. Overall objective achievement 3
2. Logical structure 2
3. Using of literature, citations 3
4. Adequacy of methods used 4
5. Depth of analysis 4
6. Self-reliance of author 3
7. Formal requirements: text, graphs, tables 3
8. Language and stylistics 3
Comments and Questions:
The thesis is aimed at an entry strategy of the company Jining naite Food Co., Ltd. to the Czech market.
The authors goal is to explore the possibilities and effectiveness of the market entry that this snacks and sauces company would have in the Czech Republic and based on it, to develop a strategy for this company. The author describes the company and its production in the first chapter. He does not deal, however, with the features and flavors of the products from the perspective of the Czech or European consumers. The author does not propose what products would be the most appropriate to entering European countries; it seems that the whole range of Naite products would be suitable. The second chapter deals with PEST analysis of the Czech market. The analysis is, however, very superficial and it is just a compilation of information – here, any analysis has been accomplished and namely no relation to the market entry strategy of Naite has been suggested. In this part, the author did not reflect what he has studied in the compulsory courses – it is not appropriate to speak about the Czech tariffs while the CR is a part of the EU Common Commercial Policy. It is, on the other hand, appreciated that the author mentions the EU sanitary regulation for importation of food products. I would have expected that in the third chapter, an entry strategy is proposed based on preceded research, but here, the author just list the modes of entry that could be theoretically discussed. Once more, a deep analysis is missing. The conclusions are quite general. The text shows a lot of formal omissions and mistakes, the sources of data are not correctly provided. In sum, the requirements given on such a type of academic work are fulfilled at a bottom line and it depends on the defence if the will be evaluated by the grade 3 or failed.
Questions for the defence:
1. Consider three main differences between the consumers´ taste in China and the CR. Where do you see the local adaptation of the Naite products would be mainly needed? Except of taste, what other adaptation would be needed? 2. Do you think that the food products locally adapted to the Czech consumers could be easily sold to other neighboring countries?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 3
Date: 23/08/2021 doc. Ing. Ludmila Štěrbová, CSc.
Opponent
