Assessment of Bachelor Thesis – Opponent
Study programme:International Business Academic year:2020/2021
Bachelor Thesis Topic:The Impact of Digital Marketing on E-commerce Development of Fashion Retailer Groups: The case of Dior, Prada and LVMH
Author’s name:Anna Nefodova
Ac. Consultant’s Name:Ing. Marija Zlatić, Ph.D.
Opponent:doc. Ing. Přemysl Průša, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 2
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 1
Comments and Questions:
The theoretical part is well laid out in the form of current literature review. I do appreciate, that the author has successfully combined the sources related to online marketing, e-commerce and luxury branding in order to find the vital and crucial interconnection of these topics. Thus the theoretical part does not only repeat a relatively useless explanation of well know terms, but it rather explains the current trends in online marketing of luxury brands.
The “practical part” of the thesis is devoted to 3 luxury brands (Dior, Prada and Luis Vuitton) and aims at analyzing their effectiveness in the area of online marketing and e-commerce. In my opinion, the author rather analyses the online marketing tools, as the main attention is driven to the traffic inflow to the analyzed brands´ web sites. The e-commerce perspective is missing here, as the author does not analyze the details of sales generated through the online (e-commerce) platform of the particular brands.
In spite of that, the research performed and the comparison of the three brands reveal several interesting findings from the area of online marketing tools, even though the analysis is not very deep and it is mainly based on secondary data. In addition, I have several minor comments in relation to the content of the practical part of the theses:
The author uses the term marketing strategy, but in fact there are mainly online communication tools analyzed like Mail, Social, Referrals, etc. In SWOT analysis (in the Weaknesses part) the rather external factors are usually mentioned, whereas the weaknesses should stem from the internal environment of the company. In the graphs depicting the sources of incoming traffic to the brands´ web sites, the actual/ real source should be mentioned (nut just “the Author”).
All in all, I believe the thesis, despite its lack in the depth of the analysis, provides several mainly practical results, which might prove to be useful in the online communication practice of the analyzed brands.
Questions:
1. Was Instagram researched as the traffic inflow source (as well as the other social networks)? What is the role of Instagram in case of the luxury brands in fashion?
2. What is the most important challenge for the luxury brands in fashion today, when/ if customers don´t have the chance to “touch” the products while shopping? How would you tackle this matter?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 2
Date: 28/05/2021 doc. Ing. Přemysl Průša, Ph.D.
Opponent
