Assessment of Bachelor Thesis – Opponent
Study programme:International Economic Relations Field of study:International Business
Academic year:2020/2021
Bachelor Thesis Topic:Marketing Strategy of a Chosen Company Author’s name:Natalie Jedlička
Ac. Consultant’s Name:Ing. Jitka Volfová, Ph.D.
Opponent:Mgr. Ing. Kamila Matysová, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 2
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:
Sustainable, environment friendly, local and fresh foods are the modern trends in nutrition. The author elaborated such an interesting and actual topic in the way relevant for her field of study – International Business. The thesis is aimed to find out how the Čerstvě utrženo company can get more competitive in the future and formulate suggestions for possible improvements. The overall objective was achieved by theoretical analysis as well as external and internal analysis of the chosen company. The thesis has a logical structure, is divided in 5 chapters, which are well interlinked with each other. There are some drawbacks regarding formal requirements, such as missing numbering of pages etc. Descriptive statistics is relevant for the bachelor’s level. Otherwise, the sample represents rather the population of young adults (approximately two thirds of the sample) who might have different consumer characteristics regarding they food and price preferences in comparison to older generation.
Questions: 1. Could a nutrition counsellors or influencers (such as dr. Margit Slimáková) increase brand awareness of the Čerstvě utrženo company? 2. Discuss significance and substituability of “local FMCG products” and “private label FMCG products on the Czech market”.
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 2
Date: 26/05/2021 Mgr. Ing. Kamila Matysová, Ph.D.
Opponent
