Assessment of Bachelor Thesis – Opponent
Study programme:International Economic Relations Field of study:International Business
Academic year:2020/2021
Bachelor Thesis Topic:Brand analysis of Barefoot Wine Author’s name:Valerie Cibulková
Ac. Consultant’s Name:Ing. Mgr. Tomáš Sadílek, Ph.D.
Opponent:doc. Ing. Přemysl Průša, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 2
2. Logical structure 1
3. Using of literature, citations 2
4. Adequacy of methods used 2
5. Depth of analysis 3
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 1
Comments and Questions:
The theoretical part covers the most important aspects from the areas of Commercial Communications and Brand management. The terms explanations are rather brief and sometimes the original resources are not cited correctly. A bigger attention could be devoted to the area of marketing strategy in general, sometimes the author mixes up the terms marketing and marketing communication. However, the theoretical part still provides a useful basis for the creation of the practical part of the thesis.
In the practical part, the author analyzes the wine brand Barefoot Wine, mostly from the perspective of the US market. In the introductory part the background of the brand is described rather precisely, together with the brand position in the US market. On the other hand, I would appreciate a more thorough analysis/
brand audit according to the scheme of, for example, Scott M. Davis (based on the theoretical part of the thesis), which would highlight the most essential features (like the USP) of the analyzed brand.
The most valuable findings are brought by the original research designed and conducted by the author. It is important to mention at least two shortcomings of the research: firstly, the respondents originate mostly from Europe (even though the brand was analyzed mainly from the US perspective and the market position of the Barefoot Wine brand in Europe is missing in the text), secondly, the research questions are posted in a very vague manner, in my opinion. It is not clear enough, whether the research aims at general consumer behavior in the wine market, or it is more aimed at the Barefoot Wine brand.
On the other hand, the data from the research are well analyzed in the form of contingency tables, which show the most important correlations between the crucial factors (even though the origin of respondents is missing here). Moreover, some decision factors in the research are interrelated (like reputation,
associations, nostalgia and status). It is also unclear, how the competing brands have been chosen (Duckhorn winery, House wine, Alpha Box & Dice). It would also be interesting to make a comparison between the US and European wine consumer.
Questions:
1. What is the market position of the Barefoot Wine brand in Europe and in the Czech Republic?
2. How would you efficiently build the brand awareness and image of the Barefoot Wine brand in the Czech market? What should be the USP of the brand?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 2
Date: 29/08/2021 doc. Ing. Přemysl Průša, Ph.D.
Opponent
