University of Economics, Prague
Faculty of Business Administration
Master´s Thesis Evaluation by the Opponent
Title of the Master´s Thesis:
Creation of “Dietary supplements customer journey map”
Author of the Master´s Thesis:
Bc. Ivan Nebogin
E V A L U A T I O N O F T H E M A S T E R´S T H E S I S
Criteria (each max 10 points) Points awarded
1. The goals of the thesis are evident and accomplished 10
2. Demands on the acquisition of additional knowledge or skills 7
3. Adequacy and the way of the methods used 9
4. Depth and relevance of the analysis in relation to goals 8
5. Making use of literature/other resources, citing 8
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 10
9. Originality, i.e. it is produced by the student 10
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 90
Final grading výborně (1)
Overall evaluation (cca 200 words):
In the Theoretical part, the author did an overview of the context in which CJM arose, showed the traditional model and its modern version, the concepts of which formed the basis of the author's model. The second half of the Theoretical part tells about the peculiarities of the dietary supplements market, consumer behavior on it and substantiates the narrowing of the study to cardiovascular dietary supplements in the Czech Republic.
In the Methodology, the author explains the logic of the research, how and with whom the interviews were conducted, and justifies further application of the theoretical frameworks. The sample and methodology for data analysis are appropriate, but I would recommend having more people surveyed and, if possible, conduction of actual journey observations.
The information analyzed by the author is formed into the original model. The specifics of people's journey on the Czech market of cardiovascular dietary supplements and how they differ from world trends were presented. This discrepancy in the results can serve for further research. Either a deeper study of the cardiovascular disease segment, with more respondents and their journey observation, or a study of another segment of dietary supplements.
The practicality of the work was tested in the final part of the work. The knowledge gained served as one of the reasons why the company should not enter the Czech market. Of course, I would like to see how the model created by the author can be applied when creating a Marketing mix.
In general, I would say that the work is structured logically, and the objectives of the thesis are evident and accomplished
Question/s from the opponent:
In which other segment of dietary supplements there can be a discrepancy with world trends? In which supplements segment this model can be applicable as well?
The name of the opponent:
Shevelev Yuri Ph.D.
The employer of the opponent:
Investment company “A4”
I honestly declare that I am not in any allied relationship with the author of this Master´s Thesis.
03 September 2020
Signature of the opponent
