Master´s Thesis Evaluation by the Supervisor
Title of the Master´s Thesis:
A business model analysis of a local furniture retailer Author of the Master´s Thesis:
Philipp Reiter
Goals of the Master´s Thesis:
To answer the research question: „How can the case company assert itself through improvement, growth and differentiation in a gradually concentrating industry that drives out small companies?“
Evaluation:
Criteria Description Max.
points
Points
Content 70%
Output Quality In term of analysis the author did an excellent job. Except from competitive analysis (as mentioned below) he used many different frameworks and provided insights into the company operations as well markets. That is fully aligned with the title of the thesis.
Where I found bit of a limitation of the thesis is in the final part (aligned with the research question and thus the goal of the thesis) with all the suggested recommendations. The author developed many “growth” options but discussed only three of them without clear elaboration on why specifically these three. And I have to admit that I found the others also pretty interesting and potentially helpful. Possibly, the author could have focused only on one single area where the options would be better and in-depth analyzed. E.g. The author suggests implementing new ERP system, which may be definitely a good idea. But this is a nice show case of
recommendation which would require better analysis of the current workflow with all the features followed with the new one supported with ERP.
For more details see my questions for the defense.
20 16
Goals The goals of the thesis are evident and clearly stated. In terms of meeting the goals I really like the number of possible options mentioned in the appendix. I feel only so sorry that these were not elaborated in bigger detail or at least discussed the reasons for discarding most of them.
10 9
Methodology: The methods used were pursued correctly and in-line with the pre-set goals of the thesis. At the same time, I have to admit that I missed specifically more in-depth analysis of competitors on the market. It would be very important to see how the others are doing considering the proposed improvement, growth and differentiation options. The author also mentioned SWOT analysis in chapter 3.8. but there is none at the end.
20 17
Theory/
Conceptualization:
The author described and used a very wide range of different theories associated with business analysis and Corporate strategy. Sometimes I felt even overwhelmed with the quantity of methods used and found some of them even as not that important for accomplishing given task. Then I missed bit the others which may be used for growth options evaluation.
20 18
Formal requirements 15%
Structure: The thesis is a consistent, well-organised logical whole.
3 3
Terminology: It meets the expectations.
4 4
Formalities: It meets the expectations. I only have to admit, that some information was bit redundand regarding given goals while other was described in very big
detail which made the extend of the thesis above average. 4 3 Citing: It meets expected standards.
4 4
Delivery 15 %
Presentation document:
Is the presentation itself structured in a clear way? Is it appealing and easy to
follow? Does it convey the message efficiently? 5
Presentation skills:
Are you conveying the message efficiently and timely? Do you use
appropriate words, speed, tone of voice, gestures, movement etc. to express
your thoughts in a clear manner? 5
Argumentation: Are you able to readily and briskly react to questions or comments? Are you able to explain unclear parts and connect comments to relevant places in your presentation or parts of particular analyses? How well are you able to defend to your ideas and recommendations?
5
100 0
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