Assessment of Master Thesis – Opponent
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Market Entry Strategy of Porsche AG to China Author’s name:Bruno Souza Alcantara
Ac. Consultant’s Name:Ing. Marija Zlatić, Ph.D.
Opponent:Ing. Jaroslav Halík, MBA, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 3
2. Logical structure 3
3. Using of literature, citations 3
4. Adequacy of methods used 3
5. Depth of analysis 3
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 3
Comments and Questions:
The thesis focuses on the market entry strategy of Porsche AG to China. The author firstly explains basic marketing terms and concepts such as marketing research, marketing strategy, segmentation, targeting, and positioning. This part has been almost entirely compiled from few textbooks and does not bring any added value to the theses. Then the author turns attention to the marketing environment, highlighting major macro and microeconomic indicators. This part is too general and has a little in common with the central research question of the thesis. In the part ”Porsche AG Introduction and History” the author mixes illogically the history and growth of the company with analysis of macro and micro conditions in China, and constructs PESTLE and SWOT matrics to bring some recommendations for entry modes in the automobile industry in China. Unfortunately, the findings are too general and have very low practical applicability.
Formally, the text meets all the requirements set by the official regulations. Therefore, I recommend the work for the defense before the relevant evaluation committee. Questions: 1)What are the pros and cons of doing business in China for Porsche AG? 2) How the Chinese adventure of Porsche relates to the global strategy of Volkswagen Group – the parent company?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 3
Date: 07/06/2021 Ing. Jaroslav Halík, MBA, Ph.D.
Opponent
