LAHNEROVÁ, S. Marketingová strategie vybrané společnosti [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2020.

Posudek vedoucího

Chlebovský, Vít

The main goal of the thesis is defined as a marketing strategy proposal based on the performed analysis. Author further define the goal closer as proposal of the new/improved loyalty program of the brand Pietro Filipi. I see the goal fulfilled with several remarks mentioned below. Analysis made are quite systematic, but in many cases just descriptive without deeper identification of strengths, weaknesses, opportunities ant threads. It would help to summarize each and every partial analysis to keep track on it and avoid mistakes in SWOT where are mixed some of the internal and external factors (dependence on suppliers is f.e. listed as internal weakness). Also performed marketing research description would be more logically placed before SWOT analysis, because also its results are generating SWOT factors. When it comes to proposals, I see it more as a rough draft of the loyalty program without particular realization plan. It should cover at least basic realization guideline and also discussion related to its economical efficiency that is missing in the thesis. Despite the above comments, I recommend the thesis for defense . Question: What economical impact do you expect when your proposal would be realized by the company?

Posudek oponenta

Schüller, David

The main aim of the thesis is to propose a marketing strategy of Pietro Filipi holding a.s. based on performed analyses. In more detail, the aim is defined as the proposal of a new loyalty programme. However, the goal of the work is only partially fulfilled, because it does not focus on the overall marketing strategy. The author used basic methods to achieve the abovementioned aim. Own marketing survey is included. It would be beneficial for the work to use only one SWOT analysis after the outcomes of the marketing survey. The proposal of the loyalty programme contains only vague measures without more precise and specific recommendations. The work lacks an economic summery, time schedule and staffing, which does not allow a smooth implementation of the proposed solutions in practice. The thesis´s framework, formalities, used terminology and the professional level of language is at a good level. The citation standard is observed. I recommend the thesis for a defense despite the shortcomings mentioned. Question: What is the main risk associated with the implementation of the loyalty program?

eVSKP id 127872