ČÍHAL, V. Návrh strategického záměru importu bulharského produktu [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2020.

Posudek vedoucího

Chlebovský, Vít

The main goal of the thesis is define as strategic proposal for import of traditional Bulgarian product. I see the goal fulfilled with remarks listed below. - Analytical part of the thesis is well structured but quite often just descriptive. I am missing deeper discussion and identification of opportunities and threads respectively strengths and weaknesses. - proposals are structured according to market segments and particular marketing mix tools, but it is just rough idea plan how to enter the market. I am missing more detailed realization plan. Question: What is the major risk you can identify that can influence the realization of your proposal? How to eliminate it?

Posudek oponenta

Schüller, David

The aim of the diploma thesis is to create a strategic proposal and suggest possible solutions for a company importing a traditional product from Bulgaria. The aim was fulfilled. The author used good methods to achieve the abovementioned aim. However, some analysis should be worked out in more detail. For example, Porter´s analysis is too general. Specific suppliers are missing there. The bio yoghurts are not substitutes etc. It would be worth using some method (e.g. pairwise comparison method) to evaluate the importance of individual quadrants in SWOT analysis. Proposals are too general and lack a more precise realization plan, which does not allow a smooth implementation in practice. The thesis´s framework, formalities, used terminology and the professional level of language are at a good level. The citation standard is observed. Question: What are the substitutes of yoghurts?

eVSKP id 127873