FRITSCH, D. Marketingova strategie firmy Turkish Airliners [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2017.
Following evaluation and comment have been made to the first version of the thesis: There is quite an extensive analytical part in the thesis. Its outcomes are well valid for Turkish environment but it is not fully clear on what regional markets is author focusing. Is it European market or Global market? Anyway in that respect analysis do not reflect all the important issues. I have major concerns with the thesis proposals. Author is defining main objective of the thesis as suggestion of the suitable marketing strategy of the company. In reality proposals of the thesis are limited to few general recommendations in marketing communication only. There is no complex strategy focus on other tools of marketing mix. It is also again not clear on what region the strategy focuses. There is missing any recommended timing for the proposal and any economical evaluation. It is more likely general brainstorming what could be done in marketing communication. Author reworked the thesis based on this feedback well. My final classification is passed. Question: What do you think will be the influence of the actual political situation in Turkey to the Turkish airline bussines in Europe?
First of all, I highly appreciate wide range of resources used in master's thesis, which presents a good insight into air transport industry. In theoretical part author well described business framework and marketing approaches in corporate decision making. Practical part of diploma thesis provides an realistic view over current situation in airline industry. Moreover, author managed to identify main factors within the industry while linking his arguments with valid facts and figures. Although creation of marketing plan for any airline company is highly challenging job, author outlined an interesting marketing recommendation supported by financial data and realization schedule which nicely conclude thesis.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | B | ||
| Zvolený postup řešení, adekvátnost použitých metod | A | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | A | ||
| Praktická využitelnost výsledků | B | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji | B |
eVSKP id 95162