TAŤÁKOVÁ, Z. Rozvoj značky v pojišťovně [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2018.
Author has been working independently and demonstrated theoretical knowledge and practical skills on acceptable level. Author has chosen complex topic and was able to create approach which could be used for the solution. Application of this concept is satisfactory. Questions Present SWOT analysis based on the conclusions of your work. How would you evaluate customer perception? How would you develop plan of realization of your proposal?
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | Definition of objectives is rather general. Structure of defined objectives includes the main objective and objective of theoretical and analytical part. All objective should be more specific. Meeting of objectives is satisfactory. | |
| Zvolený postup řešení, adekvátnost použitých metod | C | Author has applied relevant approaches both in theoretical and practical part. Methodology itself is explained rather briefly. Explanation of some theoretical approaches like Ko Floor should be more detailed. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | E | Application of analytical tools is only on basic level. 7S approach is used only for basic description of company. Brand analysis is limited, and analysis of competitors is general. Potential of theoretical approach is not fully used. Some parts of analysis are in fact missing – e.g. evaluation from the view of customers. Author has mentioned SWOT analysis as tool summarizing the results, but this analysis is missing completely. Analysis gives basic view of situation of analyzed brand. | |
| Praktická využitelnost výsledků | E | Presented proposal for brand development is brief and very general. Author has presented very basic frame and general ideas which can be potentially used for further analysis, but their realization would require further elaboration. Plan of realization, evaluation of requirements and definition of specific contributions are missing. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | C | Formal aspect of thesis ar on good level. | |
| Práce s informačními zdroji, včetně citací | C | Work with information resources is on good level. |
The goal of the thesis was defined as proposals for brand development. I see this goal to be fulfilled with following remarks. Author performed several analysis within the thesis. Unfortunately, it is not systematically and logically structured - author is starting with analysis of few external factors, then going to internal factors and back to external. It is then difficult to understand all the consequences and see the analytical results and outcomes. I am also missing any well-structured summary of the analytical outcomes. Prepared proposals are in the form of short form summary of possible ideas that could be implemented in order to develop the brand. It would be much better to prepare the proposals including rough implementation plan that would allow better understanding including related cost structure, time frames etc. Generally the thesis fulfills the requirements and I recommend it for the defense.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | D | ||
| Zvolený postup řešení, adekvátnost použitých metod | E | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | D | ||
| Praktická využitelnost výsledků | E | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | D | ||
| Práce s informačními zdroji | C |
eVSKP id 112876