Master's Thesis

Development of Business Activities for Beverage Company

Final Thesis 2.45 MB Appendix 160.05 kB

Author of thesis: Ing. Jakub Mifkovič

Acad. year: 2025/2026

Supervisor: doc. PhDr. Iveta Šimberová, Ph.D.

Reviewer: Ing. David Schüller, Ph.D.

Abstract:

Date of defence

12.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaDznamka

Grading

D

Process of defence

In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full, the questions from the opponent's assessment in full. The committee took into account the only partially fulfilled formal requirements. Questions from committee members: 1. doc. Doskočil - Can you explain the data in the risk matrix on page 142? - answered 2. doc. Doskočil - What are the data in the matrix based on? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Department of Management

Study programme

International Business and Management (MGR-IBM)

Composition of Committee

doc. Ing. Zdeňka Konečná, Ph.D. (předseda)
doc. Ing. Radek Doskočil, Ph.D., MSc (místopředseda)
Ing. Jan Budík, Ph.D., MBA (člen)
Ing. František Milichovský, Ph.D., MBA, DiS. (člen)
Ing. David Schüller, Ph.D. (člen)

Supervisor’s report
doc. PhDr. Iveta Šimberová, Ph.D.

The objectives of the thesis were not met to the extent expected of a master’s thesis. They were met only with reservations and in a purely formal manner, particularly at the declarative level, as they are not supported by relevant data or research methods. The thesis does not include primary marketing research or any other adequate methodology; therefore, the objective focused on identifying purchasing behavior preferences cannot be considered sufficiently fulfilled. Likewise, the comparison of the proposed variants lacks objective evaluation criteria and relies primarily on the author’s judgment. Methodology is very low described.

Qustions:

1. In your paper, you formulate a research question focused on the preferences, perceptions, and purchasing behavior of Busiš customers. How was this information obtained, and based on what data do you consider this research question to have been answered?

2. Based on which specific findings from the analyses did you conclude that diversifying the product portfolio and rebranding are the most appropriate strategies for the company’s development? Please specify the specific links between the results of the analyses and the proposed measures.

3. In your paper, you compare the diversification option with the rebranding option and recommend one of them as the more suitable choice. How would your recommendations change if you used standard investment evaluation methods, such as NPV, IRR, or sensitivity analysis?
Evaluation criteria Verbal classification Grade
Meeting the objectives The objectives of the thesis were not met to the extent expected of a master’s thesis. They were met only with reservations and in a purely formal manner, particularly at the declarative level, as they are not supported by relevant data or research methods. The thesis does not include primary marketing research or any other adequate methodology; therefore, the objective focused on identifying purchasing behavior preferences cannot be considered sufficiently fulfilled. Likewise, the comparison of the proposed variants lacks objective evaluation criteria and relies primarily on the author’s judgment. E
Selected procedure of the solution, the adequacy of the used methods Formally, the methods are correct. However, their justification is completely lacking, and in particular, the analytical depth of their application is limited, without deeper reasoning. The coherence of the work is weak; it is unclear why the analysis was conducted, what specifically it yielded, and how it led to the proposal. In the economic section, the methods are inadequate; economic calculations are missing, and the figures are more like estimates, with their origin unclear. The thesis evaluates diversification, rebranding, and investments, but does not include NPV, IRR, discounted cash flow, break-even analysis, sensitivity analysis, or ROI in an economically sound form. Yet the better of two options should have been selected.  The research questions remain unanswered: customer preferences, shopping habits, brand perception, and customer experience. E
The ability to interpret the results and to draw conclusions Based on the comments made above, the author demonstrated a very limited ability to interpret the results obtained. E
The practical usability of conclusions The proposals are not supported by the results of the analyses conducted, and methodologically sound procedures were not used to set the specific objectives. The analyses do not provide sufficiently in-depth insights; they are mostly descriptive in nature, which greatly reduces the practical value of the proposals. E
The thesis´s framework, formalities, used terminology and the professional level of language The structure of the work is technically sound, but the theoretical and terminological sections are very weak. Many passages are merely descriptive, lacking the deeper logic, critical analysis, and synthesis expected of a master’s student. D
Using of information resources, including citations Some sources are problematic: for example, Volunteer Botanicals, Fillers Packer, or blog posts about beverage production costs. They are not entirely suitable for the economic analysis in a thesis. D

Grade proposed by supervisor: E

Reviewer’s report
Ing. David Schüller, Ph.D.

The master’s thesis addresses a practically relevant topic and includes a broad range of analyses and strategic proposals for a real company. Its strongest aspects are the practical orientation and scope of analytical work.

Question for defence:

Which of the proposed strategic recommendations would you prioritise for immediate implementation and why?
Evaluation criteria Verbal classification Grade
Meeting the objectives The objective of the master’s thesis was fulfilled through the development of proposals for the expansion of business activities of BUDIŠ a.s. C
Selected procedure of the solution, the adequacy of the used methods The author applied an appropriate range of strategic and marketing methods, including SWOT analysis, SLEPT analysis, Porter’s Five Forces model and financial analysis. B
The ability to interpret the results and to draw conclusions The thesis links analytical findings with the proposal section and presents strategic recommendations for the company. C
The practical usability of conclusions The proposed solutions are applicable in practice. C
The thesis´s framework, used terminology and the professional level of language Some sections of the thesis are not justified, which negatively affects the visual consistency and overall formal quality of the text. Some tables exceed the defined page margins. D
Using of information resources The author works with relevant domestic and international literature related to strategic management and marketing. B

Grade proposed by reviewer: C

Responsibility: Mgr. et Mgr. Hana Odstrčilová