The aim of the thesis was to analyze the marketing mix of Nosme.cz, identify weaknesses, and propose improvements. The aim is considered fulfilled. The theoretical part is at a lower average level — sources are often repeated and limited in number, though sufficient for a bachelor thesis. I positively evaluate the use of modern approaches such as vibe coding and the creation of a functional reservation system prototype. The analytical part covers the marketing mix reasonably well; however, a summary of strengths and weaknesses should have been included after the 7P analysis. In some sections of the external environment analysis, the author shifts into internal company matters. The author does not conduct primary research, but secondary data and personal insight are adequate. The proposal part is at a good level, though some recommendations remain general. I negatively evaluate the absence of an overall implementation timeline and total cost calculation. Success metrics are not connected to an overall evaluation framework. For social media proposals, I would expect more specific recommendations. Formally, the thesis is well-structured with minor citation inconsistencies. I recommend the thesis for defense.

Q: How would you prioritize the implementation of your proposals, and what criteria would you use to measure the overall success of the marketing mix improvements after one year?

The submitted work shows fundamental methodological and structural shortcomings and shows serious gaps in the understanding of basic marketing and strategic concepts. On both the theoretical and formal levels, the work suffers from a confusing structure, which in my opinion does not make sense and disrupts the logical coherence of the text. The professional language level and language skills are at a low level. I have fundamental reservations about working with information sources; the author uses a small amount of truly professional literature and, moreover, incorrectly applies citation standards in the text. In the analytical part, I positively evaluate the use of 7P instead of the basic 4P, which allowed him to include specific factors such as People (people/stylists), Process (dress cutting, reservation system) and Physical evidence (appearance of the salon, quality of materials). The subsequent analyses are very poorly processed. Although I appreciate the effort to make the PESTLE analysis not only general, but directly related to the field, it is methodologically incorrect and contains serious factual shortcomings that indicate a misunderstanding of the essence of this analysis. The SWOT analysis (OT) is also incorrect. This misunderstanding of the essence of the analyses is directly reflected in the fulfillment of the objectives and the interpretation of the results. The author fulfilled the stated objective of the work only partially (only one part of it) and with great reservations. The ability to interpret the achieved results and draw relevant conclusions from them is very weak, the outputs are superficial and lack deeper analytical insight. The proposals focused on website optimization are, in my opinion, the strongest point of the work, however, the other proposals are rather general. Topics for thesis defence:

1. Can you justify why you included dress design rules in the PESTLE analysis under political factors? Where would this issue belong from a systemic perspective? How exactly did you collect data regarding the internal reasons for the low engagement of the company's management and what primary research methods were used to assess customer needs?