Assessment of Master Thesis – Opponent
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:Integrated marketing communication strategy of Xiaomi smartphone in Czech Republic
Author’s name:Yamin Zhao
Ac. Consultant’s Name:Ing. Markéta Lhotáková, Ph.D.
Opponent:Ing. Jaroslav Halík, MBA, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 3
2. Logical structure 3
3. Using of literature, citations 3
4. Adequacy of methods used 3
5. Depth of analysis 3
6. Self-reliance of author 3
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 3
Comments and Questions:
The thesis focuses on the integrated marketing communication strategy of Xiaomi smartphones in the Czech Republic. The author firstly summarizes the theoretical terms and concepts of marketing communication, identification of the customers and their financial value, assessing return on customer investment, and budget allocation and evaluation. Then she introduces the theory of brand touchpoint management and customer buying behavior. These parts have been mostly compiled from the textbooks without any author’s own opinions and comments. In the next part, the author concentrates on the smartphone industry and compares global and Czech smartphone markets. She undertakes the survey research and assembled PESTEL and SWOT matrics. She comes to the conclusion that Xiaomi is not only the best choice for Czech citizens but also it protects their information. She suggests using new forms of marketing such as promotion, packing, social media & influencers, outdoor advertising, guerrilla marketing, digital marketing, direct marketing, and customer journey. To tell the truth, my impression is that the author either does not understand fully the above-mentioned forms, or simply took them from the textbooks and just brought them in. These forms have a very different use, strategy, tools, and financing. Nothing from this was addressed in the text and applied to Xiaomi. Some examples can be found but deeper analysis and the author’s comments would be desirable. From the technical point of view, the work has significant shortcomings, the sources of literature could have been more carefully selected. Questions: 1) Explain why do you think Xiaomi can protect client’s information better than any other smartphone company (Samsung, Apple, Nokia, Sony, HTC, Motorola, etc.), 2) Xiaomi and Huawei are competitors or cooperating partners?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 3
Date: 07/06/2021 Ing. Jaroslav Halík, MBA, Ph.D.
Opponent
