Integrovaná marketingová komunikační strategie smartphonu Xiaomi v České republice

The main objective of this thesis is to research and develop an integrated marketing strategy to increase the sales of Xiaomi smartphones in the Czech Republic and improve consumer perception of the brand. The proposed strategy is based on the features of the Czech Republic market and the peculiarities of local consumers. The work consisted of six parts. The theoretical part reviews IMC theory, consumer behavior, and touchpoint management. This is followed by an analysis of the global market and the Czech market and its environments. The purpose of the following paper is to analyze the Xiaomi marketing mix in the Chinese market in order to determine the company's local strategy. The fifth part of the paper summarizes the results of the survey conducted among Czech consumers and interviews with specific consumers. The last part based on all collected data; the goal of this thesis is to develop a marketing communication strategy for the Czech market for the Xiaomi smartphone.