Marketing strategy of the Ploskovice Chateau

This diploma thesis presents a marketing strategy for the national cultural monument Ploskovice Chateau. The theoretical part deals with the role of culture in tourism in the Czech Republic, and thus cultural tourism. The historical background of cultural tourism is mentioned, as well as statistics concerning culture in the Czech Republic. Furthermore, arts marketing is defined. The thesis outlines its history, development and its latest approaches, too. The theoretical part also mentions marketing research, which is divided into primary and secondary research, and marketing plan, which should consist of several parts, including situation analysis, marketing goals, strategy and tactics. In the analytical part, a situation analysis is performed firstly. The external environment is analysed, divided into micro and macroenvironment. Then an analysis of the internal environment is performed, which for this thesis’s purposes deals with the visual style of the company National Heritage Institute, number of visitors within the last 11 years and the current marketing mix. At the end of the analysis of the internal environment SWOT analysis was prepared. The marketing strategy sets out the mission, vision, strategy and goals of the Ploskovice Chateau, which the management would like to achieve. Specific elements of the marketing mix are proposed (basic and advanced) and finally, there is an implementation plan, consisting of an action plan, budget and control and monitoring.