The aim of the master thesis is to create a proposal of marketing strategy, resp. segmen-tation and marketing mix for a selected NGO which is aimed at protecting the cultural heritage. The thesis summarizes the principles of elaboration of a marketing strategy, which are needed for internal and external analysis. Emphasis is given to Customer analysis which (together with SWOT analysis) forms the cornerstones for setting the goals of marketing strategy. Benefits should be: increased awareness of the brand and organization’s activities, the acquisition of new customers and additional funds.

This thesis deals with an optimal strategy choice of a company. The issues of products and services, marketing and mainly strategic management with emphasis on optimal strategy choice of a company are described in theoretical part. There are introduced fundamental methods of internal and external strategic analysis. With use of mentioned facts a program for support of strategic management is proposed. This program is aiming to make well structured and quantifiable methods of strategic analysis easier and more clear, based on which it is possible to define and choose an optimal strategy of a company.