Strategická analýza městského muzea Dům historie Přešticka

The aim of this bachelor thesis is to perform a strategic analysis of the non-profit organization called Dům historie Přešticka. At the beginning, there is an introduction of the internal and external factors having the most influence on the institution. Individual strategic analysis methods are based on the fact the essay deals with the non-profit organisation. The second part of the thesis focuses on the application of chosen tools specifically on the institution called Dům historie Přešticka.The thesis sets to evaluate the most important factors in the institution’s environment which are influencing it, as well as defining a mission and a vision of the museum. Lastly, the set output of this thesis is to find the institution’s strategic advantages and disadvantages, and to present a recommended strategy based on the findings, which could be later on utilised by the management of the institution and applied in the future. The methodology of the essay is the application of the standard strategic analysis tools on such a specific cultural object, such as a small-town museum.