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Marketing Plan Centra Za Posjetitelje Medvedgrad MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD Zagreb, 2019. MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD Studiju izradila: Bombica d.o.o., 10410 Velika Gorica, Sisačka 16 Ključna stručnjakinja: Stella Antolović, univ. spec. oec. Stručni tim: doc. dr. sc. Zoran Šikić, dipl. inž. šumarstva Mateja Cvetko, mag. oec. Dragan Šajatović, bacc. oec. Naručitelj: Javna ustanova „Park prirode Medvednica“ Stručni tim: dr. sc. Marina Popijač Tajana Ban Ćurić, dipl. ing. geol. Gordana Modrušan Horvat, mag. anglistike i rusistike Andrea Kostelić, prof. geog. Fotografija: Iz fundusa Javne ustanove „Park prirode Medvednica“ Projekt: “Poboljšanje posjetiteljskog kapaciteta u svrhu održivog upravljanja Parkom prirode Medvednica”, KK.06.1.2.01.0012 Projekt je sufinancirala Europska unija iz Europskog fonda za regionalni razvoj. Projekt „Poboljšanje posjetiteljskog kapaciteta u svrhu održivog upravljanja Parkom prirode Medvednica“, KK.06.1.2.01.0012 ugovoren je u sklopu Operativnog programa Konkurentnost i kohezija, prioritetne osi 6. „Zaštita okoliša i održivost resursa“, investicijskog prioriteta 6c „Očuvanje, zaštita, promicanje i razvoj prirodne i kulturne baštine“ te specifičnog cilja 6c2 upravljanja odredištima prirodne baštine, na poziv na dostavu projektnih prijedloga „Promicanje održivog korištenja prirodne baštine u nacionalnim parkovima i parkovima prirode“ referentni broj: KK.06.1.2.01. Dokument je usklađen s Planom upravljanja Parka prirode Medvednica (2011-2020) te služi kao izvor i podloga za izradu novog Plana upravljanja Parka prirode Medvednica i Plana upravljanja ekološkom mrežom HR2000583 Medvednica. Izrađena dokumentacija sadrži razrađene aktivnosti za petogodišnje razdoblje, ali je primjenjiva i za iduće petogodišnje razdoblje. Sadržaj materijala isključiva je odgovornost Javne ustanove „Park prirode Medvednica“. 2 MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD S a d r ž a j 1. SAŽETAK 5 1.1. KRATKA POVIJEST MEDVEDGRADA 5 1.2. TRENUTNO STANJE MEDVEDGRADA 7 1.3. STRATEŠKI OKVIR ZA DONOŠENJE PLANA 8 1.4. CILJEVI CENTRA ZA POSJETITELJE MEDVEDGRAD 9 1.5. UPRAVLJANJE 10 1.6. MARKETING 11 1.7. FINANCIJE 12 2. ANALIZA POSTOJEĆEG STANJA 13 2.1. UVODNI DIO 13 2.2. ANALIZA POSTOJEĆE TRŽIŠNE SITUACIJE I UTVRĐIVANJE MOTIVA KONZUMIRANJA USLUGE 13 2.2.1. CILJNE SKUPINE MEDVEDNICE 15 2.2.2. TRŽIŠNO OKRUŽENJE 16 2.2.3. PROFITABILNOST 18 2.2.4. LJUDSKI POTENCIJALI 21 2.2.5. MARKETINŠKA ANALIZA TRENUTNE SITUACIJE 22 3. PROGNOZA POSLOVANJA 28 3.1. ODREĐIVANJE TRŽIŠTA 28 3.2. PLANIRANJE STRATEGIJE 30 3.3. ODREĐIVANJE PRODAJNIH UDJELA 32 3.4. DEFINIRANJE CIJENA 33 3.5. ODREĐIVANJE PRORAČUNA ZA PROMOTIVNE DJELATNOSTI 40 3.5.1. PRISTUPANJE GLAVNOJ DJELATNOSTI/USLUZI KROZ OPĆU PROBLEMATIKU U OKRUŽENJU SA SUŽAVANJEM INTERESA NA PLASMAN 43 3.5.2. SAGLEDIVI ELEMENTI POSLOVANJA 45 3.5.3. ODGOVORI NA PITANJA POSTAVLJENA U ANALIZI SITUACIJE KROZ NEKOLIKO MOGUĆIH ISHODA 49 3.6. METODE PROGNOZE PRODAJE 51 4. DEFINIRANJE CILJEVA MARKETINGA 55 5. STRATEGIJA MARKETINGA 59 6. KREIRANJE TAKTIKA MARKETINGA 63 7. FINANCIJSKI POKAZATELJI 66 8. ITINERER PROVOĐENJA MARKETING PLANA 69 3 MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD 9. PREPORUKE ZA PROVOĐENJE MARKETING PLANA 70 10. POPIS LITERATURE 72 POPIS TABLICA 73 POPIS SLIKA I GRAFIKONA 74 POPIS KRATICA B2B – business-to-business (posao usmjeren poslovnim subjektima) B2C – business-to-consumer (posao usmjeren krajnjim korisnicima) B2G – busines-to-goverment (posao usmjeren javnom sektoru) CPM - Centar za posjetitelje Medvedgrad CTA – Call to action (poziv na akciju) FFFZ - Fantastic Film Festival Zagreb GEF – Globalni fond za okoliš IUCN - International Union for Conservation of Nature (Međunarodna unija za očuvanje prirode) JUPPM - Javna ustanova Park prirode Medvednica MICE - Meetings, incentives, conferences and exhibitions (sastanci, inicijative, konferencije i izložbe) MZOE - Ministarstvo zaštite okoliša i energetike NN – Narodne novine d.d. NP - Nacionalni park PARCS – Projekt „Jačanje institucionalne i financijske održivosti nacionalnog sustava zaštićenih područja u Republici Hrvatskoj – PARCS“ POVS – područja očuvanja značajna za vrste i stanišne tipove PP - Park prirode PR – public relation (odnosi s javnošću) PPM - Park prirode Medvednica ROI - Return on Investment (povrat na uloženi kapital) RTV – radio i televizija SEE - South East Europe region (Albanija, Bosna i Hercegovina, Bugarska, Hrvatska, Grčka, Kosovo, Makedonija, Crna Gora, Rumunjska, Srbija i Slovenija) SWOT – Strengths, Weaknesses, Oportunities, Threats (analiza snaga, slabosti, prilika i prijetnji) TZGZ – Turistička zajednica Grada Zagreba UNDP – Program Ujedinjenih naroda za razvoj 4 MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD 1. SAŽETAK 1.1. Kratka povijest Medvedgrada Zapadni dio Medvednice (područje između Podsuseda i Kašine) proglašen je parkom prirode 1981. godine (Zakon o proglašenju zapadnog dijela Medvednice parkom prirode, NN 24/81) temeljem Elaborata Park prirode Medvednica koji je izradio Republički zavod za zaštitu prirode 1979. godine. Park prirode obuhvaća područje Medvednice ,,u užem smislu’’, dok je istočni dio Medvednice, koji se donekle vizualno odvaja od ostatka planinskog masiva, ostao izvan zaštite. U veljači 2009. godine Sabor je donio Zakon o izmjenama Zakona o proglašenju Medvednice Parkom prirode (NN 25/09). Ukupna površina Parka iznosi 17.938 hektara. Sukladno Prostornom planu PPM, teritorij PPM podijeljen je na zone. Principi zoniranja zaštićenih područja predstavljaju skup općih standarda za zoniranje zaštićenih područja u Hrvatskoj. Zoniranjem se definira postojeće i planira buduće korištenje prostora u cilju očuvanja prirode. Zone su u rasponu od stupnja gdje nije dozvoljen gotovo nikakav ljudski utjecaj, pa do zone korištenja gdje prirodni prostor unutar zone može biti znatno promijenjen. Cilj zoniranja je planiranje korištenja i upravljanje prostorom. Zone se prema svrsi i namjeni mogu podijeliti u niz zona i podzona. Pojedine zone odgovaraju IUCN (Međunarodna unija za očuvanje prirode) kategorijama zaštite, prema kojima je i pobliže definiran režim korištenja. Prilikom zoniranja su osim bioloških i geoloških karakteristika prostora, uzete u obzir i kulturne vrijednosti, te tradicionalni i trenutni načini korištenja prostora. Sukladno Prostornom planu, prostor PPM podijeljen je na: • I. zona - Zona stroge zaštite • II. zona - Zona usmjerene zaštite (Podzona II A - Zona aktivne zaštite - šumski kompleks); Podzona II B - Zona aktivne zaštite i istraživanja; Podzona II C - Zona aktivne zaštite - vršna zona) • III. zona - Zona korištenja (Zona posjetiteljske infrastrukture, Zona naselja, Kamenolomi, Zona skijališta) U Zonu korištenja, koja je definirana Planom upravljanja PPM, izdvojena su područja naselja, aktivni kamenolomi, objekti čvrste posjetiteljske infrastrukture unutar ostalih zona, kao i asfaltirane i šumske ceste. U zonu korištenja (Zona posjetiteljske infrastrukture) spada i Medvedgrad. Ulaskom u Europsku uniju Medvednica postaje dio ekološke mreže POVS HR2000583 Medvednica. Ekološka mreža sastavljena je od područja važnih za očuvanje ugroženih vrsta i 5 MARKETING PLAN CENTRA ZA POSJETITELJE MEDVEDGRAD stanišnih tipova Europske unije. Njezin je cilj očuvati ili ponovno uspostaviti povoljno stanje više od tisuću ugroženih i rijetkih vrsta, te oko 230 prirodnih i poluprirodnih stanišnih tipova. Ona se temelji na EU direktivama, područja se biraju znanstvenim mjerilima, a kod upravljanja tim područjima u obzir se uzima i interes i dobrobit ljudi koji u njima žive. Strategija i akcijski plan zaštite prirode Republike Hrvatske za razdoblje od 2017. do 2025. godine temeljni je dokument zaštite prirode u Republici Hrvatskoj. U Strategiju su ugrađene smjernice globalnog Strateškog plana za bioraznolikost 2011. – 2020. koji je usvojen na 10. Konferenciji stranaka Konvencije o biološkoj raznolikosti u Nagoyi, Japan. Ona je donesena kako bi se očuvao i dugoročno osigurao opstanak divljih vrsta i staništa u povoljnom stanju, a time u predstojećem razdoblju ispunile i obveze Republike Hrvatske kako na globalnoj razini, tako i na razini Europske unije. Tijekom procesa izrade Strategije razvijeno je pet strateških ciljeva koji su usklađeni s navedenim globalnim strateškim planom i Strategijom Europske unije o bioraznolikosti do 2020. godine. Pet strateških ciljeva Strategije su: 1. povećati učinkovitost osnovnih mehanizama zaštite prirode 2. smanjiti direktne pritiske na prirodu i poticati održivo korištenje prirodnih dobara 3. ojačati kapacitete sustava zaštite prirode 4. povećati znanje i dostupnost podataka o prirodi 5. podići razinu znanja, razumijevanja i podrške javnosti za zaštitu prirode. Marketing plan Centra za posjetitelje Medvedgrad oslanja se na svih pet strateških ciljeva Strategije s posebnim naglaskom na točku 4. - povećati znanje i dostupnost podataka o prirodi i točku 5 - podići razinu znanja, razumijevanja i podrške javnosti za zaštitu prirode. Medvedgrad je jedan od najvećih hrvatskih srednjovjekovnih plemićkih gradova. Izgrađen je 1254. godine na inicijativu biskupa Filipa na vrhu Malog Plazura, brijega s južne strane Medvednice, a svrha je bila obrana Kaptola i biskupskih posjeda. Iako je bio kraljevski uređen i snažno utvrđen – s dvostrukim bedemima, opkopom, branič kulama, cisternom, kapelom i palasom – Medvedgrad nikada nije bio opsjedan. U svojoj povijesti je promijenio više od stotinupedeset gospodara: od hrvatsko-ugarskih kraljeva i zagrebačkih biskupa, do velikaša i kanonika, poput Babonića, bana Mikca, kralja Žigmunda, kralja Matijaša Korvina, grofova Celjskih,
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