1. UNESCO TOURS OFFERED BY STELLA-PRAHA s.r.o.

3. Tour 1 – 2 days, 550 km We will visit The Slatactite caves of the Moravian karst which are the part of a varied system of the karst phenomena that iclude not only caves, but also “cruising” on the underground river Punkva, which emerges at the Punkevni caves. The Macocha Bottom, a chasm 138.7 m deep, is part of this cave system.

4. City Brno – second largest city in CR after Prague. Brno lies at the confluence of the rivers Svitava and Svratka in the heart of fertile South Moravia. Its panorama is dominated by two hills - Špilberk with a Baroque fort and Petrov hill with a Catheadral of Ss. Peter and Paul. The city also boasts such masterpiece of modern functionalist architecture as the Tugendaht Villa which was justly included in the UNESCO World Cultural and Natural Heritage List.

5. Evening (and maybe night!) we will spend in a wine-cellar restaurant.

6. At the second day we are going to visit the Lednice-Valtice park complex, which is also on the UNESCO list. The Neo-gotic Chateu of Lednice and the Baroque Chateu of Valtice lay at the park complex, which is one of the most beautiful in Central Europe and which is often called the „Garden of Europe“.

7. On the way back to Prague we will visit the castle Pernštejn which is one of the best preserved Gothic castles in Europe. Tortuous passages and spiral staircases, the ingenious defensive system made the building almost impregnable connects its interiors Price – 2200 CZK + price of accommodation + tickets

8. Tour 2 – 3 days – 500 km South Bohemia We will visit: The chateau of Konopiště, which was originally built in the 13 th cent. At 1887 the chateau was purchased by the heir to the Austrian throne, Archduke Ferdinand d’Este, who had it altered in a romantic spirit. The chateau is famous for it’s collections of armory, chine, hunting trophies, gothic paintings, etc.

9. Holašovice – this picturesque village looks as if belong in a fairytale. The Holašovice farmhouss from the mid-19 th century are a perfect example of what is known as Peasant Baroque. Holašovice is on the UNESCO list.

10. Our next stop will be the chateau of Hluboka nad Vltavou. This later 13 th -century royal castle underwent several phases of reconstruction; its present appearance was acquired in mid-19 th cent, when it was renovated in Windsor Gothic style. Hluboka is called “the most romantic chateau of South Bohemia”.

11. At the evening of the first day there will be a tour thought historical center of the regional capital city České Budějovice, which was founded in 1265 by King Přemysl Otakar II. The dominating feature of the historic core is a vast square surrounded by burger houses with arcades. The traditional symbols of the city are Baroque Samson fountain and the former watchtower called Black-Tower on which you may climb and enjoy the wonderful view from the top.

12. On the second day we will visit town Český Krumlov – the “Pearl of Bohemia”. Chateau and the castle with the French and English gardens dominate the town. Under the chateau lies the old town with its winding alleys and venerable Gothic and Renaissance houses, many shops and galleries. The historical center of Česky Krumlov is on the UNESCO Heritage list

13. At he afternoon we will move to Šumava National Park – the UNESCO biosphere reservation – one of the most prescious territories in Europe. The whole area is covered by enchanting forests – the most attractive is the Boubínský prales – Primeval Forest (a reservation since 1858), which we will visit the next mornig (walking- tour!).

14. At the way back to Prague we will visit the world-famous Brewery of Budweiser beer at České Budějovice with a brief introduction to production process and tasting of the beer. Price – 2960 CZK + accommodation + tickets

15. Tour 3 – 1 day – 200 km East Bohemia UNESCO monuments We will visit Litomyšl – a unique town is one of the oldest in Bohemia is also a celebrated center of culture and learning. The 16 th -century Renaissance chateau in Litomyšl is on the UNESCO Heritage list. The chateau’s 18th-century theatre is uniquely valuable, and in 1824 the composer Bedřich Smetan was born in the chateau brewery. The well-known Smetana’s Litomyšl music festival takes place in the town every year

16. Kutná Hora is the city with a historic center that is on the UNESCO list. The city experienced greed prosperity in 13 th and 14 th century, when silver was extracted from the local mines. The most famous monuments in the city are Cathedral of St. Barbara – patron saint of miners – it’s the masterpiece of Gothic architecture and Memento Mori monument – Kostnice were bones of 40.000 skeletons are placed in a small church. Price – 1390 CZK + tickets

17. Tour 4 – 2 days – 220 km East-Bohemia monuments and Nature We will visit: Kutná Hora – see above Žleby - romantic castle with collections of armory, paintings and old furniture.

18. White dears farm – you will have a unique chance to see very rare white dears during they are fed at the ecological farm. Pardubice is the regional capital of Eastern Bohemia and has become famous as “the gingerbread town”. Its urban monument reservation includes the medieval center around Pernštýn Square where you can admire Gothic and Renaissance houses. The major landmark in the town is the large water castle with the exhibitions of weaponry and Renaissance wall paintings. At the first day we will visit the Pernštejn Square and at the second day the castle. There also will be a good chance for shopping in the city. At the afternoon we will visit Litomyšl (see above) and at the evening return back to Prague. Price – 1930 + accommodation + tickets

19. Tour 5 – 3 days – 320 km We will visit: Kutná Hora (above), Litomyšl (above), Žleby (above), White-deers farm (above) Glass-making factory: Glass-making has a long tradition at region Vysočina. We will visit the Jakub Glass-works in Tasice (founded in 1796) that is one of the oldest still functioning glass-works in Central Europe. You will have a chance to see all production processes and also to by glass at the chip price. The last UNESCO monument we will visit at that tour will be the church of ST. John of Nepomuk on the Green Hill by Žďár nad Sázavou. It’s the unique work by the architec J.B. Sntini from the beginig of the 18th century. It’s originalty is an example of Bohemian Baroque Gothic. Price: 2700 + accomodation + tickets.

20. Explanation of the project of selling tours to UNESCO monuments for the foreign tourist, which came to Czech republic by the airplane.

21. Process of target segment definition Our main target is people with age between 25-62 People that are not for the first time in CR People that are coming in CR by themselves, without any organization

22. We gave 25 people our questioner. Five contacts were negative that means the answer to filter questions were negative. See the results at the tabulation.

23. Customer is in our case the foreign tourist. We are going to distribute our tours through travel agents (see retailer questionnaire) and through hotels. Our first partner will be the local travel agency Stella-Praha s.r.o. which is going to sell our tours directly to the tourists. This travel agency is going to distribute the brochures to the hotels receptions, at the airport, on the streets of Prague and to other travel agents.

24. MARKETING MIX PRODUCT Our product is unique because is offering special destinations(The UNESCO monuments) and nature landscape. We expected that our product will be competitive because of the destinations, the services and the low prices The Unesco Monuments‘ trips can be distinguished from the competitors, the destinations are different than our competitors, the exception is Kutna Hora and Cesky Krumlov, which are common destinations for all the travel agencies

25. Price The costs for distribution and promotion for Stella-Praha will be low: Commission for other travel agencies and hotels (20 to 30 per cent of the total price). Telephone costs 5000,- A brochure costs 2 crowns per one, totally 15.000 brochures – 30.000 Czech crowns. The costs per one person in each tour will be (the minimum number of the tourists per one tour will be 7): Tour 1 – 1500 CZK Tour 2 – 2360 CZK Tour 3 – 460 CZK Tour 4 – 1330 CZK Tour 5 – 2200 CZK The prices include the transport costs, guide salary, part of the food costs for the guide and for the driver, accommodation for the tourists in pensions (400 CZK per night) with breakfast, accommodation for the driver and for the guide.

26. Promotion: Brochures in hotels (4*,3*, 2*) Brochures in Information Center Distribution: we will distribute the brochures also in the air ports, in the Old Square, Railway station

27. The competitors In Czech Republic there are many competitors that are offering tours outside of Prague. But our tours are different from those, which are on the market. Our strong point is in offering visiting of UNESCO monuments (most of them are not usually visited by tourists which stay in Prague except Cesky Krumlov and Kutna Hora) and also visiting the nature places in every tour.

28. Marketing mix for UNESCO monuments trips Marketing mix planning

29. I. Introduction stage We should concentrate on small segment (mostly groups of 7 people – minibuses as a mean of transportation) - the tourists in the age between 26-45. Price should be high.

30. II. Growth Stage We should promote our product. We should sign more new contracts. Then we will expand our sales. Our profit will probably increase. We will prepare the new tour and offers to be competitive in the future.

31. III. Maturity stage Our profit in this stage should be high. Our prices will go down, so people with the lower income could afford to buy our tours. Costs per customer will be lower. We are starting to offer the new tours (see the previous stage).

32. IV: Decline stage