ABSTRACT
Strategic analysis is an important phase in the overall strategic management process. In practice it is inseparable from strategic thinking because the formulation of the mission, vision and strategic goals should be in line with the results of the analysis of the present situation. Applying a strategic approach in the process of planning in the arts requires a general understanding of how the overall cultural policy development influences the practice of managing a concrete arts organisation. Developing special strategies to attract particular social or marginalized groups or work with specific audiences such as children, youth, immigrants, and the elderly or ethnic minorities is important. New media and online technologies are used for the creation and realization of innovative and entrepreneurial projects in the arts, which contribute to a sustainable strategy. A review of the literature on strategic management shows that this is a relatively new dimension in analysing the external macro-environment.
