The theme of this thesis is focused on marketing and marketing strategies of National Park Plitvice Lakes administration. This paper presents the complex marketing planning processes through a horizontal organization of the institution. The aim was to explain the role of protected marketing and its positioning. Since the Plitvice Lakes National Park is a peculiar protected area according to both Croatian and international standards, the fundamental activity of the institution is protection, maintenance and promotion of the National Park in order to protect and preserve the nature, to ensure the smooth running of natural processes and the sustainable use of natural resources, and to supervise the implementation of measures of protection. Great efforts are required to make plans for the entire Park in order to achieve synergy of its multiple systems. The task was to look at the market situation, to make an analysis showing the strengths and disadvantages of the organization and to define marketing goals and strategies and how to reach them. Today, we are dealing with marketing at all levels of human activity: production and trade of goods, healthcare, local and national administration, education and art. In the first chapter of this paper there is an introduction to the subject area; also, methods are described that were used for this work, and the object and the task of processing the subject area. The second chapter refers to the general application of strategic marketing planning, and to the structure and process of marketing plan. The third chapter attempts to describe Plitvice Lakes National Park administration, its task, the current development and the general activity of the institution. Chapter four presents status analysis, micro and macro environment, internal analysis, and SWOT analysis. The fifth chapter presents the Plitvice Lakes National Park strategy, the marketing goals, the definition of the marketing strategy, and finally the conclusion of the whole work. This paper presents concrete results, i.e. the market view, the required investments and the expected results. This is an attempt to make a living, clear, and concise strategy for directing the business of the institution. This strategy or plan will help the corporate management system of the National Park Plitvice Lakes.