I. Identify Problems and Opportunities

1. II. Situation Analysis

1. Environmental Scanning (Economy, Political, Cultural, Social, Competition, Legal, Regulatory, Technology, Demogiaphics, Natural Resoui’ces, Consumer’ Behavior’, etc.)

1. Sti‘ategic Marketing Issues
   1. Product (goods, sei‘vices, ideas, consumer, industrial)
   2. Price (elasticity of demand, penetration, skimming, etc)
   3. Distribution (channels, methods of entering foieign markets)
   4. Promotion (advertising, personal selling, packaging, publicity, sales pi‘omotion)
   5. Selecting and Evaluating Target Mai’kets [total/undifferentiated, concentration, multi-segmentation approach(es)].
   6. Phase of the pi‘oduct life cycle (industry/macio & firm/micro)

1. Management and Policy Issues
2. Finance Issues
3. Accounting Issues

1. III- S.W.O.T. Analysis

1. Strengths of the company/product(s)
2. Weaknesses of the company/product(s)
3. Opportunities of the company/pi‘oduct(s)
4. Threats of the company/product(s)

1. IV-Alternative Courses of Action (List Several)

1. V-Recommended Course of Action (Fi‘om the Aforementioned Alternative Courses of Action)

1. VI-Justification of Recommended Coui‘*e (Be Compelling)

Mission Statement

Clark Atlanta University

The mission of Clark Atlanta University is to provide the highest quality of education and training for a student body which is predominantly African American but which is becoming increasingly diversified by students from other racial, ethnic, cultural and socioeconomic backgrounds. This mission commits the institution to the shaping of graduates who are productive, creative, socially and economically responsible citizens in a dynamic global society and who are themselves committed to the search for solutions to the problems of racism, sexism, age discrimination, economic deprivation and other forms of oppression. The three functions of the University - - teaching, research and service - - - are all to focus strongly on the attainment of a society - - - American, Third World and global - - - which is responsive to human needs of all of its citizens. To achieve its mission, the University must attract and maintain a faculty dedicated to that mission, one that possesses the highest professional standards, significant scholarly achievements, and excellence, creativity and humaneness in teaching. The University must also provide an intellectual and education environment in which students of high intellectual promise and attainment as well as those who suffer educational and other deprivations may thrive, learn and develop their highest potentialities for leadership and responsible citizenship. These requirements are supported by the University's emphasis on sound ethical and moral principles designed to enhance personal integrity and compassion for others. The University will maintain the ties to the United Methodist Church which have been a hallmark of Clark College since its inception. In summary, Clark Atlanta University's mission is to produce graduates who have met standards of excellence in contemporary higher education, who are educated to be creative and to have a perspective on the world and its peoples which commit them not only to excel in their professional careers and personal lives but also to seek new knowledge and solutions to the problems of humankind.