SITUATIONAL ANALYSIS:

1. Corporate Mission and Objective:
Montecito State College (MSC) had a goal for 1992-93 to increase the Continuous Education Enrollment from 900 to 1000 and to increase number of extension courses registration from 5200 to 5500.

2. Business Unit Analysis:
MSC was located in Montecito a suburb of large western city of Sherman with the population of 755,000 people.
Montecito State University comprised of the following divisions:
A) Undergraduate Day Division: This division offered programs in technical and business related subjects, educational and liberal arts. The numbers of enrolled students in undergraduate division were 6200.
B) The Graduate School: The division offered MA, MS and MFD degrees and programs in education, management, hotel, administration and psychology. There were1100 students enrolled in graduate school.
C) Division of Extension Studies: This division sponsored continuing education (CE) programs, short non-credit workshops, courses and seminars. There were 2950 students enrolled in extension studies. College is focusing on improving and promoting the extension studies division.

3. Buyers Analysis:
The extension programs were aimed at people holding jobs or having other responsibilities that made it difficult to attend the college on full time basis during the year but 15% of the enrolled students were full time undergraduates. The students who took admission had bachelors or some college degree but for less than 2 years.

4. Competitors analysis:
Mark ...