1. Your marketing professor, Dr. Murphy, has been asked to participate in the university's strategic marketing planning process. After completing the planning phase of the process, Dr. Murphy has been asked to assist with the STP analysis. What questions will Dr. Murphy ask during the STP analysis? Be specific to the university's strategic marketing planning process.

Strengths:

What is this university known for? What is our strongest advantage as an institution? What are the resources we have readily available to stand us out? What do intending applicants love about our great institution? What is this institution offering that is unique to our name?

Weaknesses:

What does the general public dislike about our institution? What are those things that we are doing poorly? What is our competition carrying out that we fail to do? What are the resources that we lack as an institution? What are the main areas that we need to rapidly improve on?

Opportunities:

What are the new opportunities being offered by other institutions? What are the opportunities we overlooked, but are still available? What would be the ideal opportunity for us as an institution? What are the competition ignoring that we can use as an advantage?

Threats:

Which institutions are we in competition with? Has there been an increase in competition lately? Where and why? What are the costs of our resources? Is it affecting our bottom line? Are the rates of applicants into our institution low or high? Why? Are we unreliable as an institution to render quality education in the courses we offer?

Explanation:

These are pertinent questions that must be answered if this University must grow and attain the highest form of quality and reputation in the society.