3.2a(3)
Throughout the year, information is collected using multiple means and deposited into DASH. This information includes
data on competitors (including their service offerings) and potential students and customers. ELT members retrieve and
analyze this information during steps 4 and 5 of the SPP (Figure 2.1-1). In step 5, the information is used to list current and potential student and customer groups and market segments. A brainstorming exercise is used to identify and organize additional potential student and customer groups and market segments. In step 6 of the SPP, the resulting list is prioritized by the ELT using a weighted voting process to determine which student and other customer groups and market segments to prioritize and pursue for growth. Action plans are developed to address prioritized opportunities in step 8 of the SPP.