ABSTRACT
In this chapter, we will first discuss the absolutely essential need to assess the environment within which an athletics department operates, in order to understand the nature of external trends and influences. Next, we will address the important role of internal analysis of the department's operational culture, its focus or emphasis, the nature and scope of its resources, the level of its achievements (i.e., its pastltraditions, its present financial conditions, competitiveness, graduation rates, e t ~ . ) , and its self-image. It is critical that all attributes (whether strengths or weaknesses) of the organization be understood as well as the features of its external environment (consisting of opportunities and threats) in order to establish appropriate assumptions on which to develop plans. Consequently, this step is essential to the success of the strategic planning process.
