The purpose of this analysis of the Cottonwood Clippers Swim Team is to give the team and its Board members another perspective on the team's functioning and to identify potential changes that could benefit the team. As a previous member and coach, I have a unique perspective from my experiences being on the team and from being a coach interacting with swimmers, parents, and the Board members. The idea of this thesis project stemmed from my personal experiences with the team and a desire to give back to the team members by helping them improve their business operations and helping to create new marketing strategies and tactics for the team to use in the future. In the sections that follow, the external environment will be examined to provide information about Cottonwood and the surrounding area. Then the internal environmental analysis will give insight into what the team is currently doing and its structure. This information will then be used to identify strategies and tactics that will help meet the goals the team has established.