The University of Phoenix was founded in 1976 to provide higher education to working adults through accredited degree programs with flexible online and evening classes. While other universities focus on traditional students aged 18-24, University of Phoenix addresses the needs of adult learners seeking education around their work schedules. A SWOT analysis identifies strengths like accredited online programs and expertise in adult education, but also weaknesses in needing updated technology and threats from increased competition from traditional universities expanding into continuing education. The case discusses evaluating alternatives for University of Phoenix to maintain its focus on non-traditional students as the higher education industry evolves.