Chances to make greater profits in the environment - External attractive factors that represent the reason for an organization to exist & develop.
Arise when an organization can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable.
Organization should be careful and recognize the opportunities and grasp them whenever they arise. Opportunities may arise from market, competition, industry/government and technology.
Examples - Rapid market growth, Rival firms are complacent, Changing customer needs/tastes, New uses for product discovered, Economic boom, Government deregulation, Sales decline for a substitute product .