When comparing Kraft's decision to enter a new global market, they realized that they have an untapped population that can generate another source of revenue. Similarly, in the Capsim simulation, our team realized that we have yet to penetrate and dominate the high-tech market. Our initial decision was to invest in assets to reduce production costs, increase capacity and establish market share. The success of the first round will fund the capacity, automation and manufacturing for the launch of our new high tech product next year. We recognized the opportunity, analyzed the purchasing criteria and began the design phase. Opportunity is recognized by looking for external indicators, staging, aligning, exploring and mapping, to establish new directions (Lawton, 2004). Another factor in creating new opportunities is openness to continuous innovation. Market conditions, customer expectations, technologies and organizational vision change over time, so being open and strategically prepared for innovations and changes sets a company on the foundation for a long-term approach.