Comparing Kraft's decision to enter a new global market, they realized they had an untapped population that could generate another source of income. Similarly, in the Capsim simulation, our team realized that we had not yet entered and dominated the high-tech market. Our first round decision was to invest in assets to reduce our manufacturing costs, increase capacity and establish market share. The success of the first round will fund the capacity, automation and production of our new high-tech product which will be launched next year. We recognized the opportunity, analyzed the purchasing criteria and launched our design phase. Opportunity is recognized through the search for external indicators, staging, alignment, exploration and mapping, to define new directions (Lawton, 2004). Another factor in preparing for new opportunities is being open to continuous innovation. Market conditions, customer expectations, technologies and organizational vision change over time. Being open and strategically prepared for innovations and change allows a company to lay the foundations for a long-term strategy..