Opportunity versus Alternative

 Opportunity - Something external to the organization that may increase the likelihood that the organization will achieve its objectives.

 Alternative – A strategic course of action the organization may choose to pursue.

 Example 1:

     Opportunity – The rapid growth in older Americans creates a growing market for cruise passengers.

     Alternative – Establish a series of special cruises designed for and marketed to retirees. (for Carnival Cruise Lines)

Example 2:

     Opportunity – There are no nationwide discount department store chains in China.

     Alternative – Purchase a number of regional chains in China and convert them into a national Wal-Mart presence. (for Wal-Mart)

- R. S. Kulzick - 7/17/2007 -