In conducting a SWOT analysis, a company's opportunities should be assessed in terms of new competitors, possible resource shortages, changing market tastes, substitute products, and new regulations.

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Opportunities in a SWOT analysis refer to external factors that the company can exploit to its advantage, such as market growth, lifestyle changes, technological advances, partnerships, and global influences. New competitors, possible resource shortages, changing market tastes, substitute products, and new regulations are typically considered threats, not opportunities.

In Conducting a SWOT Analysis, a Company's Opportunities Should Be