Objective:

Argue a way to integrate the identification of market opportunities with the strategic planning of organizations within the framework of the Cuban business system.

Methods and techniques:

Document review, analysis and synthesis, induction - deduction to substantiate the methodological proposal; within the empirical case study, for the validation of the methodological proposals in selected companies.

Main results:

It reveals organizational strategic options, reduces the subjective factor in strategic planning and integrates opportunity identification with strategic planning.

Conclusions:

The level of subjectivity in strategic planning is reduced by considering the identification of market opportunities as one of its integral parts and the application of proposed matrix instruments, allowing the joint analysis of the multiple variables of the external and internal environment of the organization that affect organizational change.