Serengeti makes lightweight sunglasses with $100$ percent UV protection for people who love to hunt, hike, and bike ride. Its long$-$term plans include the development of lenses that, in addition to protecting users from UV rays, will also have effective water$-$sheeting action to reduce lens spotting. This new feature will be valuable to people who fish. In terms of a SWOT analysis, the company believes it can use the $\_\_\_\_\_\_\_\_$ of its reputation as a sunglasses manufacturer for a specialized market in combination with its current manufacturing facilities and labor force to enter this new market.

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