I was writing a market research report the other day and listed the challenges my company faced in the market in question, then I created a new section header for the... uhh... easy bits?
That's when I realized I could think of no reasonable antonym for challenge in the noun form. I can certainly describe it -- characteristics of the market that will be of benefit to our entry
"Advantages" is close to the mark but doesn't quite capture the idea because I feel that is in reference to our company, rather than in reference to the market itself.
To give an example:
Challenges > customer purchasing power is low > public perception of our manufacturing location is negative (Easy Bits / Cakewalks / Happy Things / etc.) > no competitive product on the market > strong transportation network with low logistical costs
"Incentives" also seems close, but not quite there.