@babalaas- When an environmental analysis discovers a potential area of weakness, there are a number of ways that a business can respond to the threat. The least interactive strategy and potentially the most dangerous is to take a passive stance and study the issue farther. This can be god in certain situations, but it takes someone with good vision to know when a passive strategy is best.
Adaptation, contingency, and redeployment strategies can be used to make the best of an issue that is hard to mitigate. These strategies can also be used as back-up strategies should a first strategy fail. These strategies help a company adapt its marketing plan, find strategies for issues with multiple negative implications, and redeploy assets into other areas to hedge against risk.
Other strategies can include opposition and offensive strategies. These strategies take a more proactive approach to either change a situation, or manipulate a situation so it becomes beneficial to the company. These offensive strategies often require some type of control over the environmental issue that the company is facing.