Strategic adaptability is the planned ability to respond effectively to unexpected changes in business and environmental factors. Many companies do a good job of planning how to operate when things go as expected but companies need to plan for flexibility in reaction to unexpected events, and focus on the impacts and factors to survive effectively in the long run. 

This sort of adaptability helps organizations succeed in responding to changing environmental challenges and the factors that influence it. Understanding different factors that impact a business helps form new strategies, increases flexibility and assists in the adaptability of the business. 

Adapting to COVID-19

In challenging times, successful businesses are able to form processes through redefined strategies and approaches to stay afloat and competitive by realigning operations, products and market niche. Improvisation as part of adaptability enables businesses to react quickly to surroundings. 

The pandemic undoubtedly added various new challenges to business around the world, regardless of size, location or financials. Successful businesses and companies are quick to shift strategies that are both market fit and innovation oriented during the crisis. 

Adequate responsiveness cannot be addressed by short-term measures. Consistent changes and adaptability is needed thereby highlighting the importance of temporal perspective of the pandemic. Innovative businesses dealt with the restrictions and limitations pushed by the epidemic such as completely transformed market trends and economic activities. But the following three companies were quickly able to adapt to challenges brought in by the pandemic and stay creatively operational by creating products there were innovative and fit the emerging needs of the changing market. 

MN8 – ClearGuard

The pandemic disrupted much of the operations and sales of MN8, a company founded by Zachary Green who’s also the co-founder of Velontra. The former firefighter and veteran had been helping firefighters and various multinational corporations around the world with safety solutions through the brand LumAware and Foxfire. 

But this incredible social entrepreneur cum councilman was quickly able to adapt to the changing factors and market trends that emerged with Covid-19. Adjusting to the immensely adverse impacts of the pandemic, the company came up with a new brand called ClearGuard, which began producing transparent protection barriers as defensive shields used by workplaces with operations essential to public needs. This, in turn, lowered the risk of virus contraction and at the same time kept the company and its operations running. 

The businesses adapted quickly through this innovative product by Zachary and the team while giving the company as well as essential offices the ability to work in a safer environment. The company showed that new opportunities can be created while harnessing the existing skillset of the team. In the case of MN8, the company specialized in safety products and solutions, and so the innovation team was able to adapt, improvise, and create a new market fit product. 

ePlastics

The 106 year old business headed by John Short, manufacturing plastic products was taken aback by the pandemic and its adversities. The company was in no way prepared for or even anticipated the emergence of Covid-19 and the impact it had on the entire industry. 

The primary products manufactured by ePlastics included building supplies, wine glasses and plastic boxes. However, with the emergence of the pandemic, existing customers as well as new clients started calling in for masks, dividers and other protective products.

Somehow, John and the team were quick to assess the magnitude of demand the company was receiving from all over the world and devise a new strategy to create new opportunities. The team quickly shut down the retail stores to reduce operating costs, and next, started experimenting with plexi-glass protective devices. Soon, the team was able to create portable barriers for shops and plastic boxes for doctors. With this single strategy, ePlastics was able to grow its sales by over 30%, keep all its employees and create a new range of products. 

American Bicycle Group

The initial dynamics surrounding the high-end bicycle manufacturing business, headed by Peter Hurley was not ideal at all. The company sales completely collapsed and most of the employees were furloughed. The management was working through to adapt to the new normal with safety protocols in place. 

However, after a short pause, the company quickly rearranged its operations and started getting creative with its marketing and sales strategies. Through a small push given by the pay check protection program, Hurley was able to bring back all of the employees and increased direct sales by marketing online. Usually, it is normal for the company to hit a lull in sales by autumn, however for American Bicycle Group, its sales are still smooth. The quick reaction of Hurley and the team enabled the company to grow its sales, stay operational and on top of that, expand the team by almost 50%. 

Businesses that have been able to deploy various responses associated with resilience to turn crisis induced adversity into opportunity have succeeded. Entrepreneurs and the businesses that demonstrated flexibility in operational models were able to make the most out of emerging opportunities. Others, who weren’t able to react and adapt in the pandemic failed miserably.

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