The environmentalists, however, feared "monocultures," which meant that one variety of trees was used persistently and this action did not provide the positive effects that natural diversity had, especially in terms of disease resistance, etc.

As for the chemical treatment, the environmentalists called for oxygen bleached kraft paper rather than the normal chlorine one, because, in the view point of several lobby groups and organizations, including Greenpeace, few offices were in need of such paper. As a result, APM and PCA attempted to introduce less chemically treated products into Australia, but generally failed due to a low customer response. As a long-term strategic plan, APM attempted to adapt its offer to the Australian demand, where statistics had shown that he population was particularly concerned about the environment.

As a conclusion here, APM needed to conceive long-term solutions in order to adapt its supply to a market where concern over the environment was an influential factor in demand.

2. In my opinion, the company has a very clear approach towards counterbalancing possible challenges that may occur in the future, coming from possible ethical or moral issues that may arise. However, I am not quite sure whether this...

This is because, as we have already seen, the Australian public is extremely keen on this issue and, as such, it is extremely sensitive to any declarations from the environmentalists and environmental lobby groups.
APM's planning seems to be, at least in part, prepared to face this future challenge. We have seen in the case study how the company had adapted its products so as to partly fit some of the environmental demands and how it has been using several less damaging substances.

A growing concern for the future was the fact that environmental measures usually cost money and the impact of such measures on the budget can be quite damaging. Sludge treatment plants and primary treatment facilities would mean fixed costs that did not bring the company any added-value. There was a concern for the future whether or not the costs for providing environmental solutions would not increase over time, as newer and more expensive technologies would have to be bought in order to protect the environment.