rollback operation; comeback strategy
A plan or operation to reverse a disadvantageous situation, often used in military, business, or sports contexts.
In response to the enemy offensive, they launched a rollback operation.
The management is devising a comeback strategy to regain market share.
巻き返し alone means 'rollback' or 'comeback' as an action; 巻き返し作戦 specifically refers to the planned operation or strategy.
Compound of 巻き返し (rollback, comeback) and 作戦 (operation, strategy).