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Enbridge Strategic Overview Essay

3046 words - 13 pages

SGMA591 Midterm 1
Lecture 02
Mike Maher
October 15, 2012



Enbridge is faced with challenges on a daily basis. Its multiple strategic positions are meticulously thought out by countless individuals, and have to this date ensured consistent growth and success within the corporation. The purpose of this report is to detail the many aspects behind Enbridge Inc.’s strategy, including those strategies before and after the catastrophic failure of pipeline 6B on 26 July 2010 in Talmadge Creek. This report will address Enbridge’s strengths, weaknesses, opportunities, and threats, it will include an analysis of the organization’s ...view middle of the document...

In June 2012 most portions of the river had been reopened for recreation, with several hundred workers in total contributing to the cleanup.
Enbridge has been involved in a number of high-profile spills, and as with any environmental catastrophe, the costs associated with cleanup and negative media coverage becomes a concern.

Pre-2010 Strategy
Enbridge employed of number of key strategies that served to guide the decision making process throughout the corporation. Before the major oil spill in Talmadge Creek, the company’s strategies focused on leveraging the strategic location of its existing asset base, developing new platforms for growth and diversification, focusing on execution and operating excellence, maintaining financial strength and flexibility, and the development of people, safety, environmental stewardship and corporate social responsibility.

Present Strategy
Enbridge’s current strategy is very similar to that prior to the spill at Talmadge Creek but with two main differences. Enbridge continues to strengthen their core businesses, develops new platforms for growth and diversification, preserves financial strength and flexibility, develops people but is now responding to environmental priorities and focusing on operations and system integrity.
In order to maintain Enbridge’s historical growth record and sustainability, the organization employs a number of specific core strategies. As with any publicly traded entity, it is in the best interests of those involved to create value for investors by strengthening their core businesses. In strengthening their core businesses, that of liquid pipelines and natural gas, Enbridge works toward creating a strong value proposition for investors. Enbridge is striving to expand its current asset base and increase the value of its services in order to achieve such investor value. The aggressive growth that Enbridge strives to achieve is reflected in the growing portfolio of its oil sands pipeline project. Enbridge invests a large deal in green energy sources, including wind and solar energy projects. They constantly look at growing internationally, and engage in pathfinding projects like Geothermal and CO2 transportation projects. Health, safety, and environmental performance as well as efficiency and responsiveness are constantly being ingrained throughout their operations. Retaining, attracting and developing talent in its employees is another key aspect to Enbridge’s strategy.
The changes of strategy inside Enbridge can largely be attributed to the environment, and striving to lower the environmental footprint of the corporation. The disaster that took place at Talmadge Creek not only cost the company millions of dollar, but also somewhat tarnished the view of the company in the public eye. In order to work toward never repeating the events that transpired at Talmadge Creek and a number of other oil spills attributed to Enbridge, they now implement a much more disciplined environmental and...

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