Business Case Study: Encana In Canada

Introduction

Encana is energy producer that is "focused on growing its strong portfolio of diverse resource plays producing natural gas, oil and natural gas liquids" (Encana Corp, 2014). Encana produces, transports and sells natural gas. Encana was created in 2002 by "two Canadian independent oil and gas companies - PanCanadian Energy Corporation (PanCanadian) and Alberta Energy Company Ltd. (AEC)" (Our History, 2014). Encana operates in Canada and the United States. At "Encana, [they] believe that to excel in executing [their] strategy and to achieve [their] vision and goal, [Encana believes that they] must strive to share, uphold and embody a set of moral and business principles that clearly guides [their] behavior and keeps [them] moving

5). The main interest in this particular case are the citizens who are affected by the business of Encana. As mentioned in the case many times when there is situations that Encana is involved, there is usually so reaction from citizens in the area. In the cased I viewed it mentioned that community members bombed an Encana pipeline to show their outrage. Another event that occurred with citizens, is when a protest group went to Encana and "demanded the company pull the plug on its project near the town of Erie.. [where they were to] drill a well" (SourceWatch, 2013). This is important for companies to note because it can allow them to see if they are viewed in a positive or negative way. Media also had an impact on Encana from documentaries and media reports. These media can negatively impact the business because it can inform people on problems or skewed viewpoints on presented

There is market and nonmarket strategies. A Market strategy is a "concerted pattern of actions taken in the market environment to create value by improving the economic performance of a firm" (Baron, 2012, Pg. 33), while a nonmarket strategy is a "concerted pattern if actions taken in the nonmarket environment to create value by improving overall performance" (Baron, 2012, Pg.33). The importance of a nonmarket strategy is related to the control of a firm’s opportunities. For an effective nonmarket strategies Encana needs to analyze nonmarket issues and the broader environment, than formulate effective strategies to concentrating on those issue, after integrate those strategies with market strategies and lastly positioning the firm in its nonmarket strategies (Baron, 2012). The market strategy that Encana's uses is one of a multinational, because when we view their operations map on their website (Encana Operations, 2014) they have plants in Canada and the USA. I feel that Encana has been successful in their operations but with and oil and gas there is always backlash. So in order remain successful Encana must ensure that they provide constant communication to its stakeholders and people who are by their surrounding operation areas. Knowing and understanding market strategy is important for businesses to understand because it