From PEST analysis we know that the external factors (including political, economic, social and technological) can greatly affect business in a long-term. The issue of the Northern Gateway Pipeline project is a typical example to show how these factors relate to a business situation. When Enbridge released the information that they would built 1,200 kilometre twin pipeline to carry bitumen from the oilsands in Alberta to Kitimat, B.C, unsurprisingly, the First Nations were strongly opposed to this project in order to protect their natural territories. Meanwhile, they claimed that it was a constitutional violation of their aboriginal land rights, and if necessary, they would use all legal means to prohibit the project from launching in their homeland.

Both political and social factors showed an impact on Enbridge’s business, if Enbridge doesn’t want to give up this profitable project, they have to convince the opponents by making reliable promises and taking into actions immediately. The first thing that Enbridge should do is to complete a comprehensive environmental review, trying to reduce the damage to environment, and to ensure the safety in transportation process. Secondly, they are expected to provide more jobs and training opportunities to the First Nations, to let the Aboriginals can really gain benefits from supporting this project. Last but not least, they have to get the admission from the First Nations, and they should re-evaluate the value of launching a pipeline project comparing to the possibility of destroying multiple natural ecosystems.

Work Cited

http://www.vancouversun.com/news/There+will+pipeline/10122968/story.html

http://www.ctvnews.ca/canada/pipeline-primer-what-you-need-to-know-about-northern-gateway-1.1872482

http://business.financialpost.com/2014/07/09/supreme-court-land-ruling-in-favour-of-b-c-first-nation-wont-impact-northern-gateway-enbridge-ceo-says/?__lsa=dcdc-fa7e