MARKET ENTRY CONSULTANCY REPORT FOR ENBRIDGE INC
COMPANY: ENBRIDGE INC.
EXPORT COUNTRY: NIGERIA
By
George Ijioma
Neethu Johnson
Kavitha Kamal Raj
Abhilash Kanathala
Hiralben Khengar
Aashika Najumudin
Master of Management, Crandall University.
Mm6173-4: International Business Management
Dr. Dannie Brown.
May 30, 2023.
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Table of Contents:
Executive Summary
Introduction
Country Overview: Nigeria
PESTLE Analysis of Nigeria
Hofstede Culture Theory Analysis
Company Overview: Enbridge Inc
Recommended Company Export Market Entry Strategy
Timeline
Business Viability Analysis
Conclusion
References
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Executive Summary
This market entry report provides a comprehensive analysis of Enbridge Inc.'s potential entry
into the Nigerian market. The report begins with an introduction to Enbridge Inc.,
highlighting its expertise in energy infrastructure. It then provides an overview of Nigeria,
emphasizing its economic significance and opportunities in the energy sector.
The report employs the PESTLE analysis framework to evaluate the political, economic,
sociocultural, technological, legal, and environmental factors in Nigeria.
The Hofstede Culture theory analysis investigates key cultural dimensions in Nigeria, such as
power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty
avoidance, and long-term orientation in comparison to Canada. Understanding these cultural
nuances is essential for Enbridge Inc. to effectively penetrate the Nigerian market.
The report also delves into market entry strategies, including target market segmentation,
entry modes, marketing and communication strategies, and risk assessment and mitigation. A
competitive analysis evaluates major competitors in the Nigerian energy sector, followed by a
SWOT analysis of Enbridge Inc.
Based on the analysis, recommendations are provided to support Enbridge Inc. in making
informed decisions and developing a successful market entry strategy in Nigeria.
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MARKET ENTRY STRATEGY REPORT ON ENBRIDGE INC INTO NIGERIA
Background to the Study
The current global economy encourages high-impact investment for open economies with
huge business potentials to grow revenue base and opportunities for the economy (Victor,
2022). To be globally competitive, there is a need for companies to leverage low-cost
investment opportunities abroad to boost their profitability and profit growth. According to
Hill et al (2021: 392), “Firms that operate internationally are able to expand the market for
their product offerings, realize location and cost economies and earn a greater return by
leveraging any valuable skills…”.
Nigeria has a huge growing population mired in an energy crisis. Nigeria’s power sector is
untapped and her current power generation capacity is not enough to serve the demands of
her growing population. Consequentially, Nigeria’s energy market offers a huge opportunity
for any discerning firm to leverage for strategic investment. As a company desirous of
expansion into the African Market, Lagos State is germane for Enbridge Inc’s entry. The
choice of Lagos is based on its strategic significance to the economy of Nigeria and by
extension, Africa and its potential high rate of return on invested capital.
This report is aimed at unraveling to the Board of Enbridge the potential in the Nigerian
energy market. To achieve this, it guides the reader through a brief overview of the company
profile and a quick overview of the export country profile. The PESTLE analytical
framework was deployed to provide a loop into Nigeria’s political, economic, social,
technological, and environmental environment. The report also relied on Hofstede’s country
analysis to provide insight into how Nigeria compares with Canada on selected parameters
which will be critical to the success of Enbridge Inc in Nigeria. Based on critical analysis, the
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report concludes that Lagos State Nigeria offers a huge potential for return on investment and
advocated that Enbridge Inc considers Strategic Alliance as its entry strategy.
Country Overview: Nigeria
Nigeria, located in West Africa, is the most populous country in Africa with a population of
about 195 million people, and has the largest economy in sub-Saharan Africa with a GDP of
$ 397 million (Power Africa, n.d). Nigeria is rich in natural resources, particularly in the oil
and gas sector, which plays a pivotal role in its economic growth. This growth potential is
constrained by the limitations in the power sector.
Nigeria has a huge power generating capacity with the energy mix tilting majorly to 80%
Thermal and 20% hydro. This unexploited energy-generating capacity is a huge market for
any discerning investor. Hence, the reason for the report. The International Trade
Administration (2021), described the electricity and power systems in Nigeria as “the best
prospect industry sector.”
Nigeria has an energy crisis caused by a myriad of factors key of which is a lack of
investment in energy infrastructure leading to a shortage in reliable power supply. Out of the
potential power-generating capacity of 12,522MW, Nigeria currently generates about
4000MW (Olaigbe, 2021).
The Nigerian Government in 2013 as part of a wider strategy to reform the power sector,
privatized the power sector and transferred the power generating and distribution functions to
11 distribution companies and 6 generating companies while retaining 100% control of power
transmission. Despite the huge investment in the power sector, the country is still engulfed in
a power crisis and will require more investments to achieve power reliability.
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Currently, Nigeria is one of the most underpowered countries in the world (Moss &
Portelance, 2017). Since power is critical to the survival of households in Nigeria, Nigerians
rely on the use of fusil fuel generators to generate power. This means that fusil fuel is the
major source of power generation in Nigeria. Aside from the high cost of this to the humans
and companies, this impacts the ease of doing business by companies. This is in addition to
the greenhouse effect the use of generating sets has on the environment in addition to the
noise pollution it generates. Nigeria ranks 171 out of 190 nations in terms of access to
electricity according to World Bank’s report and an estimated 22 million small-unit
generators are in use by Nigerians (Olaigbe, 2021).
The energy crisis presents both a challenge and an opportunity for discerning businesses.
Enbridge Inc can leverage this problem to penetrate the Nigerian Market with its Solar Power
products. Nigeria enacted the Electric Power Sector Reform Act in 2005 and this birthed the
establishment of the Nigeria Electricity Regulatory Commission (NERC) as an independent
regulatory body for the electricity industry in Nigeria. Nigeria started its Renewable Master
Plan Initiative in 2006 and in 2011, the launched the master plan “with the aim of increasing
the share of renewable energy in the country’s energy architecture by at least 13% by 2015,
23% by 2025, and 36% by 2030” according to the International Trade Administration (2021).
Nigeria currently has an estimated solar generation capacity of 5GW out of an estimated
427GW. To address this problem, there is a need for a significant investment to be made in
the energy landscape to make it more sustainable and efficient. Currently, there is a growing
need for increased dependence on renewable energy sources, such as solar and wind power.
This, it is hoped, will help reduce the over-reliance on fossil fuels and mitigate its adverse
effect on the climate. Being a signatory to the Paris Agreement on Climate Change has also
provided the impetus for Nigeria’s shift to renewable energy generation.
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S/N DATA ABOUT NIGERIA ENERGY SECTOR
1 POPULATION 195.87 Million
$440B IN 2021. 454.05 Estimated in EOY
2 GDP 2023
3 ENERGY CAPACITY 15,522MW
4 CURRENT CAPACITY 4000MW
5 ENERGY MIX THERMAL(80%) HYDRO (20%)
6 SOLAR POTENTIAL 427GW
7 CURRENT CAPACITY 5GW
8 POPULATION OF URBAN DWELLERS 51% OF TOTAL POPULATION
9 POPULATION OF RURAL DWELLERS 49% OF TOTAL POPULATION
10 URBAN ELECTRICITY ACCESS 55.00%
11 RURAL ELECTRICITY ACCESS 36.00%
PERCENTAGE OF PEOPLE WITH NO
12 ACCESS TO ELECTRICITY 43.00%
LOSS DUE TO LACK OF RELIABLE
13 ELECTRICITY $26.2BN
AVERAGE ELECTRICITY SUPPLY PER
14 DAY 6-12 HOURS
NO OF HOUSEHOLDS WITHOUT
15 ELECTRICITY 20M AS PER 2018 REPORT
Sources
https://www.usaid.gov/powerafrica/nigeria
:
https://www.trade.gov/country-commercial-guides/nigeria-electricity-and-power-systems.
SELECTED COUNTRIES ENERGY PRODUCTION COMPARISON
S/N COUNTRY ENERGY PRODUCED (GwH) REMARK
1 NIGERIA 7,421 INVESTMENT WILL CREATE VALUE
HAS STABLE ELECTRICITY AND NEED
2 CANADA 62,479 TO EXPLOIT INTERNATIONAL MARKET
AFRICAN COUNTRY WITH FAR LESS
3 EGYPT 15,831 POPULATION COMPARED TO NIGERIA
AFRICAN COUNTRY WITH FAR LESS
4 GHANA 22,051 POPULATION COMPARED TO NIGERIA
SELECTED BASED ON SIMILAR
5 INDIA 123,658 DEMOGRAPHIC TRAIN WITH NIGERIA
AFRICAN COUNTRY WITH FAR LESS
6 IVORY COAST 9,835 POPULATION COMPARED TO NIGERIA
AFRICAN COUNTRY WITH FAR LESS
7 SUDAN 17,563 POPULATION COMPARED TO NIGERIA
Sourced From: CEIC DATA: https://www.ceicdata.com/en/indicator/nigeria/electricity-production
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Nigeria has undergone significant political and economic reforms in recent years, attracting
foreign investment and presenting numerous opportunities for international companies like
Enbridge Inc. To help Enbridge Inc have a clearer understanding of Nigeria, this report x-rays
the Political, Economic, Social-Cultural, Technological, Legal, and Environmental factors
using the PESTLE analytical tool.
PESTLE Analysis of Nigeria
Here is an analysis of each factor in the context of Nigeria:
Political Environment
Nigeria practices democracy. The significant progress in democratic governance has
contributed to political stability in the country. This stability provides a favorable
environment for Enbridge Inc. to enter the market and conduct business operations.
The Nigerian government has implemented policies aimed at attracting foreign investment
and promoting economic growth, particularly in the energy sector. One such is the
Renewable Master Plan. Enbridge Inc. can benefit from these policies and leverage them to
establish a strong presence in Nigeria.
Nigeria-Canada Foreign Relations: Nigeria has a good relationship with Canada. Both are
members of Common Wealth.
Economic Environment
Nigeria's economy is heavily reliant on oil exports, which exposes it to price volatility and
economic fluctuations. The country is on a drive to diversify its economic base. The Nigeria
Solar Renewable Energy sector is witnessing innovation in various areas. Key investments
have been made in the energy sector. Companies are investing in new technologies to
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enhance solar energy generation, storage, and distribution. There are growing innovations in
solar panel efficiency, battery technology, and smart grid systems.
There exists favorable business policies and reduced tariffs on solar equipment. The country
is importing solar components to meet the growing demand and is also starting to export solar
equipment and expertise to neighboring African countries.
The solar market in Nigeria has attracted over USD 227 million driven mostly by foreign
investments (Adaju, 2022).
Sociocultural Environment
Nigerians wish to have better electricity access and have in the past shown this through self-
generation of power using small diesel generators popularly known as “I pass my neighbor.”
According to the Organization for Economic Co-operation and Development (2019),
“Culturally, there is a push to move to more powerful solar home systems.
Nigeria is home to over 250 ethnic groups, each with its unique cultural practices and
preferences. Enbridge Inc. is not new to plying its trade in a diverse country such as Nigeria.
Canada is known for its multicultural orientation.
While English is the official language in Nigeria, local languages are widely spoken across
different regions. This is a big plus for Enbridge Inc. since English is one of the two official
languages spoken in Canada.
Nigeria has a rapidly growing middle class, which presents opportunities for increased energy
consumption and infrastructure development. Enbridge Inc. can capitalize on this trend by
offering energy solutions that cater to the evolving needs of the middle-class population.
Nigeria has a 5-day-per-week work culture. The country has a growing youth population and
an avalanche of talented cheap labor force.
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Technological Environment
Nigeria has experienced significant growth in mobile and internet penetration, providing
opportunities for digital solutions and innovative technologies. Enbridge Inc. can leverage
digital platforms to enhance its operations, customer engagement, and service delivery in
Nigeria. The Nigerian government is increasingly emphasizing renewable energy sources to
diversify the energy mix and reduce environmental impact. Enbridge Inc. should explore
partnerships or investments in renewable energy projects to align with the country's goals and
capitalize on the growing demand for clean energy solutions.
Legal Environment
Companies entering Nigeria must navigate a complex regulatory environment. Enbridge Inc.
should ensure compliance with applicable laws and regulations, particularly in the energy
sector. This includes obtaining necessary permits, licenses, and approvals, and adhering to
environmental and safety standards. The Electricity Power Sector Reform Act (EPSRA) of
2005 set the stage for the reform in Nigeria’s power sector. The Act was responsible for the
establishment of the Nigerian Electricity Regulatory Commission (NERC) which is the key
regulatory body responsible for licensing and regulation.
The key regulatory agencies governing the renewable energy space in Nigeria include the
Nigerian Electricity Regulatory Commission, Transmission Commission of Nigeria, Nigeria
Bulk Electricity Trader, Standard Organisation of Nigeria, and Nigeria Electricity
Management Services.
Environmental Environment
Nigeria is vulnerable to the impacts of climate change, including increased frequency and
intensity of extreme weather events. Enbridge Inc. should integrate environmental
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considerations into its operations and projects, promoting sustainability, energy efficiency,
and climate resilience.
Nigeria has implemented environmental regulations to address pollution, waste management,
and natural resource conservation. Enbridge Inc. should comply with these regulations and
demonstrate its commitment to environmental stewardship through sustainable practices and
adherence to environmental standards.
Hofstede Country Culture Comparison Analysis
The Hofstede Culture theory provides insights into cultural dimensions that can impact
business operations. Understanding these dimensions is crucial for Enbridge Inc. to navigate
the cultural landscape in Nigeria effectively. The key cultural dimensions in Nigeria are:
Power Distance
Nigeria with a score of 80% exhibits a relatively high power distance, reflecting a
hierarchical society compared to Canada with a score of 39%. Respect for authority and
decision-making by superiors are important cultural norms. Enbridge Inc. should consider the
hierarchical structure when establishing relationships and conducting business negotiations in
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Nigeria. Building trust with key stakeholders and demonstrating respect for authority figures
will contribute to successful business interactions.
Individualism vs. Collectivism
Nigeria leans more towards collectivism, emphasizing close-knit relationships, extended
family networks, and group harmony. Building strong relationships and partnerships is
crucial for Enbridge Inc.'s success in Nigeria. Collaborative approaches, involving multiple
stakeholders, and addressing the collective needs of the communities will enhance the
acceptance and adoption of Enbridge Inc.'s projects and initiatives.
Masculinity vs. Femininity
Nigeria exhibits a mix of both masculinity and femininity in its cultural values. While
traditional gender roles still influence society, women are increasingly taking on prominent
roles in business and politics. Enbridge Inc. should promote diversity and gender equality
within its operations and engage with female entrepreneurs, professionals, and community
leaders. Supporting initiatives that empower women and fostering an inclusive work
environment will contribute to Enbridge Inc.'s success in Nigeria.
Uncertainty Avoidance
Nigeria has a moderate uncertainty avoidance culture. Companies should provide clear
guidelines, structure, and rules, while also demonstrating flexibility and adaptability.
Enbridge Inc. should strike a balance between adhering to established procedures and being
responsive to changes and uncertainties in the Nigerian business environment. Effective
communication and proactive problem-solving will help manage uncertainties and build trust
with stakeholders.
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Long-Term Orientation
Nigeria exhibits a long-term orientation, valuing traditions, relationships, and long-lasting
partnerships. Enbridge Inc. should invest in building trust, maintaining sustainable
relationships, and demonstrating a long-term commitment to Nigeria. Establishing social
responsibility initiatives, engaging in community development projects, and contributing to
the local economy will help foster long-term relationships with stakeholders and gain their
support.
Company Overview: Enbridge Inc.
Enbridge Inc. is a leading energy infrastructure company based in Canada. With expertise in
oil and gas pipelines, renewable energy, and power transmission, Enbridge Inc. has a strong
track record of successful projects worldwide. The company's core values of safety, integrity,
and sustainability align with its commitment to delivering reliable and sustainable energy
solutions.
Since its initial investment in a wind farm in 2002, Enbridge Inc has “committed more than
C$8 billion in capital to renewable energy and power transmission projects. The company’s
renewable energy projects have the capacity to generate 5180 megawatts according to the
information from the company’s website. In solar, Enbridge Inc has invested in 16 operations
with a 254 gross capacity. According to Enbridge Inc’s official source, its “solar investment
can power more than 38,800 homes” annually.
Market Entry Strategy
Target Market and Segmentation
After due analysis, the report identifies Lagos State Nigeria as the target city for the entry
strategy. The choice of Lagos is because of its cosmopolitan nature and population mix. The
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segmentation is based on factors such as geographic location, industry sectors, energy needs,
and customer profiles. According to Victor (2022), Lagos is the most industrialized city in
sub-Saharan Africa and has a human population larger than the combined population of
Gabon, Botswana, Gambia, Namibia, and Liberia and has remained a leading investment hub
in Africa over the years. By understanding the specific needs and preferences of different
market segments, Enbridge Inc. can tailor its offerings and communication strategies
accordingly to take advantage of the opportunities in Lagos State, the fourth biggest economy
in Africa by Gross Domestic Product(GDP) (Victor, 2022).
Market Entry Distribution Strategy
Enbridge Inc can take advantage of a myriad of entry options ranging from exportation,
acquisition, joint ventures, and strategic alliance to greenfield ventures. However, based on
the long-term orientation of the investment, the report recommends a Strategic Alliance. This
is an international strategy initiative that aims at collaborating with local partners, such as
renewable energy developers or government agencies, can enable Enbridge Inc. to leverage
its resources, expertise, and relationships.
By establishing strategic partnerships and collaborations with a local company or government
entities, Enbridge Inc. enhances its market position. The partnership can provide access to
networks, local market knowledge, and regulatory support.
Marketing and Communication Strategies
Enbridge Inc. should develop tailored marketing and communication strategies to effectively
reach and engage with the Nigerian market. Marketing materials, messaging, and visuals that
resonate with the cultural diversity in Nigeria should be adapted.
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The report also recommends that Enbridge collaborates with local influencers, community
leaders, and organizations to enhance brand visibility and credibility.
Additionally, conducting outreach programs and campaigns to educate the Nigerian
population about Enbridge Inc.'s offerings, sustainability practices, and the benefits of clean
energy.
Lastly, leveraging digital platforms and social media to reach a wide audience, particularly
considering Nigeria's high digital adoption rate will also be of immense benefit to Enbridge
Inc.
Business Viability Analysis: Risk Assessment and Mitigation
The report identifies the potential risks Enbridge Inc. might face and recommend the
development of mitigation strategies. Key risk areas to consider include:
a) Political and Regulatory Risks: Monitor political developments, changes in government
policies, and regulatory frameworks to anticipate potential impacts on Enbridge Inc.'s
operations.
b) Security Risks: Assess the security landscape and implement measures to protect assets,
personnel, and infrastructure.
c) Economic Risks: Monitor economic indicators and factors that may affect the energy
sector, such as oil price fluctuations and currency exchange rates.
d) Environmental and Social Risks: Develop robust environmental management practices,
adhere to sustainability standards, and engage in responsible community development
initiatives.
Competitive Advantage and SWOT Analysis of Enbridge Inc
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Enbridge Inc. should analyze its competitive advantages to differentiate itself from the major
competitors in the Nigerian market. Key factors to leverage include:
i) Expertise and Technology: Enbridge Inc. has a strong track record and expertise in energy
infrastructure, including oil and gas pipelines and renewable energy projects. Its
technological capabilities and innovation in energy solutions provide a competitive edge.
ii) Sustainability and Clean Energy Focus: Enbridge Inc.'s commitment to sustainability and
clean energy aligns with Nigeria's goals of diversifying its energy mix and reducing carbon
emissions. Emphasizing its renewable energy solutions and environmental stewardship can
differentiate Enbridge Inc. in the market.
iii) International Experience: Enbridge Inc.'s successful projects and operations in various
countries demonstrate its global experience and ability to navigate diverse market
environments. This experience can contribute to the company's competitive advantage in
Nigeria.
iv) Partnerships and Collaborations: Establishing strategic partnerships and collaborations
with local companies, government entities, and community stakeholders can enhance
Enbridge Inc.'s market position. These partnerships can provide access to networks, local
market knowledge, and regulatory support.
The report contains a SWOT analysis to help Enbridge that considers its internal strengths
and weaknesses, as well as external opportunities and threats. Based on the analysis,
Enbridge Inc’s strong expertise in energy infrastructure, technological capabilities, and
innovation, commitment to sustainability and clean energy, international experience, and
successful track record are good to have and outweigh the company’s weaknesses in local
market knowledge and lack of understanding of the business dynamics. This is why the report
recommends Strategic Alliance as an entry strategy as the local partner will bring this
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knowledge. Opportunities abound in the form of growing energy demand and infrastructure
development in Nigeria, government initiatives to diversify the energy mix and promote
clean energy, the potential for collaboration with local entities, and community engagement
Though there exist inherent threats arising from Intense competition from major players in
the Nigerian energy sector, Political and regulatory uncertainties, Security risks and
operational challenges, Regulatory Environment, and Legal Considerations, it is the report’s
overall assumption that Nigeria is a good destination for Enbridge Inc to disperse its product
to Africa.
Conclusion
By considering the cultural dimensions of power distance, collectivism, masculinity vs.
femininity, uncertainty avoidance, and a long-term orientation, Enbridge Inc. can adapt its
strategies, communications, and operations to align with Nigerian cultural values. Building
cultural intelligence and fostering cross-cultural understanding will enhance Enbridge Inc.'s
ability to navigate the Nigerian market and foster positive relationships with stakeholders.
By understanding the target market, choosing appropriate entry modes, implementing
effective marketing and communication strategies, and conducting thorough risk assessments,
Enbridge Inc. can develop a comprehensive market entry strategy that maximizes
opportunities and mitigates potential challenges in Nigeria.
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References
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