International Journal of Innovation and Technology Management
Added on 2022-09-09
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Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Student’s Name
University Name
Author note
MARKETING PRINCIPLES
Student’s Name
University Name
Author note
1MARKETING PRINCIPLES
Introduction
Uber has introduced a new electric bike share scheme to be rolled out in Melbourne.
The users will be provided with new opportunities to locate a reserve the bike with the help
of Uber application. They can scan and unlock it. The scheme is highly cost effective for the
consumers. The bikes have helmets with built in cable locks along with small battery
powered motors. This is a new innovative way for the people to move around the city. It
reduces congestion, sustainable and affordable (Government News. 2020). The purpose of
this report is to identify appropriate UNSDG from the article. It identifies the key
stakeholders, potential marketing issues and response to such issues.
United Nations Sustainable Development Goals (UNSDG)
The article relates to category sever of United Nations Sustainable Development Goals
(UNSDGs) that is affordable and clean energy. The goal 7 is to “ensure access to affordable,
reliable, sustainable and modern energy for all” (Sustainable Development Goals 2020). The
article states that the scheme is to provide a new and innovative way to “help people to move
around in a sustainable, safe, efficient, affordable” way. It also ensures reduction of congestion
on the streets and reduced use of fuel and gas. This statement ensures sustainability and modern
energy for all the people. The consumers can move from one place to another with less fuel and
more efficient cars. This will further improve pollution and air quality of Melbourne. It also aims
to increase the efficiency of the transport system. They are committed to sustainable transport
system (Government News. 2020). This has positive environment impact and increase efficiency
in travelling for the people living in the city.
Major stakeholders of the organization
For the particular scheme, the most important stakeholders of the business
organization are the riders, investors, mobile operating system providers, maintenance
Introduction
Uber has introduced a new electric bike share scheme to be rolled out in Melbourne.
The users will be provided with new opportunities to locate a reserve the bike with the help
of Uber application. They can scan and unlock it. The scheme is highly cost effective for the
consumers. The bikes have helmets with built in cable locks along with small battery
powered motors. This is a new innovative way for the people to move around the city. It
reduces congestion, sustainable and affordable (Government News. 2020). The purpose of
this report is to identify appropriate UNSDG from the article. It identifies the key
stakeholders, potential marketing issues and response to such issues.
United Nations Sustainable Development Goals (UNSDG)
The article relates to category sever of United Nations Sustainable Development Goals
(UNSDGs) that is affordable and clean energy. The goal 7 is to “ensure access to affordable,
reliable, sustainable and modern energy for all” (Sustainable Development Goals 2020). The
article states that the scheme is to provide a new and innovative way to “help people to move
around in a sustainable, safe, efficient, affordable” way. It also ensures reduction of congestion
on the streets and reduced use of fuel and gas. This statement ensures sustainability and modern
energy for all the people. The consumers can move from one place to another with less fuel and
more efficient cars. This will further improve pollution and air quality of Melbourne. It also aims
to increase the efficiency of the transport system. They are committed to sustainable transport
system (Government News. 2020). This has positive environment impact and increase efficiency
in travelling for the people living in the city.
Major stakeholders of the organization
For the particular scheme, the most important stakeholders of the business
organization are the riders, investors, mobile operating system providers, maintenance
2MARKETING PRINCIPLES
groups, the government officials and the care takers of the city. The most important
stakeholder for the business organization are the riders of Uber bike, they remain the top most
priority of the business organisation (Fishman, & Allan, 2019). The second most important
stakeholder for the business organization is the local teams which will be on the ground for
serving and maintenance of the bikes. The customer care service providers (the employees)
are also major stakeholders of the business organization (Fishman, & Allan, 2019). They are
to make reports of the damaged and the abandoned bikes on the roads. Mayor Misha
Coleman is also an important external stakeholder of the business organization, her support
and agreements are very essential for the business organizations (Sun, 2018). The councils
are important stakeholders of the business organization, their guidance and support is
essential to make the scheme successful.
Potential market issues
The overall aim and purpose of the scheme is to reduce congestion on the streets and
the roads and curb the usage of other vehicles on the streets and increase the efficiency of the
transportation. The market campaign moves the people to a sustainable and energy efficient
future. However, there are certain market risks that can be faced by the business organization.
There can be charging accessibility issues faced by the users while using the bikes (Urbinati
et al.,2018). The charging might be made easier by the company to ensure that more Uber
bikes are on the roads. The business organization needs to overcome this potential risks for
charger shortages. There are other potentials risks and issues faced by the company (Wild &
Woodward, 2018). The people might take the bikes outside the suggested boundaries or
might fail to leave them at specific required places; they might as well park the bikes
illegally. People might turn to anti social behaviour and risks pertaining to personal mobility.
These risks might affect the overall purpose and performance of the business organization.
groups, the government officials and the care takers of the city. The most important
stakeholder for the business organization are the riders of Uber bike, they remain the top most
priority of the business organisation (Fishman, & Allan, 2019). The second most important
stakeholder for the business organization is the local teams which will be on the ground for
serving and maintenance of the bikes. The customer care service providers (the employees)
are also major stakeholders of the business organization (Fishman, & Allan, 2019). They are
to make reports of the damaged and the abandoned bikes on the roads. Mayor Misha
Coleman is also an important external stakeholder of the business organization, her support
and agreements are very essential for the business organizations (Sun, 2018). The councils
are important stakeholders of the business organization, their guidance and support is
essential to make the scheme successful.
Potential market issues
The overall aim and purpose of the scheme is to reduce congestion on the streets and
the roads and curb the usage of other vehicles on the streets and increase the efficiency of the
transportation. The market campaign moves the people to a sustainable and energy efficient
future. However, there are certain market risks that can be faced by the business organization.
There can be charging accessibility issues faced by the users while using the bikes (Urbinati
et al.,2018). The charging might be made easier by the company to ensure that more Uber
bikes are on the roads. The business organization needs to overcome this potential risks for
charger shortages. There are other potentials risks and issues faced by the company (Wild &
Woodward, 2018). The people might take the bikes outside the suggested boundaries or
might fail to leave them at specific required places; they might as well park the bikes
illegally. People might turn to anti social behaviour and risks pertaining to personal mobility.
These risks might affect the overall purpose and performance of the business organization.
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