Marketing Management | Assignment-1

Running head: MARKETING
Marketing Management
Name of the Student:
Name of the University:
Author Note:

1
MARKETING
Table of Contents
Question 1: The UNSDGs that the Article Relates.........................................................................2
Question 2: The Important Stakeholders........................................................................................2
Question 3: Potential Marketing Issues Identified...........................................................................3
Question 4: Response to the Issues and Why..................................................................................4
References:......................................................................................................................................6

2
MARKETING
Question 1: The UNSDGs that the Article Relates
The United Nations Sustainable Developmental Goals (UNSDGs) that the given article
focus on are goal 7 which relates to affordable and clean energy and goal 11 that indicates
sustainable cities and communities (Keesstra et al., 2016). To ensure sustainable cities as well as
communities, the goal focuses on the use of bikes or walking or the use of public transport in
order to keep the cities clean. The article portrays how the how three city council of Melbourne
formed a deal with Uber to roll out a share scheme for electric bikes to enable people to move
across the city in a safe, sustainable, efficient, and affordable and in a way that reduced
congestion (uber.com, 2020). The agreement with Uber had been signed by City of Yarra, City
of Port Philip and the City of Melbourne to operate share scheme for electric bikes which is first
of its kind. There had been plans of rolling out close to 400 ‘Jump’ bikes by March 2020
(Greenacre, 2020). The operation of these bikes will contribute towards improvement of the
energy efficiency on a global scale and enhance the international cooperation for facilitating the
access to the clean energy technology and research that comprised of the renewable energy,
energy efficiency, ensure cleaner and the advanced fossil fuel technology along with promoting
investing in thee energy infrastructure and the cleaner energy technology (Siddeek, 2020). In
addition to this, the introduction of sustainable transport system through the introduction of
electric bikes will also contribute towards the improvement of road safety and significantly
reduce total deaths and the overall people affected (Sadler, 2020).
Question 2: The Important Stakeholders
The stakeholders represents the external elements of the environment that influence the
user behavior (Rodrigue, Magnan & Boulianne, 2013). The key stakeholders are the government,
bike sharing company Uber, public and the media. The government and the social organizations