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
3 MARKETING must work together to contribute towards a more sustainable society and business (Jia, Liu & Liu, 2018). Uber, the bike sharing company, will be the key stakeholder as it will invest in bicycles and infrastructure, day to day operation management and system operation. As far as the public are concerned, they tend to exert social influence on the bike sharing users. The media on the other hand help in shaping the public opinion about the scheme on bike sharing which will have an impact on the attitude of the citizens towards the new scheme (Zhang et al., 2015). Traditional media also acts as a key medium for communicating the information to audience thereby affecting their behavior. Thus, the traditional media and the new media serves as another stakeholder affecting the behavior of the citizens (Shi et al., 2018). Thus, in other words, the stakeholders’ acts as stimulus that creates an impact on the psychological factor of the user thereby creating awareness against uncivilized behavior (Bundy, Shropshire & Buchholtz, 2013). Question 3: Potential Marketing Issues Identified The users of the ride sharing scheme will be able to locate as well as reserve the bike through their Uber app as well as unlock it through scanning (Lannin 2018). Riders need to pay $1 for unlocking a bike and 30 cent for every minute spent on the Uber account. The newly introduced electric bikes had remote monitoring and geo-fencing facilities (Skatssoon, 2020). These bikes also came with Helmets that had built in locks and had small battery supported motors that allowed a speed of 25Kph. However, Melbourne’s foray into the shared bike not only attracted anti-social behavior from some of the people but it also led to dumping and vandalism (Pash 2018). The authorities of the Australian government tried cracking down the dumping by imposing fine and strict vigilation. This made the market of Australia unsuitable for the players and acted as a potential market issue. This might gradually put an end to the bike sharing business in Australia.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
4 MARKETING Question 4: Response to the Issues and Why It cost the government as well as the council millions of dollars in establishing the sharing schemes of the electric bikes (Stöckle, 2020). So to resolve the potential marketing issue they can come up with a suitable business model.These schemes can work efficiently through publiceducationand establishmentof agreementbetweenlocalauthoritiesand operators regarding the parking of the bikes. Customers look forward to not only reliable service of the share bikes but they also check in the availability of helmets, suitable locations for pick up and enough docking stations. To prevent vandalism and dumping the councils plan to put up a restriction by limiting the movement of the bikes within the combined boundaries of Melbourne, City of Yarra and Port Philip (Skatssoon, 2020). The users are subjected to even penalties for taking the bikes outside or illegally parking them. The report also mentioned that the bikes will be maintained and serviced by social enterprise based in Melbourne known as Good Cycles. In addition to this, the electric bike riding scheme from Uber will take more precaution compared to the past bike arrangements since the new scheme willhave localized team on ground for servicing and maintaining the bikes along with 24 hours customer service for reporting of damaged and abandoned bikes. The operator however believe that the locals and the visitors will extend their complete support in making it a success. The Uber bike sharing scheme will act like a step towards the transition of thesustainabletransportandameanstowardsthereductionofthetrafficcongestion (theindiantelegraph.com.au, 2020). This is necessary as it will help in business expansion and operation and at the same time reduce congestion thereby acting as viable option for the consumers (Shove & Spurling, 2013). This will help in providing a universal access to the safe, accessible, inclusive, public and green
5 MARKETING spaces particularly for the children, women, elderly and the people with disabilities. It also extended support towards the social, environmental and the economic links between the semi- urban and urban area through strengthening the development planning (Johnson & Rose, 2013). Such sustainable measures will also enable the human settlements in implementation and adoptionoftheintegratedplansandthepoliciestowardsresourceefficiency,inclusion, adaptation and mitigation of the climate change and resilience towards disasters.
6 MARKETING References: Bundy, J., Shropshire, C., & Buchholtz, A. K. (2013). Strategic cognition and issue salience: Toward an explanation of firm responsiveness to stakeholder concerns.Academy of management review,38(3), 352-376. Greenacre, H, (2020). JUMP electronic bikes to offer Adelaide more choice. [Online]. Retrieved fromhttps://www.uber.com/en-AU/newsroom/jumpadelaide/ Jia, L., Liu, X., & Liu, Y. (2018). Impact of different stakeholders of bike-sharing industry on users’ intention of civilized use of bike-sharing.Sustainability,10(5), 1437. Johnson, M., & Rose, G. (2013, October). Electric bikes–cycling in the New World City: an investigation of Australian electric bicycle owners and the decision making process for purchase. InProceedings of the 2013 Australasian Transport Research Forum(Vol. 13). Keesstra, S. D., Bouma, J., Wallinga, J., Tittonell, P., Smith, P., Cerdà, A., ... & Bardgett, R. D. (2016). The significance of soils and soil science towards realization of the United Nations Sustainable Development Goals.Soil. Lannin, S, (2018).Can the share bike business survive in Australia? [Online]. Retrieved from https://www.abc.net.au/news/2018-07-12/is-this-the-end-for-share-bikes/9981552 Pash, C, (2018).Australia's bike sharing industry is near collapse as 3 major companies shut. [Online]. Retrieved from https://www.businessinsider.com.au/bike-sharing-industry-end- australia-2018-7
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
7 MARKETING Rodrigue, M., Magnan, M., & Boulianne, E. (2013). Stakeholders’ influence on environmental strategy and performance indicators: A managerial perspective.Management Accounting Research,24(4), 301-316. Sadler,D,(2020).UberelectricbikescomingtoMelbourne.[Online].Retrievedfrom https://ia.acs.org.au/article/2020/uber-electric-bikes-coming-to-melbourne.html Shi, J. G., Si, H., Wu, G., Su, Y., & Lan, J. (2018). Critical factors to achieve dockless bike- sharingsustainabilityinChina:Astakeholder-orientednetwork perspective.Sustainability,10(6), 2090. Shove, E., & Spurling, N. (2013). Sustainable practices: Social theory and climate change. InSustainable Practices(pp. 17-30). Routledge. Siddeek, A, (2020). Uber to roll out hundreds of Jump e-bikes in Melbourne.[Online]. Retrieved fromhttps://www.theguardian.com/lifeandstyle/2020/feb/06/uber-to-roll-out-hundreds- of-jump-e-bikes-in-melbourne Skatssoon, J, (2020). Uber on-demand bike scheme comes to Melbourne. [Online]. Retrieved fromhttps://www.governmentnews.com.au/uber-bike-on-demand-scheme-comes-to- melbourne/ Stöckle, R, (2020). The Business of Mobility: How we prevent vandalism of our $4,000 shared e-bikes.[Online].Retrievedfromhttps://urbanmobilitydaily.com/how-we-prevent- vandalism-of-our-4000-shared-e-bikes/
8 MARKETING theindiantelegraph.com.au, (2020). Riders who vandalise new Uber e-bikes to face ban. [Online]. Retrievedfromhttps://theindiantelegraph.com.au/riders-who-vandalise-new-uber-e- bikes-to-face-ban/ uber.com, 2020. [Online]. Retrieved from https://www.uber.com/in/en/ride/uber-bike/ Zhang, L., Zhang, J., Duan, Z. Y., & Bryde, D. (2015). Sustainable bike-sharing systems: characteristics and commonalitiesacross cases in urban China.Journal of Cleaner Production,97, 124-133.