Marketing Management Digital Communication

Running Head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication
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Sustainable development goals are aspects and tools designed to ensure an improved and
eco-friendly future. They respond to challenges that are encountered globally, such as inequality,
climate change, environmental dilapidation, and poverty, among others (Pucher & Buehler,
2017). In this paper, we shall focus on the bike schemes in Melbourne and its marketing
implications. The United Nations adopted the sustainable development agenda in 2015 to ensure
amity and prosperity for human beings, the environment, and the future. As a result, it developed
17 goals which aim at guaranteeing global success through countries working together towards
the realization of common objectives (Moon, 2018).
1. Which of the UNSDGs does the article relate to?
The article discusses the use of electric bikes, which are monitored remotely for
transportation. Clean energy is one of the significant goals reflected because it solves problems
related to pollution, energy security, and climate change. Research states that approximately 45%
of emissions come from transportation, and as such, the electric bikes provide a cleaner transport
system (Kettner et al, 2018). Air pollution is significantly reduced, thus reducing the chances of
related sicknesses. The initiative also aims at eradicating poverty because the electric bikes
minimize fuel and maintenance costs.
Technological innovations help to promote economic growth. The use of geofencing and
remote monitoring helps to increase efficiency in operations, thus improving productivity
(Skatssoon, 2020). It is also evident that this project helps to create employment since the
scheme requires employees who will maintain and service the bikes. Concerning efficacy,
electric bikes are an excellent alternative to vehicles because they reduce traffic congestion and
are user friendly for commuting within the city boundaries, which in turn saves time. Therefore,

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a sustainable transport system maintains an eco-friendly environment leading to a positive
impact on society (Nadanyiova, 2018).
2. Who are the potential stakeholders?
The scheme has various stakeholders, namely; customers, investors, employees, and
suppliers. The primary customers for the project include people of all ages. Initially, the target
demographics included people above 45 years, but currently, the target market varies depending
on the location. It means that anybody who can ride a bike can access this service (Watanabe et
al, 2017). It is also vital to note that people from different social classes are also part of the target
customers. This is as a result of the benefits that come along with the use of the bikes. As stated
in the article, the bike scheme, there are people employed to ensure that the bikes are serviced
and maintained while others serve in the customer care department. Uber has partnered with
various companies such as technology companies that guarantee technology is up to date
amongst other companies that ensure the smooth running of the organization (Fishman & Cherry,
2016). For example, the company partners with ECPAT that aims at protecting children through
support, awareness, policy, and legislature.
3. What are the potential marketing issues, how to respond to these issues and why?
Marketing issues are termed as some of the challenges that businesses face. One of the
significant problems is the inability to find the right market segment. It is evident that the
targeted demographics were people above the age of 45, but this has not been the case. It is
because electric bikes have been manufactured in such a way to favor the elderly. Some of such
features include the use of electronic pedals. It is also evident that in the United States,
approximately 70% of the e-bike users are male, and only 30% female (Nadanyiova, 2018). As a