Marketing Principles Report: Analysis of Uber Bike Scheme in Melbourne

This report examines the marketing principles associated with Uber's electric bike share scheme in Melbourne, focusing on its alignment with United Nations Sustainable Development Goals (UNSDGs), specifically Goal 7: Affordable and Clean Energy. The analysis identifies key stakeholders, including riders, investors, government officials, and maintenance teams. It explores potential marketing issues such as charging accessibility, illegal parking, and antisocial behavior, alongside legal and political challenges. The report proposes solutions, including installing charging points, implementing strict policies, and promoting stakeholder engagement. The findings highlight the importance of addressing these marketing issues to ensure the success and sustainability of the electric bike scheme, contributing to reduced congestion, improved air quality, and an efficient transport system. The report concludes by emphasizing the need for ongoing adaptation and proactive strategies to overcome potential obstacles and maximize the positive impact of the initiative.

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
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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

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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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Furthermore, the business organization might face legal and political issues which might limit
deployment of bikes and scooters (Wild & Woodward, 2018). These issues might affect the
financial markets of the business organization and affect the motive and purpose of the
scheme.
Ways to respond to the issues
Therefore, from the above analysis, it has been identified that Uber might face various
problems and issues concerning the charge sockets and limited charging issues. In order to
overcome this problem, the business organization might install various charging points across
the cities (Fishman, & Allan, 2019). The maintenance groups and the employees of the
business organization will take measures to ensure that the bikes are charged properly (Wilke
& Lieswyn, 2019). The business organization must aim to install at least 300 chargers across
the area. The bikes must be services and maintained properly by the officials and the
employees of the business organization (Wild & Woodward, 2018). In order to overcome
personal mobility issues and anti social behavior of the people, the business organization
must provide strict policies and fines in terms of money and suspension from the application
if in any case the bikes end up being vandalized and dumped (Urbinati et al.,2018). In order
to reduce the number of accidents, safety measures will be provided to the riders such as
helmets and other bike arrangements. The local teams of the business organization must be
active and provide customer support as and when required (Bakó et, 2020). In order to
overcome legal and political hurdles, the marketing campaigns must state their clear purpose
and gain their support through stakeholder engagement.
Conclusion
The report has identified that the articles suggest goal seven of United Nations
Sustainable Development Goals (UNSDGs), that is to ensure affordable, sustainable and

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efficiency for all. Further, the report analyzes the potential market risks and issues faced by the
business organization through the schemes. The business organization might face various issues
such as limited charging facilities, inappropriate usage of the people, increased chances of
accidents and other legal and political issues which might impact the purpose of the schemes and
reduce the profitability of the business. The report has also identified the ways to respond to the
issues.

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References
Bakó, B., Berezvai, Z., Isztin, P., & Vigh, E. Z. (2020). Does Uber affect bicycle-sharing
usage? Evidence from a natural experiment in Budapest. Transportation research part
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Fishman, E., & Allan, V. (2019). Bike share. In Advances in Transport Policy and
Planning (Vol. 4, pp. 121-152). Academic Press.
Sun, Y. (2018). Sharing and riding: How the dockless bike sharing scheme shapes the
city. Urban Science, 2(3), 68.
Sustainable Development Goals .:. Sustainable Development Knowledge Platform. (2020).
Retrieved 1 April 2020, from https://sustainabledevelopment.un.org/?menu=1300
Uber on-demand bike scheme comes to Melbourne - Government News. (2020). Retrieved 1
April 2020, from https://www.governmentnews.com.au/uber-bike-on-demand-scheme-
comes-to-melbourne/
Urbinati, A., Chiaroni, D., Chiesa, V., Franzò, S., & Frattini, F. (2018). An exploratory
analysis on the contextual factors that influence disruptive innovation: the case of
Uber. International Journal of Innovation and Technology Management, 15(03),
1850024.
Wild, K., & Woodward, A. (2018). Electric City: E-bikes and the future of cycling in New
Zealand.
Wilke, A., & Lieswyn, J. (2019). Dockless bikeshare–friend or foe?.