Article Analysis Assignment: 17 Sustainable Goals Of United Nations
For this assessment, each student will be analysing two news articles for tutorial discussion and submission on two separate weeks (3 & 5). The emphasis is on identifying the marketing implications for the events or incidents described in the article. Students are required to choose ONE of the news articles (from the list below) that focuses on one of the United Nations Sustainable Development Goals (UNSDGs) and write marketing implications of the news. The first two tutorial weeks are designed to discuss how to analyse the sample news articles that focuses on UNSDGs. Specific questions that students need to answer include:
(1) Which of the UNSDGs does the new article relate to?
(2) Who are the important stakeholders?
(3) What potential marketing issues can be identified from the article?
(4) How would you respond to these issues and why?
For the last question students are required to include minimum of 5 references for each submission. This is an individual assessment with a maximum word limit of 1000 for each article analysis. Only references used in text should be included in your reference list. The references should consist of published academic and research papers and textbooks in the write-up to support key points. Ensure that your references are relevant to the issues discussed. Referencing should follow the APA style.
Page 2 of 3 Each article analysis submission is worth 10% equating to a total of 20% of the mark for the unit. Tutorial class activities in weeks 1 and 2 are designed to assist students in preparing for 1a assessment (due on Friday, week 3) and 1b assessment (due on Thursday, week 5). Tutors will take note of the participants in class. Distance/online/flex students will discuss their analysis of articles 1a and 1b in the allocated Moodle discussion forum in weeks 3 and 5, respectively. Any assessment with a ‘Turnitin’ score of more than 25% will be checked by the marker and unit coordinator for potential plagiarism issues although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority. Following are the list of articles for assessment 1a and 1b. You only need to choose one article for each of the assessments. Choosing a different article than the ones listed below can result in no mark given for the assessment.
List of articles for assessment 1a (available in the unit’s Moodle page)
• Outstripped on paid carer leave (The Age newspaper, January 24, 2020, p.13)
• ‘Wall of mud and ash’: new fish disaster (The Age newspaper, January 24, 2020, p.8)
• Burning issue for young skin (The Herald Sun newspaper, January 24, 2020, front page and p.13)
List of articles for assessment 1b (available in the unit’s Moodle page)
• Ritchies revels in surprise victory (The Australian newspaper, January 24, 2020, p.17)
• Uber on-demand bike scheme comes to Melbourne (Government news, February 7, 2020)
• ‘Having to ask for somewhere to live, it's difficult indeed’: Single, female, homeless. Australia's shameful crisis (The Sydney MorningHerald, February 8, 2020)
The article “Burning Issue for Young Skin” explored in the context of article analysis assignment emphasises on the importance of protecting the skin of children from the harmful effects of UV rays. Sunburn causes more harm to the skin of a child compared to adults. The study developed within the article analysis assignment examines the relationship between the article and the 17 sustainable goals defined by the United Nations. Key stakeholders and the subsequent impacts on the market are explored.
Relation with UNSDG
Good health and Well Being is Goal 3 among the diverse aims developed by the United Nation. Apart from reducing child mortality and enhancing the life expectancy the goal focuses accomplishing well- being and health for all. The goal further delves in the prevention and treatment of injuries from the air, water or any other type of natural elements. Hence the article focussing on children being sunburnt falls under the UN goal for overall health and well-being. It has been identified that out of the 5 cases of sunburn relegated to emergencies in the financial year of 2018-2019 one of them belonged to that of a child aged below 9. One out of three belonged to the teen group of age 10 to 19 (Heraldsun.com.au, 2020). Cancer Council of Victoria has highlighted how excessive exposure to sunlight for the first 20 years of life can lead to eventual skin cancer. Thus, it can be stated herein article analysis assignment that excessive sunburn can be considered as a serious threat to the UN’s sustainable goals of achieving well-being and health. Parents lacking awareness of the vulnerabilities of young skin is resulting in children dealing with the severe impacts of UV rays.
Important stakeholders involved in the process
The major stakeholders in the “health and well-being goals” are the patients which constitute of children in this specific case. Children, as has been noted by the article, are bearing the maximum brunt of the situation. The skin cell structures of children are different from that of an adult resulting in 296 cases being reported to the ER. Out of these 16 cases had to be transferred to hospitals owing to the severity (Lospinoso, Lospinoso & Miletta, 2017).
The other keys stakeholders outlined in this segment of article analysis assignment are the physicians, government bodies and pharmaceutical firms. Physicians have tangible fiduciary responsibilities and duties towards the children being admitted for sunburns. Physicians in this aspect are receiving sufficient remuneration for their services but are ultimately responsible for tendering the right type of care. Government bodies are similarly responsible for ensuring that the patients have access to expert medical care and infrastructure. Pharmaceutical companies are deigned to develop medications which can capably treat the effects of sunburn.
Potential marketing issues
A potential marketing issue noted in the article analysis assignment with respect to the article is the lack of advertisements regarding the use of sun care products. Hats and sunglasses are being used by young children in place of effective sunscreens. Sunscreens and aloe vera gels capable of protecting the young skin from the UV rays of the sun are perceived as adult cosmetic products. In the literature as well as the product descriptions sunscreens are being emphasised as the product for improving the skin in place of being treated as an essential inclusion. Impacts of the UV rays leading to skin cancer are not specified.
Yet another issue highlighted in this section of article analysis assignment is the lack of products which are exclusively designed to protect the skin of a child. While a plethora of products is flooding the market right now in the form of lip balms, gels, moisturisers and lotions. There has been a heightened demand for the products. However, the products are laced with chemical and ingredient which are suitable to the structure of the adult skin. Mineral sunscreens containing zinc oxide and titanium dioxide are significantly lesser in number which can be applied safely to the skin of children. Alternatives present in the market in the form of herbal and organic sun protection creams are high priced thus making their procurement difficult. Drugs for treating sunburn are oftentimes unsuitable for young patients.
Response to the issues
As per my opinion, it is stated in this article analysis assignment that more awareness must be spread in the market pertaining to the use of products offering sun protection. The importance of using sunscreen specifically in kids to prevent skin cancer in the later stages must be explicitly stated. One of the stakeholders is the children and impacts of not using products offering protection from the UV rays must be emphasised (Biermann, Kanie & Kim, 2017). As per me, the market needs to identify the target segment of kids requiring the sunscreen and develop organic products accordingly. False perception projected by advertising has also led to sun protection being acknowledged as cosmetic facet instead of an essential one (Costanza et al., 2016). Also, the research on article analysis assignment states that the tendency to develop skin cancer due to sunburn in the first 20 years makes them a key stakeholder in this particular issue (Stanganelli et al., 2020). Thus the actions required as per my opinion will be to:
- Study the children segment of the market and understand the requirements for a sun protection lotion (Williams et al., 2018).
- Conduct a study of the chemicals which can be included in the product without harming the young skin structure of a child. Try to acquire more organic sun protection products in the market which have a competitive rate.
- Publish advertisements in the media and appropriate channels the necessity of using a sunscreen not just on adults but on young children who are more likely to catch melanoma in the later phases of their lives (Stekelenburg et al., 2019).
The overall discussion on article analysis assignment depicts that despite the incidents of sunburns reported over time appropriate products to tackle the impacts is reportedly less. Also, the drugs being used in the market are not safe for the use of children being affected by sunburn. The health and wellness sustainable goal of the United Nations pledges protection from natural elements. However, the lack of essential products remains a veritable issue in this aspect. Lacks of specific knowledge of the key stakeholders involved in the process are also seriously thwarting the accomplishment of one of the top sustainable goals of the United Nations.
Biermann, F., Kanie, N., & Kim, R. E. (2017). Global governance by goal-setting: the novel approach of the UN Sustainable Development Goals. Current Opinion in Environmental Sustainability, 26, 26-31. [Retrieved from : https://www.sciencedirect.com/science/article/pii/S1877343517300209]
Costanza, R., Daly, L., Fioramonti, L., Giovannini, E., Kubiszewski, I., Mortensen, L. F., ... & Wilkinson, R. (2016). Modelling and measuring sustainable wellbeing in connection with the UN Sustainable Development Goals. Ecological Economics, 130, 350-355. [ Retrieved from : https://www.sciencedirect.com/science/article/pii/S0921800915303359]
Heraldsun.com. au (2020). Burning Issue of Young Skin. Retrieved from: https://www.heraldsun.com.au/
Lospinoso, D. J., Lospinoso, J. A., & Miletta, N. R. (2017). The impact of ultraviolet radiation on sunburn-related search activity. Dermatology online journal, 23(8), 23-34. [ Retrieved from : https://escholarship.org/content/qt6cs1n9nd/qt6cs1n9nd.pdf]
Stanganelli, I., Naldi, L., Cazzaniga, S., Gandini, S., Magi, S., Quaglino, P., ... & Palmieri, G. (2020). Sunburn-related variables, secular trends of improved sun protection and short-term impact on sun attitude behavior in Italian primary schoolchildren: Analysis of the educational campaign “Il Sole Amico”(“The sun as a friend”). Article analysis assignment Medicine, 99(1), e18078. [ Retrieved from : https://journals.lww.com/md-journal/fulltext/2020/01030/sunburn_related_variables,_secular_trends_of.2.aspx]
Stekelenburg, N., Horsham, C., O’Hara, M., & Janda, M. (2019). Using social media to determine the affective and cognitive components of tweets about sunburn. Dermatology, 1-6. [ Retrieved from : https://www.karger.com/Article/Abstract/506102]
Williams, J. D., Maitra, P., Atillasoy, E., Wu, M. M., Farberg, A. S., & Rigel, D. S. (2018). SPF 100+ sunscreen is more protective against sunburn than SPF 50+ in actual use: Results of a randomized, double-blind, split-face, natural sunlight exposure clinical trial. Journal of the American Academy of Dermatology, 78(5), 902-910.[ Retrieved from : https://www.sciencedirect.com/science/article/pii/S0190962217329080]
The second article “Uber on-demand bike scheme comes to Melbourne” explored in the context of article analysis assignment follows a new electric bike sharing scheme which is being planned in Melbourne. A deal has been signed between the ride-sharing corporate giant Uber and the 3 inner city councils. The 3 cities of Melbourne, Yarra and Phillip will commence on ride sharing with 400 JUMP bikes. Users availing the scheme will be able to locate and reserve a particular bike using the Uber app. Bikes are integrated with battery-powered systems enabling them to go around 25 kph (Choi & Choi, 2020). The ride sharing deal will facilitate the people of the community to move about in sustainable and affordable manner reducing the levels of congestion generated by other types of transport.
Relation with UNSGDs
Goal 12 of the United Nations emphasises on the aspect of using eco-friendly products and diminishing the volume of waste. It is a global commitment to shift towards enhanced sustainable consumption in the different nations. The underlying goal is to reduce the impact on the immediate environment and climate. The venture between Uber and the inner city councils of Australia is categorised under this particular goal. The bikes powered by battery reduce the dependence the general community has on the transports powered by fossil fuels. Using remote monitoring and geo-fencing techniques the bikes are a progressive step in the mode of sustainable transport. The article analysis assignment examines that the only issue in the entire framework is the vandalising and dumping of bikes which have taken place in scattered areas of Melbourne. However, the local teams operating on the ground and the 24*7 customer service can aim to reduce this issue (Binetti et al., 2019). Armed with 400 JUMP bikes the scheme is a huge step in reducing the traffic congestion and in sustainable transport contributing to the “Responsible Consumption and Production” goal of United Nations.
The dockless scheme for electric bikes will reduce the harmful impact on the immediate environment. Helmets and built-in locks will be provided to ensure the safety of the riders.
What are the important stakeholders involved in the process explored in the context of article analysis assignment?
The vital stakeholders involved in the bike-sharing process comprises of the general community of Melbourne, Phillip and Yarra. Commuters to work will benefit from the process since there will be a sufficient reduction in the congestion generated by the traditional mode of transports. To be used within the combined boundaries of the cities the bikes will also ensure access to all areas within a limited time. It can also be seen that regular use of bike will enhance the health of the daily commuters thus placing them as a major stakeholder in the entire process (Governmentnews.com.au, 2020). Also, the use of bikes powered by electric fuels will result in reduced impact on the environment thus ensuring better health on all pockets of the community. Further, the bikes can be accessed at a decidedly diminished rate ($ 1 for unlocking and 30 cents for each minute) increase the financial viability of the product.
Other key stakeholders in the process are the employees of Uber. Here are certain parts of Melbourne which are being affected by the vandalism and dumping of bikes. Customer services employees are responsible for ensuring that customers availing bike-sharing are not scheme are not adversely impacted. Also, the social enterprise Good Cycles based in Melbourne responsible for maintaining the conditions of the bikes are responsible for ensuring that customers do not face any technical issues with the bikes.
Potential Marketing issues
Marketing issues identified from the article examined in the article analysis assignment are the reduced dependency on the automobiles. Suppliers dependent on the automobile industry in these areas can collapse due to the reduced rates being asked by Uber bike-sharing.
Yet marketing issues identified in this framework is the lack of communication. Local teams and social groups are responsible for the safekeeping of the bikes. Customer services are responsible for ensuring that customers are safe on the road. However, there are no distinct techniques to segmenting the responsibilities clearly which can lead to conflicts in the later stages. Till now there is no procedure to check and capture the return on investments made for bikes which are crucial for a business to sustain in the market. There are no specific KPIs or metrics to gauge the success of the scheme and understand the parts which may require improvements in the future. Marketing campaigns need to be designed highlighting the crucial aspects of the bikes being used as form of sustainable transport. The numerous benefits being offered to society by providing bike-sharing at reduced rates need to be emphasised. Despite the noble venture the iss ues can diminish the overall desired profits.
Impact of the issues identified in the article analysis assignment
According to my opinion, the automobile industry, as well as public transports, need to design competitive rates to lure customers in availing other forms of transports. There must be incorporations in the design to reduce the emissions of greenhouse gases in the environment. There is also the case in which the sustainability needs to be incorporated in the supply chain of the automobile market (Cohen & Muñoz, 2016).
The lack of customers on Melbourne and Yarra availing the automobiles can cause the market to plummet (Backhaus, van Lente & Kemp, 2018). Also, a detailed framework needs to be developed for the Uber bike-sharing scheme (Si et al., 2020). There must be effective techniques to calculate the return on investments as well as the revenues being generated from each channel. Advertisements and campaigns regarding the introduction of the bikes in the three cities of Phillip, Yarra and Melbourne must be highlighted to gain the attention of target customers (Governmentnews.com.au, 2020).
According to me despite the offer of sustainable transport being valid, there is very little emphasis on the publicity necessary for gaining potential customers which need to be solved immediately. Local teams deployed in the grounds to maintain the bikes are major stakeholders ensuring the safety of the customers availing the bike-sharing system (Rechene, Silva & Campos, 2018).
This can be concluded from the above analysis on article analysis assignment that sustainable transport, especially bikes, is quickly being accepted as alternative modes to commute on a daily basis. The reduced rates, as well as the health benefits gained, are strategic in accomplishing the responsible goal consumption outlined by the United Nations. However, it is also noted in the article analysis assignment that effective models need to be developed and applied to tackle the issues of marketing. A lack of methods to measure ROI can thwart the progress of the business.
Backhaus, J., van Lente, H., & Kemp, R. (2017). The idea (l) of a ‘sustainable sharing economy’: Four social science perspectives on transformative change. In Social Innovation and Sustainable Consumption (pp. 26-40). Article analysis assignment Routledge. [Retrieved from : https://www.taylorfrancis.com/books/e/9781315201559/chapters/10.4324/9781315201559-3]
Binetti, M., Caggiani, L., Camporeale, R., & Ottomanelli, M. (2019). A Sustainable Crowdsourced Delivery System to Foster Free-Floating Bike-Sharing. Sustainability, 11(10), 2772. [Retrieved from : https://www.mdpi.com/2071-1050/11/10/2772]
Choi, Y., & Choi, E. J. (2020). Sustainable Governance of the Sharing Economy: The Chinese Bike-Sharing Industry. Sustainability, 12(3), 1195. [Retrieved from : https://www.mdpi.com/2071-1050/12/3/1195]
Cohen, B., & Muñoz, P. (2016). Sharing cities and sustainable consumption and production: towards an integrated framework. Journal of cleaner production, 134, 87-97.[ Retrieved from : https://www.sciencedirect.com/science/article/pii/S0959652615010641]
Governmentnews.com.au. (2020). Uber Bike On demand. Retrieved from: https://www.governmentnews.com.au/uber-bike-on-demand-scheme-comes-to-melbourne/
Rechene, S. T., Silva, M. E., & Campos, S. A. (2018). Sharing economy and sustainability logic: Analyzing the use of shared bikes. BAR-Brazilian Administration Review, 15(3), 23-34. [ Retrieved from : http://www.scielo.br/scielo.php?pid=S1807-76922018000300300&script=sci_arttext]
Si, H., Shi, J. G., Tang, D., Wu, G., & Lan, J. (2020). Understanding intention and behavior toward sustainable usage of bike sharing by extending the theory of planned behavior. Article analysis assignment Resources, Conservation and Recycling, 152, 104513. [Retrieved from : https://www.sciencedirect.com/science/article/pii/S0921344919304197]