Suppose you are retained by UP as a consultant to help them with their marketing strategy. Their
goal is to achieve an increase of 5% in net profit over next 2 years. You are at a stage where you
need to think about how larger trends in society affect their marketing mix (product, price, and
promotion, assume that "place" is not much relevant for the service UP sells, for now.) The
factors we consider are following.
1. Businesses are realizing that rail is four times more fuel-efficient than the trucks. HP has
started using rail to ship its laptops from China to Europe, which is actually faster than ocean
shipping and cheaper than air freight.
2. Future of Energy- The energy industry will converge with several related industries to
develop efficient and environment friendly solutions. Key trends we will see in this area will
be the Smart Grid, the future 'Energy Internet', the contribution of shale gas in the U.S. gas
supply to surpass 40 percent in the 2030s, deep sea drilling for oil to become 20 percent of
global oil production and technology for deep sea exploration to expand to deep sea mining.
There may be space-based solar power satellites that beam electricity to the earth.
3. Going neutral - Cities and buildings will want to be carbon neutral, just like Copenhagen
wants to be first carbon neutral capital of the world where one could even have a carbon
neural beer in a carbon neutral brewery, and spend a night in a carbon neutral hotel.
Write the implications in the following format and submit on Canvas (1 submission per group).
Please mention your group number and names of all the members on top.
Group #
Namel, Name2, Name3
Trend #
1
2
3
Implications for
Product
Implication for
Price
Implication for
Promotion
