Perform an analysis of the social / demographic, technological, economic, environmental / geographic, and political/legal / governmental segments to understand the general environment facing Union Pacific.
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Economic issues: Union Pacific has only 1 competitor. It is a market that is almost impossible to enter due to both the required investment and the massive network of rail required to operate across so many states. In this case, it has a state-sanctioned monopoly.
Technological issues: UPC must maintain an outstanding amount of technology to track, monitor, and respond in real time to issues.
Legal issues: UPC operates across many states in the USA, and as such, must be in compliance with a very wide variety of legislation concerning the operation of its business. Unique to UPC is the economic hazard of accidents, which for rail tends to be devastating and makes for big news.
Environmental issues: Of extreme importance to UPC is the increasing disaster brought about by America's oil boom. Several large-scale collisions of trains carrying petroleum have made national news.
Please let me know if you need any clarification. I'm always happy to answer your questions.
When you ask an "easy" question, there is a 20 minute time limit :) I didn't know you needed all of the issues, so here's social and demographic:
Social issues: UPC has angered several communities with oil trains that have derailed and caused massive damage. UPC is also dealing with fallout from environmental groups that strongly disapprove of the production of oil in the USA.
Demographic: UPC doesn't actually have a "demo". It is not a commodity being sold to any one age or category. Rather, any commercial venture that needs to move goods from point A to point B can be said to be UPC's "demographic".