Your task: 1. You will be randomly allocated a post code area from Australia (See Moodle / LMS for your postcode area) 2. Use Marketing Theory (from your textbook or e-journals) to identify the relevant criteria to use when describing the people living in this post code area. Use search terms like, ‘demographics’ and ‘geodemographics’. Include a brief summary / justification of which variables you will be using in your report (i.e. what did the theory say? What are the key definitions? Should you focus on any specific variables? Etc) Basically the Marketing Theory you are addressing is the theory on segmentation and targeting. Basically the process you will be following is: Describe the population in the postcode area. What segments of consumers / people live in your postcode? How are their housing and related needs served? What types of dwellings and services like shopping centres / transport exist in the postcode? Is there a particular segment that Alpha can target? What would you recommend? Please utilise and reproduce in your assignment tables, graphs and figures. Each set of data / table should be followed by a short interpretation of the information / a summary of the key points. The Australian Bureau of Statistics (ABS) is a COMPULSORY data source for you to use. Other data sources can be used to complement your findings. 4. Compare the population in your post code area to the ‘average Australia’. Please utilise tables, graphs and figures when possible followed by a short summary of the key points. E.g. “Table 1. The age distribution for XXXX and the Average Australia Age categories XXXX postcode area ‘Average Australia’ 0-4 years 5-14 years 15-24 years 25-54 years 55-64 years 65 years and over Source: Based on 2006 Census QuickStats: xxxxxx” 5. Use Google Maps to learn more about this postcode area; e.g. Photos, Real Estate, Webcams, Google Street View 6. Draw a map of this area and identify key roads/tram/train etc lines, places of interest (e.g. shopping complex, museum etc). 7. Recommend to the ALPHA PROPERTY DEVELOPMENT GROUP what type of property (if any) could be a profitable investment for them and is worthy of further investigation.
Back