Profile the Market

This document provides an in-depth analysis of market segmentation, including criteria such as geographic, demographic, and psychographic variables. It also includes a case study on the Australian Tourist Commission's specific market segmentation and the marketing mix for the YIT market. The document further explores project tasks related to market segmentation and provides an observation checklist. Overall, it offers valuable insights into understanding and profiling the market.

PROFILE THE MARKET
Running Head: PROFILE THE MARKET 0

Running Head: PROFILE THE MARKET 1
Table of Contents
Part 1: Evaluation............................................................................................................................3
1. Market Segmentation...............................................................................................................3
Criteria of market segmentation..................................................................................................3
2. Demographics criteria..............................................................................................................3
3. The psychographic behavior of target audience......................................................................4
Part 2: Case Study............................................................................................................................4
1 Specific market segmentation...................................................................................................4
2. The marketing mix for the YIT market...................................................................................5
3. Five consumer characteristics.................................................................................................5
4. Benefits for the Australian Tourist Commission in targeting marketing strategies....................5
5. The product conveyed under the ‘Brand Australia’ campaign...............................................6
Part 3: Project Task..........................................................................................................................6
Task A:.............................................................................................................................................6
Market segmentation report.........................................................................................................6
Target market...............................................................................................................................6
Target Audience...........................................................................................................................7
Market segments..........................................................................................................................7
Demographic variables............................................................................................................7
Geographic variables...............................................................................................................7

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Psychographic variables..........................................................................................................8
Behavioristic variable..............................................................................................................8
Market positioning strategy.............................................................................................................8
Identify the target market.............................................................................................................8
Target audience............................................................................................................................8
Segment into market segments....................................................................................................9
Demographic............................................................................................................................9
Geographic...............................................................................................................................9
Psychographic..........................................................................................................................9
Behavioristic............................................................................................................................9
Task B:.............................................................................................................................................9
Geographic segmentation............................................................................................................9
Identify available positioning strategies and choose a strategy to meet marketing requirements
and consumer profile.................................................................................................................10
Write the plan containing several options, in accordance with organizational requirements....10
Specify timelines and allow to make appropriate adjustments based on feedback...................10
Part 4: Observation checklist.........................................................................................................11
References......................................................................................................................................12

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Part 1: Evaluation
1. Market Segmentation
Group of consumers based on segmentation of market criteria are relevant for the
organization. This segmentation is based on demographic, geographic, behavioral, and
psychographic variables. All segments of the market are useful and relevant to the organization
(Ponting, 2014).
Criteria of market segmentation
 The geographic segmentation of the market
This is the first group of market segmentation that is based on geographical variables
(Gill, 2016). This divides the market into units of geographical units like states, nation, cities,
states, or even neighborhoods. Sources for market research in geographic segmentation are
primary and qualitative research (Markgraf, 2018).
 Demographic segmentation of the market
This segmentation is about people. This segmentation of market criteria based on
population: gender, age, and size of family, etc. (Bhasin, 2019). These variables are the most
popular base for consumer segmentation of the market. Sources for market research in
demographic segmentation are secondary and quantitative research (Bhat, 2019).
2. Demographics criteria
Criteria of demographics is necessary for a business to identify the customers.
Demographic segmentation decides exactly about service mixes and product that are necessary
for packaging, pricing, place, and promotion (Clark, 2015).
 Residence
 Age ranges
 Status of family
 Power of purchasing
 Means of transportation

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3. The psychographic behavior of target audience
Segmentation of psychographic is a way to categorized customers and audiences by the factors
that related their characteristics and personalities. This segmentation adjusts the services,
products, and marketing to connect with the customers on a powerful and personal level.
 Identify brand positioning and market opportunities
This identifies the personal essentials of the audience to target the market. This improves
marketing messages by using the language of the audience. This makes the content for a website,
generate a post at social media and use words to resonate and connect the audience (Washingron,
2012).
 Create better content for business
This helps to produce more targeted and valuable content by focusing on the needs of the
audience and interest. Content marketing effort develops the specific wants, desires, and targets
for the organization.
Part 2: Case Study
1 Specific market segmentation
By breaking up the market of travel into the segment of the specific market, the
Australian tourist commission has maximized the efficiency of its efforts on the market,
including:
 Geographic segmentation
The target customers of Australian tourist commission are travelers of the UK. This is
because of the diversity as a destination of travel, outback, rainforest, and lifestyle of cities. The
UK is the third largest source of market for visitors to Australia.
 Demographic segmentation
The target of the Australian tourist commission is young customers as they like to
experience the culture of another nation. Consumption of market differs greatly as this
recognizes the age to consume the information of customers.

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 Psychographic segmentation
This is also the target segmentation of ATC towards the visitors as they focus on an
attitude like, ‘a vacation in Australia deals the freedom of an exposed outdoor optimistic and
lifestyle approach to lifecycle. This is a place of natural miracles and unspoiled wide open
spaces.’
2. The marketing mix for the YIT market
YIT is travelers seeking experience as a tourist seeing marvels opting for a low price of
products, including housing of hostel, passes off a bus, activities of sporting, adventure an
engagement in the "fun" Australian lifestyle and persons. This is the main change in the partners
of tour operator in the UK inviting the YIT's book before they leave.
3. Five consumer characteristics
Characteristic of consumers in this sector of Australia is a high standard of living,
consumers like and demand Europe, North America, and Asian products with high value,
consumers values the healthy products, consumers are fairly optimistic, and consumers of
Australia like organic and fresh stuff.
 Psychographic description
The ATC of Australia divides the market according to the lifestyle of customers like the
behavior of buying, expectations, attitudes, and consumer activities. The travelers in Australia
like to learn the local language.
 Attitudes of consumers
The attitude of consumers towards products is positive and support the form of action.
ATC offers the younger travelers a sense of adventure with the attracting and challenging
agreements like surfing, snorkeling, bungee jumping, and white water rafting.
4. Benefits for the Australian Tourist Commission in targeting marketing strategies
 Market expansion

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Share of the market increased with the loyalty of the brand. This increased the
competitiveness of ATC from a holistic view. This is the section under which ATC expand a
nearby territory.
 Customer retention with profitability
This encouraged the retention of customers with this segmentation. This is the benefits to
the ATC with the increased profitability. ATC gets high profitability with the strategies of the
market.
5. The product conveyed under the ‘Brand Australia’ campaign
The campaign of Australian brand has been launch across the main markets in Europe.
This supports the process of positioning. This supports customers to identify a range of feature
with developing the perception that conveys benefits, attributes, promises, and values. The image
linked with the benefits of tangible products with the range of attributes of a brand with the ease
of experiencing the lifestyle of open outdoor and landscapes.
Part 3: Project Task
Task A:
Market segmentation report
Australia’s largest telecommunication organization is Telstra Corporation limited
(Congedo, 2016). I am working as a senior manager in this organization. This organization
provides 3G and 4G services in this country. This organization is famous for operating and
establishing networks of telecommunication and the voice of the market (Davies, 2013).
Target market
The demand for target marketplace has a great impression on the process of decision
making (Grechyn, 2017). This organization concentrates on the petition of the primary market.
This organization has focused on both the femininities of society. This organization offers some
mobiles according to the choice. This organization thinks that female are fond of colors and
designs (Heenetigala, 2013). This organization offers mobiles to their male purchasers with
various features. This organization offers 3G services to big cities only. This organization draws
the attention of the most number of potential customer at a large level. This organization

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supports the different class of personality, lifestyle, and different class of society. This
organization has some special plans for the seekers of fun. This organization offers services to a
group of high achiever as they want to stay updated with the latest techniques. This organization
provides services to people who give priority to their family (Liu, 2014).
Target Audience
Telstra as a foremost telecommunication business offers an extensive variety of telecom
services. This organization offers telecommunication networks, television network, services of
internet, and mobile voice services (Pallegedara, 2012). This organization is committed to
satisfying the level of customers by providing the services at a quality level. The target audience
of Telstra is the people of the main cities. The person live in big towns are working and
affectionate of latest and new technologies. This organization has introduced new services like
3g services (Pavlidis, 2015). This lower income group people are the secondary target market of
Telstra. This organization has introduced some of the schemes with an affordable price. This
organization influences the demand of purchasers with new techniques and technologies. The
working professionals are the primary segment of Telstra. The working class is much fond of
technologies at a maximum number. Efficient strategies have been influenced by the
management of Telstra to fulfill the demand. This organization knows as a pioneer of 3G and 4G
services. This organization pays close attention to fill customer requirements. This organization
introduced innovative and new phones with unique features with new technologies.
Market segments
Demographic variables
This organization considers many groups of age, groups of income, and gender. This
organization prefers the strategy with the SMS plan to attract the younger generation. Many
strategies for different groups of income offered by the Telstra (Perumal & Walker, 2014).
Geographic variables
This organization divides the consumers based on the states and cities. According to the
supervision of the organization, the demand for the market plays a main role in the geographic
condition. For everyone, this organization has established various types of marketing strategies
(Rapp, 2011).

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Psychographic variables
This organization has special attention to psychographic variables. This organization has
introduced many plans with different social groups. This organization offers services to people
who want to use the latest techniques and updates (Smith, 2017).
Behavioristic variable
This organization focused on consumers with big spender and low usage customers. This
organization has introduced message system for the small usage consumer, and 3G services for
the high usage customers (Taylor, 2013).
Market positioning strategy
Market positioning strategy of Telstra will involve the major sector of the competition
with the participation of the primary section in the process of decision making. The primary
section will play a main role in the decision-making process. This will involve the strategies of
an organization for constructing the primary market.
Identify the target market
Market positioning strategy of Telstra will include the development of new strategies to
improve the experience and structure of customers. By the creation of a new wholly-owned
infrastructure unit business of Telstra will get the future optionality for demerger of a strategic
investor. This organization by developing the standalone business infrastructure organization can
set the optionality post. This will be different in the market as this organization will offer the best
digital solutions. This organization by the help of bolster Telstra’s historical strength will enable
the share of market and mid-market. This organization will target customers with a period of
transition and positioning to create a strong platform for growth.
Target audience
Market positioning strategy of this organization will target audience as many as possible.
This organization will target people with the possibilities if babies could use the phone they
would be on Telstra sights. This organization will target anyone that can use the phones. This
organization will include the students, people of business, farm workers, school kids, and the
person who can afford the phones, and business and everyone within the nation. This
organization will change the concept of marketing with a group of ages as the younger

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generation likes to offer new technologies with many services, technologies, and packages with
simple services.
Segment into market segments
Telstra by supporting to the segmentation of the market focused on the networks of an
organization. These segment will cover the financial statements.
Demographic
Prepaid mobile services for teenagers will establish more flexibility to invest in a month.
This will support teenagers that opt high-speed data transmission services.
Geographic
By the different marketing strategies and different businesses, this organization can come
up with the diversity of the population with the population diversity.
Psychographic
Group of fun seeker can show good excitement towards the plans of the organization.
This will build good excitement for the consumers with the new achievements for plans.
Behavioristic
By offering the consumers a plan that customers by recharging their card within a period of 7
days, this organization will offer the 10 % discount off any purchase.
Successful positioning strategy of a product will allow customers of Telstra to form an
impression and positive impression about the invention before thinking of competing for the
brand. By the help of strategies for public relation and advertising, an organization can achieve
the targets.
Task B:
Geographic segmentation
Telstra geographic segmentation divides the market by marketer location that can serve
better to customers in a particular area. This is based on geographic units like cities, states and
etc. This also varies on factors like preferences of culture, climate, and population.

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Identify available positioning strategies and choose a strategy to meet marketing requirements
and consumer profile
Available positioning strategies for Telstra are a corporate strategy, digital-first strategy,
and four-pillar strategy. Telstra is premised on benefits to market-leading customers, digitized,
and simplified services and product for all Australians. This will facilitate a simplification
significant in the organization with a further reduction of cost. This will reduce competitiveness
and labor cost. This organization addresses the market at a mainstream level is critically
important. This will help the organization to improve the capacity and innovation of technology.
This strategy will establish the organization with customer focus segments to effectively manage
the strategic differentiation. This strategy will help all the customers to pain point and move to a
fully digital set of solutions.
This will migrate all the customers of the organization. The profile of Telstra consumers
by the authoritative source of information on readership, financial behavior, the intention of
voting, and readership customers is a low and high spender. The consumers of Telstra like to use
new technologies and they live in small and big cities. The customer of Telstra likes quality
services. Most of the customers of Telstra live in major cities.
Write the plan containing several options, in accordance with organizational requirements
This organization has the plan to simplify its products by retiring more than 1800 consumers
with small plans of business and to introduce 20 core backed up plans with an effortless service
at the digital level. This will remove the complexity and provide the certainty of cost. This will
address customer pain points. This will give benefits to customers with a simplified approach.
This will help the organization to remove the thing of making excess data charges. 50 percent of
Telstra customers will complete the stacks of new technology. This is the requirement of the
organization to serve better with the viewpoint of a strategic investor. This will help the
organization to reduce
2-4 layers of management.
Specify timelines and allow to make appropriate adjustments based on feedback
The feedback is very important to improve the organization services and quality of the
product. Within the specified timeline, the organization improves services and make appropriate

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services to the Telstra. If a customer of Telstra wanted easier and faster services this organization
established a PayPal without fee payment.
Part 4: Observation checklist
Telstra is known as an NBN connection that is home for each appointment. This will
provide the numbers and added as an authorized representative. This consent of landlord includes
approval for the location of NBN CO equipment. Back to the base alarm of the system of
personal response provides the system of compatible with services on the NBN. Equipment of
NBN Co and Telstra T-Gateway installed and provides the template of position. The username
and password connected during the appointment installment. Each installation appointment takes
five hours and maybe longer in some cases.

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References
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https://www.questionpro.com/demographic-segmentation/
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https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2005-
demographic-segmentation.html
Congedo, P. (2016). The function of Telstra. Antitrust Review, 59(6), 16-63.
Davies, A. (2013). Remote Cellular Mobile. Australian Journal of Telecommunication and The
Digital Economy, 89(1), 49-78.
Gill, A. (2016, 05 06). Geographic Segmentation. Retrieved from Marketing Tutor:
https://www.marketingtutor.net/geographic-segmentation-definition-examples/
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105.
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Perumal, S., & Walker, R. (2014). Communication Provider. Analysis of Equivalence of Input
and Functional Separation, 89(04), 10-22.

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Ponting, A. (2014, 09 06). Market Segmentation. Retrieved from Qualtrics:
https://www.qualtrics.com/experience-management/brand/what-is-market-segmentation/
Rapp, K. (2011). Design of Process. Functional Program, 79(07), 15-20.
Smith, N. N. (2017). Australian Business. The Australian Journal, 63(08), 42-47.