Diversity Marketing in Australia: Strategies, Role, and Influence

This report explores the role and importance of diversity marketing in Australia, examining the strategies employed by Australian organizations to connect with diverse audiences. It investigates the influence of diversity marketing on organizational efficiency and outcomes, highlighting its significance in increasing brand awareness and reputation. The literature review covers various perspectives on diversity marketing, emphasizing its role in addressing cultural diversity and ethical issues. Methodologically, the research adopts a descriptive and exploratory design with an interpretivism philosophy and an inductive approach. The findings reveal that diversity marketing helps organizations build goodwill, change audience mindsets, and improve segmentation strategies. Furthermore, it enhances organizational efficiency by understanding consumer needs and preferences, ultimately driving competitive advantage and improved outcomes. The report concludes that diversity marketing is crucial for Australian organizations seeking to engage with diverse communities and achieve sustainable success.

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Table of Contents
Introduction......................................................................................................................................2
Research Question...........................................................................................................................2
Hypothesis.......................................................................................................................................3
Null Hypothesis...........................................................................................................................3
Alternative Hypothesis................................................................................................................3
Null Hypothesis...........................................................................................................................3
Alternative Hypothesis................................................................................................................3
Literature Review............................................................................................................................3
Method.............................................................................................................................................6
Research design...........................................................................................................................7
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................7
Research strategy.........................................................................................................................7
Data collection and analysis............................................................................................................8
Findings...........................................................................................................................................8
Discussion........................................................................................................................................9
References........................................................................................................................................9

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Introduction
Diversity marketing is a marketing paradigm which sees marketing as a way to connect
with the different individuals in the market (Djordjevic, 2019). As society has progressed
companies have learned that not everyone can be chalked up as the same and that every person
has different life experiences it can be because of different religion, culture as well as belief
(Krishnan, Gowrishankar, & Kanagaraj, 2017). Diversity marketing is important for the
organization it is because this helps the business to attach and to connect through every people in
the society by using channels of communication.
In this report, Diversity Marketing is selected, it is because diversity marketing helps the
organization to increase brand awareness and to increase brand reputation among the customers.
In Australia diversity marketing allows the organization to creates and indentify new challenges
as well as opportunities in understanding the diverse cultural group in the similar marketplace.
Therefore, in Australia companies also use this strategy to connect with the audiences in the
diverse countries as well as region (Omar & M. A., 2018). The research report will describes the
research question, literature review that is different perception of the authors will be investigated,
methods used in the study and further implication etc.
Research Question
The aim of the study is to understand the role and importance of diversity marketing and the
strategies which Australian organization does for using diversity marketing so that it can connect
large number of audience. It is because diversity marketing allows the organization to reach large
number of audience and to maintain good relationship. The research is conducted to answer the
following question-
 What are the role and importance of diversity marketing in Australia?
 Describe the strategies which organization in Australia adopt for diversity marketing?
 What is the influence of diversity marketing on the efficiency and outcomes of Australia
organization?

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This research is important because it provide the opportunity and capability of the other
organization in Australia to develop the policies and framework so that it can gain the
competitive advantage and increase efficiency in the organization. Through understanding the
significance of diversity marketing organization can diverse their operations and can link ad
connect more with the target audience so that more audience remain attracted and encouraged.
Therefore, the key themes of the research are diversity marketing and organizational
effectiveness in Australia. This research is conducted it is because not much of the study is
investigated to examine the diversity marketing application in Australia.
Hypothesis
It is considered the explanation which is made by the researchers because of limited
investigation. This approach supports the researchers to examine the research further. Therefore,
this is based on the assumption which is further proved through selecting appropriate method and
technique.
Null Hypothesis
 Diversity marketing is not important for the organization in Australia
Alternative Hypothesis
 Diversity marketing is more significant for the Australian organization
Null Hypothesis
 There is no significant influence of diversity marketing towards the effectiveness of
companies in Australia.
Alternative Hypothesis
 There is significant impact between the diversity marketing and organization efficiency
in Australia
Literature Review
Diversity marketing refers to the marketing the organization to involve different
community group and to understand the diverse needs and perception of the people in the

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different region (Bassell & Lambert, 2018). From the analysis, it is finds that diversity marketing
help the organization in Australia to increase the awareness so that product information will be
delivered o the audience and they get loyalty among the customers will be increased towards the
product of the organization. Diversity marketing also supports the organization to connect with
the different perceptions, ethics and culture of the community (Patrick & Hee, 2018). The
estimation describes that in Australia diversity marketing is used to target young generation so
that positivity will be accomplished and increase the behavior patterns of the young generation.
It is because the researchers describes that diversity marketing help the organization to solve the
issue and challenges related to the cultural diversity and several other ethical issues and problem.
The organization will get various importance and significance towards achieving the
objective of the organization and to build good reputation in the market (Hadida, Heide, & Bell,
2019). The objective of the research is to examine the significance of diversity marketing in the
organization, it is because majority of the organization in Australia expand through diversity
marketing. The data gathering is done through primary method that is getting the opinions and
ideas of the respondents through survey method. From the analysis it is revealed that diversity
marketing allow the organization to build goodwill by developing the tagline according to
culture and philosophies of the society (Omar & M. A., 2018). Researchers revealed that
diversity marketing change the mindset of the target audience so that organization has more
power to persuade their target market and society (Pater & Cristea, 2018). This can help the
organization to increase the segmentation and targeting strategy as well as increase the efficiency
in the society to get quality products according to their needs and perception.
The study was conducted to examine the strategies which organization adopts to maintain
diversity marketing in the organization (Vasconcelos, 2017). These strategies help the
organization for effective management of diversity marketing. Through the investigation it is
revealed that organization establish the campaign which reveal the team spirit and in which team
will be of the diverse group and communities. Therefore, because of this diverse viewpoints,
opinions and ideas for encouraging the target audience is taken into consideration. Researchers
also find that in this strategy organization focus on taking by focusing on the needs of different
community group in Australia. The findings of the study revealed that organization does
marketing by focusing on specific group in which different target audience is taken into

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consideration (Yi, 2018). In this organization reflect and focus on the community by revealing
the different needs and opinions of the society. This allows the organization in Australia to adopt
the several regulations about providing healthy and safety products to the consumers.
Researchers revealed that organization maintain insight in the organization because of
investing more on the research and development. It is because through which organization can
understand the needs and perception of multicultural consumers in efficient manner (Krishnan,
Gowrishankar, & Kanagaraj, 2017). In Australia, understanding and investigating the demand of
the diverse consumers support the organization to conduct their operation in the competitive
environment and to sustain in the long run. Researchers describe that diversity marketing help
the organization to include the diverse groups and community in the marketing (Urciuoli, 2016).
Therefore, this strategy can support the organization to make efficient decision in the particular
situation and circumstances so that diverse background and perspectives of the communities will
be reflected in marketing the particular goods and services of the organization in Australia.
The study revealed that each and every organization adopts different strategies and
policies so that objective of organization will be achieved through diversity marketing (Venaik &
Midgley, 2019). The study was conducted to understand the policies used by organization. The
information gathering is done through secondary method that is existing literature is reviewed for
collecting the information. From the analysis it is find that in Australia organization adopt the
real strategy through which organization does the marketing of the real products and features
which they are offering to the different audience by focusing on the culture and ethics of
different target audience in Australia (Eng & Dholakia, 2019). Researches also revealed that in
Australia organization use inclusive language to connect with the large number of audience and
to create and develop the content which is culturally and ethically appropriate for the targeted
audience (Szczepańska & Nadeem, 2016). In Australia it supports the organization to leverage
more influencers and to communicate with more audience and customers. Researchers also
describe that organization empower more customers for creating the content by focusing on the
group in the society.
The study was conducted to understand the association among the diversity marketing
and organizational efficiency. The data collection was done using interview method that is taking
the opinions of the respondents (Bassell & Friedman, 2016). The findings of the study revealed

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that diversity marketing leads in increasing the connection of the organization through which it
can understand the behavior of the diverse people. Therefore, through this organization can
involve with more customers can raise the loyalty among them to raise their encouragement
towards the organization. Diversity marketing supports the organization to understand the needs
and preferences of the consumers (Alexandrescu & Milandru, 2018). Through analysis,
researchers revealed that in Australia organization allow give the customers to fill the feedback
form so that they can give their opinions about the product and services. Therefore, the
estimation demonstrates that there is direct and positive association among the diversity
marketing as well as output of the organization.
The purpose of the study is to investigate the affect of diversity marketing with the
organizational effectiveness (Midavaine, Dolfsma, & Aalbers, 2016). The information gathering
is done through taking the survey from the respondents. Through the analysis, it is find that
diversity marketing give efficient results to the organization it is because overall promotion and
values is depend on the digital marketing. Researchers demonstrate that there is the link between
the marketing as well as values and philosophies of the audience. Therefore, organization gets
productive results because of connecting through diverse audience (Roberson, Holmes IV, &
Perry, 2017). The data collection is done through developing the questionnaire and by taking the
survey from the respondents (Rao, Lakshmi, Sahyaja, & Dimple, 2018). The findings of the
study describes that diversity marketing provide better results through which organization in
Australia gain competitive advantage. Researchers describe that diversity marketing support the
organization to drive and raise the outcomes of the organization. Researchers also demonstrate
that 50% of the profits will be generating because of making promotion and encouraging the
majority of the diverse audience in the similar market. Therefore digital marketing also support
in encouraging same audience in the different marketplace in which organization is targeting.
Method
It is the approach and strategies which provide the route to the researchers to perform the
study, therefore through this the objective of conducting the research will be achieved (Pater &
Cristea, 2018). In this researchers used different methodologies so that appropriate technique is
selected for collecting and analyzing the data.

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Research design
It is the method which supports the researchers to use the adequate method of data
collection as well as analysis (Djordjevic, 2019). In the researchers “Descriptive and Exploratory
design is used, it is because revealing the complete themes and factors while collecting the data,
therefore in the study description of diversity marketing with is importance and influence on the
Australia organization is discussed. It is the important step for selecting the approach through
which the overall collected data will be analyzed.
Research philosophy
In this methodology research describe the associated facts, philosophies and approaches
through which the outcomes of the research will be accomplished (Midavaine, Dolfsma, &
Aalbers, 2016). In the research “interpretivism philosophy” is adopted, it is due to the reason that
through this the other relevant aspects are kept on focus. The importance of diversity marketing
and strategies is studied through this philosophy this support in providing the answer of the
research question.
Research approach
It is the strategy which is mainly focus on the assumption and through which the
researchers can segment the methodologies while investigating the benefits of each technique
(Hadida, Heide, & Bell, 2019). This can support in providing complete information about the
suitable method of conducting the research. For conducting the research an “inductive approach”
is used by the researchers. It is because through this accurate and complete information about the
diversity marketing is revealed. Therefore, this also support in making the research successful by
focusing on the other relevant concept which Australian organization adopt to make the diversity
marketing successful.
Research strategy
The overall strategy makes the research reliable it is because researchers get the guideline
and policy which to be used so that objective and aim of performing the study will be
accomplished (Vasconcelos, 2017). In the preset research descriptive research design is used and
secondary method is kept on the focus. The complete data is collected through secondary method
and methodologies are chosen accordingly to reveal the reliability and accuracy of collected data

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that is diversity marketing. In the present study qualitative approach is used to get the appropriate
views of the different authors regarding the significance of diversity marketing and their affects
on organizational efficiency.
Data collection and analysis
The collection and analysis of the data is the important method through which the overall
study is based on it is because inaccurate information and technique provide inappropriate results
and outcomes (Roberson, Holmes IV, & Perry, 2017). In the present research, the information is
collected by using secondary method that is through finding the opinions of different authors.
The literature review method is chosen, therefore for analyzing the data qualitative approach is
used that is critical review method is used so that authors findings is described in critically
manner by demonstrating the major themes such as application of diversity marketing and
productivity of the companies in Australia.
Findings
From the above literature reviewed it is revealed that diversity marketing is the new
marketing strategies used by the organization in Australia because of connecting with the large
number of different audience (Bassell & Lambert, 2018). Diversity marketing focuses on the
values, philosophies as well as ethics of different target audience. The literature also describe
that diversity marketing support the organization to earn more revenue it is due to the reason
that this strategy associate the values and culture of the audience with the product and services
offered by the organization for promotion (Krishnan, Gowrishankar, & Kanagaraj, 2017).
Researchers also describe that this type of marketing allow the organization to support real
approach.
The studies also revealed that for effective management of diversity marketing
organization focus more on research and development (Alexandrescu & Milandru, 2018). The
organization also develops appropriate content to encourage and motivate the multicultural
audience in the organization. For this organization in Australia develop different tagline
according the culture of the audience. The literatures also demonstrate that there is positive
relationship with the diversity marketing and maintaining efficiency in the organization

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(Urciuoli, 2016). Diversity marketing supports the Australian organization to expand in
international market and to diversify their operations according the preferences of the consumers.
Discussion
The findings of the literature describe that diversity marketing support the organization to
offer new products according to the values of the customers (Patrick & Hee, 2018). Through this
the loyalty among the customers and it increase the sales of the Australian organization. The
secondary method is used to get the accurate data and information about the organization in
Australia. The study also does not reveal the degree of impact diversity marketing have on the
operations and outcomes of the organization.
For the further studies researchers can focus on performing the research by investigating
the amount of influence diversity marketing has on the organizational productivity. In future
research can be performed by primary method; this can support the researchers to reveal the
present opinions of the respondents about the new type of marketing strategy in Australia.
Therefore, researchers can also involve the organization of Australia, through this researchers
can get the information about the ratio of influence diversity marketing have on the functioning
of the organization.

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