Marketing Report: Demographics and Opportunities in Postcode 2040

This report, prepared for Alpha Property Development, analyzes the market demographics of postcode 2040 to assess real estate opportunities. The report examines infrastructure, including shopping centers, transport, roads, schools, and recreational areas. It delves into customer demographics, including age, marital status, education, income, employment, family composition, dwelling structures, and vehicle ownership. The analysis reveals a middle-class demographic with rising incomes, suggesting opportunities for low-cost residential properties, shopping malls, and community centers. Recommendations include constructing low-cost housing, establishing a shopping mall, and initiating a community center to capitalize on the market's needs. The report concludes that postcode 2040 presents favorable conditions for diversified property investments, supported by effective transportation and rising property values.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author note

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Executive summary
The aim of this report is to discuss about the market demographics of the post code 2040 in order
to enable the Alpha property development to determine their business opportunities. Having
analyzed the market demographics, it had been concluded that they are having favorable
opportunities in the constructing their properties in this post code. Recommendations are being
provided for them to have effective implementation of the properties.

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Table of Contents
1. Introduction..................................................................................................................................3
1.1 Purpose..................................................................................................................................3
1.2 scopes.....................................................................................................................................3
1.3 Background............................................................................................................................3
2. Post code overview......................................................................................................................4
2.1 Main shopping precients........................................................................................................4
2.2 Main forms of transport.........................................................................................................4
2.3 Main roads.............................................................................................................................4
2.4 Schools and universities........................................................................................................4
2.5 Recreational areas..................................................................................................................5
2.6 Restaurants and entertainment...............................................................................................5
3.1 customer demography................................................................................................................5
3.1 Age.........................................................................................................................................5
3.2 Marital status.........................................................................................................................5
3.3 Education...............................................................................................................................6
3.4 Weekly income......................................................................................................................6
3.5 Employment status.................................................................................................................6
3.6 Hours worked.........................................................................................................................6
3.7 Occupation.............................................................................................................................6

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3.8 Family composition...............................................................................................................6
3.9 Family size.............................................................................................................................7
3.10 Dwelling structure...............................................................................................................7
3.11 Number of bedrooms...........................................................................................................7
3.12 Ownership status..................................................................................................................7
3.13 Registered vehicles..............................................................................................................7
3.14 Price guide...........................................................................................................................7
4. Recommendations........................................................................................................................8
5. Conclusion...............................................................................................................................8
Reference.....................................................................................................................................9

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1. Introduction
1.1 Purpose
The main aim of this report is to determine the demographic status of the post code 2040,
in order to determine the market requirement regarding the real estate (Wedel and Kamakura
2012). Accordingly, the recommendations will also be provided which will help the organization
to effectively tap the target area.
1.2 scopes
This report will discuss about the existing forms of infrastructure in the given post code.
Moreover, the demographic status such as marital status education, occupation and family size
will also be discussed.
1.3 Background
It is important for the Alpha property development to undertake the market research and
customer profiling due to the reason that it will help them to determine the target market along
with the taste and preference pattern of the customers (Malhotra, Birks and Wills 2013).
Customer profiling will help the organization to identify the needs and requirement of the
customers (Ghosh, Sun and Zhang 2012). Accordingly they can provide their products in the
market. Market research and customer profiling also helps the organization to identify the market
standard and the purchasing power of the customers. This will enable them to offer their products
accordingly.

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2. Post code overview
2.1 Main shopping precients
This particular postcode is more of a tier II city and thus, the shopping centers are much
more disorganized. Only single shopping center is situated in the location without having any
malls (Vitorino 2012). The shopping center is located at the heart of the city with having access
to other parts of the city. In addition, various other small shopping destinations are being located
in this area.
2.2 Main forms of transport
This post code is well connected with the various other regions with the help of road and
train transport. Public transportation is the key mode of transportation for the people here along
with the plying of private vehicles also. Trains are another mode of transport which helps in
connecting with far areas. It is a beneficial factor for the real estate properties being setting up
here.
2.3 Main roads
The road infrastructure is top notch with having various artery linking roads. The main
highway is linking this post code with other areas. Different linking roads are connecting the post
code from various directions.
2.4 Schools and universities
The average literacy level is favorable in this post code. Two high schools are situated in
this post code. A college is there which is catering to the whole post code. However, a major
portion of the population goes out for the higher studies. Several kindergarten and child care
organizations are situated in the locality.

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2.5 Recreational areas
Being a tier II area, recreational and leisure such as gyms, parks, bike paths and
swimming pools are not being available to a large extent. The entire locality is having a single
park for the recreational purpose. There is a urgent need for a community hall in this locality.
2.6 Restaurants and entertainment
One star restaurant is available in the locality. Expensive restaurants are not there due to
the reason that the purchasing power of the customers will not permit. However, restaurants
catering to different cuisines will have opportunities in this area. A single screen movie theatre is
located in this area. No multiplex is there and thus having a multiplex will help to attract more
customers.
3.1 customer demography
3.1 Age
From the gathered data, it is being seen that people from the age group between 35 and
39 comprise of the major portion. The age demographics of this locality is more or less similar to
that of the average Australian trend (Magnus 2012). However, the population above the age of
75 is more in this area compared to the national average. This is due to the fact that major
portions of the younger generation are being migrated to the metro cities for job and education.
3.2 Marital status
The majority of the population is married due to the fact that younger generations have
been migrated for the higher education and job.

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3.3 Education
The average education level in the locality is the high school grade. This is due to the
reason that there is less chance of higher education due to lack of higher education facilities. This
is also one of the key reasons for the younger generation to migrate.
3.4 Weekly income
The weekly income of the post code is mostly favorable due to the reason of high level of
literacy and job opportunities. The weekly income ranges from $ 84.
3.5 Employment status
Majority of the people are being employed due to the presence of various employment
opportunities and migration of a major portion for job purposes.
3.6 Hours worked
The average daily work hours in this postcode are 7 hours which is at par to the national
average. Thus, the working hours in this post code is also favorable.
3.7 Occupation
The major portion of the population is depending on the farm activities. A large portion is
in the service sectors. Various large business houses have their facilities in the locality which
employs more people.
3.8 Family composition
Majority of the families are having husband and wife and most of their children went for
higher studies. In addition, younger generation has also opted for separate house.

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3.9 Family size
The majority of the population is having nuclear family with small portion is having large
joint family. The average family members per family in this postcode are 3.
3.10 Dwelling structure
Majority of the families are having single apartments. Concept of housing complex is not
common in the locality (Rahman et al. 2013).
3.11 Number of bedrooms
Most of the apartments are having double bedrooms. Single bedrooms are also there.
More than double bedrooms are rare sight.
3.12 Ownership status
Most of the apartments are being owned with some are being rented.
3.13 Registered vehicles
The registered motor vehicles are less in number compared to the households. Currently,
there is 1 motor vehicle for every 3 households.
3.14 Price guide
The average price is on the lower side due to the fact that the demand is lower compared
to the supply. However, with the increase in the income level the demand is rising along with the
price level.

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4. Recommendations
 Establishment of shopping mall will be profitable for them due to the reason that there is
not a single shopping mall in the locality (El Hedhli, Chebat and Sirgy 2013). Thus, the
market for shopping mall will be more.
 Having low cost high rising residential property will also be profitable due to the fact that
customers will avail the low cost residential properties.
 Initiation of a community centre will have many opportunities due to the reason that there
is not a single community centre in the area.
5. Conclusion
Having analyzed the market demography of this postcode, it can be conclude that the
locality is having mostly middle class families and thus construction of low cost properties will
have huge opportunities. In addition, the average income of the locality is rising and thus the
purchasing power of the customers is also rising. Alpha property development will have huge
opportunities if they invest in diversified properties. The price of the property is also rising and
thus initial investment for them will be favorable. With having effective transportation and road
ways, residential properties will find buyers in this area.

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Reference
El Hedhli, K., Chebat, J.C. and Sirgy, M.J., 2013. Shopping well-being at the mall: Construct,
antecedents, and consequences. Journal of Business Research, 66(7), pp.856-863.
Ghosh, S., Sun, X.A. and Zhang, X., 2012, May. Consumer profiling for demand response
programs in smart grids. In Innovative Smart Grid Technologies-Asia (ISGT Asia), 2012
IEEE (pp. 1-6). IEEE.
Magnus, G., 2012. The age of aging: How demographics are changing the global economy and
our world. John Wiley & Sons.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Rahman, A., Harding, A., Tanton, R. and Liu, S., 2013. Simulating the characteristics of
populations at the small area level: New validation techniques for a spatial microsimulation
model in Australia. Computational Statistics & Data Analysis, 57(1), pp.149-165.
Vitorino, M.A., 2012. Empirical entry games with complementarities: An application to the
shopping center industry. Journal of Marketing Research, 49(2), pp.175-191.
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.