Case Study: Marketing Strategies in Australia - Population Analysis

This case study examines the marketing landscape in Australia, contrasting its population's homogeneity with the more diverse population of the United States. It highlights how cultural clusters influence consumer behavior and retail strategies, particularly in the context of mass customisation. The study defines and explores the applications of mass production, mass production and customisation, and bespoke approaches. Furthermore, it details the significance of segmentation processes, including demographic, psychographic, and behavioral segmentation, emphasizing their roles in tailoring products and services to specific target markets. The case study references relevant academic sources to support its analysis.

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Table of Contents
MAIN BODY.............................................................................................................................3
Homogeneousness of Australia population............................................................................3
Mass customisation................................................................................................................3
REFERENCES...........................................................................................................................5

MAIN BODY
Homogeneousness of Australia population
It can be stated that the population of Australia is more homogenous as compare to
United States population. In Australia many cultural conclaves can be seen that can project
that the people in Australia are closer to the respective culture that has also influenced the
lifestyle of people in Australia. Cultural groups in Australia are located in both urban as well
as rural part of Australian soil. In Australia even the big retail companies like Wal-Mart offer
a specific type of tailored in specific geographic locations that also projects the standard
approach of Australian people towards living the life. In United States the diversification in
culture, tradition and different social aspects can be noticed. Due to cultural diversification
the society consist with more volatile lifestyle. Big companies in United States like Macy’s
that also titled as the second largest departmental store in United States has appointed its
1600 managers in different locations to cater the all the different needs of the populations in
United States. By analysing about all the facts between Australia and United States I can state
that the population in Australia is more homogenous than the people in United States.
Mass customisation
Example of Mass Customisation
Mass production: Mass production is an effective approach company use to cater the need
of the people. For example in this approach company implement the huge production to cater
the needs of all the customers.
Mass production and customisation: In this companies partners with small companies that
can serve the different product segments for specific niche.
Bespoke: Company will allow customers to choose between various options offer to them.
For example offering numerous varieties and styles to customers.
Approach of segmentation
Following approaches can be associated with the segmentation process.
Demographic segmentation: Demographic segmentation is more like a standard approach to
conduct segmentation for the company’s products and services. Demographic segmentation
involve age, gender, family, size, income of people, occupation, education of people in
society, religiousness, cultural diversity and other aspects of the demographic of society
(Burghard and et.al., 2018. ). All big corporate houses segment the products and services by
utilising demographic segmentation process.
Psychographic segmentation: Psychographic segmentation is also a crucial approach to
conduct market segmentation process. Psychographic emphasis on lifestyle of people in
society, personality of the people and also of products as well, attitude of people in society
and also the social class of people in society. All the factors involve under psychographic
play crucial role in segmenting company’s products and services in target market.
Behavioural segmentation: Behavioural approach is also among the primary approach
companies use to segment the products (Wee and Aurisicchio, 2018). Behavioural approach
emphasis on different aspects of the individual behaviour such as status of user, occasions on
which products can be purchased, loyalty of the customers towards the brand and also the
effectiveness of the products on the customers. All the aspects project the behavioural
approach to segment the company’s products.

All the approaches play crucial role in segmenting company’s products in target
market.

REFERENCES
Books and Journals
Burghard, P. and et.al., 2018. Evaluation of right ventricular function by coronary computed
tomography angiography using a novel automated 3D right ventricle volume
segmentation approach: a validation study. European radiology. 28(12). pp.5129-
5136.
Wee, T. P. and Aurisicchio, M., 2018. A Product Planning Framework For Mass-
Customisation In Construction. In DS 92: Proceedings of the DESIGN 2018 15th
International Design Conference. (pp. 917-928).