Holmes Institute HC2022 Marketing Research: Strategy and Plan Report

This report presents a marketing strategy and plan focused on the real estate sector in Australia. It begins with an introduction highlighting the challenges faced by real estate developers due to changing family structures and increasing immigration. The research process involves defining the problem, planning a qualitative research design, and gathering secondary data from sources like the Australian Bureau of Statistics. The data collected includes religious affiliations, languages spoken, employment statistics, and occupation details. The analysis reveals insights into family structures, including the prevalence of single-parent and couple families, and their characteristics. Based on the analysis, the report formulates conclusions, suggesting that real estate developers should understand the market, focus on effective communication, and build strong relationships with local professionals. The report emphasizes the importance of understanding customer needs and adapting strategies accordingly. It concludes by recommending that developers focus on effective communication and understanding the needs of their customers to succeed in the market.

Running head: MARKETING STRATEGY AND PLAN
Marketing strategy and plan

MARKETING STRATEGY AND PLAN 2
Table of Contents
1. Introduction..................................................................................................................................3
2. The research Process....................................................................................................................3
2.1. Define the Problem...................................................................................................................3
2.2. Planning the research design....................................................................................................3
2.3. Planning the sample..................................................................................................................3
2.4 Collecting the data.....................................................................................................................4
2.5 Analysing the Data....................................................................................................................6
3. Formulating conclusions..............................................................................................................7
References........................................................................................................................................9

MARKETING STRATEGY AND PLAN 3
1. Introduction
Real estate developer is facing the concern because of changing needs and wants of families
along with, households. It is evaluated that a large number of individuals are immigrating and
there is not sufficient housing to supply to everyone. Therefore, prices are increasing in the real
estate sector (ABS, 2019). The secondary data will be practiced to gather data regarding family
structure and family characteristics of Australia.
2. The research Process
2.1. Define the Problem
SKY HIGH Real Estate Developers wants to understand the current structure about families and
households of Australia. Hence, market research is required for understanding the problem. Real
state developers want to comprehend how this structure will transform within the next 20 years.
It will allow them for planning for kind of properties that are in demand within existing times
and within the upcoming times (Pollari, 2016).
2.2. Planning the research design
The qualitative research design will be implemented to identify the research concern regarding
the developers of real estate. The qualitative research design will be implemented to gain the
conceptual data associated with research concern. The secondary data can be gathered via several
credible sources such as search family characteristics and websites of the Australian Bureau of
statistics. The existing publication was published at the time of 2015 that is entitled 4442.0
family characteristics and transition about Australia (Hines, 2017).
2.3. Planning the sample
Data was gathered through household and families related to Australia. The data was associated
with the period of 2012-13. It is supportive for capturing the real data regarding the

MARKETING STRATEGY AND PLAN 4
investigation. It is also significant to pool the data about the employment status in parents
(Kaewunruen, Sussman, and Matsumoto, 2016).
2.4 Collecting the data
The given data was gathered via sources of secondary techniques. It is demonstrated as given
below:
Religious affiliation, top
responses
Australia % 2011 %
No Religion, so described 6,933,708 29.6 4,693,162 21.8
Catholic 5,291,834 22.6 5,439,267 25.3
Anglican 3,101,185 13.3 3,679,907 17.1
Not stated 2,238,735 9.6 1,972,252 9.2
Uniting Church 870,183 3.7 1,065,794 5.0
(Sources: ABS, 2019).
Language, top responses (other
than English)
Australia % 2011 %
Mandarin 596,711 2.5 336,410 1.6
Arabic 321,728 1.4 287,174 1.3
Cantonese 280,943 1.2 263,673 1.2
Vietnamese 277,400 1.2 233,390 1.1
Italian 271,597 1.2 299,833 1.4
English only spoken at home 17,020,417 72.7 16,509,291 76.8
Households where a non
English language is spoken
1,971,011 22.2 1,591,908 20.5
(Sources: ABS, 2019).
People — employment
Employment
People who reported being in the labor force,
aged 15 years and over
Australia % 2011 %
Worked full-time 6,623,065 57.7 6,367,555 59.7
Worked part-time 3,491,503 30.4 3,062,977 28.7
Away from work 569,276 5.0 627,798 5.9

MARKETING STRATEGY AND PLAN 5
Unemployed 787,452 6.9 600,134 5.6
(Sources: ABS, 2019).
Employment - hours worked
Employed people aged 15 years and over
Australia % 2011 %
1-15 hours per week 1,218,823 11.4 1,087,799 10.8
16-24 hours per week 1,079,236 10.1 947,792 9.4
25-34 hours per week 1,193,445 11.2 1,027,379 10.2
35-39 hours per week 2,031,263 19.0 1,808,878 18.0
40 hours or more per week 4,591,801 43.0 4,558,678 45.3
(Sources: ABS, 2019).
(Sources: ABS, 2019).
Occupation
Employed people aged 15 years and over
Australia % 2011 %
Professionals 2,370,966 22.2 2,145,442 21.3
Clerical and Administrative Workers 1,449,681 13.6 1,483,559 14.7
Technicians and Trades Workers 1,447,414 13.5 1,425,146 14.2
Managers 1,390,047 13.0 1,293,970 12.9
Community and Personal Service Workers 1,157,003 10.8 971,898 9.7
Labourers 1,011,520 9.5 947,608 9.4
Sales Workers 1,000,955 9.4 942,140 9.4

MARKETING STRATEGY AND PLAN 6
Machinery Operators and Drivers 670,106 6.3 659,551 6.6
(Sources: ABS, 2019).
2.5 Analysing the Data
Through gathered information, it is evaluated that all families within the year of 2012-13 with
resident children who fall under 0 to 17 years, 19% of respondents come under the single parent
together with, 81% of respondents fell under couple families. In addition, a large number of the
couple and single-parent families live relatively in the period of 2006-07. Along with this, alone
parent families were predominately unaccompanied with respect to mother families, 16% of
about all families has children who come under 0 to 17 years rather than single-father families
where, 3% of about all families have children and whose age comes under 0 to 17 years
(Dimovski, et. al., 2016).
Moreover, these figures related to alone father and mother families exist fairly stable in the year
of 2006 and 2007. In addition to this, all couple families that have occupant children like both
dependent and independent children as well as, couple families where, a young individual who

MARKETING STRATEGY AND PLAN 7
falls in 0 to 14 has developed high proportion i.e. 34%. In contrast to this, the youngest children
come under 0 to 4 years has about 16% as well as, belongs to single-parent families (Fozdar and
Banki, 2017). It is also addressed that highest percentage about single-parent families contained
those who were the youngest inhabitant and whose age falls between 25 years and it is over 23%.
Furthermore, only 9% of people come under a couple of families with respect to the same age-
group (Jacobs, 2015).
It is identified that intact families are those who have adopted the children and have innate kids
as well as, has both parents. In this family, there are no step-children. Moreover, a family that
has children falls under 0 to 1 year. In this youngest resident, Childs have come under 0 to 17
years as well as, whose age is 0 to 4 years were mainly of intact couple family unit such as 81%
(Taşan-Kok and Oranje, 2017).
It is addressed that intact families who have older occupant children were less in the context of
families as well as, has children who age comes under 0 to 17 years. In this way, the youngest
child comes under 5 to 9 years together with, 72% of were integral family. This is all related to
the family that has children with the age of 0 to 17 years as well as, the youngest child comes
under 10 to 14 years, together with, 68% of people fall in intact families. Along with this,
families whose kids fall under 0 to 17 years, and the youngest children have age between 15 to
17 years. In addition to this, 60% of all family were of intact families (Fozdar and Banki, 2017).
3. Formulating conclusions
As per the above interpretation, it can be concluded that Real estate developers are facing the
concern due to changes in demand of families as well as, households. Sky-high real estate
developers want to comprehend the existing structure regarding households and families of
Australia. Qualitative research design would be executed for addressing the investigation issues

MARKETING STRATEGY AND PLAN 8
about real estate developers. This secondary data can be collected through credible sources such
as searching family characteristics as well as, websites of the Australian Bureau of statistics.
It can be suggested that real estate developers can comprehend the market as well as, needs and
wants of customers. It takes years for developers in order to thoroughly understand the local
environment. It is effective to link them with professionals in local properties. Along with this,
real estate developers can address the experienced agent and develops the alliance of business in
which, an individual alerts to developers of real estate for prime commercial properties. It is
effective to support as well as, depicting the parameters of the market (Blunden, 2016).
Real estate developers should focus on effective communication. They must learn about ways for
interacting via several tools as well as, with essential different people. In addition, real estate
development focuses on different moving parts that require different people. Respect is essential
to see the project through completion. Real estate developers should significantly communicate
regarding expectation and needs for completing the project (Taşan-Kok and Oranje, 2017). The
other half of communicating is effective to learn about the manner to listen to others whereas
they have requirements and worries. The other half of communication is effective for learning
about the manners to listen to others whereas they have requirements as well as, worries. It is
essential for always depicting others that real estate developers are open for hearing through
these around them (Atazadeh, et. al., 2017).

MARKETING STRATEGY AND PLAN 9
References
ABS. 2019. 2016 Census QuickStats. [Online]. Available at:
https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/036
(Accessed: 23 August 2019).
ABS. 2019. 4442.0 - Family Characteristics and Transitions, Australia, 2012-13. [Online].
Available at: https://www.abs.gov.au/ausstats/abs@.nsf/mf/4442.0 (Accessed: 23 August 2019).
Atazadeh, B., Kalantari, M., Rajabifard, A. and Ho, S., 2017. Modeling building ownership
boundaries within a BIM environment: a case study in Victoria, Australia. Computers,
Environment and Urban Systems, 61, pp.24-38.
Blunden, H., 2016. Discourses around negative gearing of investment properties in
Australia. Housing Studies, 31(3), pp.340-357.
Dimovski, B., Lombardi, L., Ratcliffe, C. and Cooper, B.J., 2016. Australian real estate
management and development companies and women directors. Property Management, 34(1),
pp.18-28.
Fozdar, F. and Banki, S., 2017. Settling refugees in Australia: achievements and
challenges. International Journal of Migration and Border Studies, 3(1), pp.43-66.
Hines, M.A., 2017. International real estate investment. In The Most Important Concepts in
Finance. Edward Elgar Publishing.
Jacobs, K., 2015. A reverse form of welfarism: some reflections on Australian housing
policy. Australian journal of social issues, 50(1), pp.53-68.
Kaewunruen, S., Sussman, J.M. and Matsumoto, A., 2016. Grand challenges in transportation
and transit systems. Frontiers in built environment, 2, p.4.
Pollari, I., 2016. The rise of Fintech opportunities and challenges. Jassa, (3), p.15.

MARKETING STRATEGY AND PLAN 10
Taşan-Kok, T. and Oranje, M. eds., 2017. From Student to Urban Planner: Young Practitioners’
Reflections on Contemporary Ethical Challenges. Routledge.