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Marketing Essay

2050 words - 9 pages

4.0 Market Analysis Summary
The Thomastown indoor sport facility is the only multi-sport complex of its kind in all of city Whittlesea. Some aspects of the facility will cater mainly to the northern suburbs residents. Other aspects however, will appeal to everyone in the area. Because of the diversity in the activities and programs available at the facility, our market segment will vary from dedicated sport enthusiast to people who just want a few hours of fun and recreation.
The city of Whittlesea is one of the fastest growing municipalities in Australia and welcomed new residents in 2011. The population is approximately 170,000 residents and is expected to grow to 295,000 by 2031.
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7%) and Sri Lanka (1.7%).

* Three-quarters (74.5%) of overseas born respondents had lived in Australia for ten years or more, and just 1.8% less than one year.

* Almost three-quarters of respondents (70.8%) preferred to speak English at home and one-fifth another language.

* The top five languages other than English respondents prefer to speak or read were Italian, Macedonian, Greek, Arabic and Tamil.

* Personal income

* The median personal weekly income in 2013 was $546 per week or $28,392 per annum.

* This is a 4.1% increase on the 2012 median of $524 per week and a 26.7% increase on the 2007 median of $431 per week.

* Approximately one-quarter of respondents had an income of less than $250 per week and approximately one-quarter had an income of $1,000 or more per week.

* The median income of those employed full time or self-employed was $970 per week, or $50,440 per annum.

* Females employed full-time or self-employed earned a median income that was 76% that of males.

* Non-English speaking respondents employed full-time or self-employed earned a median income that was 88% that of English speaking respondents.

Health and recreation

* General health

* The overwhelming majority of respondents rated their general health as “good” or better, with just 7.7% rating their general health as “fair” and 3.8% as “poor”.

* There was a clear relationship between respondent age and perception of general health, with older respondents more likely to rate their health as “fair” or “poor” than younger respondents.

* Vigorous physical activity

* Approximately forty percent of respondents reported that they spend less than one hour in the last week doing vigorous physical activity, one-third spent between one and five hours and one-fifth spent more than five hours.

* There was relatively little variation in this result for respondents of most ages, although senior citizens were considerably less likely to have spent any time doing vigorous physical activity.

* There was no meaningful variation based on respondent gender or between English and non-English speaking respondents.

* Recreation activities

* Three-quarters (77.4%) of respondents aged five years and over identified at least one recreational activity in which they participate.

* The top five activities were walking (53.7%), gym (15.2%), swimming (12.9%), cycling / bike riding (8.6%) and running (7.8%).

* Formal organised sports

* Approximately one-sixth (14.4%) of respondents aged five years and over participated in a formal organised sport.

* There was significant variation in this result by respondent age, with 43.2% of children (5 to 12 years) participating, 35.3% of adolescents, 16.6% of young adults and less than ten percent of other adults.

* Males (18.9%) were...

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