POSTCODE ASSIGNMENT
Type of research Secondary data only: so-called desk research.
Assignment in detail
? Postcode is 3015 (NEWPORT)
? 500-600 words assignment
? Harvard referencing style with citations.
Background (hypothetical scenario):
The ALPHA PROPERTY DEVELOPMENT GROUP is interested in investing a significant amount of money into building property within Australia. The company has already developed a variety of properties across Australia, including both residential and commercial buildings. But what type of property should they invest in developing and in which approximate location?
Use Marketing Theory (from your textbook or e-journals) to identify the relevant criteria to use when describing the people living in this postcode area. Basically the Marketing Theory you are addressing is the theory on segmentation and targeting. Basically the process you will be following is: Describe the population in the postcode area. What segments of consumers / people live in your postcode? How are their housing and related needs served? What types of dwellings and services like shopping centers / transport exist in the postcode? Is there a particular segment that Alpha can target? What would you recommend?
2. Market Segmentation
-Define market segmentation using minimum 2 academic journals
-Discuss why it is important for Alpha Property Development to undertake market segmentation
2.1
Demographic Segmentation (e.g. age, gender, income, etc.)
-Define Demographic segmentation using minimum 2 academic journals
-Discuss how Alpha Property Development may use demographic segmentation.
-Discuss some limitations of using demographic segmentation
2.2
Geo-demographic Segmentation (e.g. region, market density, etc.)
-Define geo-demographic segmentation using minimum 2 academic journals
-Discuss why this may be better for Alpha Property Development to use when analyzing who lives in Newport (3015).