This business report underlines Alpha Group being property development group established with providing a complete services range with commercial and residential properties. The group has already developed across Australia various properties and therefore are looking at investing in the areas of the commercial and residential segment for which the use of the secondary data is been considered to understand the area that the company can invest to gain the maximum returns from the investment in these property development segments. This requires the study of the data and the various statistics from the internet with regard to the population, the demographics and the study of the geo demographics that is based on the segmentation and the targeting of the area that the Alpha group plans to invest. Here considering New South Wales that being a part of southeastern Australian region as the postcode area where the company is interested to invest (Hefferan and Ross, 2010). This is with respect to the development of the properties that related to building both commercial and residential with the various data to understand the feasibility of the property type the company should invest into the segment to gain the best return on the investment for the money invested. This requires understanding the population, income, education, age, sex, lifestyle and the various other parameters and statistics that needs to be considered to arrive at the decision as discussed further in the report.
The Aim of this report is to understand the feasibility of the investment of Alpha development property group that plans to invest in the building of the property in the area of the New South Wales that is the postcode area considered in this report.
The objective of this report is to understand the segment of the market based on the data from the secondary sources. These secondary data that are available with respect to the commercial or the residential that the property development group Alpha needs to invest that will provide the company with the maximum returns and the profits in the postcode area of the New South Wales of the Australia (Gartner and Chappelle, 2009). Therefore, this requires the company perform the segmentation of the market with respect to the population to understand the people or the consumers those in this postcode area of the New South Wales. Further, it needs to consider the market with respect to the housing needs, the dwellings such as the shopping centres that exist in this postcode and the transport that will help to understand the feasibility of the segment that property development group Alpha can target.
Market segmentation is very important to understand the demography and the geodemography of the area that the company that is the Alpha property group that plans to invest in the development of the building relating both the commercial and the residential in the area of the postcode area of the New South Wales that is the Australia’s south eastern part. Therefore, secondary data is been used to conduct the same as below:
Source: (censusdata.abs.gov.au, 2011)
The above figure gives the total population along with the male and the female composition with median age. The average children that are there in the families and the details relating the private dwellings includes the number of the private dwellings with averages of the people, the household income, mortgage repayments, rent and the motor vehicles that exists in the postcode area of the New South Wales(Cahill, 2006). This provides the overview to the developer group like Alpha to understand the various requirements with further breaking the segment into different segments like income, employment, shopping centres existing in location along with transportation facilities etc available to market their residential and the commercial
Total Population of New South Wales vs. Australia along with percentages
Source: (censusdata.abs.gov.au, 2011)
This also provides the total population that with the average of Australia that shows more female population than the male with small negligible composition of people belonging to the aboriginal and the Torres Strait islander.
Source: (censusdata.abs.gov.au, 2011)
The above picture represents that the median age of the people in the postcode area of 2113 of the area of New South Wales where the people median age is 38. Further it gives a picture that compared with Australia shows children within the age group of 14 years consisted 16.8 percent and above age group of 65 years at 15.3 percent that being small portion of the total population of the postcode area of New south Wales. These provide clear idea that this median age group will be requiring the housing needs apart from the commercial needs.
Education
Source: (censusdata.abs.gov.au, 2011)
This shows that in the area of the postcode 2113 of the NSW where 30.2 percent were going to an educational institution and 23.6 percent and 17.5 percent studied in primary and the secondary school. The major portion of the population that is 33.6 percent in the technical and the tertiary education or the institution as compared with that of Australia that represents most people will be ready for the job market and hence will need housing of their own. This helps the alpha group to market their various residential and the commercial properties that developed to this segment in the future.
Employment
Source: (censusdata.abs.gov.au, 2011)
This above picture in the area of the postcode 2113 of the NSW provides with the clear view that most people were employed with almost 8726 were providing the labour with compositions that worked for full time, part time, those away from work, the unemployed. This showed that 63.5 percent were full time employers with 26.3 percent were working in part time and negligible portion of 5.4 percent that were unemployed.
Further it also provides that majority of the workforce worked for more than the 40 hours that means they had stable jobs and are doing well enough that arises the need for better residential conditions. This will enable the property developers like the Alpha group in addressing the needs of these consumer segments for better housing facilities that is of the residential type.
Source: (censusdata.abs.gov.au, 2011)
The above table provides the clear picture that the average employment age in the NSW 2113 postcode area being 40 years provides that for both the full and the part time that is prime age for people to settle in their lives and look for housing needs. This helps alpha to address the need of these segment with respect to the better residential accommodation they would be looking for to settle down in their lives (Li Ang and Wilkinson, 2008). Further they would also look at better shopping experience with better shopping centres.
Further the occupation showed that the majority of the people in the postcode area 2113 of the NSW were professional, managers and administrative workers with high incomes than compared with Australia. This will help the Alpha property developers group in marketing the residential properties to this type of consumers.
Source: (censusdata.abs.gov.au, 2011)
The above table represents that in the postcode area 2113 of the NSW the people median weekly incomes that of the personal, the family and the household as compared with Australia is relatively on the higher side. This gives an idea that people are well of in this region with better lifestyles and look for better housing facilities and exquisite shopping centres where they can purchase high cost goods and enjoy shopping.
Further, this area transportation also provides that majority have a car of their own and the various other modes of the transport and the respective percentage (Newell, 2008). This gives an idea as compared with Australia that people cars, bus and train majorly for transport apart from other modes as mentioned in the table above. This helps Alpha to locate their project for better convenience to the consumers.
This above picture represents the various roads and the map of the postcode area of the 2113 NSW that will help to understand the location.
Map of 2113 NSW identifying roads, train and interesting places along with shopping complex, museums and others
This above map provides the shopping complex, roads, train and other interesting places that exist in the area postcode 2113, NSW.
Therefore based on the finding through the secondary data that is collected from the several of the sources through internet and e-journals it is clearly concluded that the Alpha group can develop the residential properties for better living conditions and the commercial properties to provide the people with best of shopping and commercial experiences along with living. This will help the people to experience better ways of living and shopping thereby maintaining a better lifestyle.
Anon (2011) censusdata.abs.gov.au [online]. Available from: https://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/POA2113?opendocument&navpos=220 (Accessed 9 August 2016).
Cahill, D. (2006) Lifestyle market segmentation. New York: Haworth Press.
Gartner, W. & Chappelle, D. (2009) Segmentation analysis of property ownership types in rural areas. Land Development Studies. [Online] 9 (3), 3-15.
Hefferan, M. & Ross, S. (2010) Forces for change in property education and research in Australia. Property Management. [Online] 28 (5), 370-381.
Li Ang, S. & Wilkinson, S. (2008) Is the social agenda driving sustainable property development in Melbourne, Australia?. Property Management. [Online] 26 (5), 331-343.
Newell, G. (2008) The Quality of Property Education in Australia. Pacific Rim Property Research Journal. [Online] 11 (7), 361-378.
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