ENGY7002 Energy and Development: Alpha Development Properties

Discuss why it is important for Alpha Property Development to undertake market research and profile people living in this postcode using geo-demographic variable.

Introduction

Purpose

The ADP (Alpha development properties) is one of the biggest investor in the country of Australia. The main objective of this report is to give analysis of the commercial and residential properties within Campbell town and some recommendations on some of the properties which ADP should establish in the area.

Scope

The key sections of this report include the overview of the Campbell town, the individuals living in the area, recommendations and conclusion.

Background.

Market research is the process of finding the information on the needs of the consumers and their tastes. Therefore, it’s vital for APD to gather all the information about Campbell town before embarking any commercial activity. The information will help the APD investors to understand the living condition of these people and the kind of the houses they need. Thus, making it for them in coming up with their investment strategies

The individuals living within Campbell town in the year 2016

yle="text-align: justify;">Average age.

Table 1: 1 Age 

Average age					Campbell town  %	Australia %
Median age					34 yrs.	38 yrs.
0-4					7.4	6.3
5-9					7.4	6.4
10-14					6.8	6.0
15-19					6.8	6.1
20-24					7.3	6.7
25-29					7.1	7.1
Total					42.8	38.6
30-34					7.7	7.3
35-39					6.9	6.7
40-44					6.5	6.8
45-49					6.1	6.8
50-59					6.4	6.5
60-64					5.6	5.6
65-69					4.7	5.1
70-74					3.0	3.8
75-79					1.9	2.8
80-84					1.2	2.0
Above 85 years					1.1	2.1
Total					42.8	55.5

Source: Australian Bureau of statistics website 2016.

From the above table, it’s clear that the average of Australia is 38 years older than the Campbell town whose age is 34 years

The 42.8 total percentage of young individuals in Campbell town is the same with the 42.8% of adults age of 30-85 and above. Although the 42.8% adults within the Campbell town is less compared with the 55.5 total average percentage of adults living in Australia(Australian Bureau of Statistics, 2017).

Marital status

Table 1: 2 Marital Status

The social marital Status	Campbell town (NSW) %	Australia %
Registered marriage	47.2	47.7
De Facto Marriage	8.7	10.4
Not Married	44.2	41.9

 Source: Australian Bureau of Statistics website 2016.

From the table, its very clear that the percentage of registered marriages is made up of 47.7% slightly higher than that of the Campbell town. The same case is recorded with the De facto marriage which make 10.4% in rest of Australia higher than the 8.7% in Campbell town(Mebert & Lowe, 2017). However, the number of individuals not married is higher with 44.2% within Campbell town against the 41.9% in Australia. This means more unmarried individuals like spending some part of their lives in Campbell before getting married. That means these people want to spend their part there in orders to enjoy the recreational and entertainment facilities around Campbell Town (NWS) (Australian Bureau of Statistics, 2015).

Education

Table 1: 3 Education

Education	Campbell town (NWS) %	Australia %
Preschool	5.6	4.8
Primary - Government	22.1	18.2
Primary - Catholic	4.2	5.3
Primary - other non-Government	3.1	3.2
Secondary - Government	14.7	11.5
Secondary - Catholic	5.1	4.7
Secondary - other non-Government	2.1	3.9
Technical or further education institution	6.3	5.9
University or tertiary institution	12.9	16.1
Total	76.1	73.6

Source: Australian Bureau of Statics website 2016

The education data from the ABS, 2016 can clearly show that there more number of students within the Campbell town when compared with rest of Australia. The total percentage of students in Australia is 73.6% while in Campbell the total % of student is 76.1%. Majority of the students are enrolled in the government primary (22.1%) and the secondary school (14.7%)(M. Research, 2013).

Weekly income

Table 1: 4:Income

The median weekly income	Campbelltown NWS $	Australia $
Personal	632	664
Family	1,597	1,780
Household	1,459	1,486
Total	3688	3930

The personal income at Campbell town, the total income $3688 less than that of Australian which is $ 3930. This means many of children in Campbell town are students hence those earning might be few.

Employment status

Table 1: 5 Employment

Employment	Campbelltown (C) (NSW) %	Australia %
Worked full-time	61.3	57.7
Worked part-time	26.1	30.4
Away from work	4.8	5.0
Unemployed	7.9	6.9
Total	100.1	100

Looking at the employment status figures, its seem the number of employed individuals at Campbell is slightly higher that of Australia.

Hours worked

Table 1: 6 Hours worked

The number of employed per week	Campbell town (NWS)%	Australia %
1-15 hours per week	21.2	22.6
16-24 hours per week	23.9	26
25-34 hours per week	10.5	11.5
35-39 hours per week	9.6	9
40 hours or more per week	21.2	22.6

Source: Australian Bureau of Statics website 2016

The figures from the above table can clearly indicate that the highest number works 16-42 hours per week and is recorded in the rest of Australia. It’s the same time higher against that of Campbell town.

The family composition

Table 1: 7 Family composition

The family composition	Campbelltown %	Australia %
Couple family without children	27.9	37.8
Couple family with children	48.8	44.7
One parent family	21.7	15.8

Source: Australian Bureau of Statics website 2016

The highest percentage in family composition is constituted by the couple family with the kids. However, the Campbell town has the highest figure of 48.8% against the Australia which has 44.7%.

Family size

Table 1: 8  Family Size

Single or lone parents	Campbell town %	Australia %
Male	68.2	18.2
Female	83.2	81.8

Source: Australian Bureau of Statics website 2016

The figures above have shown clearly that Female makes the highest percentage of 83.2% against that of Australia.

Dwelling structure

Table 1: 9  Dwelling Structure

structures	Campbelltown %	Australia %
Separate house	78.7	72.9
Semi-detached	16.6	12.7
Flat or apartment	4.4	13.1
Other dwelling	0.2	0.8

Source: Australian Bureau of Statics website 2016

According to the figures presented in this table, the highest percentage of individuals live in separate and semi-detached structures accounting for 78.7% and 16.6 respectively at Campbell town (NWS)

Number of bedrooms

Table 1: 10  Number of bedrooms

No of bedrooms	Campbelltown %	Australia %
None (includes bedsitters)	0.3	0.5
1 bedroom	1.8	5.0
2 bedrooms	11.5	18.9
3 bedrooms	49.6	41.1
4 or more bedrooms	34.5	32.2
Number of bedrooms not stated	2.4	2.4

Source: Australian Bureau of Statics website 2016

Most individuals live in 3 bedrooms houses accounting for 49.6% higher than that of Australia which account for 41.1%

Ownership status (Tenure)

Table 1: 11 Ownership Status

The ownership status	Campbelltown %	Australia %
Owned outright	24.2	31.0
Owned with a mortgage	39.2	34.5
Rented	32.9	30.9
Other tenure type	1.0	1.0
Tenure type not stated	2.6	2.7

Source: Australian Bureau of Statics website 2016.

The highest number of individuals have their own homes in mortgages. The highest number of these people is in Campbell (39.2%) against the 34.5% in Australia.

Number of registered motor vehicles

Table 1: 12 Motor vehicles

The number of registered vehicles	Campbelltown %	Australia%
None	7.6	7.5
1 motor vehicle	35.5	34.8
2 motor vehicles	34.6	36.2
3 or more vehicles	18.7	18.1
Number of motor vehicles not stated	3.5	3.7

Source: Australian Bureau of Statics website 2016.

The figures have clearly indicated that the high percentage of individuals in Australia (36.2) own 2 vehicles against that of Campbell town (34.6%). On the other hand, highest individuals in Campbelltown own 1 vehicle (35.5%) highest than that of Australia (34.8%)(H. F. Research, 2012).

Price guide

Table 1: 13  Price guide

Price guide	Campbelltown (C) (NSW) $	Australia $
Average number of people per household	3.4	3.2
Average number of persons per bedroom	1	1
Median weekly household income	1,359	1,203

Source: Australian Bureau of Statics website 2016

The average size of the household was $ 3.4 occupied by a single person in one bedroom. The median income of the household was $1,359.

Recommendation

Based on the market process within Campbelltown, the couples with the kids are more compared to other couples and the aged individuals up to 69 years. Another fact is that the houses with 3 bedrooms are occupied by the highest percentage of people with the assumption that the families with more kids will need the house with more bedrooms(Peres, Muller, & Mahajan, 2010). These houses should be as well be fitted with drive ways and garages considering many individuals own more than 2 motor vehicles.

Therefore, based on these factors, APD should focus on the projects that cater for the needs of these families. Their main investment plans should dwell on providing more spacious houses to cater for those large families in Campbell town(Brown, 2010). These houses are support to be residential not exceeding prices of 2000 dollars depending on the number of bedrooms(Schaltegger & Wagner, 2011).

Then next factor to Consider is majority of people in Campbelltown are not married. Therefore, APD can establish more recreational centers in order to cater their needs as well(Chu, S., 2011).

Conclusion

The analysis of this report first looked into the overview of the Campbell town. Based on the number of social amenities and other facilities found within this town, its an indication that the town can support a big population of over 10000. Assessing the other variables like demographic, behavioral and geodemographic, it’s very vivid that investors like APD can establish its commercial activities in Campbell town.

References

Australian Bureau of Statistics. (2015). Australian Demographic Statistics, Dec 2015. Australian Demographic Statistics. https://doi.org/ABS Catologue no3010.0

Australian Bureau of Statistics. (2017). 2071.0 - Census of Population and Housing: Reflecting Australia - Stories from the Census, 2016. https://doi.org/10.4018/978-1-59904-298-5

Brown, A. (Strategy A. (2010). Strategies for success in M2M. Http://Www.Strategyanalytics.Com/Default.Aspx?Mod=ReportAbstractViewer&a0=5645. https://doi.org/10.1177/17449871079791

Chu, S., E. A. (2011). Critical Materials Strategy 2011. Energy. https://doi.org/DOE/PI-0009

Mebert, A., & Lowe, S. (2017). Blue Ocean Strategy: How to Create Uncontested Market Space And Make Competition Irrelevant. Blue Ocean Strategy: How to Create Uncontested Market Space And Make Competition Irrelevant. https://doi.org/10.4324/9781912281015

Peres, R., Muller, E., & Mahajan, V. (2010). Innovation diffusion and new product growth models: A critical review and research directions. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2009.12.012

Research, H. F. (2012). The Graduate Market in 2012. High Fliers Research.

Research, M. (2013). Transparency Market Research. Www.Transparencymarketresearch.Com.

Schaltegger, S., & Wagner, M. (2011). Sustainable entrepreneurship and sustainability innovation: Categories and interactions. Business Strategy and the Environment. https://doi.org/10.1002/bse.682