Market Report Essay For Alpha Property Development Group In Somerton, Victoria.

Overview of the Somerton region

Question:

Discuss about the Marketing Strategy and Plan of Alpha Property Development Group.

This report will focus on preparing a market report for the Alpha Property Development Group, which has decided to expand their business in the postal code area of 3062, which is the Somerton region of the Victoria State.

The report will use different type of market theories that can be applied in the Somerton region    and also analyze the needs and type of the people reside in that area. The overview of the area along with the mode of transportation and infrastructure is also provided in the given

The company Alpha Property Development, which is one of the major construction companies of Australia, has decided to make further investment in the 3062 region. The company is known mainly for constructing residential and commercial building in the region all over Australia. Alpha Property Development is part of the Alpha Property Group, which is one of the largest internationally owned companies of the world of real estate properties. In the past year, the company has contributed in the construction of many food retails like the BILLA, Tesco, Hold and many other non-food retails like the Takko, and Kik and New Yorker. The post code of the region is 3062 and it is the duty

Somerton is a suburb within the Melbourne region that is located 21km from the Melbourne central district of business. The region is also one of the most industrially developed places of the country. There are lot of business and industrial park located in the region. The Austrak Business Park is one of the most important regions, where the business operations took place. There is also the Northgate Distribution centre, which helps in the overall process of the logistics service in the overall city.

The main form of transportation in the city includes the bus route. There is also the smart bus route that travels from Frankstone to Melbourne Airport. There is also the bus route from the Craigieburn region that travels to the Broadmeadows. There is also the Roxburgh Park Station, which is best located in most of the places. The Upfiled station is the nearest location for the people of Somerton. The Upfiled line is the main connecting point of the city, which was initiated in the year 1881. Hence, the bus and train is the best mode of transportation for the people of Somerton.

The post office of the region was opened in the year 1854. The railway line and the post office has been the main cause of rapid improvement of the business in the local area.

The amusement park of the city is one of the main sources of entertainment for the people of the city. The Somerton Park is biggest sports campus of the town.

The Somerton District School is the main education center of the area and most of the people are dependent on that school for getting all types of education from primary, intermediate and also higher level of education.

Transportation and Infrastructure

The people of Somerton being food lovers and there are several number of restaurants and cafes that are located in the region. The people of the region are also dependent on these restaurants for all types of food.

Roxburgh Village is the main shopping centre of the city where people can get all types of products. There is also Medical Centre located in the heart of the city which provides high quality health service to the citizen.

Hence, the geographic location of city has created the demand for the high level of construction work in order to ensure that the roads of the cities are well-connected. Being one of the major business centers of Australia, there is high rate of demand of the industrial construction work in the city (Refer to Appendix).

This will give opportunity to the Alpha Property Development to expand the business in Somerton region. The demography of the region along with the geographical location will also provide the construction company to expanded business in the region. The industrial demography also helps the region to develop the construction business. The people of Somerton  also provide opportunity for the construction business.

The lifestyle of the people of Somerton is also responsible for providing the opportunity of construction business. With high demand of office area and also of entertainment areas along with restaurants there is always new construction work for commercial purpose in the city of Somerton.

It is essential for all business organization to develop marketing theory according to the situation of the external market and also the opportunity that exist. Most of the people living in the city of Somerton have a strong economic background and financial capability. Hence, there is strong financial opportunity for Alpha property development to use the external market condition in their favor in the process of business development. The target market for the Alpha Property development is to investigate the needs of the people and thereby ensure that they are able to make proper market plans according to the demand of the target group. All the business man and the industrialist of Somerton are the main target groups of the company and it is the duty of the management of the company to make attractive  marketing plans.  

There are about 23,468 people residing in the Somerton region out of which, 11,720 are males and 11,748 are females. The median age of the population is estimated to be 28.9 years.

The average age of the people of Somerton is 28.9 year, which is much lower compared to that of the overall population of Australia, which is calculated to be 36.9 years.

Nearly 65% of the total population of Somerton is married. Out of the 35% on marriage individuals, 10% has been divorced from the partners.

The education level of 80% of the people is off college level and rest 20% has much higher degrees of universities.

The total number of business operation in the city estimated to be 1278 and there are 68 million dollar invested in all the business.  The total sales of all the business are estimated to be $365,000. This is more than 50% of the share total business sales in Australian companies which is estimated to be $460,000. The average income of the population of Somerton  is estimated to be 40018.

Being one of the most Industrial and business centers of the nation Somerton  has high rate of employment than any other place in Australia. Most of the people are employed in the manufacturing sector and they have an average working duration of 10 hours per day.

Most of the population lives in joint families which constitutes around 60% of the population. The rest 40% is stays in nuclear family or stay outside the city. Average family size of inter population is estimated to be 5 persons. This number is quite large compared to the average family size of Australia which is 3 persons per family.

The dwelling structure of housing is one of the main characteristics of the people of Somerton. This type of housing helps to change the characteristics and also monitor the level of maintenance required in each building. The dwelling structure building also consists of more spacious apartment along with large size bedrooms and drawing rooms. There are around 6000 building structure in the city of Somerton, which why meet after effective planning process. On average there are three bedrooms in each of the individual houses in Somerton . Most of the houses are also owned by private ownership. Almost 75% of the houses are resided by the owners themselves. While the rest 25% is rental housing.

The total number of registered motor vehicles in Somerton  is estimated to be 18,757, which is much less compared to the entire population of Australia. Hence it can be said that most of the people in Somerton are dependent on public mode of transportation rather than private vehicles ("Roxburgh Park - Somerton: Region Data Summary").

It is recommended for the Alpha property development to focus on both residential and industrial type of buildings and thereby target the required customers according to their rules. As most of the people like to stay in their own house without rental it is important for the company to target the private owned properties.

This type of property can be more profitable as the owners will spend more money to have a solid building structure of the house. It is also important for the company to have higher price for Industrial and commercial building which will help them to provide high-quality materials in the construction work.

Conclusion

Being one of the main Industrial and business centre of Australia the city of Somerton provides a good opportunity of business for Alpha property development. The company needs to analyze the statistical data of population size and demography in order to prepare an effective marketing plan for their business plan.

Reference

"Roxburgh Park - Somerton : Region Data Summary". Stat.abs.gov.au. N.p., 2017. Web. 12 May 2017.