population of the Caulfield postcode 3161 is 14,554 based on the 2011 census. The male population consist of 7,002, while female population are 7,552. The median age is 37 years of age as being revealed in the Table 1. (Australian Bureau of Statistics, 2011). Caulfield: post code 3161

Male

Female

Median age

As being revealed in the table 2 below, the total private dwelling in the area is approximately 6,393. However, the median weekly income is $1,735, while the monthly median income is $6,940.

All private dwellings

Average people per household

Median income per household (weekly)

$1,735

Median mortgage repayments (monthly)

$2,210

Median weekly rent

As being revealed in the table 3, the Australian consists of the 58.5% of the whole population of the postcode. The South African and people from Poland consist 3.4% each, while the English people constitute 2.7%. Based on the data, the Australian will form largest population of the market for the Alpha Property development Group. The theory of segmentation and targeting will be relevant in this case because it will be critical for the company to focus its marketing attention on the Australian rather than the minority group.

Table 3: Country of birth

Caulfield North

Australia

8,519

58.5

South Africa

3.4

Poland

3.4

England

2.7

Israel

2.6

China (excludes Taiwan and SARs )

2.4

The next step is to analyse the employment population of the postcode. As being revealed in the table 4, the total number of people in labor force is 7,720, which is 53% of the population (14,554). Out of the 7,720 in the labor force, 58.2% are full-time employees, while 31.7% are part-time workers.

Table 3: Employment

Caulfield North

Worked full-time

4,492

58.2

Worked part-time

2,450

31.7

Away from work

5.7

Unemployed

4.3

Total in labor force

7,720

By 2011, the median age of the post code was 37 years. However, children between 0 and 14 years are 16.3% while people over 65% are approximately 15.7%. Typically, children and people over 65 are 32% of the postcode population. Thus, 32% of the postcode population will not be appropriate market for the company. However, 65% of the post code population may be the appropriate market for the company.
Table 4: Age

Caulfield North

0-4 years

6.0

5-9 years

5.2

10-14 years

5.0

15-19 years

5.2

20-24 years

1,222

8.4

25-29 years

1,332

9.2

30-34 years

1,108

7.6

35-39 years

1,026

7.0

40-44 years

6.0

45-49 years

5.8

50-54 years

6.4

55-59 years

6.2

60-64 years

6.1

65-69 years

3.5

70-74 years

3.0

75-79 years

2.4

80-84 years

2.9

85 years and over

3.9

Analysis of the above data reveals that the major market for the company will consist of the Australian citizens since the Australians are approximately 58.5% of the population of the postcode. Similarly, 58.2% of full time workforce may be Australians.

Table 5: Dwelling type

Caulfield North

Occupied private dwellings

5,510

91.1

Unoccupied private dwellings

8.9

As being revealed in the table 5, 91.1% of the private residential houses are occupied and 8.9% are not occupied. As being revealed in Fig 1, the purchaser will be 26% of the population and renting will be 35% of the population.

Fig 1: Occupancy

Source: My Data (2013).

The Table 6 also reveals the median price, gross rental yield and quarterly growth of…