Quantitative Analysis
Our target market is 20-39 year olds that have children.
According to domain.com.au the majority of people living in our
chosen location of Ellenbrook are within this age bracket and the highest
percentage of people are in martial relationships. Domain.com.au also showed
that the majority of children in that suburb are either infants or primary
school age.
According to a survey conducted by the Australian Bureau of Statistics 60% of 20-39 year
olds prefer to exercise in a structured facility such as a gym; this
information supports that there will be an adequate demand for a gym within the Ellenbrook area.
Figure 1 Shows the correlation between
Ellenbrook and the ABS statistics
We have conducted market research to establish the current market positioning for the suburb of Ellenbrook, and
investigate how profitable it will make the business. Study will demonstrate
investment decisions, the target audience and what the future of the business will offer.
Competitors in the Ellenbrook area for the gym fascility already incorporate: Fitness First, Curves, 24/7 Power Fitness and Absolutley Flabless. While on the other hand Creche’s for children available
within the suburb is only Let’s Play Centre Pty Ltd. An understanding of what is
already available is significant so, investors can understand the competition
and how advantageous the business can be.
The data below demonstrates the family types with the City of Swan therefore establishing our market as a whole with
couples, single parents, and children within those families. The idea of the
data is to assist in recognising the numbers in the area and how the business
can apply to them.
Data 3: City of Swan Economic Profile, 2012.
Business counts by industry illustrate the different business types in the council,
therefore what is already happening so we can analyse the economic growth. The
increasing population throughout the region, account for approximately 8550
businesses in the City of Swan. In conclusion the Council has a successful and
expanded economic base. From a potential investor perspective these statistics
portray quality location and figures.
Data 4: City of Swan Economic Profile, 2012.
Ellenbrook has developed immensely since 1992, accounting for one of the fastest growing developments in Western
Australia. There are 6 established villages in the area known as, Woodlake
Village, The Bridges, Coolamon, Morgan Fields, Charlotte’s Vineyard, and Malvern
Springs. This information is important if were looking to open up more Fitness
Centre in the future and gain a wider target market with new families moving
into the new areas. The net leasable are approximately of 217,000 square metres
for retail, commercial and light industrial uses. Statistics portray the
potential growth, what is already made available, and what the future of the
business can deliver, making it more profitable and advantageous.
(Data 5: City of Swan Economic Profile, 2012)
According to domain.com.au the majority of people living in our
chosen location of Ellenbrook are within this age bracket and the highest
percentage of people are in martial relationships. Domain.com.au also showed
that the majority of children in that suburb are either infants or primary
school age.
According to a survey conducted by the Australian Bureau of Statistics 60% of 20-39 year
olds prefer to exercise in a structured facility such as a gym; this
information supports that there will be an adequate demand for a gym within the Ellenbrook area.
Figure 1 Shows the correlation between
Ellenbrook and the ABS statistics
We have conducted market research to establish the current market positioning for the suburb of Ellenbrook, and
investigate how profitable it will make the business. Study will demonstrate
investment decisions, the target audience and what the future of the business will offer.
Competitors in the Ellenbrook area for the gym fascility already incorporate: Fitness First, Curves, 24/7 Power Fitness and Absolutley Flabless. While on the other hand Creche’s for children available
within the suburb is only Let’s Play Centre Pty Ltd. An understanding of what is
already available is significant so, investors can understand the competition
and how advantageous the business can be.
The data below demonstrates the family types with the City of Swan therefore establishing our market as a whole with
couples, single parents, and children within those families. The idea of the
data is to assist in recognising the numbers in the area and how the business
can apply to them.
Data 3: City of Swan Economic Profile, 2012.
Business counts by industry illustrate the different business types in the council,
therefore what is already happening so we can analyse the economic growth. The
increasing population throughout the region, account for approximately 8550
businesses in the City of Swan. In conclusion the Council has a successful and
expanded economic base. From a potential investor perspective these statistics
portray quality location and figures.
Data 4: City of Swan Economic Profile, 2012.
Ellenbrook has developed immensely since 1992, accounting for one of the fastest growing developments in Western
Australia. There are 6 established villages in the area known as, Woodlake
Village, The Bridges, Coolamon, Morgan Fields, Charlotte’s Vineyard, and Malvern
Springs. This information is important if were looking to open up more Fitness
Centre in the future and gain a wider target market with new families moving
into the new areas. The net leasable are approximately of 217,000 square metres
for retail, commercial and light industrial uses. Statistics portray the
potential growth, what is already made available, and what the future of the
business can deliver, making it more profitable and advantageous.
(Data 5: City of Swan Economic Profile, 2012)