1391.0.55.001 - Planning for Business, 2007  
ARCHIVED ISSUE Released at 11:30 AM (CANBERRA TIME) 26/10/2007  First Issue
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Planning for Business | Using statistics for business or franchise planning

Businesswoman on the telephoneTARGET PROMOTIONS

Robyn is responsible for the business development of a homewares retail chain in Victoria. The company's customer profile tells her their target market is people who either own, or are purchasing, their home; are aged 30–55 years; and have a weekly income of $600 or more. Robyn needs to know if her company's stores are properly located to attract these people, and, if not, where better to locate them. Her aim is to increase the company's presence in the market.

The company is planning to open a new store in Victoria and Robyn thinks that a store in the Greater Geelong area will fit the profile. To confirm this, she orders tailored data through our priced consultancy service.

People aged 30–55 years, who have a weekly income of $600 or more, and who own or are purchasing their home, selected Local Government Areas, Victoria

Tenure type

Total fully owned and being purchased (a)
Local Government Area

5 985
29 767
35 752
Greater Geelong
7 698
19 989
27 687
6 581
20 195
26 776
Yarra Ranges
5 367
18 874
24 241
7 608
13 609
21 217
4 075
12 935
17 010
Moonee Valley
6 203
11 552
17 755
Greater Dandenong
4 228
7 679
11 907

(a) Excludes being purchased under a rent/buy scheme.
Source: ABS data available on request, 2006 Census of Population and Housing

She observes five locations which meet the company's customer profile: Casey, Greater Geelong, Knox, Yarra Ranges and Brimbank which appear to be better suited than the other identified areas: Maroondah, Moonee Valley and Greater Dandenong. Before finalising her proposal, Robyn seeks out other relevant indicators to compare the five identified locations.

Robyn uses the free data on the ABS website, and identifies the Greater Geelong Local Government Area as the most suitable because:
it had a population of 197,479 people in August 2006
between 2001 and 2006, Greater Geelong had the 7th largest five year population growth of all Local Government Areas in Victoria
in 2006, there were 76,911 occupied private dwellings, and over 1,350 new residential dwellings were approved during 2006-07
more than 70% of homes located in Greater Geelong are either fully owned or being purchased
tourist accommodation room occupancy rates for Greater Geelong were 67.9% during March 2007
in June 2007, the trend estimate for household goods retailing in Victoria increased by 0.5% on the previous month.

Robyn has combined her customer profile with free and purchased statistical data to assist in identifying the most appropriate area to locate a new business. In the process Robyn has also obtained information that will help her company in planning for continued business success.