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Task Six Quantitative Analysis

Outline of Target Market Our race track can be enjoyed by many ages, the target audience for the track ranges from kids to seniors. There are various activities available to the different age groups, although it is targeted more towards the male adults who have a great passion for cars. Our specific target audience is therefore male adults ages 20 to 40. Analysis of Location

Population in the City of Swan (2011)

Number of People 10,000 8,000 6,000 4,000 2,000 0

Age in Years

Population in the City of Joondalup (2011)

14000 12000 10000 8000 6000 4000 2000 0 Number of People

Age in Years

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Population in the City of Wanneroo (2011)

14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Number of People

Age in Years

By calculating the approximation of the mean (see appendix) for each city the population mean for each city are, City of Swan = 34.5 years City of Joondalup = 37.2 years City of Wanneroo = 33.2 years

From the graphs above and the approximation of the mean we can see that the mean from each city falls into our target audience of 20 -40 years. This means that our target market will be present in these locations around Perth, which will be good for our business.

Net Migration in the City of Swan (2011)

1,200 1,000 Number of People 800 600 400 200 0 5 to 11 years 12 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 years years years years years years years and over Age (Years)

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Net migration in the City of Joondalup (2011)

0 5 to 11 years 12 to 17 years 18 to 24 years -500 Number of people -1000 -1500 -2000 -2500 -3000 -3500 Age (Years) 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and over

Net Migration in the City of Wanneroo (2011)

5,000 Number of People 4,000 3,000 2,000 1,000 0 5 to 11 years 12 to 17 years 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and over

Age (Years)

From the graphs above be can see that the population in each city will increase except in the city of Joondalup. This will increase the potential available customers in our location. From the graphs above we can also see that the age group 25 to 34 years is increasing the most. This is good for our business as our target market is 20 to 40 years. From analysing the population and net migration in each city we can conclude that the location of our business is appropriate. Our target market is both present and increasing in the areas around Perth. This also highlights that our target market is suitable for our location as we are marketing our business at the age group that is most present in our location and the areas surrounding the race track.

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Analysis of Demand

Car Ownership in the City of Swan (2011)

7% 5% No motor vehicles 22% 27% 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated 39%

Car Ownership in the City of Joondalup (2011)

4% 3% 24% 26% No motor vehicles 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated 43%

Car Ownership in the City of Wanneroo (2011)

6% 3% No motor vehicles 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated

21%

28%

42%

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From the graphs above it is clear that the majority of people living in the living in the City of Swan, Joondalup and Wanneroo own one or more cars. In the City of Swan 88% of people own one or more cars. In the City of Joondalup 93% of people own one or more cars. And finally in the City of Wanneroo 91% of people own one or more cars. This is good for our business given that we are a racetrack. This highlights that there is potential demand for our business given that majority of people in our location and the surrounding areas own one or more cars. This is further explored in the graphs below. WHERE ARE THE GRAPHS!! LOCATIN

Speeding Infringements WA, (1997 - 2004)

500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 1997 1998 1999 2000 Year 2001 2002 2003 2004 Number of Infringements

Drivers/riders in all crashes (speed a factor) by age and gender metropolitian data (WA) from 1995 - 2004
3500

Number of Crashes

3000 2500 2000 1500 1000 500 0 Male Female

Age group (in years)

From the graphs above we can see that speeding infringements have increased over time. This illustrates that a higher amount of people are speeding on our streets. This is good for our business as we are centred around racing and speeding. Giving people this opportunity
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could get these people who speed interested in our racetrack. This means potentially means that there is a demand for our business as we give people a premise to speed. As seen in the drivers/riders in all crashes, where speed was a factor graph it is clear that majority of people both speeding and having an accident as a result is between 17 to 39 years of age. This is good for our business as are target market is between 20 to 40 years of age. This also shows that demand is present in our region as many people are speeding on our streets. This also highlights that males are the majority that are involved with speeding which is why our target market is based around males. From analysing the speeding infringements and the crashes were speed was a factor in our location we can conclude that the location of our business is appropriate. Our target market is present and there is potential demand for our business. This illustrates that the target market is present for our business in our location and there is appropriate demand for our business to be successful.

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Appendix
Appendix 1. City of Swan Age Structure

Age structure - Five year age groups City of Swan Five year age groups (years) 0 to 4 5 to 9 10 to 14 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 69 70 to 74 75 to 79 80 to 84 85 and over Total 2011 Number % Greater Perth 6.6 6.2 6.4 6.8 7.5 7.7 7.0 7.2 7.4 7.1 6.5 5.8 5.3 3.8 3.0 2.3 1.8 1.6 100.0 2006
Number Change

Greater Perth 6.1 6.4 6.9 7.3 7.3 6.5 7.0 7.5 7.5 7.4 6.8 6.3 4.6 3.6 2.9 2.5 1.8 1.5 100.0

8,122 8,068 8,265 8,132 7,403 7,531 7,485 8,274 8,696 8,238 7,139 5,906 5,028 3,553 2,578 1,721 1,330 992 108,461

7.5 7.4 7.6 7.5 6.8 6.9 6.9 7.6 8.0 7.6 6.6 5.4 4.6 3.3 2.4 1.6 1.2 0.9 100.0

7,143 7,501 7,773 7,111 6,020 5,986 6,974 7,683 7,659 6,844 5,865 5,018 3,617 2,766 1,948 1,631 993 748 93,280

7.7 8.0 8.3 7.6 6.5 6.4 7.5 8.2 8.2 7.3 6.3 5.4 3.9 3.0 2.1 1.7 1.1 0.8 100.0

2006 to 2011 +979 +567 +492 +1,021 +1,383 +1,545 +511 +591 +1,037 +1,394 +1,274 +888 +1,411 +787 +630 +90 +337 +244
+15,181

Appendix 2. City of Swan Migration

Migration by age group 2011 City of Swan 5 to 11 years 12 to 17 years 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and over Total 7|Page In migration 2,458 1,671 2,742 5,451 3,908 2,487 1,654 1,151 21,522 Out migration 2,215 1,584 2,503 4,391 3,269 2,315 1,499 1,122 18,898 Net migration 243 87 239 1,060 639 172 155 29 2,624

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Appendix 3. City of Swan Car Ownership Car ownership City of Swan Number of cars No motor vehicles 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated Total households 2011
Number

13 October 2013

2006 % 4.6 27.3 39.0 22.6 6.6 100.0 Greater Perth 6.0 32.0 37.1 18.4 6.5 100.0
Number

Change % 4.8 29.1 39.0 19.3 7.8 100.0 Greater Perth 6.8 33.2 35.9 16.3 7.9 100.0 2006 to 2011 +189 +893 +2,116 +2,320 -30 +5,488

1,761 10,458 14,938 8,649 2,534 38,340

1,572 9,565 12,822 6,329 2,564 32,852

Appendix 4. City of Wanneroo Migration

Migration by age group 2011 City of Wanneroo 5 to 11 years 12 to 17 years 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and over Total
Appendix 5. City of Wanneroo Age of Structure

In migration 3,385 2,378 3,969 8,419 5,319 3,461 2,318 1,961 31,210

Out migration 2,453 1,728 2,579 4,432 3,766 2,446 1,452 1,260 20,116

Net migration 932 650 1,390 3,987 1,553 1,015 866 701 11,094

Age structure - Five year age groups City of Wanneroo Five year age groups (years) 0 to 4 5 to 9 10 to 14 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 8|Page 2011 Number 12,891 12,104 12,107 11,352 10,051 11,471 11,269 12,438 12,486 % 8.5 8.0 8.0 7.5 6.6 7.5 7.4 8.2 8.2 Greater Perth 6.6 6.2 6.4 6.8 7.5 7.7 7.0 7.2 7.4 2006
Number

% 8.1 8.5 8.4 7.2 6.5 6.6 7.8 8.7 8.0

Greater

Perth 6.1 6.4 6.9 7.3 7.3 6.5 7.0 7.5 7.5

8,972 9,419 9,361 8,039 7,180 7,321 8,690 9,604 8,905

Chang e 2006 to 2011 +3,919 +2,685 +2,746 +3,313 +2,871 +4,150 +2,579 +2,834 +3,581

Group 2 45 to 49 50 to 54 55 to 59 60 to 64 65 to 69 70 to 74 75 to 79 80 to 84 85 and over Total 10,842 8,561 6,831 6,210 4,360 3,524 2,430 1,685 1,471 152,083 7.1 5.6 4.5 4.1 2.9 2.3 1.6 1.1 1.0 100.0 7.1 6.5 5.8 5.3 3.8 3.0 2.3 1.8 1.6 100.0 7,506 6,150 5,702 4,203 3,382 2,512 1,927 1,206 862
110,941

13 October 2013 6.8 5.5 5.1 3.8 3.0 2.3 1.7 1.1 0.8 100.0 7.4 6.8 6.3 4.6 3.6 2.9 2.5 1.8 1.5 100.0
+3,336 +2,411 +1,129 +2,007

+978
+1,012

+503 +479 +609

+41,142

Appendix 6. City of Wanneroo Car Ownership Car Ownership City of Wanneroo Number of cars 2011 Number % Greater Perth 6.0 32.0 37.1 18.4 6.5 100.0 2006
Number

Greater Perth

No motor vehicles 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated Total households

1,803 14,795 21,734 10,702 2,951 51,985

3.5 28.5 41.8 20.6 5.7 100.0

1,516
11,642

4.0 30.4 40.9 18.1 6.7 100.0

6.8 33.2 35.9 16.3 7.9 100.0

Chang e 2006 to 2011 +287 +3,153 +6,091 +3,789 +375

+13,695

15,643 6,913 2,576

38,290

Appendix 7. City of Joondalup Age Structure

Age structure - Five year age groups City of Joondalup Five year age groups (years) 0 to 4 5 to 9 10 to 14 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 9|Page Number 9,239 9,518 10,694 12,241 10,843 8,223 8,173 10,115 11,877 12,387 12,169 10,847 2011 % 6.1 6.2 7.0 8.0 7.1 5.4 5.4 6.6 7.8 8.1 8.0 7.1 Greater Number Perth 6.6 8,639 6.2 9,997 6.4 11,857 6.8 13,302 7.5 10,477 7.7 7,483 7.0 8,837 7.2 10,811 7.4 12,297 7.1 13,223 6.5 12,154 5.8 10,769 2006 % 5.8 6.7 7.9 8.9 7.0 5.0 5.9 7.2 8.2 8.8 8.1 7.2 Greater Perth 6.1 6.4 6.9 7.3 7.3 6.5 7.0 7.5 7.5 7.4 6.8 6.3 Change 2006 to 2011 +600 -479 -1,163 -1,061 +366 +740 -664 -696 -420 -836 +15 +78

Group 2 60 to 64 65 to 69 70 to 74 75 to 79 80 to 84 85 and over Total 9,572 6.3 5,753 3.8 3,731 2.4 2,847 1.9 2,187 1.4 1,985 1.3 152,401 100.0 5.3 3.8 3.0 2.3 1.8 1.6 100.0 6,528 4.4 4,189 2.8 3,166 2.1 2,651 1.8 1,888 1.3 1,407 0.9 149,675 100.0

13 October 2013 4.6 3.6 2.9 2.5 1.8 1.5 100.0 +3,044 +1,564 +565 +196 +299 +578 +2,726

Appendix 8. City of Joondalup Migration

Migration by age group 2011 City of Joondalup 5 to 11 years 12 to 17 years 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 years and over Total
Appendix 9. City of Joondalup Car Ownership

In migration Out migration Net migration 2,153 1,443 2,284 4,919 4,073 2,208 1,237 1,159 19,476 2,706 1,858 4,490 7,961 4,687 3,903 3,105 1,927 30,637 -553 -415 -2,206 -3,042 -614 -1,695 -1,868 -768 -11,161

Car Ownership City of Joondalup Number of cars No motor vehicles 1 motor vehicle 2 motor vehicles 3 or more motor vehicles Not stated Total households Number 1,673 14,330 23,496 12,898 2011 % 3.1 26.3 43.1 23.7 Greater Number Perth 6.0 1,723 32.0 14,502 37.1 22,623 18.4 11,593 6.5 100.0 2006 % 3.2 27.3 42.6 21.8 Greater Perth 6.8 33.2 35.9 16.3 7.9 100.0 Change 2006 to 2011 -50 -172 +873 +1,305 -514 +1,442

2,137 3.9 54,534 100.0

2,651 5.0 53,092 100.0

Appendix 10. Speeding Infringements

Traffic Infringements by Year Year 1997 1998 1999 10 | P a g e # of Speeding Infringements 42108 206971 316447

Group 2 2000 2001 2002 2003 2004 301386 448016 403883 404839 461731

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Appendix 11. Drives/riders in fatal crashes where speed was a factor.

Speed a Factor (by gender and age) - All Crashes Drivers/Riders in fatal crashes, metropolitan data from 1995 - 2004 Source: Main Roads WA Integrated Road Information System Gender/Age MALE <17 17 - 20 21 - 24 25 - 29 30 - 39 40 - 49 50 - 59 60 - 69 >69 Unknown Total Male TOTAL DRIVERS or RIDERS Number 283 3122 1777 1409 1482 794 431 168 111 571 10148 14628 Gender/Age FEMALE <17 17 - 20 21 - 24 25 - 29 30 - 39 40 - 49 50 - 59 60 - 69 >69 Unknown Total Female Number 38 584 349 297 452 372 175 68 59 113 2507

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References
City of Joondalup: Five year age groups [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/joondalup/five-year-age-groups City of Joondalup: Migration by age [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/joondalup/migration-by-age City of Joondalup: Number of cars per household [n.d]. Retrieved from the profile.id andwebsite: http://profile.id.com.au/joondalup/car-ownership City of Swan: Five year age groups [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/swan/five-year-age-groups City of Swan: Migration by age [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/swan/migration-by-age City of Swan: Number of cars per household [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/swan/car-ownership City of Wanneroo: Five year age groups [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/wanneroo/five-year-age-groups City of Wanneroo: Migration by age [n.d]. Retrieved from the profile.id website: andhttp://profile.id.com.au/wanneroo/migration-by-age City of Wanneroo: Number of cars per household [n.d]. Retrieved from the profile.id andwebsite: http://profile.id.com.au/wanneroo/car-ownership Data Analysis Australia (2006). Office Road Safety: Analysis of Road Crash Statistics. andRetrieved from http://www.ors.wa.gov.au/Stats/10-Year/10-year-metropolitanandspeeding.aspx Data Analysis Australia (2006). Enforcement. Retrieved from andhttp://www.ors.wa.gov.au/Stats/10-Year/10-year-western-australia-enforcement.aspx

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