Introduction
This report will provide a market target analysis of Hanndia Pest Control Service Pty Ltd. Hanndia Pest Control Services, specialise in working with real estate agencies to manage white ant infestation of rental properties, by applying an environmentally friendly fumigation barrier. The main office is located in the Brisbane City council suburb of Calamvale, South Eastern Queensland, with a total of 20 employees. This includes the manager, field officers and administrative support. The purpose of this report is to identify the market target for Hanndia Pest Control Services. In order to achieve this, the report is structured to firstly analyse the market segmentation variables and secondly buyer behaviour. The conclusion will bring together these findings by distinguishing Hanndia Pest Control’s market target.
Segmentation
Segmentation is the process of determining the breakdown of the target market into smaller specific variables that make it easier to evaluate. Gabbott M (2004, p 159) describes the consumer related segmentation variables as being Geodemographic, Psychographic and Behavioural.
Geodemographic
This segmentation variable combines the elements of the consumer’s demography and geography. These are the measurable characteristics of the consumer’s age, gender, cultural diversity, occupation, income level, family life cycle and their physical geographical location. (Gabbott, M., 2004, p. 159-160).
Age and Population
Hanndia Pest Control Service is located in the Queensland capital Brisbane. According to the Australian Bureau of statistics (2006), “3218.0 Regional Population Growth” the local Brisbane City Council population, as at June 2005, was 971,757 persons with a median age of 34.9.
Interstate migration of ...