Marketing Plan On Alfa Romeo

CULTURE OF AUSTRALIAN DEMOGRAPHY:

Australia is a unique blend of established traditions and new influences. There are migrants from about 200 countries. As per 2008 statistics, Australia has a population of 21 million people. Of these more than 43% are either born overseas or have at least one parent who was born overseas. 75% of Australians live in cosmopolitan lifestyle in the urban centres. The indigenous population is estimated to be less than 3%. Unemployment rate is pretty low as well, as per December 2007 – the figure stood at 4.3%. The gross per capita income is estimated to be a healthy $39,000. English is the national language and is considered a unifying element of the Australian society. 64% of Australians are Christians, while others are free to follow their beliefs. Australians love their sports. The climate allows them to spend time outside. 70% of Australians participate in some form of physical activity. Sports are followed very well in Australia. Their culture is very informal. (Department of foreign affairs and trade, 2008).

Demographic Environment

Demographic means the data related to the population in age, sex, location, occupation, density. All this data are very important for the marketers as these data are related to the people and they are their business.

Australia’s population is around 22,181,762, it is assumed that in every 1 min and 45 seconds a child is born and every 3 min and 45 seconds a person dies, one international migrant migrates into Australia in every 1 min and 51 seconds, by adding all these up there is an addition of a new person into Australia in every 1 min and 11 seconds.

The working population in Australia has also increased, in the year ended 30 June 2009 there were 289,300 young people who entered the working age group.

All these factors would be favourable for the company in selling their car

(AUSTRALIAN BUREAU OF STATISTICS, 2010).

POLITICAL AND LEGAL ENVIRONMENT:

Alfa Romeo’s marketing team should focus on the political and legal environment before making any decision or planning as the rules and regulations for marketing are different in different countries as they have to follow this regulation to carry on their business successfully in the market. The company should always consider the laws of particular country before framing their policies. The company is safeguarded by both the Australian competition and consumer commission in Australia.

ECONOMY OF AUSTRALIA:

Australia’s real economy has grown by an average 3.3% years. Unemployment is much below 5%. As per 2005-06, Australia has a net surplus of $28 billion. Australia has progressively removed protection laws and introduced domestic competition laws. It has de centralised the labour market as well. Australian dollar is the sixth most traded currency in the world. (Department of Foreign Affairs and Trade, 2008).