Our
RD department (research and development) did a lot of research and gathered
some statistics results and information about Australian people and country
from Australian Bureau of Statistic which do some research and collect some
statistic result about Australia on behave of Australian government. The
information which we derived from Australian Bureau of Statistics is completely
relevant and reliable as well as 100% accurate.
The information which we obtain is very supportive for our business. As information plays a vital role for business success and making some effective decisions. We have already discussed about our target market in which people who are suffering from overweight as well as obesity which even includes children.
The percentage in overweight and obesity in recent years is a major public health concern in most of the countries and Australia is one of them. The Governments are spending a huge amount on this issue every year. Before 1998, obesity percentage was generally below 10% but nowadays more than 50% adults are overweight in many countries. The Australian Bureau of Statistics show that 63 per cent of adults are overweight (35 per cent) or obese (28 per cent). The figure was up from 61 per cent in 2007-08, which is an alarming sign for Australia. Below table shows body mass index by demographic and socio-economic characteristics.
Measured Body Mass Index by age and sex, 2007-08
The information which we obtain is very supportive for our business. As information plays a vital role for business success and making some effective decisions. We have already discussed about our target market in which people who are suffering from overweight as well as obesity which even includes children.
The percentage in overweight and obesity in recent years is a major public health concern in most of the countries and Australia is one of them. The Governments are spending a huge amount on this issue every year. Before 1998, obesity percentage was generally below 10% but nowadays more than 50% adults are overweight in many countries. The Australian Bureau of Statistics show that 63 per cent of adults are overweight (35 per cent) or obese (28 per cent). The figure was up from 61 per cent in 2007-08, which is an alarming sign for Australia. Below table shows body mass index by demographic and socio-economic characteristics.
Measured Body Mass Index by age and sex, 2007-08
Now we are going to present some charts related to the data and information shown above which helps us to make some effective decisions as well as make clear picture of our target market.
According to above graph, it is very much clear that females are healthier, more conscious about health than males in Australia. More than 50% males are suffering from overweight/obese whereas % of female is almost half. Talking about the next category overweight the percentage of male and female is same. Given information through graph suggest that there is good indication for New Generation Fitness Centre that there is a huge percentage of overweight and obese.
Over weight
Over weight
From the given data and chart it is clear that middle age male and female holds the highest percentage whereas talking about the adults , its crystal clear that more than 60% males and female are overweight.
Obese
Obese
The pie chart shows the percentage of obese with different age group of people in which middle age and grey hair people hold the highest percentage. However talking about our target market it shows a good sign for us as more than 60% obese people coming under target market.
Overweight/Obese
Overweight/Obese
According to above graph, 40% people from age 35 to 54 are suffering from overweight/obesity followed by age group 55-64. More than 60% adults are suffering which again increase confidence of NG Fitness Centre as indicates maximum numbers of target market.
Whereas there is certain percentage of children in Australia, which is also a part of our target market. New Generation staff is specialized for obese and overweight people. New Generation Fitness Centre is also quite happy with its location in Mount Lawley, near Perth city. Below graph shows the total population in different age group. There are approximate 7000 people living in Mount Lawley which has a huge number within a suburb.
Whereas there is certain percentage of children in Australia, which is also a part of our target market. New Generation staff is specialized for obese and overweight people. New Generation Fitness Centre is also quite happy with its location in Mount Lawley, near Perth city. Below graph shows the total population in different age group. There are approximate 7000 people living in Mount Lawley which has a huge number within a suburb.
It is clear that there is a huge percentage of adults in Mount Lawley which is a positive indication for New Generation Fitness Centre.
From the above information the target market of our Fitness Centre is clear. The given information can also help us to take some effective and efficient decisions for our business. For example percentage of male is more than percentage of female in overweight and obese. Therefore the New Generation Fitness Centre can concentrate more on males during their promotional campaign to attract number of customers. The information also suggests that the number of adults is very high in their target market so that they should put more attention towards adults rather than other age group people.
From the above information the target market of our Fitness Centre is clear. The given information can also help us to take some effective and efficient decisions for our business. For example percentage of male is more than percentage of female in overweight and obese. Therefore the New Generation Fitness Centre can concentrate more on males during their promotional campaign to attract number of customers. The information also suggests that the number of adults is very high in their target market so that they should put more attention towards adults rather than other age group people.