Marketing Research and Segmentation - Macquarie University Hospital, Paper

Marketing and Segmentation - Macquarie University Hospital, New South Wales - Research Paper Example The marketing techniques chosen in each case depend on many factors, such as the level of the industry competition and the resources available. Current paper focuses on the potential use of marketing research and segmentation for the improvement of performance of a specific organization: the Macquarie University Hospital, one of the most important hospitals in New South Wales, Australia. An appropriately customized lifestyle analysis has been used for helping the organization to proceed to market segmentation. In this way, the relationship between the organization and its customers would be improved leading the organization to a long – term growth. 2. Macquarie University Hospital – Marketing research and segmentation 2.1 Brief description of the hospital The Macquarie University Hospital is located in ‘the North Ryde campus of Macquarie University, New South Wales’ (Macquarie University Hospital, 2012). ... The use of advanced technology in medical treatment is considered as another advantage of the Hospital towards its rivals. 2.2 Market research – psychographic & lifestyle analysis 2.2.1 Activities: work habits The percentage of people who are active in terms of employment in New South Wales has been increased in 2009/2010 reaching the 3.5 million. This is an important increase if having in mind the fact that for the period 2001/2002 the employed people in NSW were just 3.1 million (Australian Bureau of Statistics, NSW State and Regional Indicators, Dec 2010, 2011). This means that the buying power of people in the specific region is increased, compared to the past. Thus, the potentials of the local population to seek for medical assistance of high quality are high. On the other hand, a differentiation seems to exist in NSW between men and women in regard to their status of employment. Indeed, it has been proved that women in NSW are more likely to work part-time compared to me n (Australian Bureau of Statistics, NSW State and Regional Indicators, Dec 2010, 2011). As indicated in the Graph 1 (Appendix), a percentage of about 50% of employed women in NSW are part-time workers. In general, in NSW employed men are more than employed women. More specifically, the percentage of employed male in NSW for 2010 was estimated at 70.6% while for women the above percentage was just 56.4% (Australian Bureau of Statistics, NSW State and Regional Indicators, Dec 2010, 2011). 2.2.2 Psychological attributes According to a report published by the Australian Government in 2012, high cultural diversity is one of the key characteristics of Australia. It seems