Socio-Demographic Profile

Socio-Demographic Profile

Westfield Doncaster is located in Melbourne’s eastern suburbs, fourteen kilometers out of the central business district. Doncaster has an aging multi cultural community with a high percent of residence being of Chinese and Italian heritage. Doncaster is apart of the Manningham City Council and currently has a population of 118,521 people. Balwyn North, Boxhill, Templestowe and East Doncaster border Doncaster. Doncaster is apart of the City of the Manningham council.

The most common customers for Westfield Doncaster are from the Manningham community. Below is a table obtained from the Manningham city council website which gives a clear indication of the age of projected customers.

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(Profile.id.com.au).

The city of Manningham web site predicts that the average income for a household per week is $2500 as of 2011 (Profile.id.com.au).

The demographic profile of the area as stated above has a growing number of families; Westfield Doncaster has a wide range of kids wear stores that can cater to the demand of its environment. Westfield Doncaster given its large variety of kids wear stores gives the consumer a wider range of choice. This creates a larger scale of competition amongst stores, which gives the customer’s better prices as well as variety in goods.  

Westfield Doncaster caters to many people with many different needs, weather it is for a shopping day with girlfriends to a date night out at the movies with your partner. The center allows for close to 5000 car park spaces free of charge for the first three hours, allowing their customers the comfort of driving and having easy access to the center. The trading hours of the center allow working customer the opportunity to visit after working hours. The center has extended shopping hours on Thursday and Friday nights allowing families to either be socially active by seeing a movie or Friday night dinner out.  

Competitor Analysis

Westfield Doncaster has a section on level 1 dedicated but not limited to kid wear and kids needs, such as kids bedding, shoes and etc. There is a playground and a café located on the same level for the kids to play while their parents take a break from shopping.

The other competitors that are not located in that vicinity dedicated to the kids section are Zara kids, Seed, Country Road, Target, Myer and David Jones. However they are still on the same level allowing for easy accessibility for parents with prams, with the exception of Target, which are a level below.  

Westfield Doncaster has one of the widest range of competitors within Sandpits target market. The competitors are not limited to domestic but international competitors like Zara as well.

SWOT Analysis for Sandpit

Strengths

- Consumers in the demographics of Westfield Doncaster are predominantly young families with kids that want to shop in their local district

- Consumers in Manningham council have a higher disposable income, hence allowing Sandpit position their price points at a higher price range