The marketing environment of the aged care industry in Australia is one of a dynamic stature due to ongoing changes in health and lifestyle patterns for the aged population. Australia's population is ageing, due to lower fertility rates and increasing life expectancy. Between 1994 and 2014, the proportion of the population aged 65 years and over has increased from 11.8% to 14.7% and it is projected to increase more rapidly over the next decade. (Australia Bureau of Statistics 2014)
An ageing population is creating new opportunities, especially in the area of personal communication devices. Personal alarms are devices which can be used to alert a nominated that there is an emergency situation. Well-developed personal emergency alarm systems improve safety and peace of mind, thus improving the quality of life and health of older people. Whilst there are such devices in the market, a gap does exist for products that utilize up-to-date technologies and combine communication, multi-media and alarm warning systems. Personal devices such as Mobile phones, laptops and Smartwatches usually target a younger market, but with an ever-growing ageing population, the ‘WatchCare’ is specifically targeted at an older …show more content…
Consideration of competitors within the aged care industry as well as customers are threats and opportunities for breaking in to the aged care industry market. These 2 actors of the micro environment account for the needs of our ageing population. Consumer perceptions for aged care are heavily swayed in terms of purchasing based on needs for the aged care. Segmenting aged care based on their needs is a challenge faced in the Australian marketplace. Nursing homes and revolutionary technology created for use in hospitals is a barrier for marketers’ in Australia, pushing consumers toward hospital aid rather than products offered in pharmacies and retail
An ageing population is creating new opportunities, especially in the area of personal communication devices. Personal alarms are devices which can be used to alert a nominated that there is an emergency situation. Well-developed personal emergency alarm systems improve safety and peace of mind, thus improving the quality of life and health of older people. Whilst there are such devices in the market, a gap does exist for products that utilize up-to-date technologies and combine communication, multi-media and alarm warning systems. Personal devices such as Mobile phones, laptops and Smartwatches usually target a younger market, but with an ever-growing ageing population, the ‘WatchCare’ is specifically targeted at an older …show more content…
Consideration of competitors within the aged care industry as well as customers are threats and opportunities for breaking in to the aged care industry market. These 2 actors of the micro environment account for the needs of our ageing population. Consumer perceptions for aged care are heavily swayed in terms of purchasing based on needs for the aged care. Segmenting aged care based on their needs is a challenge faced in the Australian marketplace. Nursing homes and revolutionary technology created for use in hospitals is a barrier for marketers’ in Australia, pushing consumers toward hospital aid rather than products offered in pharmacies and retail