3. Australia- 1. Geography (australia.gov.au, 2016)
Physical Characteristics
Australia is the planet's sixth largest country after Russia, Canada, China, the United States of America and Brazil. It is also the only
one of the largest six nations that is completely surrounded by water. Australia's land mass is:
▪ almost as great as that of the United States of America
▪ about 50 per cent greater than Europe, and
▪ 32 times greater than the United Kingdom.
Geographical and climatic features
• Australia is the smallest of the world's continents. It is also the lowest, the flattest and (apart from Antarctica) the driest.
• Nearly 20 per cent of Australia's land mass is classified as desert. As well as having a low average annual rainfall, rainfall
across Australia is also variable. The rainfall pattern is concentric around the extensive arid core of the continent, with rainfall
intensity high in the tropics and some coastal areas.
• Climatic zones range from tropical rainforests, deserts and cool temperature forests to snow covered mountains.
4. Australia- 2. Demographics (CIA World Factbook, 2016)
Population: 24,059,795
• 51% Males
12,270,495 men
• 49% Females
11,789,300 women
Population living in urban areas: 89.4% of total pop.
21,413,217 people
Population between the ages of 25-54 (54.81%)
13,187,173 people
6,355,609 males
6,114,241 females
5. Australia- 3. Economics (CIA World Factbook, 2016)
• GDP: $1.56 trillion
• GDP per capita: $43,929
• GINI score: 30.3
• 72.6% “MIDDLE CLASS”
From $35,600$ to $462,500
17,467,411 people
6. Australia- 3.a. Economics (2) (CIA World Factbook, 2016)
Economic Growth
• Post WorldWar II Boom
1949-1972
Recessions
• 1973–75 recession
• Early 1980s recession
• Early 1990s recession
• Early 2000s recession
Recovery
• 13% growth GDP
• Unemployment rates: 6.1% (2014 est.)
7. Australia- 4. Political Environment (CIA World Factbook, 2016)
Political structure
• federal parliamentary democracy and
a Commonwealth realm
Political Parties
• Legislative, Executive, and Judicial
branches
Stability of government
• Very stable (democracy)
8. Australia- 5. Legal Environment (Australian Government, 2016)
Legal System
• Common law system based on the English model
Organization of the judiciary system
• The judiciary is the legal arm of the government. Independent of the legislature and the executive, it is the role of
the judiciary to enforce Australia's laws. It must also ensure that the other arms of government do not act beyond
the powers granted to them by the Constitution or by Parliament.
• The High Court of Australia is, as its name suggests,Australia's highest court. Underneath the High Court are a
number of other federal courts.
Department of Industry, Innovation and Science
• Agency that administers intellectual property (IP) rights and legislation relating to patents, trademarks, designs
and plant breeder's rights.
• Participation in patents, trademarks and other conventions
9. Australia- 6. Culture (Australia's Cultural Diversity, 2016)
Official language(s)
• N/A
Other languages
• Australian English
• Australian Aboriginal
• Tasmanian
• Torres Strait
Religion
• Christians represented 61% of the
population
14,676,474 people
• 31% of the population stated they had
no religion or did not state their
religion
7,458,536 people
Popular sports
• Cricket
• Rugby
• Australian Rules Football
(has around 700,000 members in the AFL)
As of 2015, over 280,000 females participate in the game across
Australia
o The AFL is set to establish a semi-professional, nationally
televised women's league competition by 2020
11. Australia- B. marketing.mix.element.PRODUCT
Adidas Women’s Cleats
b.1. Core product benefits (shared
by all competing products)
• Traction
• Ankle support
• Stability
b.2. Differentiation of your product
I. Brand name
• X15.2 Firm/Artificial Ground Cleats
II. Features/benefits
• Soft, close-fitting synthetic skin upper
• Reinforced cage for game changing stability
• NON STOP GRIP (NSG) adds texture to the upper for incredible touch
• Revolutionary X-CLAW stud configuration allows for quicker cuts and greater
acceleration
• Traction outsole designed for explosive movement on firm and artificial ground
III. Packaging (see picture)
IV. Support services
• available 8AM ET – 11PM ET, 7 days a week to take your order, answer questions
about our shoes and apparel or assist you in any way.
• 800-982-9337
• Link to online service
13. Australia- D. marketing.mix.element.PROMOTION
Objectives
• Differentiate a product (best soccer cleat at the best price)
Suggested mix (advertising, sales promotions, commercial and appearances featuring Adidas sponsoredARF women)
Suggested Retail Price
$144.61 ($110 U.S. dollars)
14. Australia- D.1. marketing.mix.element.PROMOTION
Themes, ideas, vehicles etc.
• Branding elements consistent across all platforms.
• Mediums used for promotion include: the Internet, television, advertisements, special events,
endorsements, newspapers, and magazines.
15. Australia- marketing.mix.element.PLACE
Adidas (New Zealand) Limited
Physical Address:
Level 1 Building C, 600 Great South Road,
Ellerslie, Auckland 1051
Postal Address:
P O Box 22601, Otahuhu,
Auckland 1640
Telephone:
+64-9-259 7700
Fax:
+64-9-259 7705
Website:
http://www.adidas.com
Brands/Trade
Names/Agencies:
ADIDAS
Sold in select locations and available online.
Corporate Headquarters in New Zealand (contact info below)
16. Australia- Rationale
Australian Rules Football’s popularity is on the rise, joining an already popular sport similar to it in rugby, and a global
rise in soccer. Adidas is positioned well, with a headquarters in New Zealand (see PLACE), to take control of the market
for cleats in Australia, starting with women. They have a versatile adaptation of their soccer cleat (see PRODUCT) ,
especially to target these sports “down under”.
They should start distribution of these versatile cleats in their store locations in southern Australia first, and offer them
with all of Adidas’ products online.
The price point falls between Nike and Under Armour for comparable cleats (see PRICE), and appeals to the 72.6%
Middle class (see Economics).
Sponsoring female ARF (Australian Rules Football) stars and featuring them in promotional materials and ads, Adidas will
increase brand awareness of their revolutionary cleats, and increase their market share of the global sports shoe and
apparel market (currently second behind Nike).
17. Australia- References
Household Income and Wealth, Australia, 2013-14. (2016, March 30). Retrieved from Australian Bureau of Statistics:
http://www.abs.gov.au/ausstats/abs@.nsf/mf/6523.0
australia.gov.au. (2016, April 29). Retrieved fromThe Australian Continent: http://www.australia.gov.au/about-australia/our-
country/the-australian-continent
CIAWorld Fact book. (2016, 01 26). Retrieved from Australia-Oceana: https://www.cia.gov/library/publications/the-world-
factbook/geos/as.html
Cowgill, M. (2013, May 13).What is the typical Australian’s income in 2013? Retrieved fromWe are all Dead:
https://mattcowgill.wordpress.com/2013/05/13/what-is-the-typical-australians-income-in-2013/
Export.gov. (2016, 01 26). Retrieved from Australia Country Commercial Guide: http://export.gov/ccg/Australia
TrefisTeam. (2013, December 17). Armoured For Growth; Potential Opportunities For Under Armour. Retrieved from Forbes:
http://www.forbes.com/sites/greatspeculations/2013/12/17/armoured-for-growth-potential-opportunities-for-under-
armour/#707675a6d730
Australian Government. (2016, 02 01). Retrieved from Local Government: http://www.australia.gov.au/about-government/how-
government-works/local-government
Australia's cultural diversity. (2016). Retrieved from racismnoway: http://www.racismnoway.com.au/about-racism/population/index-
Diversit-3.html
