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Book/movie review
22/08/2022
Questions:
Section A: Case Study
Indonesiais a sovereign archipelago in SoutheastAsiaandthe fourth most populous country on earthafterChina,India, and theUnited States.
Indonesia is made up ofmore than 17,000 islandswith over1.9 million square miles of land,which makes it the 4th largest country. Indonesia has a population estimated at 269.54 million in 2019, up from the 2015 estimate of 257 million.About 56.7% of Indonesia’s populationlives on Java, the most populous island. The population density of Indonesia is currently at 140.08 individuals per square kilometer.
Indonesia has more than300 distinct ethnic and linguistic groups,although the largest and most dominant in terms of politics are the Javanese at over 40% of the population. Most Indonesians are descended from Austronesian-speaking people. Another major ethnic group are Melanesians who live on the eastern part of the country. Other major ethnic groups include: Sundanese (15.5%), Malay (2.27%), Madurese (3.03%), Batak (3.58%), Minankabau (2.73%), Betawi (2.88%), Bantenese (1.97%), Banjarese (1.74%), Balinese (1.67%), and Makasserese (1.13%)..
Chinese Indonesians account for about 3% of the population but they are influential, controlling most of the country’s wealth and commerce.
In addition to this diverse population,Indonesia is also the world’s most populous Muslim-majority country,as just over 87% of Indonesians declared Muslim on the 2010 census.9.87% are Christian, 1.69% are Hindu, 0.72% are Buddhist and 0.56% practice other faiths.The Indonesian constitution grants religious freedomalthough the government only officially recognizes Islam, Protestantism, Roman Catholicism, Buddhism, Hinduism, and Confucianism.
There are more than 700 languages spoken in Indonesia. Bahasa Indonesia, a form of Malay, isthe official languageand is used mostly in education, media, commerce, and administration. Most people in Indonesia actually tend to speak other languages as their primary language, however.
The median age of the population in Indonesia is approximately 30.2 years of age, 42.4% of the population between 25 and 54 years of age. The 0-14 age group is currently just over 25%, strengthening the number of youths that will come into the workforce as the current workers move past working age.
According to the 2010 official population data, Indonesia has 11cities with a population over1 million, although estimates from 2014 show that there are now 14 cities that have populations that exceed 1 million.The 10 largest cities in Indonesia,with populations as of 2014, are:
Jakarta(Jakarta Province): 10.135 million
Surabaya(East Java): 2.843 million
Bandung (West Java): 2.575 million
Medan (North Sumatra): 2.497 million
Bekasi(West Java): 2.51 million
Semarang (Central Java): 2.067 million
Tangerang (Banten): 2.001 million
Depok (West Java): 1.869 million
Palembang (South Sumatra): 1.561 million
South Tangerang (Banten): 1.436 million
Task:
An Australian meat business has asked you to advise them if the Indonesian demographic and institutional context would match with their intention to enter Indonesian. Using concepts related to segmentation and targeting, provide advice to the Australian company..
Section B: Short essays
The reading Marketing by Silbiger (2014) discusses the key steps involved in the buying process. Describe these steps and provide examples to enhance your answers.
Short Answers
Using concepts related to positioning (Perceptual Map or PGS or Diamond strategy). Assess the market positioning of: Woolworths and Qantas Airways.
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