Вы находитесь на странице: 1из 16
Bachelor of Quantity Surveying (Honours) Construction Supply Chain Management (QSB 2433) Semester March 2016 Name

Bachelor of Quantity Surveying (Honours)

Construction Supply Chain Management (QSB 2433)

Semester March 2016

Name

Student ID : 0310592

Lecturer

: Chung Hui Ping

: Ms Tay Shir Men

Table of Content

1.0

Company Profile

1.1 Company Background

4

1.2 Major Past Projects

5

2.0

Proposed Project Detail

2.1 General Detail

6

2.2 Project Location

6

2.3 Geographical Area

2.3.1 Background

7

2.3.2 Transportation

7

2.3.3 Surrounding Facilities

7

2.3.4 Conclusion

8

3.0

Market Segmentation

3.1 Introduction

9

3.2 Aim and Objective

9

3.3 Reason of Market Segmentation based on Lifestyle

9

3.4 Segmentation Tabulation

10

3.5 Analysis Chart

10

3.6 Data Analysis

11

3.7 Development of Project Idea

11

4.0

Return on Investment

4.1 Ticketing

12

4.2 Merchandise Items

12

4.3 Facilities

12

5.0

Marketing Strategies

5.1 Rebate

13

5.2 Promotion

14

5.3 Theme Park Decoration

14

5.4 Welcoming Performance

14

5.5 Advertisement

14

6.0

Constraint and Future Development

15

7.0

Reference List

16

List of Picture Picture 1.0

shows the location of the proposed project.

List of Chart Chart 1.0

shows the total vote on the preferred lifestyles that are likely to adopt by the

potential customers.

List of Table Table 1.0

shows the Market Segmentation based on the lifestyles preferred by potential

customers.

Table 2.0

shows the ticket price for Damansara Lifestyle Theme Park

Table 3.0

shows the list of rebates offered by Damansara Lifestyle Theme Park

1.0 Company Profile

1.1 Company Background

TU Property Development Group Berhad started as Taylor’s United (Malaysia) Berhad in 1988. With the constant loyalty and supports from our customers, we have gradually grown to become Malaysia leading property developer. Now, TU Property Development is a public listed Malaysian company involved mainly in property development.

The brand pushes across the growth of Malaysia’s economic where we focus on three main developments which are high end condominium, mixed development building and theme park. In 2016, we developed a total of 15 projects within Malaysia. Presently, TU Group has an approximately 7328 acres of landbank with RM76 Billion of total gross development value (GDV).

We have the ability, experiences and resources to analyze and manage key real estate’s development projects and provide services for the public and private sectors spanning township and property development.

With the excellent commitment in the industry over the decades, TU brand targeted to an even higher achievement in the coming years to fulfill our vision of ‘Enhancing Generations with Lifestyle’ for now and future generations. (Ecoworld, 2015) (UEM, 2016)

1.2 Major Past Projects

High End Condominium

1.2 Major Past Projects High End Condominium Madge Mansion, KL Westside III, Desa Park City, KL

Madge Mansion, KL

Major Past Projects High End Condominium Madge Mansion, KL Westside III, Desa Park City, KL The

Westside III, Desa Park City, KL

Madge Mansion, KL Westside III, Desa Park City, KL The Troika, KL Mixed Development Pavilion Banyan

The Troika, KL

Mixed Development

III, Desa Park City, KL The Troika, KL Mixed Development Pavilion Banyan Tree Signatures, Bukit Bintang,

Pavilion Banyan Tree Signatures,

Bukit Bintang, KL

Theme Park

Development Pavilion Banyan Tree Signatures, Bukit Bintang, KL Theme Park Arcoris Mont Kiara (MK20), KL Legoland,

Arcoris Mont Kiara (MK20), KL

Development Pavilion Banyan Tree Signatures, Bukit Bintang, KL Theme Park Arcoris Mont Kiara (MK20), KL Legoland,

Legoland, Johor

2.0 Proposed Project Detail

2.1 General Detail

1. Employer

: TU Property Developer

2. Name of Proposed Project : Damansara Lifestyle Theme Park

3. Location of the Project

: Bandar Utama (next to One Utama Shopping Mall)

4. Size of the Project

: 7 acre

5. Overall Project Cost

: RM 300 Million

6. Construction Date

: 31 May 2016

7. Construction Period

: 3.5 Years

8. Estimated Opening Date

: 1 st December 2019

2.2 Project Location

Opening Date : 1 s t December 2019 2.2 Project Location Picture 1.0 shows the location

Picture 1.0 shows the location of the proposed project.

2.3 Geographical Area

2.3.1 Background

Bandar Utama is a small suburban located within the Damansara subdivision in Petaling Jaya, Selangor, Malaysia. In 1991, this area was developed from a broad expanse of palm oil estates to a well planned residential area and it has an estimated population of 59,000 residents in 2004. The neighborhood is well connected to Kota Damansara, Sunway Damansara, Damansara Perdana, Damansara Jaya, Damansara Utama and SS2. The surrounding of the site are well developed by commercial buildings, residential and educations centers. (Sophia, 2016)

2.3.2 Transportation

Bandar Utama is located in a strategic geographical area where infrastructure is well developed which allows people with easy access to the surrounding areas. As such, two major routes in service are Damansara-Puchong Expressway (LDP) and the New Klang Valley Expresway (NKVE). Besides, buses and shuttle services are available by connecting Bandar Utama with other areas such as Kelana Jaya, Kuala Lumpur, Mont Kiara, Cyberjaya. As such, the destination is reachable by taking Rapid KL Bus No. U82 form KL Sentral or LRT to Kelana Jaya and taxi into the area. Furthermore, there is a transportation hub located at One Utama Shopping Mall which is adjacent to the proposed project location. The buses cater people from long distance such as Singapore and Penang into the area. (Utama, 2010)

In addition, the Phase One of MRT Sungai Buloh-Kajang Line is estimated to operate by the end of 2016. The route started at Sungai Buloh to Semantan where there will be a station at Bandar Utama. Whereas, the MRT Phase Two will be operational by July 2017 from Semantan Station to Kajang Station. Through the MRT line, it provides transportation convenience for people staying in Klang Valley region to enter into Bandar Utama. (CORP,

2015)

2.3.3

Surrounding Facilities

In 1995, the opening of 1 Utama Shopping Centre has prompted more development of commercial and residential projects in surrounding area. 1 Utama Shopping Centre is known as the World’s 4 th Largest Mall recognized by Forbes and SNN Travel 1 whereas it is also the current largest shopping mall in Malaysia where entertainment, shopping, and dining are integrated in a whole. Besides, the award-winning One World Hotel is linked to the mall. The

5-star hotel with the availability of 438 rooms becomes a preferred accommodation for travelers. It has also successfully attracted local and foreign shoppers from visiting to the mall.

Commercial buildings located in Bandar Utama increase the working opportunities. To cater the huge population, landed and high rise residentials are well-developed in this area. Educational centers exist in the township as well whereby three primary schools and four secondary schools are within Bandar Utama. Private tertiary institutions, namely KBU are also present nearby.

Central Park, an existing public park located opposite the New Wing of 1 Utama Shopping Mall is an ideal place to relax on weekends. The park is equipped with facilities such as children’s playground, jogging tracks, pebbles walkway and gazebos as a shaded rest point. Apart from that, Central Park is the only public park in Klang Valley that allows the dog’s owners to bring their pets here. There is a pond and the park is surrounded by trees where it is a suitable place for relaxation. Due to the stressful working environment of the office workers nearby, it becomes a desired place to visit during spare time. (Guide, 2016)

2.3.4 Conclusion

Bandar Utama is a strategic geographical region and also a vibrant city where it acts as a central point of people staying around Klang Valley. With the existing largest shopping mall in Klang Valley, the well-developed facilities and infrastructures surround, the land in this region is definitely valued for investment.

3.0 Market Segmentation

3.1 Introduction

The ideal of theme park development is inspired by Sunway Property. In order to ensure a high project success rate, our marketing team suggests to focus on a niche market by using market segmentation. As such, a market research is carried out through the potential customers of the project. The research involves collection, organization and analysis of opinions from potential customers about their preferred lifestyle during weekend. The targeted groups are categorized based on the people that form up the population in Bandar Utama. The dependent variable on the other hand focused on the lifestyle as people demand of a quality lifestyle nowadays.

3.2 Aim and Objective

The aim of the survey carried out is to identify the type of investment to be developed in Bandar Utama. In order to achieve the aim, the main objective is to determine the lifestyle preferred by population around Bandar Utama during the weekend.

3.3 Reason of Market Segmentation based on Lifestyle

The reason of targeting groups based on their lifestyle as the improved lifestyle in the recent years has increased the people’s standard of daily activities. The targeted groups are from youngster to middle age people who stay around Klang Valley. The increasing competition and heavier workload in the school and office demotivate person. People tend to look for leisure activities and entertainment to be done during weekend.

3.4

Segmentation Tabulation

Table 1.0 shows the Market Segmentation based on the lifestyles preferred by potential customers.

based on the lifestyles preferred by potential customers. 3.5 Analysis Chart Preferred Lifestyle during Weekend

3.5 Analysis Chart

Preferred Lifestyle during Weekend

Visit to Park Theme Park Sports Activities Visit to Restaurant/Café Preferred Lifestyle during Weekend Cinema
Visit to Park
Theme Park
Sports Activities
Visit to Restaurant/Café
Preferred Lifestyle
during Weekend
Cinema
Shopping
Surf Net
0
2
4
6
8
10

Chart 1.0 shows the total vote on the preferred lifestyles that are likely to adopt by the potential customers.

3.6

Data Analysis

The targeted customers are based on the people that form up the population in Bandar Utama. Due to the existence of education institution, residential and commercial building, retails and hotel, the populations are categorized into 4 sectors which are marital status, commerce, education and tourists. The segmentation tabulation is made to tabulate all the data collected through surveys. A bar chart is then constructed to show the most preferable lifestyle and activities that are likely to carry out by these groups of people during weekend. From the bar chart, it shows that the most preferred activities is going to theme park, followed by sport activities and visit to restaurant and café while the least preferable leisure activity is visiting to park. Based on the tabulation, it shows that people prefer to exercises and visiting to theme park during the weekend. These two activities are mostly carrying out by youngster to middle age people which becomes the target customers of the project.

3.7 Development of Project Idea

Due to the strategic location and the prosperity of the surrounding area, TU Property Development proposed to develop a lifestyle theme park by taking Sunway Lagoon as a benchmark. We love the idea of Sunway developer by integrating ‘All-in-one’ concept to the citizen. Besides focusing on the entertainment activities, we integrate leisure activities in it. Along with our vision, ‘Enhancing Generations with Lifestyle’ and our group’s capability, we foresee the needs of this virtual city for the generations. Thus, we are aiming to combine leisure and entertainment concepts into our development. We assure by developing a lifestyle theme park, it will definitely turns this commercialize city into a livelier city, as well as booming the growth of the Malaysia’s economic.

We targeted students ranging from primary to institution as they have the highest chance to visit to theme park due to their flexible time. They are likely to go in a group, with friends, or for a gathering as well. Due to the stressful working conditions of office workers, they tend to relax on weekend where theme park is a preferable place to visit. Furthermore, the surrounding residents have a higher possibility of visiting to the theme park during weekend for family bonding time. Theme park is as well a good place for couples. For the sports lover, Damansara Lifestyle Theme Park has as well integrated with sport activities to be carried out. As One Utama Shopping Mall is the must visit place for travelers, tourists will also be the targeted customers for the theme park.

The project will utilize the 7 acre of the land to create a medium scale theme park consisting of Water Park and Extreme Park to provide various entertainments to the customers. By

targeting the adventurous customers, Extreme Park offers a serious of activities such as

flying fox, bungy jump, Go kart, and G-force X whereas water theme park will be targeting

water sports lover. For customers who are sporting can choose activities like Pedal Boating

and Kayaking, rock wall climbing, mountain bike trail, skate and thrill park.

4.0 Return on Investment

4.1 Ticketing

Selling ticket for the customers is a way of earning profit. Customers are required to

purchase their ticket from the counter to enter into the theme park. However, in the park

itself, rate for per ride activities will be charge differently.

Table 2.0 shows the ticket price for Damansara Lifestyle Theme Park

Ticket Price

Walk in Rates

My Card Rates

Child (12 years old and below)

RM 110

RM90

Adult (13 years old and above)

RM130

RM120

Senior Citizen (60 years old and above)

RM110

Rm90

Admission Ticket is valid for unlimited entry for the particular day only. The ticket includes entry to all parks and activities. Not applicable for pay-per-ride activities. E.g: Go Kart, Bungy Jump, G-Force X.

4.2 Merchandise Items

Customers may love the theme of the park. By installing merchandise stalls within the park

itself, merchandise items can be purchased and earnings can be made. The merchandise

items will as well becoming the advertising medium.

4.3 Facilities

In the theme park itself, we provide lockers and changing rooms for our customers with a

standard charge. The facility will be provided in Water Park and Extreme Park. This gives

convenience and assures the safety of customer’s belongings while they are having fun in

the park. Besides, swimming equipment and towel can also be rented.

5.0 Marketing Strategies

By selling the ticket, the profit gain is slow and takes a longer period to cover the

development cost. Thus, marketing strategies must be carried out to accelerate the profit

gain.

5.1 Rebate

Price rebate is one of the marketing strategies to increase the sales. Thus, TU Group has

figured out a list of discounts in advance that are entitled for certain groups of people. This

marketing strategy will definitely attract customers to come in group due to the cheaper ticket

price.

Table 3.0 shows the list of rebates offered by Damansara Lifestyle Theme Park.

Category

Discount

Conditions

Students

Students are entitled to 10% discount on every Monday.

Student card must be present when purchasing the ticket.

Online ticketing is not entitled to this promotion.

One Card Holder

One Card Holder are entitled to RM 10 rebate for each ticket when purchase 4 tickets and above.

Valid for everyday excluding Public Holiday.

One Card must be present when purchasing the ticket.

 

Online ticketing is not entitled to this promotion.

One Utama Staff

Staffs working in One Utama shopping mall are entitled to 5% discount on every day.

One Utama staff must present staff identity card when purchasing the ticket.

Online ticketing

Enjoy a 15% discount off the admission rates when buy online.

Code number must be present at the counter to redeem the original ticket.

Printed pass are not a valid ticket.

Early Birds

Enjoy 50% discount on the ticket price for every first 20 customers daily.

Ticket must be purchase through counter.

Free Parking

Free of Charge on parking rate on the day of visiting the park.

The parking ticket must be validating at the counter.

5.2

Promotion

Promotion within the year must be adopted to attract customers during certain period of the year such as school holidays where there is an expected big return on sales. On the other hand, promotion must be adopted on major festival in Malaysia where the theme park is expected to have fewer customers. For example: students are entitled for 50% discount on their ticket price during holiday and ‘Buy 1 Free 1’ for all tickets during profitless period.

5.3 Theme Park Decoration

In order to assort with the festival ambience, TU Group decided to decorate the theme park during special festivals such as Christmas and Halloween. The decorations will definitely bring out a different type of atmosphere.

5.4 Welcoming Performance

As theme park is known as a place of relaxation and enjoyment, we will be having a group of professional performers perform in front of the main entrance on every morning. The performers will be attired with theme costumes where the theme will be changing every month. The joyful performance may enlighten customers’ day.

5.5 Advertising

Advertising is an essential part of promoting the business. In the effort of promoting the theme park, TU Group will advertise the business in various ways. Advertisement can be made through:-

Brochure

Posters

Websites

Newspaper/Newsletter

Social Media

Word of Mouth

6.0 Constraint and Future Development

The main problem that face by the customers is lack of parking space in this area especially during weekend. Drivers are difficult to find a parking space around the mall where the phenomenon may result in the reluctant of people to travel into this area during peak hour.

In order to solve this problem, TU group has decided to utilize the remaining 3 acre of the site to build a high rise 10-storeys parking block. The development of this car park block is to cater all the customers’ vehicles.

8.0 Reference list

CORP, M., 2015. THE MRT SUNGAI BULOH-KAJANG LINE. [Online] Available at: http://www.mymrt.com.my/en/sbk/the-mrt-sungai-buloh-kajang-line [Accessed 15 May 2016].

Ecoworld, 2015. Company Profile. [Online] Available at: http://ecoworld.my/company-profile/ [Accessed 14 May 2016].

Guide, M. V., 2016. Central Park Bandar Utama. [Online] Available at: http://www.malaysiavacationguide.com/central-park-bandar-utama.html [Accessed 16 May 2016]

Sophia, 2016. Bandar Utama: Improved Living. [Online] Available at:

http://www.streetdirectory.com.my/travel_guide/malaysia/kuala_lumpur/district_in_kuala_lumpur

/228/bandar_utama:_improved_living.php

[Accessed 14 May 2016].

UEM, 2016. Profile. [Online] Available at: http://www.uem.com.my/profile.aspx [Accessed 14 May 2016].

Utama, 1., 2010. TRANSPORTATION HUB. [Online] Available at: http://www.1utama.com.my/TransportationHub.aspx [Accessed 16 May 2016].