construction supply chain assignment 1

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Bachelor of Quantity Surveying (Honours)

Construction Supply Chain Management

(QSB 2433)

Semester March 2016

Name : Chung Hui Ping

Student ID : 0310592

Lecturer : Ms Tay Shir Men

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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

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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

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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)

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1.2 Major Past Projects

High End Condominium

Madge Mansion, KL Westside III, Desa Park City, KL The Troika, KL

Mixed Development

Pavilion Banyan Tree Signatures, Arcoris Mont Kiara (MK20), KL

Bukit Bintang, KL

Theme Park

Legoland, Johor

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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 : 1st December 2019

2.2 Project Location

Picture 1.0 shows the location of the proposed project.

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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 4th 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

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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.

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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.

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3.4 Segmentation Tabulation

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

customers.

3.5 Analysis Chart

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

potential customers.

0 2 4 6 8 10

Surf Net

Shopping

Cinema

Visit to Restaurant/Café

Sports Activities

Theme Park

Visit to Park

Preferred Lifestyle during Weekend

Preferred Lifestyleduring Weekend

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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

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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.

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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.

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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

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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.

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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/


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


UEM, 2016. Profile. [Online]

Available at: http://www.uem.com.my/profile.aspx


Utama, 1., 2010. TRANSPORTATION HUB. [Online]

Available at: http://www.1utama.com.my/TransportationHub.aspx


construction supply chain assignment 1

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