Wisdom - Integrity - Excellence V TAYLOR’S UNIVERSITY SCHOOL OF ARCHITECRTURE, BUILDING AND DESIGN BACHELOR OF QUANTITY SURVEYING (HONOURS) CONSTRUCTION SUPPLY CHAIN MANAGEMENT MGT 60803 INDIVIDUAL ASSIGMENT NAME: DAPHNE TAN LI WEN. STUDENT ID: 0329055 LECTURER: MS TAY SHIR MENTable of Contents 1.0 Company profile... 2.0 Market Segmentation, 2.1 Aim and Objective of Market Segmentation 2.2 Segmentation Tabulation 2.3 Data Analysis 2.3.1 Age Segmentation 2.3.2 Gender Segmentation 2.3.3 Income Segmentation 2.3.4 Marital Status Segmentation 2.3.5 Tourist Segmentation 2.4 Development of project idea to build “RE-Homie Spa ” (Recreation Hub) 8-31 3.0 Proposed Project Detail 3.1 Introduction 3.2 Location 3.3 Surrounding Facilities 3.4 Concept of the building, 3.5 Project Drawing 4.0 Procurement Method 4.1 Advantages 42 Disadvantages 5.0Assessment of market opportunities / current trends / value advantages .. 2-34 6.0 Marketing strategies. 6.1 Advertisement 6.1.1 Billboards 6.1.2 Social Media 6.1.3 Official Website 6.1.4 Distributing Brochure 6.2 Promotion 6.3 Identify RE-Homie Spa direction and Industry competitors 6.4 Encourage Customer Loyalty 7.0 Competitive forces model for RE-Homie Spa 8.0 Constraints and future developments.. 9.0 Conelusions.. 10.0 References..TAS PROPERTY DEVELOPMENT GROUP BERHAD 1.0 COMPANY PRODFIL eu TU Property Development Group Berhad is a leading property group in Malaysia that synonymous with exclusivity and has established a reputation for excellence and meticulous attention to detail, Since it was established in year 1997, we have been committed to redefi property landscapes in ing the he region. Beyond the class tovmships we deliver, we are here to create a positive legacy for communities to live well and thrive, TU Property Development Group Berhad has. developed numerous hi h-end residential, commercial and retail projects. These properties have not only provided upmarket living, working experiences and professionalism for a discerning cliente! ind enhanced the areas in which they are located, but have provided gains in assets value for purchasers over the long term. Starting with only 2 staff handling small projects: & sub-contracting works, TU Property Development Group Berhad has grown into a multi-disciplinary organisation with subsidiaries providing architectural, structural, electrical and. steel fabrication work with a total staff strength of more than 300 and an annual turnover of M120 billion today. We are now registered with the Building and Construction Authority (BCA) with rancial grade of A1 under the CW-01 (General Building) work head which allows us to ler for Public Sector building projects of unlimited value. the fi ten Our longstanding dedication to quality, vast experience and technical expertise within the fields of architecture and project management, not to mention our tradition of impeccable client service, has made TU Property one of most dynamic property development companies in Malaysia. MGTED203 Conctruction Sunoly Chai ee see eee We have long held the belief that our people are our greatest assets. Hence, we place great importance in their development and in providing them with a rewarding place to work and build their careers. TU Property Development Group Berhad js well-positioned to continue growing from strength to strength and we look to making that journey and continue exploring new horizons. i eel Wile eee ee EE Nils eresOUR MISSION 1, We serve our customer diligently in meeting their requirement and delivering value for their investment. We continuously learn and observe new trends and customer requirements, 2. We aim to acquire substantial land bank within Klang | Valley to. grow our revenue and profitability to meet our vision, | 3. We will achieve award recognition in our concept, design and construction excellence for our high-end | projects. | 4. We recruit the best employees, provide them with training and development opportunities, and empower them to ensure that we are best-in-class in our business activities. We create a great place to work where people are inspired every day. 5. We maximize long-term returns to our shareholders while being mindful of our overall responsibilities. MGT60803 Construction Supthe expected figure of Pr Golden Triangle Old Street Batu Pahat) constructed by TU Property Development Group Can view through YouTube to see how our TU Property Development Group Berhad had done the previons project. Youtube links https: /wwrw youtube com/watchv=aSZwIPZSI Ng@feature=youtu be Project code: Project 312 Project name: Golden Triangle Old street Baru Pahat Construction Time: 2 years Location: Jalan Kluang, Batu The actual building of the project constructed by Pahat TU Property Developinent Group Berhad. 'MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055oy) TU Property Development Group Berhad 2.0 Market Segmentation In Order to establish a high success rate of the project, TU Property Development Group Berhad decides to use market segmentation to investigate and focus on a specify market. Market Segmentation is the process of dividing a market into meaningful group that are relatively similar and identifiable based on factors such as demographic, geographic, psychological and behavioural factors. As we all know, this is due to the fact that everybody has different characteristics, personalities and values. How people think, feel and behave differs entirely. By doing so the marketers will have a better understanding of their target audience and thereby make their market more effective. This is due to the fact that by using the analytical process that puts customers first, the marketer will get more satisfied customers and thereby gain a great advantage over competitors. The TU Property Development Group Berhad will analyse the needs of potential customers and customer wants and needs. With this survey, we as a TU Property Development Group Berhad will collect and understand the opinion and demand of customers about the desired quality of lifestyle that they chasing for in this stressful life pace. 2.1Aim and objective of Market Segmentation ‘The market segmentation survey is carried out to identify the type of investment to be developed in Bandar Utama beside the One Utama Shopping Mall which has a bridge to links together between One Utama Shopping Mall and RE-Homie Spa(Recreation Hub) base on the type of lifestyle which can attract population from Malaysian and tourists from all over the world. This is also can attractive the entire layer of societies regardless of race, age and cultural. The aims to build the RE-Homie Spa (Recreation Hub) not only to increase the economics of country and is also with the main aims to let customer enjoy, relax, refresh, rejuvenate and a comfort place away from home and leave us seek for a slower pace of peaceful life in this stressful life pace. 2.2 Segmentation Tabulation TU Property Development Group Berhad had carried out a survey using questionnaires in One Utama Shopping Mall and Bandar Utama which is right beside the location. We carries 100 set questionnaire to all level of social class no matter different age, race, gender, income and so on. The purpose of carrying survey in One MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055,; & TU Property Development Group Bethad Utama Shopping Mall and Bandar Utama because we can clearly know the customer needs in that area, TU Property Development Group Berhad ‘Target Market Segment Unit Type preference Sector ‘Segment Hotel | Hostel / Homestay eae (Airbnb) (Recreation Hub) ‘Age Under 12 v v 12-17 v 18-34 v 35-49 v 50-64 7 Above 64 Male Female Below RM2000 RM2000-RM4000 Zi RM4001-RM6000 v RM600i-RM8000 v v RM8001-RM10,000 v 7 RM10,000 and above v v Marital Single zy Status Married v v Divorced Zz Family v v Tourists Loeal v Y International v v Total rT 5 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055,ay TU Property Develepmect Group Bethad 2.3 Data Analysis From the market segmentation tabulation, we can know that the targeted visitor to RE-Homie Spa (Recreation Hub) is not only based on the population in Bandar Utama but also the tourists from other state and all over the world. The targeted visitors to carry out this market segmentation are categorized into 5 sectors: marital status, age range, gender, tourists and income. These factors are often used because they are clearly identifiable. The segmentation tabulation is made to tabulate all the data collected through survey from the targeted population. Based on this, we can realize how stressful are they facing in the life as most of their time are spending on work and study in this stressful life pace. Hence, TU Property Development Group Berhad are carried out demographic survey on different groups of people to investigate which type of investment they are interested, in order to enjoy their leisure time on their life. Based on the result from the tabulation, people nowadays preferred to stay and spend their time in a RE-Homie Spa rather than on others hotel or hostel as RE-Homie Spa provide a comfortable place away from home than hotel or hostel to let them feel relax, refresh and rejuvenate. Based on the pie chart has been shown below, 41% of people prefer to stay in RE-Homie Spa, 28% of people prefer hosteV/homestay and 31% of people prefer hotel which are analysis from the market segmentation table. Due to the 41% percentages of the people which are the highest percentages prefer staying in RE-Homie Spa for one-stop services. Thus, TU property Development Group Berhad are here create RE-Homie Spa, a landscape building which can take your breath away, ‘where the creation of art and where a place can leave customer seck for a slower pace of peaceful life. Unit Type Preference Hotel Hostel/Homestay ‘= RE-Homie Spa (Recreation Hub) MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Oe 2.3.1 Age segmentation According from the age range sector, the consumer’s need and wants change with the age. The age of 64 years old and below are enjoy to stay at RE-Homie ‘Spa(Recreation Hub) ,but from tabulation we can know that age above 64 years old are more preferable to stay at hotel. That is because that the senior citizens who are above 64 year old are more introverted, impractical to move likes spa are no easy to accessible entrance for handicaps and offer wheelchair facilities and the surrounding noise may be the senior citizens concern. Seniors are quite sensitive to loud noise so they are more preferable to stay in a hotel room which are peaceful alley, away from the noises of the restaurant or children’s playground. RE-Homie Spa (Recreation Hub) 2 Under 12 m12t017 181034 45 t0 49 501064 above 64 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055,, &y TU Property Development Group Berhad ~ wHotel Frequency 1 Hostel/ Homestay (irbab) |= RE-Homie Spa (Recreation Hub) Mainly Target Group: Age from 18 to 34 According to research from age 18 to 34, 65% of people prefer to stay in RE-Homie Spa, 25% of people prefer hostel/homestay and 10% of people prefer hotel. In conclusion, the age from 18 to 34 are prefer to stay at RE-Homie Spa for one-stop services rather than hotel or homestay because this age of people who are love to pamper themselves. They are really enjoyed and spend a nice pampering session to heal mind, body and soul with affordable price without the hassle of travelling. They can also experiencing tranquillity through caring hands, to feeding their stomach with unlimited scrumptious food. MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Cy aie 2.3.2 Gender segmentation Gender segmentation is used to differentiate the need and wants between men and women due to the fact that men and women have different attitudes toward a product. Based on the market segmentation table, female will target to stay at the RE-Homie Spa than male. RE-Homie Spa (Recreation Hub) = Male Female Hotel 1 Hostel/ Homestay (Airbnb) | RE-Homie Spa (Recreation Hub) | Male Female Gender Mainly Target Group: Female According to research from gender of female, 45% of people prefer to stay in RE-Homie Spa, 23% of people prefer hostel/homestay and 32% of people prefer hotel. MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055,My TU Property Development Group Berhad In conelusion, female are more likes to stay at RE-Homie Spa (Recreation Hub) than male, maybe male doesn’t like to stay at RE-Homie spa because they've never gone and think it’s some kind of super mysterious girly thing. We are mainly target the Female customer because female are more enjoyable the “girly thing” likes spa, message and so on. 10 \MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055,&y TU Property Development Group Berh 2.33 Income segmentation Income segmentation divides the market into different income groups. ‘Companies within the mentioned categories seek to target the higher income customers or to target the customers with a lower income in order to gain consumer loyalty and lessen the competitive pressures. Based on the income sector through the tabulation, the people who income are below RM2000 preferable to stay at hostel/homestay than RE-Homie Spa(Recreation Hub) because the cost to stay at RE-Homie Spa are too burden to them. The income above RM2000 can affordable and likes to enjoy their life at RE-Homie Spa. RE-Homie Spa (Recreation Hub) Below RM2000 1 RM2000 -RIM4000 m= RM4001-RM6000 | RMGO01-RM8000 1 RM8001-RM10000 t= RM10000 and above EP MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055ee 7 60 so + i roto | E30- Hote! 20 E | Hostel/ Homestay (Airbnb) | 10 | a 5 RE-Homie Spa (Recreation e Hub) Mainly Target Group: Income between RM4001 to RM6000 According to research from income between RM4001 to RM6000, 61% of people prefer to stay in RE-Homie Spa, 21% of people prefer hostel/homestay and 18% of people prefer hotel. In conclusion, people who income between RM4001 to RMG000 is the mainly target to RE-Homie Spa because this can be affordable and not too expensive by them. Since the location of Bandar Utama is a strategic geographical region that acts as a central point and a place wher very high consumption such as One World Hotel. The prices of RE-Homie Spa are reasonable compare than the one-stop service at that location. MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055,Qa... 2.3.4 Marital status segmentation Market segmentation can also be as per the marital status of the individuals. Regarding from the tabulation, we can know that no matter single ‘group of marital status, married group, discovered group or family group can enjoyable to stay at RE-Homie Spa. RE-Homie Spa (Recreation Hub) mingle Married m= Divorced Family | | sox | | Hostel/ Homestay (Airbnb) Frequency ‘= RE-Homie Spa (Recreation Hub) Single Married Divorced Family Marital Status 23 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055ay TU Property Development Group Berhad Mainly Target Group: Single Marital Status According 10 research from single marital status, 75% of people prefer to stay in RE-Homie Spa, 5% of people prefer hosteV/homestay and 10% of people prefer hotel. In conclusion people who single marital status will target the RE-Homie Spa rather than hotel or homestay because they can feel less lonely at RE-Homie Spa. They can make new friend and build a good social relationship. According to Pieters says that increasing opportunities for social interaction and improving social skills may be more effective at reducing loneliness. Besides that, a hotel room price will much expensive than RE-Homie Spa for a single marital status people. For example, a hotel room where cost RMI98per night and RE-Homie Spa are cost RM68 per night for female and RM8 per night for male. Since, staying at RE-Homie Spa can less cost than hotel no matter male or female and can feeding their stomach with unlimited scrumptious food. On the other hand, spending some time lets you recharge your mental batteries and revitalize your mind and body especially for single marital status people. Not only for single marital people, all of the people can treat yourself with a spa and let all your tensions and stress get evaporated in the steam room. Single marital person will stay at RE-Homie Spa than married, divorced and family because their times are more flexible. uw MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Oe 2.3.5 Tourist segmentation Tourist segmentation can classification into two categories which are local or international to target audience. From the survey, RE-Homie Spa is not only target the local and also target the international and tourists over the world. Hence, this will not only increase our country economy and also increase the economic impact on tourism. RE-Homie Spa (Recreation Hub) Local International Hotel Hostel/ Homestay (Airbnb) ‘8 RE-Homie Spa (Recreation Hub) Frequency Local International Tourists 45 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055fi} Mainly Target Group: Local TU Property Development Group Berhad According to research from local tourists, 51% of people prefer to stay in RE-Homie Spa, 22% of people prefer hostel/homestay and 27% of people prefer hotel. In conclusion, local person will be more prefer to stay at RE-Homie Spa than international tourists because the tourists from oversea have the main purpose to Malaysia are see the world through fresh eyes. They are Getting out into the world let’s see ways of life that may be different from their own. When they immerse themselves in the local culture and see how others live and it puts, their life into perspective. Besides that, small amount of the international tourists will also stay at RE-Homie Spa because they love to pamper themselves. But, we are mainly focus on local people because they can pamper themselves. They also recommend by friend with a good reputation to visit RE-Homie Spa. ‘Come to the conclusion to the section of defining the target audience it is important for the ‘marketer to recognise the fact that it is not impossible to reach all buyers in all segments. This is duc to the fact that the customers are too different and have various needs and behaviours. ‘The company need to consider the variables of the concepts within market segmentation such as demographic segmentation. Considering these concepts, it should be possible to decide which concepts are best suited when designing market strategies for respectively Recreation Hub (RE-Homie Spa). On the basis of the abovementioned section it can be argued that the demographic segmentation are the most important ones when designing market strategies of recreation hub. 16 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055: oy) TU Propesty Development Group Berhad 2.4 Development of project idea to build “RE-Homie Spa (Recreation Hub)” To the location of Bandar Utama, it is at an urban area that is a human settlement with high population density and infrastructure. Nowadays, the life is on a fast track that will eventually toll on your health, mentally, physically and emotionally. The stress that we facing, pressure to perform better and live up to an unrealistic expectation and materialistic world leaves us seck for a slower pace of peaceful life. With the idea of of built Recreation Hub (RE-Homie Spa). The name of RE-Homie Spa come to the ‘owners’ mind as to provide customers a comfortable, Relax, Refresh, Rejuvenate and a place away from home. The idea of RE-Homie Spa company is one of the recreation hub in Malaysia that offers a number of services in massage and body healing treatments performed by professional masseurs as the slogan of the company refers to “Experience being a one-day King & Queen” which aims to provide customers a one stop solution from experiencing tranquillity through caring hands, to feeding their stomach with unlimited scrumptious food. RE-Homie spa concepts are also providing some service for those who love to pamper themselves. The concept of RE-Homie spa has been transformed from the original meaning of hydrotherapy only to a health-improving leisure activity that involves the creation of stress- relieving scenarios by using natural resources, and the combination of nutritious and delicious food, exercise, spiritual liberation, full body care and relaxation, and energy therapy. The interiors are soothing and pleasant as the balanced play of lights creates a serene and peaceful atmosphere that would lull you to relax, enjoy and sleep. The RE-Homie Spa emphasized on technology-based strategies. RE-Homie Spa features an excellent environment that introduced a cashless concept that does not required customers to bring along of extra cash to pay for extra service charges. Besides, the RE-Homie Spa’s main objective is to fulfill the guests’ wants and needs at the right price as well as nourishing everyone who are being served Hence, it is certainly a worthy place to spend a nice pampering session to heal mind, body and soul with affordable price without the hassle of travelling. TU Property Development Group Berhad to build RE-Homie Spa to provide a concept to enjoy, relax, refresh, rejuvenate and a comfort place away from home regardless of the entire layer of society in this busy city “Kuala Lumpur”, wv MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Qe 3.0 Proposed Project Details 3.1 Introduction TU Property Development Group Berhad has a piece of land at 10 arce about 435,600 square feet which are right beside One Utama Shopping mall, located at Bandar Utama which offers the excellent setting for raising a family and cultivating the good life for the visitors Bandar Utama is a small suburban located within Damansara, subdivision of Petaling Jaya. Before 1991, it is an palm oil estates with a population of fewer than 100 people. This area is being developed in 2001. Bandar Utama is the central of dailies activities, it is a place of work, education, entertainment, community center, commercial complexes, residential area and consist of a golf club. 3.2 Location BB sprint Expressway Hop Highway Hiinwve Highway The projects is located right beside the One Utama Shopping Mall Situated in vibrant Bandar Utama, Damansara subdivision of the Petaling Jaya, surrounded by mature townships 6 and established amenities. Its location is easily accessible via the Sprint Expressway, LDP (Damansara-Puchong Highway) and NKVE ( New Klang Valley Highway) Highway. In 2017, it is estimated that there are 65,000 people staying in Bandar Utama Damansara. The primary residents appear to be Chinese followed by Indian and Malay. : 18 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Caen as abridge link between REHome Sp (RecrestionHut) and Onelitamashepeins mall RE-HOMIESPA Eloy, REfesh and REjuvenate We asa TU Property Development Group Berhad has make the decision to build a Recreation Hub .namely, RE-Homie Spa through by using the market segmentation process such as geographic, demographic, psychographic and behavioural segmentation to subdividing a market into subsets of the customers who behave in the same way or have similar interest. The main facilities surrounded RE-Homie Spa (Recreation Hub) is. 1 Utama Shopping Mall, the world’s fourth-largest mall recognized by CNN Travel and Forbes. “It’s all in one”, the tagline of 1 Utama, everything can be done at the shopping center at the same times such as shopping, dining and entertainment Tesco outlet, Ikano Power Centre, The Curve Mall and IKEA were located in the adjacent township of ‘Mutiara Damansara, These provided more choices to the residents of Bandar Utama. Next, Bandar Utama is also an educational centers, it provides kindergarten, primary, secondary education, as well as private tertiary institution such as KBU International College. High density of commercial building around Bandar Utama increases the working opportunities. All in all, Bandar Utama is a strategic geographical region that acts as a central point. With the well-developed facilitiés and infrastructures surround, 19 IMGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055Ce this area is absolutely valued for developer to build the recreation hub (RE-Homie Spa) to invest. 33 Surrounding Facilities > Commercial Complex One Utama Shopping Centre IMGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055,Co > Education SMK Bandar Utama First City University Collage Kidzania Kids between the ages of 4-14 will get to experience these reablife occupations hands-on in a fun yet ‘engaging learning environment. > Accomodation * One We [_onewonaneter | 2 'MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055: & TU Property Development Group Berhad 3.4 Concept of the building ‘The RE-Homie Spa (Recreation Hub) Building are from the design of European wind building styles. Architects, Designers, and Builders that can take you every step of the way, from design conception to move-in day. The Building Concepts difference is the unique designs on the project. Whether we are designing specifically for this project or building a custom model, this project never reproduce the same plans. There has a bridge link between RE-Homie Spa (Recreation Hub) and One Utama shopping Mall to provide convenience for the customer to shopping and back to RE-Homie Spa. The RE-Homie Spa building is consisting of 4 floors. The floor below ground level is for basement carpark. Ground floor is for reception, café, lounge, swimming pool and some common area. 1" are mainly for ladies area and 2" floor are for gents area. ‘The main goal of this concept is to start up a comfortable, Relax, Refresh, Rejuvenate and a place away from home with the unique architecture of building and RE-Homie Spa (Recreation Hub) which situated at points that soothes both the mind and soul. 3.5 Project Drawing Project drawing is a revised set of drawing submitted by a contractor upon completion of a project or a particular job. It reflect all changes made in the specifications and working drawings during the construction process, and show the exact dimensions, geometry, and location of all elements of the work completed under the contract. It is also called record drawings or just as-bui 22 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055TU Property Development Group Berhad Project Details: errant | Name of Proposed Project [Type of Project TU Property Deyelopment Group Ber RE-Homie Spa (Recreation Hub) 4 story commercial building — Bandar Utama (Next to One Utama Shopping Mall) | Location of the Project | Size of Project | Overall Project Cost | Construction Date (Construction Period = Estimated ending Date 30" Nov 2019 ‘TU Property Development Group Berhad has produced the RE-Homie Project, details and drawing number: Front Evaluation of the Re-Homie Spa-Drawing no:003C/001/01 Left side Evaluation of the Re-Homie Spa-Drawing no:003C/001/02 Right side Evaluation of the Re-Homie Spa-Drawing no:003C/001/03 Rear Evaluation of the Re-Homie Spa-Drawing no:003C/001/04 Basement Carpark floorplan layout-Drawing no:003C/001/05 Ground floor level floorplan layout -Drawing n0:003C/001/06 1* floor level floorplan layout -Drawing no:003C/001/07 2" floor level floorplan layout -Drawing no:003C/001/08 VvVVVYVYVY 23 MGT60803 Construction Supply Chain Management [Daphne Tan Li Wen 0329055,p24 > B25 Wow Tadjors ewan ong opsag ¢ vorr91 19] \0] De005 ow Burmarg wouyeray yuo (oat) a1275) I SES eeeae ee ceees eerste Iq r | '9 1 [ray at euro pm) PAF J = CO a) SI 7 “(ay ovarnvanoay) ws =P (hay oy mM powog dnorg woudeyonog Saoderd AL AS | & 1MGT60803 Construction Supply Chain Management [Daphne Tan Li Wen 0329055‘oy Of = BUS te Buds wun 200 2) ¢ VOLooy TO} 109/D409 20W Suna ieee peer | es | | Oe sion var enjone | a9 Wat 3 8 | 0012) 2195) " 19 i isl a yong | i powpog dnorg waudoonod fiyadord AL a 25 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055pile |: aly wlildys wap 20) DPcq s 447207 EQNAYTd +0 Frm | unyontes © 9pe Wy | (oor s 1 21°75) eras aa € ted ik, poqog dnoig wawdojanog fyadorg A, ap spply Chain Management | Daphne Tan Li Wen 0329055. 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MGT60803 Construction Supply Chain Management [Dap‘Byav oy : 22 raw Suds wi a0 7995] ody 0/190/22 99.3 oy by (oa) arasy veidiayy yard yva yang ¢ | gnosl poqiog dnorp woudojoxoa fiyadorg AL ay MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055pecephon | es SUT TES Cientractbies Serbs fieciec tlecmntiveere: bccedees-taexs aan recrereen, aa Pema ctall 29 ip 603¢ (001166 + Becdg One ube chypng mall 4 10 arché, Drawun lata &veNo; 00B¢( 00 [OF Drown ea Size peal vai | | ee [a2 ePEt esa aaa Fazal Fick Dloge uel (Lactes fluc plan | ay TU Property Development Group Berhad SIE} 30 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055 Wm sheppy mail ton = Bod, One s WO acheJocuri 18° Jacuzzi Haceuzi to¥? has =] (Ce) Ly I Goris Pauilye boage eee mg BER Sheppng mall Prouing nig. 003¢ /09¢ 108 Locahions Besde One, Vega 1 1D arche Site end Alu plan (éandh flaplein 'MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055 _ 31{iy TU Property Development Group Berhad 4.0 Procurement Method ‘TU Property Development Group Berhad is using management based procurement method in this “RE-Homie Spa” recreation hub project to satisfy the client needs. Since TU Property Development Group Berhad has a team of experienced professionals people who work together. Following from our “RE-Homie Spa” client requirements, they are very emphasizing the completion time to build “RE-Homie Spa”, quality of “RE-Homie Spa” building and less concern of the project cost. Our client intention to have shorter construction time because they want to start their “RE-Homie Spa” business as soon as possible in this, high valued opportunities market. A good quality of building is essential in the process of constructed the building. RE-Homie Spa are emphasizing a good quality of building as it can be use as long-lasting and provide a comfort place to their customer. With this management based construction method, our “RE-Homie Spa” client starts by appointing consultants to prepare project drawings and a project specification. The management contractor is selected by a process of tender and interviews, and paid on the basis of the scheduled services, prime costs and management fee. Its role is literally to manage the execution of the work, and he is not usually directly involved in carrying out any of the construction work, which will be done in ‘packages’ undertaken by works contractors usually appointed by the management contractor With this type of contract it is possible to make an early start on-site and achieve early completion. The reason of selecting the method is flexibility, it allows the client to change the design during construction because drawings and matters of detail can be adjusted and finalised as the work proceeds. For management based procurement method to be successful there must be trust and good teamwork on the part of the client, the design consultants and contractor, as we know that TU Property development Group Berhad have high trust certification in Malaysia. 32 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055‘Concuitant Engneee Project Manage ‘ent Tatee ‘and and Permissions 4.1 Advantages of management-based procurement method © tis convenience to our client, client need deals with only one firm, which ‘enables improved coordination and collaboration between designers and constructors. © Ithas the potential for time savings for the overall project as design and construction activities are overlapped. © Itis under a design and managed form, the contractor assumes risk and responsibility for the integration of the design with construction. © Management-based procurement methods are works in packages, it can be let competitively at prices that are current. © Can improved construetability through constructor input into the design, © Thought using management-based procurement method, the roles, risks and responsibilities for all parties are very clear. The client has a considerable degree of flexibility on design matters. The design can be adjusted as construction proceeds, without sacrificing cost control. This would not be possible with traditional methods. © ‘The management-based method of procurement depends upon a high degree of confidence and trust, There is no firm contract price before the work starts on site, and the decision to go ahead usually has to be taken on the basis of an estimate. : 33, MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Ge © Itis an advantage to appoint the management contractor at early stage, so that their knowledge and expertise are available to the design team throughout the pre-construction period. © The management contractor can select specialists and order materials with ong lead-in times for delivery in good time without any of the uncertainties and complexities that attend traditional nomination procedures. © The project proceeds on the basis of a contraet cost plan, but an independent quantity surveyor is required for effective cost control ‘© A competitive tendering element is retained for all works contracts, which usually account for most of the overall prime cost. Tenders for works packages will normally be on a lump sum basis. 4.2Disadvantages of management-based method © Price certainty is not achieved until the final works package has been let ‘© Informed and proactive client is required in this management-based method of procurement. ‘© Close time to complete the project and information control required ‘© The client must provide a good quality brief to the design team as the design will not be complete until resources have been committed to the project MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Ay TU Property Development Group Berhad 5.0 Assessment of market opportunities Market Opportunity is the existence of customer needs that is not met. It is normally capitalize based on a changing trend or an increasing demand for a certain product. Identifying market opportunity can be a strong advantage as you could be one step faster than your competitors in any business. Having a product that is unique and less in the market enables a higher demand of the product from the people. After structuring market segmentation on the people in Bandar Utama, we are able to identify what type of unit preference to our potential customers prefer and who are our targeted customers. Based on the market segmentation, it can be said that the majority of people in Bandar Utama prefers RE-Homie Spa over the other hotel and homestay and have a high preference on luxurious lifestyle and love to pamper themselves while our targeted customers are generally from the 18 -34 age group who are capable of affording an enjoyable lifestyle to pamper themselves which can be affordable due to their stable jobs and higher pay. ‘TU Property Development Group Berhad has been survey the market that current market nowadays has the opportunities to build the RE-Homie Spa (Recreation Hub). TU Property Development Group Berhad using the method of market analysis to ensure that there has market opportunities to build “RE-Homie Spa”. As a developer, we not only want to make use of the land but also make a profit through this project. Besides from that, there also have some reasons that TU Property Development Group Berhad had decide to build the RE- Homie spa: Lack of one-stop services Since the location nearby the RE-Homie Spa has less hotel or homestay. There has only one hotel nearby the location is One World Hotel which is expensive and the price is not affordable to all of the people. Although there is lack of close or superior altemative services like the one-stop services offered by RE-Homie Spa. RE-Homie Spa is interconnection to One Utama Shopping Mall which can done everything at the shopping centres. TU Property Development Group Berhad has decided to build the RE-Homie Spa because the location has the market opportunities to run the spa business and ability to achieve profitability. 35 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055{> TU Property Development Group Berhad Increase of population in Malaysia Besides, the population of people increasing can also be a great opportunity. Statistics hhas shown that there has been a steady growth of people in Malaysia over the decade. In 2017, it is currently reaching a total number of 31,136,536 people. Being a part of Malaysia, Bandar Utama also show a distinct increase in population. As the population increases, there would be more people will enjoy the life of pamper themselves likes RE-Homie Spa which thus, increases the demand of RE-Homie Spa in that area. Malaysian Population Growth 1960 - 2020 Looks like two population grovrth trends ‘seme emerging from the historical data, ames - Dr. Peter Achutha, 13 Feb 2012 www drpetersnews.com one: conn67e eo aac sarmses =e 1990 18169, 7 suns ssponsco 19: 830800 ‘sso 1s6o=se7D=ts00s050a800amioamne ate More tourists Where TU Property Development Group Berhad had built “RE-Homie Spa” in the Kuala Lumpur. Kuala Lumpur is the capital of Malaysia where a place will attractive many tourists to visit. Tourists from other states or other country will find a place to stay, so, TU Property Development Group Berhad had survey the current trend in this, place to build 2 “RE-Homie Spa”. The tourists will take into consideration to stay at One World Hotel which are expensive or stay at our “RE-Homie Spa” with reasonable price, The tourists stay at RE-Homie Spa can to feed their stomach with unlimited scrumptious food The tourism industry recognizes spa and health tourism as one of the fastest growing area of contemporary tourism. This will also increase the economic growth and increase the tourists business." 36 IMGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055fi} TU Property Development Group Berhad Location is nearby University/eollage The location of proposed projected is nearby University such as First City University Collage (KBU University). The market opportunities toward the use of spas by the Gen Z (bom 1990-2000).Spas should take into account these new populations and tailor some of their thinking in both design elements and service offerings to them. Gen Z or Collage student who are love to pamper themselves will visit spa in groups with their course mate, friends and others .This is also one of market opportunities to build a spa nearby the university/ collage. Li tion of alternative services ‘There is only a few spa such as RE-Homie Spa that offer a one-stop services like recreational facilities, hair and beauty services, and body treatments in Kuala Lumpur. So that, it will have less competitors are giving low impact to RE-Homie Spa and can also car maximum profitability in this industry. For example, there is high demand of people desire to stay in one-stop services and less supply of recreation hub likes RE- Homie Spa in Kuala Lumpur nowadays. Since there is high demand and less in this industry, it has good market opportunities to build RE-Homie Spa. An added advantage is that there are less competition in the market since nobody has come out with the idea yet. We are confident that the market would love the idea for the people who love to pamper themselves. Provide a place to destress in this stressful life pace TU Property Development Group Berhad have the market opportunities to build RE- Homie spa for those who are seek for a slower pace of peaceful life in this stressful life pace especially in Kuala Lumpur. Consumers want to de-stress. Thus, spa menus should reflect this ongoing trend through their offerings. Yoga, Jacuzzi and relaxation massages are more prevalent than ever before, and this trend will continue well into the future. In conclusion, TU Property Development Group Berhad had the market opportunities to build the RE-Homie spa which the land right beside the One Utama Shopping Mall. Nowadays, the economy is not in good shape, the consumer will take into consideration to stay at RE-Homie 37 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055; NS ? TU Property Development Group Berhad Spa rather than hotel which cost are more expensive. However, first graduation student can’t affordable to stay at hotel because the cost is much expensive, they may take into consideration to stay at RE-Homie Spa which are lower cost. TU Property Development Group Berhad have been know that RE-Homie Spa have a very good market opportunities in this modem society. 38 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055Ce 6.0 Marketing strategies Market strategies is a plan for how marketing objective are going to achieved. RE- Homie Spa (Recreation Hub) had assigned a good marketing strategy by doing market research in order to target market and to achieve the maximum profit. 6.1 Advertisement To catch the attention of people and impress them with the concept of RE- Homie Spa, since billboards are generally placed along highways and busy streets, you'll be guaranteed that people will see your advertising. Therefore, people will notice the billboard whether they like it or not. Another added benefit is that many people travel the same route repeatedly, such as with their commute to work each day. Billboard with a memorable and informative Slogan of TU Leisure “experience being one day king & Queen” with large print and attracting logo on billboards leaving the reader to think about the advertisement after they have driven past it. This means that they'll see your billboard regularly, which makes it more likely to stick in their minds. Ss RE-HOMIESPA 39 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055fi} TU Property Development Group Berhad 6.1.2 Social Media People nowadays are very concem in social media such as Facebook, WeChat, Snapchat, Instagram and so on. Social Media advertising allows RE-Homie Spa to target the audience in a wider variety of ways than other online platforms. RE-Homie Spa can share the latest information, concept and picture through those channels is the most effective way to reach people without being disruptive. Social media is one of the most cost-efficient digital marketing ity. The reason of advertising on social media that marketing is changing so drastically methods used to syndicate content and increase your business” visi is that the marketers understand that they need to go wherever the clients are. Ss, RE-HOMIESPA Retox, REfesh and REjuvenate RE-HOMIESPA Rélax, REfesh and REjuvenate 6.1.3 Official Website Media social likes Facebook, WeChat and Instagram are Important. If you have many sites linking to you, it is like spreading the word about your company all around the world, RE-Homie Spa has a good official website with good content related to information, concept, masterplan and events information. Besides, with an official websites, can collect emails from the customers by hand so that we can keep them up to date on what's happening in store. Having a website allows you to do all of that better because it makes it easier, faster and provides even more incentive for someone to sign up. The 40 MGT60803 Construction Supply Chain Management |Daphne Tan Li Wen 0329055Oe official website information is more accurate than other media social likes Facebook, WeChat, Instagram and so on. © GD wwe emespucm ae Ete H Bama Trout A Termes! AC Orme % RE-HOMIESPA em eh 6.1.4 Distributing Brochure Brochures are concise and brief, it instantly capture attention of the potential customers. Brochures can be a very effective marketing tool and almost every business uses one. They are usually used to highlight a company's benefits, products and services for a customer. They can be used in a variety of marketing capacities. RE-Homie Spa distributes fliers to people in public areas such as exhibition and showroom office. This creates a physical reminder of the concept of RE-Homie Spa with the consumer. Whereby, an email could shift downward in the consumer's inbox and soon to be forgotten. a1 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055La A promotion is a marketing technique that is designed to entice a customer to 6.2 Promotion take a specific action such as make a purchase or request more information. Promotion is conducted to attract customers during certain period of the year or on some events. Such as, Merdeka day, specify festivals and school holidays where promotion is expected by the customers. RE-Homie Spa provides promotion often to attract new visitors, increasing sales, raising awareness and expanding market penetration. Promotion that offered by RE- Homie Spa are enjoy 10% discount for senior citizen and for who are birthday at the certain month. During major festival, some events are organized to attract more visitors, promotion given are by distributing RM10 voucher to every visitors when they came to RE-Homie Spa during that specify period of time. Promotion is also encouraging repeat purchases by the customer. For example, RE-Homie Spa provides customers a rewards card that you hole- punch each time they make a purchase. After they make 9 purchases, they can redeem the card for a free one RE-Homie Spa ticket. YS RE-HOMIESPA a oad ete SSS, Birthday Special ctthis RE-HOMIESPA Recreation Hub RElax, REfesh and REjuvenate 10% off i SS RE-HomieSpa RElax, REfresh and REjuvens apery OOGOO QOO@Ge Experience being a one-day King & Queen Experience being a one-day King & Queen MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055cia) TU Property Development Group Bethad 6.3 Identify RE-Homie Spa direction and Industry competitors Identify RE-Homie Spa direction and Industry competitors is referring to the current competitors for the same product. It refers to the extent to which firms within an industry put pressure on one another and limit each other's profit potential. In the industry where RE-Homie Spa (Recreation Hub) located in, the industry competitors are giving low impact to RE-Homie Spa. This is due to there is only a few spa that offer a one-stop services like recreational facilities, hair and beauty services, and body treatments. Some more, cach firm within the market which provide the range of out- of-the-box services from head to toe like our RE-Homie Spa, Ossoto and Lavish Spa are well-known in different services separately. For such, Ossoto spa is well known in its free-flowing food and drinks; Lavish Spa is well known of its facial and fish spa where RE-Homie Spa is well known in its message and Jacuzzi. Hence, it can be said that each firm has its own group of customers which are attracted by the services offered by certain firm, and subsequently reduce the intensity of rivalry among competitors in spa industry. However, in order to remain competitive, RE-Homie Spa promotes and launches different concept to bring convenient and to satisfy the customers. Besides, unlike Lavish Spa and Ossoto where the customers have to pay an entry charge to enjoy all the basis services but pay additionally for extra services such as manicure and pedicure, massage and hair styling, RE-Homie Spa is. gi flexibility to the customers where they may choose and book the services that they are interested only. In RE-Homie Spa, there is no entry charge but each service is being charged separately, provided that there are few valuable packages offering to our customers. Since RI E-Homie Spa is promoting cashless in its business operation, all the payment will be made through online banking no matter the purchases are made through our website or through the kiosk machine. 6.4 Encourage Customer Loyalty Personal relationships between individual service providers and clients are critical to your success. Add loyalty programs, referral bonuses, product freebies, birthday clubs and other promotions aimed at existing customers to create repeat business. Assign one marketing person at your spa to get to know your clients personally and by spending habits. Have this person stay in regular touch with each client to make sure 43 MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055fi} TU Property Development Group Bethad she is happy and that she knows going to a new spa (Recreation Hub) would cause her to lose the multiple personal benefits you offer. Do this with at least one monthly contact, using a combination of methods such as emails, phone calls, facebook and postcards. ‘MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055,5 RE-HOMIESPA RElax, REfesh and REjuvenate Experience Lac aone-day King § Queen igo o Oxi IN LBs LESURE *BelowS0cmistree | @ SSeniorCitzenseanger10% | gas ott weet "Birthday promotion oa aire birthday month ean got 1055 Se a wan Ouse ff eS 9 © ert Facilities: Locker 4, Bandar Utama City Centre, 1, Lebuh Bandar Utama, Bandar =) Utama, 47800 Petaling Jaya, Selangor, Malaysia g Phone: 07-4321234 Ly TropetyDewtpaeet Guy bs Website: www.RE-HomieSpa.com Developer by: 45 (MGT60803 Construction Supply Chain Management | Daphne Tan Li Wen 0329055