Report 2 1

SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
BACHELOR OF QUANTITY SURVEYING (HONS)
CONSTRUCTION SUPPLY CHAIN MANAGEMENT

[MGT 60803]
INDIVIDUAL REPORT
D.I.A PROPERTY DEVELOPMENT
DIA – M SERVICED APARTMENT
NAME LIM XIAO SHI
STUDENT I.D. 0324410
LECTURER MS. TAY SHIR MEN

TABLE OF CONTENT
1.0 Company Profile

1.1 Company Background…………………………………………………...2
1.2 Projects Involved………………………………………………………...3
2.0 Proposed Land Detail
2.1 Introduction to Land……………………………………………………..4
2.2 Geographical Assessment…..…………………………………………...5 – 7
3.0 Market Segmentation
3.1 Market Opportunities……………………………………………………8 – 10
3.2 Aims ………………..…………………………………………………...11 – 12
3.3 Variables………………………………………………………………...13
3.4 Segmentation Tabulation………………………………………………..14 – 15
3.5 Analysis Chart…………………………………………………………...16 – 25
3.6 Competitive Advantage………………………………………………….26 – 27
3.7 SWOT Analysis…………………………………………………………28 – 30
4.0 Procurement Method
4.1 Design & Build………………………………………………………….31 – 32
4.2 Advantage & Disadvantage …………………………………………….33 – 34
5.0 Proposed Project Detail
5.1 D.I.A – M Serviced Apartment………………………………………….35 – 37
5.2 Marketing Strategies……………………………………………………. 38
6.0 Constraints and Future Development…………………………………………39
7.0 Conclusion……………………………………………………………………….40
8.0 Reference………………………………...............................................................41
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TAYLOR’S UNIVERSITY| MGT 60803| CONSTRUCTION SUPPLY CHAIN MANAGEMENT
1.0 Company Profile
1.1 Company Background
FIGURE 1: D.I.A Property Development Logo
Locally, founded by Mr. and Mrs. Tong, D.I.A Property Development has a firm position
across many states in Malaysia including Selangor, Penang, Kuala Lumpur, Johor and Sabah. With
quality and value creation, D.I.A Property Development evolved from making premier, luxurious
living lifestyle, venturing into building affordable development, taking care of the needs of people
from various generations.
In 1985, D.I.A Property Development moved towards being a premier home developer to
today in 2017, our goal is to be an affordable lifestyle developer.
Awarded by The EDGE Property Malaysia for Property Excellence Awards and The EDGE
Affordable Urban Housing Excellence Award for three consecutive years, starting in 2014, 2015 and
2016, D.I.A Property Development strive to win the heart of market by ensuring quality housing.
1.1.1 Vision
Building homes every generation can afford.
1.1.2 Mission
D.I.A aims to develop affordable property for all with integrated quality.
1.1.3 Values
Diverse:
We treat all with utter respect and believes that differences makes everyone
unique and special.
Integrate:
We incorporates all generation’s lifestyle into one unit.
Affordability:
We build affordable homes for every young first-time buyers.
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1.2 Projects Involved
Commercial Projects
FIGURE 2: D.I.A – RY FIGURE 3: D.I.A – Logue

Office, Klang Office, Putrajaya
Residential Projects
FIGURE 4: D.I.A – Gonal FIGURE 5: D.I.A – NA

Apartment, Serdang Condominium, Johor
D.I.A Property Development had involved in various major housing and commercial projects
since 1985. From high-rise apartments to condominiums and office buildings, projects range from
Putrajaya to Klang Valley and even Johor.
D.I.A Property Development owned a total of 2,500 acres of undeveloped land bank with a
total of approximately RM 15 billion Gross Development Value. Striving to be the best as an
affordable lifestyle developer, many more projects will be considered in attaining the goal.
3
2.0 Proposed Land Detail
2.1 Introduction to Land
Petaling Jaya (PJ), formerly a rubber estate, was developed after Kuala Lumpur, the
congested main city was occupied with buildings of many purposes. Granted the status of a satellite
city, a concept city built to compliment an existing city in terms of housing and living requirements,
PJ, diverting the population, starts growing and is now home to many families of working people.
Officially on 20th June 2006, PJ is recognized as a city.
2.2 Geographical Assessment
FIGURE 6: Map of Petaling Jaya and other major cities
Distance of main cities (appoximate) from PJ:

1. Kuala Lumpur: 15km
2. Shah Alam: 20km
3. Subang Jaya: 14km
4. Klang: 27km
4
EMPTY LAND
1 Utama
Shopping Mall
FIGURE 7: Plan view of empty land and 1 Utama Shopping Mall
LDP Highway
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D.I.A Proposed Land:
D.I.A Proposed Land
FIGURE 8: Plan view of D.I.A proposed land
Right beside of One Utama Shopping Mall, D.I.A Property Development (D.I.A) bought a
land approximately 10 acres in year 2016.
For development purpose, D.I.A intend to utilize this land for building of high-rise property.
This property building will be convenient for the citizens of Bandar Utama. With its strategic
location next to 1 Utama Shopping Mall, ample amenities can be seen connected to and around of
proposed land.
Entertainment:
With 1 Utama Shopping Mall, Ikea Damansara and The Curve located within driving
distance, this land earns a good spot for residential development. Potential buyers will enjoy the near
distance of different shopping complex.
Recreational:
Apart from indoor entertainment, outdoor recreational provided nearby such as Central Park
Bandar Utama, Mutiara Damansara Recreational Park and The Club Recreational Facilities can be
reached within driving distance too. Indoor amenities within property would be an advantage for
those who prefer to stay-in rather than travel for recreational purpose would be an opportunity.
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Commercial:
IBM Malaysia and One World Hotel are the nearby commercial buildings. Proposed land
would have One World Hotel, a prestige hotel as its competitor should the development of proposed
building is also directed to provide hotel services.
Education:
SMK Bandar Utama Damansara 4 is within driving distance of approximate 10 to 15 minutes

from proposed land.
Transportation:
Given the advantage of connected to LDP Highway, the proposed land would be of great
advantage as it connects to various other cities. MRT Bandar Utama and PJ 208 One Utama
Terminal Bus is also within travel distance.
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3.0 Market Segmentation
3.1 Market Opportunities
FIGURE 9: Source by the Department of Statistics, Malaysia and Bank Negara Malaysia
All economic sectors are projected to register positive growth in 2017. Growth in the
construction sector is projected to expand at a faster pace in 2017, driven mainly by new and existing
civil engineering projects in the utilities, transportation and petrochemical segments.
According to research done by Bank Islam Malaysia in the Malaysia Residential Property Market
Report, as macroeconomics prospects are becoming more challenging, factors like monetary
tightening in the United States, imminent slowdown in China as well as volatility in crude oil prices
can all have negative implication to house-buying decision, thus creating ripple effect to the
residential property market.
Nonetheless, no investment is free-risk, as commonly known, Bank Islam Malaysia studied on a
few key theme that would shape a better Malaysia’s residential property market. One of the key
themes is affordable housing.
FIGURE 10: Source by Budget 2017 Malaysia

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3.1.1 The need for Affordable Housing
Since 2012, the increase in house prices in Malaysia has outstripped the rise in income levels.
Consequently, prevailing median house prices are beyond the reach of most Malaysians. This is
primarily attributable to a gross mismatch between housing supply and demand amid diverging
expectations between households and developers. The issue has been compounded by the fact that
the distribution of new housing supply has been concentrated in the higher-priced categories.
Affordable housing is broadly defined as housing which is adequate in quality and location, and
is not so costly that it prevents its occupants from meeting other basic living needs.
According to UN-HABITAT, the financial affordability of housing is affected by two key

components: (i) cost of purchasing the house, and (ii) cost of keeping the house. These in turn
influenced by property prices, the amount of down payment required and size of financing obtained,
as well as the ability to finance the maintenance of the property and monthly mortgage repayments.
FIGURE 11: Source adapted from UN-HABITAT (2011)
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Given the broad dimensions of affordable housing, several housing affordability metrics have
emerged. While there is no universal standard in defining housing affordability, there are however,
three approaches that are commonly used, namely the Median Multiple, the Housing Cost Burden
and the Residual Income.
FIGURE 12: Source adapted from UN-HABITAT (2011)

Across all four major urban centres, the prevailing median market house prices were significantly
above the ideal affordable house prices. Looking at Petaling Jaya itself, the median house price is far
higher than the median household income. If the price continues to increase further in 2017,
affordability continues to be a current issue.
FIGURE 13 & 14: Source adapted from UN-HABITAT (2011)

The effect of the supply shortfall on housing affordability was exacerbated by the slower increase
in household incomes (7.7%) relative to house prices (14.2%). The oversupply of higher-end
properties beyond what households can afford resulted in a significant portion of these non-
affordable properties remaining unsold.
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3.2 Aims
As the market demand for more affordable housing, we continue to see new residential
projects or mixed use developments to meet the demand, trend and preference for young buyers.
Project to utilize this land for high-rise building will be researched on.
3.2.1 Financial Aims

Achieving sales target by reaching out to potential young working people whom wished to
have their first homes and ensuring budget allocated is spent efficiently, minimizing loss.
3.2.2 Social Aims
Creating new housing development to transform and unite communities of young buyers.
And to create a home away from home environment for working people in proposed land as well
building a community within easy reach or accessibility.
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3.2.3 Potential high rise housing development
FIGURE 15: Potential High-Rise Development
Apartment:
An apartment is a self-contained, low-cost housing unit that occupies only part of a building,
generally on a single level.
Serviced Apartment:
A serviced apartment is a fully furnished apartment available for medium-term or long-term stay,
providing hotel-like amenities; usually occupied by corporate or families of smaller numbers.
Condominium:
A condominium is a high-end, real estate divided into several units that are each separately
Condo Hotel:
A condo hotel is a hotel where some or all the rooms have been legally transformed into
condominium units which are sold to purchasers, and where it is intended that the condominium
units will be part of the hotel’s rooms inventory to be rented to the public and operated by the
hotel management.
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3.3 Variables
3.3.1 Demographic Segmentation
Demographic segmentation used here is market segmentation according to age, gender,

family size, family life cycle, income and occupation. Demographics segmentation on these can help
to target the customers more accurately, design the most suited building to their needs. Household
can be understand as one or more people living together in the same housing unit, regardless of
relationship. Demand for housing unit is usually generated by individual or household as a group.
Hence, household market here is categorized into family size and family life cycle which will greatly
affect the demand market of the built building. Age, income and occupation provide a better
understanding on the potential buyers’ spending power. Household income affects expenditure spent,
indirectly indicating which type and pricing of units will suit the current market in Bandar Utama.
3.3.2 Behavioural Segmentation
Behavioural segmentation divides market into smaller homogeneous groups based on

customer buying behaviour and in this instance, into the length of preferred stay and price sensitivity.
This segmentation is done focusing on the needs and wants of a customer based on behaviour they
show. Length of stay with occupation (demographic) could analyse the type of units suitable for
working people of different jobs whereas income with price sensitivity are determinant factors on
pricing (luxury or affordable).
3.3.3 Psychographic Segmentation
Psychographic segmentation categorizes our potential customers by their lifestyle, mainly

facilities concerned. Lifestyle segmentation centre on consumer life cycle and what is important to
them in daily life. Linking with gender (demographic), lifestyle segmentation promotes building of
facilities that satisfy the different needs and wants of main customers.
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3.4 Segmentation Tabulation
MARKET SEGMENTATION TYPES OF HOUSING DEVELOPMENT (HIGH RISE)
Demographic Segment Apartment Serviced Condominium Condo

Sector Apartment Hotel
20 -34 years ✓ ✓
old
Age 35 -49 years ✓ ✓ ✓
old
50 and above ✓
Gender Male ✓ ✓ ✓ ✓
Female ✓ ✓ ✓ ✓
1-2 pax ✓ ✓
Family Size 3-4 pax ✓ ✓
5 pax & above ✓ ✓
Single ✓ ✓
Family Life Cycle Married; no ✓ ✓

children
Married; with ✓ ✓ ✓
children
1,001 – 2,000 ✓ ✓
2,001 – 3,000 ✓ ✓
Income
3,001 – 4,000 ✓ ✓
4,001 – 5,000 ✓ ✓
5,001 & above ✓
White collar ✓ ✓ ✓
Blue collar ✓
Occupation
Retired ✓
Self-employed ✓ ✓
Total 10 15 11 7
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MARKET SEGMENTATION TYPES OF HOUSING DEVELOPMENT (HIGH RISE)
Behavioural Segment Apartment Serviced Condominium Condo

Sector Apartment Hotel
SHORT STAY: ✓
Length of Stay
Less than 1 month
MEDIUM STAY: ✓ ✓
1 – 6 months
LONG STAY: ✓ ✓ ✓
More than 6 months
Price Sensitivity Low-end/ ✓ ✓
Economical
(high)
High-end/ Luxury ✓ ✓
(low)
Total 2 3 2 3
MARKET SEGMENTATION TYPES OF HOUSING DEVELOPMENT (HIGH

RISE)
Psychographic Apartment Serviced Condominium Condo
Sector Segment Apartment Hotel
Lifestyle Work ✓ ✓ ✓
(Facility Shopping ✓ ✓
Concerned)
Exercise ✓ ✓
Entertainment ✓ ✓
Total 1 4 1 3
Sum of Total 13 22 14 13
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3.5 Analysis Chart
Types of High Rise Units Preference
25
20
15
10
0
Apartment Serviced Condominium Condo Hotel
Apartment
Apartment Serviced Apartment Condominium Condo Hotel
In accordance with market segmentation results from demographic segmentation, behaviour

segmentation and psychographic segmentation, serviced apartment stood out from other high-rise
building as preferred unit.
From this segmentation analysis, serviced apartment will be the chosen high-rise property to
be built by D.I.A.
16
Ranging from price (most expensive to least expensive) and quality of service (luxurious
service to moderate service), Condo Hotels and Condominiums are in favour of those who preferred
luxurious service and low in price sensitivity. Apartment is on the other end of spectrum whereby
they only need moderate service and is high in price sensitivity. Serviced Apartment is in between
whereby they preferred moderate service and is affordable units.
Dissecting Serviced Apartment itself, the target group we could derived are major group:
long stay Gen-X and Gen-Y and minor group: businessmen travelling for various reasons including
relocation, meetings, seminars or projects.
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Analysis of Demographic Segmentation – Age and Income
Age preference of all High Rise Income preference of all High

Units Rise Units
100 60
50
80
40
60 30
20
40
10
20 0
1,001 - 2,001 - 3,001 - 4,001 - 5,000 and
0
2,000 3,000 4,000 5,000 above
20 - 34 years 35 - 49 years 50 years old
Monthly Income (RM)
old old and above
Apartment Serviced Apartment Apartment Serviced Apartment

Condominiums Condo Hotels Condominiums Condo Hotels
.
Age Income
(years old) (RM) Choice Reasoning
1,001
20 – 34; – 2,000 Apartment & First time buyers, hence, low-cost and affordable
Generation Y serviced houses are their preference.
2,001
apartment Condominium which is more luxury might be too
– 3,000
far-fetched for them
3,001
– 4,000
35 – 49; 3,001 Serviced Some has stable income, straddling with work,
Generation X – 4,000 apartment family, personal commitments, hence affordable
serviced apartment is within their budget range
4,001
– 5,000 Condominiums Stable income, straddling with work-life balance,
5,001 and hence condominiums would satisfied their need
above
50 & above; Condominiums Retirees who preferred traditional property

Baby Boomers & Condo Hotels marketing, and housing that offer prospect of
good return on investment or good quality
facilities for quality lifestyle.
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Age Preference for Serviced Income Preference for Serviced
Apartment Apartment
3,001 -
4,000
35 - 49 25% 1,001 -
years old 2,000
35% 20 - 34 years 35%
1,001 - 2,000
old
2,001 - 3,000
35 - 49 years
20 - 34 old 3,001 - 4,000
years old
65% 2,001 -
3,000
40%
Age group is a dominant factor in targeting the market as there is a difference in generation
values and preference. Income preference for units also determines the type of units we are offering,
either affordable or luxurious. Relating age groups to income determines whether high-end or
affordable housing will be our target market.
20 to 34 years old are known as Generation – Y group, where most could be fresh graduates
or new to job workers with income most probably between RM 1,001 to RM 3,000. For this group of
people, low cost and affordable housing is their option as luxurious units such as condominium are
too far-fetched for them.
For group of 35 to 49 years old, also known as Generation – X group, where they look
forward for a work-life balance life with income of usually RM 3,001 and above would consider
serviced apartments and condominiums. Hence, competition present for such group of people
towards condominiums for us is to provide affordable pricing but not losing in quality of service and
facilities.
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Analysis of Behavioural & Demographic Segmentation – Price Sensitivity & Income
Price Sensitivity of all High Rise Income preference of all High

Units Rise Units
100% 60
80% 50
40
60% 30
40% 20
10
20%
0
0% 1,001 - 2,001 - 3,001 - 4,001 - 5,000 and
Low in Price Sensitivity High in Price 2,000 3,000 4,000 5,000 above
Sensitivity Monthly Income (RM)
Apartment Serviced Apartment Apartment Serviced Apartment

Condominium Condo Hotel Condominiums Condo Hotels
Price sensitivity is the degree to which the price of a product affects consumers' purchasing
behaviours. People who are high in price sensitivity will opt for either apartment or serviced
apartment which are of low and affordable costs. On the other hand, people low in price sensitivity
opts for condominium or condo hotel for they are more luxurious.
Relating price sensitivity to income determines whether high-end or affordable housing will
be our target market.
Price Income (RM) Choice Reasoning
Sensitivity
Low in price Condominiums Consumers with higher
sensitivity 4,001 – 5,000 & Condo income has more purchasing
Hotels power and prefer more
luxurious settings homes or
5,001 and above hotels whereby price is not
their man concern.
High in price 1,001 – 2,000 Apartment & RM 4,000 and below, with
sensitivity Serviced family size of 4 and below,
2,001 – 3,000 Apartment tend to be searching for
housing with lower cost to
3,001 – 4,000 fully support the living of the
entire family
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Analysis of Psychographic & Demographic Segmentation – Lifestyle & Gender
Lifestyle Preference of Serviced Lifestyle Preference of Serviced

Apartment - Female Apartment - Male
Entertainment
9% Entertainm
ent
Exercise Work 19% Work
9%
Shopping Shopping
Exercise Exercise
Entertainment Entertainment
Exercise
Shopping 19%
27%
Work Shopping
55% Work
5% 57%
Gender in general could not be an indicator to the housing unit preference. However, when
related to lifestyle, gender could contribute to the living and preference of some activities, in
accordance to plan amenities required to meet the need. Upon realization, retail shops within
property and facilities would be needed to meet the needs of these working groups.
Lifestyle Gender Reasoning
Work Female & Male Business relocates, Gen-Y and Gen-X working
people who spend most of their time on work
would like the benefit of serviced apartment
brings as it serves not only as a comfortable
house, but also housing keeping services that
best suit people with little time for house chores.
Shopping Female Bigger percentage of shoppers are woman

compared to man. Woman shopping’s capability
will be higher so having a 1 Utama Shopping
Mall right beside of the serviced apartment
would be ideal meeting the needs of shoppers.
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Male Although the percentage of male shoppers are
considerably lower, however, for families users,
shopping malls served as a place for family day
activities, hence, male consumers are still likely
to spend time at nearby malls.
Exercise has been an essential part lately. Let it

Exercise Female & Male be indoor or outdoor, many enjoy the effect
exercise brings. Indoor built gym room,
swimming pool and a green area in serviced
apartment where most low cost apartment does
not provide will be a premium benefit for both
business relocates and permanent consumers.
Entertainment Female & Male Entertainment is one big part of lifestyle among
workaholics, hence, consideration of having
amenities within the building itself is important.
Spa treatment, swimming pool and resting and
eating areas (shoplots below) for socialization is
vital, especially for businessmen, Gen-Y or Gen-
X workaholics.
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Analysis of Behavioural & Demographic Segmentation – Length of Stay & Occupation
Length of Stay preference of all High Rise Units

100
90
80
70
60
50
40
30
20
10
0
SHORT STAY: Less than 1 month MEDIUM STAY: 1 - 6 months LONG STAY: More than 6 months
Monthly Income (RM)
Apartment Serviced Apartment Condominiums Condo Hotels
Length of Stay Choice Reasoning
SHORT STAY: Condo Hotels Apartments, serviced apartments and condominiums

Less than 1 month usually are bonded with a yearly contract hence condo
hotel are the best choice among all.
MEDIUM STAY:
1 - 6 months
LONG STAY: Apartment , Condo Hotels are not the best choice as they fits more for
More than 6 Serviced occasions or short term staying purpose. Hence, serviced
months Apartment & apartments will have competitors to apartments and
Condominiums condominiums.
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Length of Stay Preference for Occupation Preference for
Serviced Apartment Serviced Apartment
MEDIUM White collar
STAY: 1 - 6
months, SHORT STAY: Blue Collar
14% Less than 1 month Self-
employed, Retired
MEDIUM STAY: 40%
1 - 6 months Self-employed
White
LONG STAY: collar, 60%
LONG More than 6
STAY: months
More than
6 months,
86%
Serviced Apartment adoption by

corporates
80
70
60
50
40
30
20
10
0
Business Porject/ Relocation Other
Traveller Assignment
2016/2017 2015/2016
Source: Global Serviced Apartment Industry Report 2016/17

Based on The Global Serviced Apartment Industry Report (GSAIR) 2016/17, serviced
apartment adoption by corporates displayed the usage of serviced apartment by corporates with a
huge percentage on business travelling purposes, projects and relocation.
Apart from targeting young buyers, small and medium corporates could be another target
market where job relocation or business travellers can utilized affordable serviced apartments over
high-end condo hotels.
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Analysis of Demographic Segmentation – Family Size & Family Life Cycle
Family Size Preference for Family Life Cycle Preference for

Serviced Apartment Serviced Apartment
5
5
35
50
1 -2 pax Single
45
60
3 - 4 pax Married; no
children
5 pax and Married; with
above children
Family Size Family Life Cycle Reasoning Or Advantage
SINGLE : Single or young Gen-X or Gen-Y couples are work-oriented

Could be of young people where they maintain a simple lifestyle under lower
couples or single pricing range.
1-2 PAX working Gen-Y or
Gen-X
Gen-X or Gen-Y couples where their main focus is on work
or planning to extend their family by having kids.
MARRIED; NO
CHILDREN Work-oriented couples tend to take rental price into
Could be of young consideration, hence high-end, luxurious condominiums or
Gen-Y or Gen-X condo hotel are not their main choice.
couples
Couples that are not extending their family will have
consideration on the size of unit with the price.
Condominiums might be a consideration later if they have
extra member in family.
Families with 3 pax and above, often married with children or

3-4 PAX MARRIED; with older parents with siblings, has a lower percentage
WITH compared of consumers as they would prefer building with
CHILDREN larger units.
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3.6 Competitive Advantage
Below highlight the competitive advantage of serviced apartment to:

Serviced Apartment Apartment
Similarities/ Target Market:

Both are affordable high-rise units where target market are fresh graduates moving to a city for work
purposes or Gen-Y with low income where groups are high in price sensitivity.
Lesser competitors compared to apartment for Market for apartment is too high and thus
nearby areas. competitors increases.
Albeit slightly higher price compared to Low-cost or affordable pricing with little
apartment, it is still affordable to meet demand of amenities provided.
young buyers with ample of facilities provided.
Serviced Apartment Condominiums

Target market enjoys facilities provided within property itself as a privilege to buyers of such units.
Target high in price sensitivity market where Target low in price sensitivity market where
affordable housing setting is needed. Trend of luxurious home setting is needed. However,
high-end high rise unit remaining unsold become losing target market like Gen-Y where monthly
an opportunity to serviced apartments as it is of income is insufficient to rent or buy high-end
affordable units with facilities for families, units.
meeting demand of Gen-Y, first time home
buyers of medium range income.
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Serviced Apartment Condo Hotel

Target market are business travellers, business relocation, long-term project and meetings.
For length of stay of more than 6 months, Similar to usual hotels whereby luxurious room
serviced apartment wins against condo hotels in setting is provided for meeting, relocation or
terms of price and yet not compromising in the outstation purpose. Profitable for corporate
quality we delivered. With ample facilities and a whom want luxurious stay but loses market of
“home away from home” environment such as small or medium companies due to high in rental
kitchen facilities, serviced apartment aims to be payment.
an alternative, replacing condo hotels of high
price, unsuitable for medium range corporate.
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3.7 SWOT Analysis
STRENGTH
1. Affordable and meets needs of
various groups (business
travellers & young working WEAKNESS
people) 1. Lack of popularity &
2. Near to entertainment place knowledge on serviced
and includes amenities and apartment
facilities within property
3. Home away from home
environment
OPPORTUNITIES THREATS
1. High demand for affordable
1. Growing prices of land,
housing & competition for
resources, labour
low cost apartment leads to
opportunity market of 2. Tighter lending and anti-
serviced apartment speculation measures
2. Proposed link road to 3. Fly-by-night developers
airport targeted
4. Bulk sales
3. Stamp duty exemption
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STRENGTH
1. Affordable and meets needs of various groups (business travellers & young working
people)
As there is an oversupply of luxurious high-end high-rise building, affordable property will
attract market that is high in price sensitivity.
2. Near to entertainment place and includes amenities and facilities within property
As we realized from psychographic segmentation that lifestyle is an important factor to
young busy buyers, facilities such as swimming pool, BBQ area and many more will be
provided within the serviced apartment itself. Two storey of retail shops will also be included
as a place for busy working people to chill or meet up for socialization.
3. “Home away from home” environment
Targeted right at business traveller, comparing to condo hotels, serviced apartment are of
cheaper pricing but remained with services, such as kitchen facilities that creates a more
home concept to serviced apartment
WEAKNESS
1. Lack of popularity & knowledge on serviced apartment

Apartments or hotels, terms of long existing buildings that are common to ears of public
whereas public has a vague understanding of what serviced apartments really offered. The
industry would need to educate the public instead of “selling” the units. Instead, keeping
them more “on-message” would potentially increase more interest of potential consumers.
OPPORTUNITIES
1. High demand for affordable housing & competition for low cost apartment leads to
opportunity market of serviced apartment
As young buyers purchasing capability is within low-cost to affordable serviced apartments, a
high competitors market of low-cost apartment could bring market opportunities to serviced
apartment. Standing out from the many apartments around, a serviced apartment will have a
higher chance to attract young buyers.
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2. Proposed link road to airport
Not just connecting to nearby airport, LRT 3 which connects Bandar Utama to Johan Setia,
Klang is expected to be read by February 2021 which will connects more cities to Bandar
Utama.
3. Stamp duty exemption
The 2017 budget also raised stamp duty exemption from the current 50% to 100% on
instruments of transfer and housing loan instruments. According to the Real Estate and
Housing Developers Association (REHDA), the exemption was applicable only to houses
worth up to MYR 300,000 (US$ 67,728) for first time buyers, and will be implemented
between January 1, 2017 and December 31, 2018. In contrast, the stamp duty on instruments
of transfer of properties worth MYR 1 million (US$ 225,759) will be raised to 4%, from the
current rate of 3%, starting January 1, 2018.
THREATS
1. Growing price of lands, resources and labour

A decrease in median house price will be needed or people will not be able to afford buying
properties looking at their median household income
2. Tighter lending and anti-speculation measures
Bank Negara Malaysia introduced stricter lending guidelines for housing loans and reinforced
responsible lending practice.
3. Fly-by-night developers targeted
Introduce of housing license project deposits of 3% of total estimated project cost. A MYR
500,000 fine, plus maximum of three-year jail term for developers who abandon projects, have
been proposed by the Housing and Local Government Ministry.
4. Bulk sales
The Malaysian government requires property developers to obtain permission before making
bulk sales of more than four units to a single buyer or group. Although bulk sales is not
against the law, it created a false demand causing unnatural price spikes in market. This
occurrence could be a threat to developers as more procedures will be involved such as
gaining prior approval from the Controller of Housing if any buyer wish to purchase more
than 4 units in-one-go.
30
4.0 Procurement Method
4.1 Design and Build
End - User
Owner/
Operator
Permanent
Sponsor
Finance
Project Land and

Design Team Contractor
Finance Permissions
Consultant Labour Material Subcontractor
Engineer
Labour Material Distributor
Building
Product
Manufacturer
A design and build procurement is a contractual arrangement whereby the contractor offers to
design and build the construction project for a contract sum which in the end is inclusive of both
design and construction cost. Cost is the prime concern in this procurement method.
Design and build is suitable for experienced and well-established developers like D.I.A where
we have 10 years of experience in the field to evaluate tenders on design, buildability and quality and
as we wish to deal with one organization, having only a single-point responsibility.
31
This procurement simplifies the contractual links between parties to main contract due to the
sole responsibility of a contractor handling both design and construction. Instead of approaching an
architect, we will be directly contacting a contractor assigned for a complete design and build
services.
We also have the option to choose to retain the service of an architect and quantity surveyor
to act as an independent professional adviser for us to provide essential advice in terms of cost, time
and quality and at the same time access the building contractor’s proposals with regards to cost and
design. An in-house design team can also be hired from within a contractor’s construction
organization.
To avoid ambiguity that would lead to future disputes and problems, employer’s
requirements should be clear and unambiguous. The contractor appointed should be given the scope
to use their expertise where D.I.A Development wants them to. Regarding areas where aesthetic are
concerned, the design and specification should be developed prior to contractor appointment, to a
level that removes any form of ambiguity.
4.1.1 Steps in Design and Build
Stage 1 – D.I.A Development appoints a design team to develop the design and specification, known
as employer’s requirement
Stage 2 – D.I.A tenders our employer’s requirements and the contractor offers a lump sum which
includes a fee for completing the design. The contractor may also respond to the Employer’s
Requirements (ERs) with their Contractors Proposals (CPs) or alternatively confirm that
their CPs are as the ERs. Alternatively, at the tender stage, D.I.A may also request that the contractor
continues to employ their design team to complete the design if they wish, novating the design team
to the contractor by agreement.
Stage 3 – The contractor completes the design and construction for the lump sum offered in Stage 2.
32
4.2 Advantages and Disadvantages
4.2.1 Advantages
a. Potential Cost Savings

Potentially reducing overall project cost due to contractor performing design will have a
better “feel” for the construction cost of other alternatives, leading to a design of lesser cost to build.
It also moves value engineering "cost reduction incentive". After contract award (with the contractor
proposing cost-reduction ideas and sharing the savings with the owner) to pre-award (with the owner
enjoying most of the cost savings).
b. Earlier Project Completion
An earlier completion and occupancy of project can be expected due to no dead time between
completion of design and start of construction. Contractor can begin construction of early phase of
project like, site utilities, foundation and mobilization before design of later phases.
c. Budget management
Early discussion of budget during design phase helps keeps projects within realistic budget.
Communicating the cost implications of design decisions ensures that the owner plays a key role in
arriving at the final project price. Once scope of work is finalized, project costs are clearly defined
and easy controlled.
d. Single source of accountability

A single source for entire project whereby teamwork is foster during design phase helps ensure that
subsequent phases are set for a successful construction project
e. New technologies
Contractor selects the equipment, right down to make and model number and then designs the
building around the selected equipment, which is a more logical way to proceed. In fact, contractor
can sometimes obtain free design assistance from equipment manufacturers desiring that their new
technologies are used.
f. Early cost visibility

The total cost of project is apparent earlier with design-build. In traditional method, construction cost
are not known until bid opening and it is likely to spend money on a design the agency could not
afford to build. When construction bids exceeds budget, the project must be redesigned to bring it
within budget, delaying completion.
33
4.2.2 Disadvantages
a. Less Control
The owner gives up some of this control, like advancing the level of design through the design
development stage (30 percent or so) before award of the design-build contract.
b. Need for Earlier Requirements Definition
In design-build, the owner must lock in its requirements much earlier. Comparing to traditional
procurement where changes on functional or aesthetic requirement can be easily altered, in design-
bid, post-award programmatic changes can be very expensive and disruptive.
c. Ineffective team
Not every company can put together an effective design-build team, and it may be more difficult to
secure performance and payment bonds on this type of project. Even from the public procurement
professional's perspective, the process involves best value approaches to solicitation development,
evaluation and award not always familiar to construction management personnel
d. Poor contract management
Challenge present in contract management as a contract administration overall requires more

collaboration. The absence of effective collaboration may be where the growing pains of design-
build are revealed.
34
5.0 Proposed Project Detail
5.1 D.I.A – M Serviced Apartment
Location: 2, Lebuh Bandar Utama, Bandar Utama City Centre,

Bandar Utama, 47800 Petaling Jaya, Selangor, Malaysia.
Project Detail
Developer: D.I.A Property Development Sdn. Bhd.
Lot no.: Location 2, Lebuh Bandar Utama, Bandar Utama City Centre, Bandar Utama, 47800
Petaling Jaya, Selangor, Malaysia.
Land area: 10 acres
Tenure: Freehold
Status: Development Order submitted on 24 November 2017
Proposed Development: DIA-M Serviced Apartment of 403 units & 42 units retail shops
D.I.A – M Serviced Apartment, standing as D.I.A – Mine, is conceptualize to let young first
time buyers experience the pure ecstasy of buying their very first house, their first home to call
“Mine”.
35
We are here!
FIGURE 16: Plan view of D.I.A – M Serviced Apartment
FIGURE 17: View of D.I.A – M Serviced Apartment
FIGURE 18, 19 & 20: Amenities of D.I.A – M Serviced Apartment
36
FIGURE 21: Master layout map
Type A
A1 & A2
122.36 square metres/ 1,317 square ft.
3 bedrooms, 3 bathrooms and 1 utility room
Type B
B1 & B2
98.98 square metres/ 1,065 square ft.
3 bedrooms, 2 bathrooms
Type C
C1 & C2
79.41 square metres/ 855 square ft.
2 bedrooms, 2 bathrooms
FIGURE 22, 23 & 24: Floor plan type A, B & C units
37
5.2 Marketing Strategies
1. Digital marketing:
a. Social media: Through the use of social media channels like Facebook and Whatsapp
b. Personal website development: Branding of launched unit through website:

http://www.DIA-MServicedApartment.com.my/
c. Property Website: Well-known property companies through Malaysia and Asia like iProperty
and Property Guru
2. Marketing agent:
a. Property or real estate agent: Through well-established agent firms to expand connections to
reach more customers
3. Direct marketing:
a. Advertisements: Through televisions
b. Pamphlets or brochures: Distribution at shopping malls or place with large flow of people
c. Show houses: Include promotion for early birds registrations
38
6.0 Constraints and Future Development
In the future 3-5 years’ time, a commercial office building would be considered to be
developed next the DIA-M Serviced Apartment. This commercial building will set to be a new
outlook for corporates as facilities nearby are adequately prepared.
Future issues that we would most probably faced apart from the rise in price of land, is the
competitors from nearby. As Bandar Utama has good connections and links to various cities, there is
a big market for commercial buildings nearby. In-depth analysis of trend of market will be conducted
and marketing strategies for launch of building will be considered.
For commercial building which could be a larger scale project, we might consider using
management procurement method which is better for time and quality outcome.
39
7.0 Conclusion
D.I.A-M Serviced Apartment is an affordable high-rise property built to meet the needs of
various customers. D.I.A-M, which stands for D.I.A – Mine, conceptually created to cater, typically
the needs of first time Gen-Y buyers who wished to have a home of their own. 3 different types of
units launched to suit needs of various people, including another target market, business relocates.
With in-depth analysis of lifestyle, a green and lively environment is created to provide the
best amenities for busy working people. Not only aimed to busy working groups, but also the needs
of their future family.
With proper procurement method, construction of this project will be smoothly carried out
and with proper marketing strategies, these units would be an attraction amidst the busy city.
40
8.0 Reference
Demand for Serviced Apartments Outstripping Supply, Says New Report. (n.d.). Retrieved November
23, 2017, from http://www.hbaa.org.uk/content/demand-serviced-apartments-outstripping-supply-
says-new-report
Design and Build Procurement: Cutting Through the Misconceptions. (n.d.). Retrieved November 23,
2017, from https://www.fgould.com/middle-east/articles/design-and-build-procurement/
Guide, G. P. (n.d.). HOUSE PRICES WORLDWIDE. Retrieved November 23, 2017, from
http://www.globalpropertyguide.com/real-estate-house-prices/M#malaysia
Guide, G. P. (2017, February 14). Subdued house price rises in Malaysia. Retrieved November 23, 2017,
from http://www.globalpropertyguide.com/Asia/Malaysia/Price-History
Outlook and Policy 2017. (2016). Retrieved from
https://www.bnm.gov.my/files/publication/ar/en/2016/cp04.pdf
Procurement. (n.d.). Retrieved November 23, 2017, from
http://www.scquantitysurveyors.com/procurement
The Global Serviced Apartments Industry Report 2016/17. (2016). Retrieved from http://www.the-
tin.com/wp-content/uploads/2017/01/GSAIR-2016-17Lowres.pdf
WCT Holdings Berhad. (n.d.). [Brochure]. Author. Retrieved from http://content.wct.com.my/project-
pdf/The%20Lead_Brochure_FA.pdf
41

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SCHOOL OF ARCHITECTURE, BUILDING & DESIGN

BACHELOR OF QUANTITY SURVEYING (HONS)

CONSTRUCTION SUPPLY CHAIN MANAGEMENT

NAME LIM XIAO SHI

STUDENT I.D. 0324410

LECTURER MS. TAY SHIR MEN

1.0 Company Profile

FIGURE 1: D.I.A Property Development Logo

FIGURE 2: D.I.A – RY FIGURE 3: D.I.A – Logue

FIGURE 4: D.I.A – Gonal FIGURE 5: D.I.A – NA

2.1 Introduction to Land

2.2 Geographical Assessment

FIGURE 6: Map of Petaling Jaya and other major cities

Distance of main cities (appoximate) from PJ:

FIGURE 7: Plan view of empty land and 1 Utama Shopping Mall

D.I.A Proposed Land

FIGURE 8: Plan view of D.I.A proposed land

SMK Bandar Utama Damansara 4 is within driving distance of approximate 10 to 15 minutes

3.1 Market Opportunities

FIGURE 10: Source by Budget 2017 Malaysia

According to UN-HABITAT, the financial affordability of housing is affected by two key

FIGURE 11: Source adapted from UN-HABITAT (2011)

FIGURE 12: Source adapted from UN-HABITAT (2011)

FIGURE 13 & 14: Source adapted from UN-HABITAT (2011)

3.2.1 Financial Aims

3.2.2 Social Aims

FIGURE 15: Potential High-Rise Development

3.3.1 Demographic Segmentation

Demographic segmentation used here is market segmentation according to age, gender,

3.3.2 Behavioural Segmentation

Behavioural segmentation divides market into smaller homogeneous groups based on

3.3.3 Psychographic Segmentation

Psychographic segmentation categorizes our potential customers by their lifestyle, mainly

MARKET SEGMENTATION TYPES OF HOUSING DEVELOPMENT (HIGH RISE)

Demographic Segment Apartment Serviced Condominium Condo

Family Life Cycle Married; no ✓ ✓

Behavioural Segment Apartment Serviced Condominium Condo

MARKET SEGMENTATION TYPES OF HOUSING DEVELOPMENT (HIGH

Types of High Rise Units Preference

Apartment Serviced Apartment Condominium Condo Hotel

In accordance with market segmentation results from demographic segmentation, behaviour

Age preference of all High Rise Income preference of all High

Apartment Serviced Apartment Apartment Serviced Apartment

50 & above; Condominiums Retirees who preferred traditional property

Price Sensitivity of all High Rise Income preference of all High

Apartment Serviced Apartment Apartment Serviced Apartment

Lifestyle Preference of Serviced Lifestyle Preference of Serviced

Lifestyle Gender Reasoning

Shopping Female Bigger percentage of shoppers are woman

Exercise has been an essential part lately. Let it

Length of Stay preference of all High Rise Units

Apartment Serviced Apartment Condominiums Condo Hotels

Length of Stay Choice Reasoning

SHORT STAY: Condo Hotels Apartments, serviced apartments and condominiums

Serviced Apartment adoption by

Source: Global Serviced Apartment Industry Report 2016/17

Family Size Preference for Family Life Cycle Preference for

Family Size Family Life Cycle Reasoning Or Advantage

SINGLE : Single or young Gen-X or Gen-Y couples are work-oriented

Families with 3 pax and above, often married with children or

Below highlight the competitive advantage of serviced apartment to:

Similarities/ Target Market:

Serviced Apartment Condominiums