SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

BACHELOR OF QUANTITY SURVEYING (HONOURS)

BUILDING AND DEVELOPMENT ECONOMICS ASSIGNMENT

GROUP MEMBERS:
NO. NAME STUDENT ID

1 ANDY CHIN 0326973

2 CHEAH SHU EE 0330936

3 DAPHNE TAN LI WEN 0329055

4 JEROME THAM QING RONG 0328142

5 CALVIN WONG KIM MING 0323642

6 LEONG LI JING 0323628

7 LETTITIA LOIS HIEW 0323908

8 LEW QUO MING 0322884

9 LIEU XUE QI 0327523

10 LIEW WEI ZHEAN 0331225

11 LIM HONG WEI 0322741

SEMESTER: 5 & 6 (MARCH 2019)

LECTURER: MS TAY SHIR MEN
MS NURULHUDA HASHIM
SR. SHIRLEY CHIN AI LING
 BUILDING AND DEVELOPMENT ECONOMICS

TABLE OF CONTENT

PART CONTENT PAGE

1 INTRODUCTION
1.1 Company Profile 2
1.2 Client’s Brief and Requirement 3
1.3 Proposed of procurement, tendering and contract 4
1.4 Key Features of the Proposed Location & Site 5
1.5 Benchmark Project 6
1.6 Work Programme 8

2 DESIGN PROPOSAL
2.1 Overview of Building Design 9
2.2 C&S Assumption 10
2.3 Architectural Assumption 11
2.4 M&E Assumption 14

3 CONSTRUCTION COST 16

4 MARKETING PLAN 17

5 CONCLUSION 20

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PART 1 - INTRODUCTION

1.1 Company Profile

Seagull Construction is a consultancy company consisting of multidisciplinary group of

consultants that established in year 1997, based in Kuala Lumpur, Malaysia. In year 2019,
the company has proved itself as a company with strong expertise and long experience in
this challenging construction industry. The company worked as a team with ten different
departments to deliver project as shown in the organizational chart below.

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1.2 Client’s Brief and Requirement

CLIENT’S BRIEF & REQUIREMENT

VERSION 1 (PREPARED ON 29TH APRIL 2019)
RECIPIENT: SEAGULL CONSTRUCTION

Gainvest Development Berhad is a premier territorial property company operating in

the geographical markets in Malaysia. In 2019, Gainvest Development Berhad intends to
start the development of multi-storey high-rise residential building in Kuala Lumpur. Seagull
Construction has been selected to come out with a proposal for this project. The project
detail will be stated in the following: -

1.0 PROJECT INFORMATION

1.1 PROJECT LOCATION: Kuala Lumpur, Malaysia.

1.2 NATURE OF WORK Serviced Apartment and Retail Shop

1.3 STANDARD OF High End Luxury Serviced Apartment and

DEVELOPMENT: Retail shop lots

1.4 PROJECT DETAILS: Two Towers of Serviced Apartment On

Podium, Two storey of Retail Shop and
MRT Tunnel located at Basement

2.0 BUDGET

No requirement from client, consultant shall propose budget based on building design.

1.3 Proposed of procurement, tendering and contract

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Procurement, tendering and contract

Procurement Method Traditional method - This method is selected is

because design documents/project drawings are
completed and the quality of work is control by the
Client. Besides, client can achieve the best price
through competitive tendering, easily request any
variation of the works and client’s interest is protected
by the consultants who serve as advisors and
independent certifies in the building contract.

Tendering Method Selective tendering - Selective tendering enables the

employer to advertise his project and invite contractors
to apply to be placed on a selected list of contractors
who will be invited to bid for the project. Contractors
applying for the project are given a list of information
they should supply about themselves in order to ‘pre-
qualify’.

Type of Contract PAM Form 2006 (With Quantities) - PAM Form

Contract is extensively used in private sector
commercial, institutional, housing and other building
projects.It can be identified as that the clauses
included in the contract is generally understood by
parties who are involved in the contract. PAM form is
home base form where the risks are known to be local
industry and intended to be used as a building
contractor and not as a civil engineering contract.

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1.4 Key Features of the Proposed Location & Site

,
Location of Proposed Site

The proposed site is located at Jalan Taman Seputeh, Taman Seputeh, 58000 Kuala
Lumpur, Wilayah Persekutuan Kuala Lumpur. The proposed site with land area of 1.13
hectare; 2.78 acre is located in the center of the city which is considered as a wise location
for developer to invest. The proposed site has good access to amenities, office tower, public
transport such as KL Sentral with only 7 minutes drive away and Mid Valley KTM train
station with 2km distance, as well as shopping malls such as Mid Valley Megamall and The
Gardens Mall which are located just beside the site. Other than that, the proposed site
provides great accessibility with the connection of Federal Highway.

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1.5 Benchmark Project

PROPERTY DETAILS
Name : Millerz Square
Address : Old Klang Road, Kuala Lumpur
Developer : EXSIM Development Sdn Bhd

The benchmark project we have chosen is the Millerz Square which is located at the
architectural township of Old Klang Road in Kuala Lumpur. This built up area for this
benchmark project is a total of 296,208 sf. It is a luxurious mix development project that has
incorporated with many pampering facilities to ensure the enjoyment and well-being of its
residents are properly taken care of with a total gross development value of RM1.68 billion
and divided into three phases that consist of 5 towers, Millerz Square is developed by
EXSIM Development. It is designed with an expansive central park nestled amid the high
rises and lavishly landscaped.

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Milerz Square consist of three phases which comprised of three sections of five blocks.
Phase 1 includes of Tower A and Tower B, Phase 2 includes Tower C and Tower D, Phase 3
consist of Tower E.

For the benchmark project, only Phase 1 would be used for benchmarking as it bears
similarities to the proposed project. This project is categorised as a mix development which
fits the proposed project even more as Phase 1 does indeed consist of residential and
commercial, hence it is a perfect representation of a mix development project. The Millerz
Square are also considered a High-end type of project which also consist Grade A type
facilities. Besides, the completion date for this benchmark project phase 1 is between 2017
to 2018 and the completion date for the proposed project is 2019. Hence, there is only a
little difference of the price of cost plan which is valid for this proposed project.

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1.6 Work Programme

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PART 2 - DESIGN PROPOSAL

2.1 Overview of Building Design

Simple Illustration using block model of proposed building design

Proposed Building Design - Twin Leaf

2.2 C&S Assumption

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Assumption

Foundation Bored Pile Foundation- For the mix development of

commercial and serviced apartment, this type of bored pile
system is great in penetrating hard rock layers. Bored pile is
commonly used for the massive construction complexes
where the load of the vertical structures is hug and all which
require deep foundation.

Slab Flat Slab Construction- Flat slab construction is a

reinforced concrete slab supported directly by concrete
columns without the use of beams. Flat slab with drop
panels play a significant role to increase shear strength of
slab and to increase negative moment capacity of slab. It is
also to stiffen the slab and hence reduce deflection.

Frame Concrete Frame System- While considering a framing

solution that will let them stay within budget, it may be more
important to keep in mind that materials that initially seem
more costly can end up saving owners thousands of dollars
over a prolonged time. However, while wood or steel frames
were initially less expensive than the concrete frame
structures, concrete added benefits can make it the most
cost-effective framing material in the long run.

Transfer Structure Transfer structures such as transfer slab and transfer

beam are often times used in tall buildings, usually for
transferring high forces and loads to other structures that
can resist them. In our proposed project, there are two
block of serviced apartment sit on a large podium that
makes provision for public and commercial facilities.
Generally, this type of slab constructed and placed at
ground level parking with 5-6 levels of conventional
residential construction above.

2.3 Architectural Assumption

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Assumption for Finishes

DESCRIPTION FLOOR WALL CEILING

1. (Commercial Area) 600mmx600mm 19mm thick plaster Skim coat with

Retail Shop homogenous tile and emulsion paint paint finish

2. Podium Car Park Epoxy Floor 19mm thick plaster Skim coat with
coating and emulsion paint paint finish

3. (Residential Area) 300mmx300mm 19mm thick plaster

Bedroom Porcelain tile and emulsion paint

Kitchen 300mmx600mm 300mmx600mm

Ceramic tile Ceramic tile

Bathroom 300mmx600mm 300mmx600mm

Porcelain tile Porcelain tile Skim coat with
paint finish
Balcony 300mmx600mm 300mmx600mm
Ceramic tile Ceramic tile

Dining and Living Room 600mmx600mm 600mmx600mm

Porcelain tile Porcelain tile

Features / Facilities

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Water Features ● Provide an aesthetic and inviting appearances to

create a soothing environment for the visitors and
tenants.
● Outdoor water features located at walkway before the
entrance
● Indoor water features located at the lobby

Drop-off area ● Located at ground floor

● Convenient for the public, visitors and tenants to enter
the building at the entrance

Lobby ● Luxurious corporate lobby

● To create a positive company identity and impression
for associates as well as tenants and visitors

Gym ● Located at podium level same as swimming pools

Water Splash Area

● Both young and seniors can enjoy and have fun at this
area while create deeper relationship as well.

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Activity Room ● There is no better way to unwind and entertain guests

after a stressful day than having some great
indulgence, fun and entertainment accompanied by the
scenic views of the city.

Herbs Garden ● Garden that located at podium same as swimming

pool level is designed to offer that perfect setting to
socialise and relax with friends and family.

Garden Landscape ● Located at roof top

● To provide a comfy surrounding and to enable the
tenants to relax and chill during their off time from work
with their families.

Multipurpose Meeting ● Allows tenants to hold a small meeting, without having

Room the trouble to find a suitable place for their own private
meeting.
● Can also be used as a gathering or small event without
the need to pay more, when it’s provided as facilities.

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2.4 M&E Assumption
Security:
Visitor Management System (VMS)
Closed Circuit Television (CCTV)
monitoring
Central security control centre
Access Control System
BUILDING AND DEVELOPMENT ECONOMICS
Assumption
It allow user to enroll visitor as they enter and exit the
premises. Enhanced with the latest web technologies
(full web application that require Internet browser to
operate), enhance the new way to welcome visitors by
streamlining the process for visitor check-in.VMS have
the extension room to be configured to integrate with
Entrypass Platform 1 Access Control System to ensure
greater security and better visitor management and
tracking purposes
For the tenant safety, CCTV will allocate all around the
building, including all entrance point, parking area,
access point, lift and others. This service is to ensure
safety of tenants.
Central security control center will be allocated at
Ground Floor (retail shop) and podium (service
apartment ) , where those CCTV monitor and Visitor
Management System will be allocate. There will be
security guard on shift 24/7.
Every tenants will have an access card to access the
residential building. This service will enhanced the
safety of building as outsider cannot enter. Moreover, it
cut down the cost on security guard as less guard is
needed.
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LED Lightning System
(Electrical Services/Lightning)
Centralised chilled water
system
Centralised fire alarm and
monitoring system (Fire
Protection)
Centralised public
announcement system (Fire
Protection)
BUILDING AND DEVELOPMENT ECONOMICS
Assumption
LED uses low amount of energy and have high design
flexibility which an be integrated with intelligence sensors
and brightness of light can be adjusted according for user
comfort. Moreover, it produce less UV emission and
environmentally safe because it does not contain mercury
like fluorescent light bulbs.
Water is non-corrosive and non-toxic compared to
refrigerant that has element such as sodium chloride
brines, propylene glycols etc, thus it is environmental-
friendly. Moreover,water chiller system last longer than air
cooled system chillers. This is because air cooled chiller
system is installed outdoors, whereas the water chiller
system is installed indoor. Furthermore, it also reduced
risk by not having refrigerant pipes all over the
building.Lastly, it is cost effective in terms of energy
consumption
Fire Alarm Monitoring means that there is a fire monitoring
panel installed and connected to the fire alarm system.
When the fire alarm system goes off, the fire monitoring
panel will immediately send a signal to a Signals
Receiving Centre (sometimes called a monitoring station).
An operator will dispatches Fire Department to attend the
building in alarm.
When a fire incident happen, we will have our
announcement system active, warn the public and the
tenants. Our announcement system not only act as a tool
for fire incident but also any incident that require it.
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PART 3 - CONSTRUCTION COST

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PART 4: MARKETING PLAN
Marketing Plan and Strategies
A. SWOT Analysis
STRENGTHS
● Located at the centre of the city
● High end product such as penthouse
OPPORTUNITY
● Green building may apply subject to
client requirement where green
building will be new trend in Malaysia
● The layout of residence unit suitable
for minimalism tenants which also
will be the new trend in the market
B. Target Market Profile
Demographic Target Market
Geographic Target Market
Psychographic Target Market
C. Marketing Objectives
To maximize profit by renting out all commercial units and sell all residential units within one
year period upon the completion of building construction.
D. Marketing Plan (4Ps)
BUILDING AND DEVELOPMENT ECONOMICS
WEAKNESS
● Cash flow problem
THREATS
● Proposed site surround with similar
building
● Demand in high end residence may
be low due to Malaysia economics
● Age - 25 and above
● Gender - Male and Female
● Income level - RM3,000 and above
● Family status - Single, Couples, Married
● Employees located nearby such as IGB
Corporation Berhad
● Students from IGB International School
● Downtown renters
● Alternative lifestyles
● Life stage buyers such as growing family
or out of college
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PRODUCTS Twin Leaf

Building Type Number of unit Size (Sqft)

Tower A A1 92 1150
A2 138 880
A3 46 950
A4(Penthouse) 8 2900

Tower B B1 92 1150
B2 138 880
B3 46 950
B4(Penthouse) 8 2900

Commercial C1 12 1000
C2 6 1200
C3 6 1350
C4 8 1500

PRICES
Building Rates

Residential Unit ● Current pricing structure in the market:

RM 850.00 per sq. ft.
● Renting rate in the market is RM 3.41
per sq. ft.

Commercial Unit ● Current pricing structure in the market:

RM 1550.00 per sq. ft.
● Renting rate in the market is RM 6.20
per sq. ft. per month.

*proposed rates adjusted based on references

*all rates subject to change

PLACE
Places

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Culture Hubs Japan club of kuala lumpur, Zhen Lu Shi

(buddhist temple)

Accessibilities 2KM to Mid Valley Megamall and Mid Valley

KTM Station
5KM to Office tower
Connected to Federal highway

Educations 2.5 KM to Sekolah Kebangsaan Bangsar

1.5 KM to SMK La Salle

Sports Centre 2KM to DBKL Sports Club

PROMOTION
Strategies Examples

Internal Media ● Website

● Facebook
● E-mail notice

Paid Advertising ● Newspapers: daily and weekly

● Transit ads: buses, trains and light rail
lines
● Television

Events ● Special open-house event

● Booths at events, at public transit stops
● Neighborhood tours

Printed Materials ● Flyers/Brochures

● Direct mail
● Coupons

Partnerships ● Property agencies

Promotions ● Incentives with purchase

● Incentives for referrals
● Time-restricted on loans and classes

PART 5 - CONCLUSION

In short, the site location of this project is located strategically in the heart of Kuala
Lumpur as proposed. Amenities such as shopping mall, public transportation, hospitals and
schools are closely located around the site of the project. Not only that, the site location
provides great accessibility with highways such as Federal Highway and NPE Highway.

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The proposed project will be a mix developed building consisting of 4 levels podium car
park, 1 level of facilities floor and 2 blocks of tower with 24 levels of service apartment units
each. The facilities floor will provide facilities such as swimming pool, gym room, garden
landscape etc. There will be 4 types of residential units, there are typical residential units
and penthouse units respectively. Penthouse units will only be available from level 29. The
project cost will be estimated at RM286,170,307.50 including contingency, cost escalation
and cost premium for GBI; RM272,543,150.00 excluding cost premium for GBI.

In conclusion, we believed this project will be profitable as it has a strategic location and
proper proposed conceptual design where house buyers can benefit from.

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