Assignment 1

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SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
BACHELOR OF QUANTITY SURVEYING (HONOURS)
CONSTRUCTION SUPPLY CHAIN MANAGEMENT
(QSB 2433/MGT 60803)
INDIVIDUAL ASSIGNMENT
NAME: LOH WEN JUN
STUDENT ID: 0323551
LECTURER: MS TAY SHIR MEN

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Table of Content
No Content Pages
1.0 Company Background 3
2.0 Introduction to Land 4
3.0 Market Segmentation
-Assessment to Market Opportunities
-Value Advantages
-Sector and Segments
-Summary of Market Segmentation
-Data Analysis
-Development of Project Suggestion
-Type of Residential Unit
-Proposed Project Detail
-Market Strategies
5-6
7-10
11
12
13-14
15-16
17-21
22-23
24
4.0 Constraint and Future Development 25
5.0 Conclusion 26
6.0 References 27

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Company Background:
TU Property Development is a public listed company in Malaysia focused commonly in
property development. The name is spread widely across Malaysia with more than 30
development projects. Company’s core value is to provide quality in terms of process and
experience to achieve the satisfactionofthe market and society. Our vision is to form a nation
and leading the construction industry in the next 10 years.
TU Property Development had hired about more than 500 people working across the South-
East Asia in Singapore, Philippines, Thailand and Indonesia. These experienced workers
included Quantity Surveyor, engineer, architect, project manager and etc. to form a project
team and supply chain in construction to build many developments. We would like to
recommend other region such as European, Chinese and Japanese to join our company to
import new artistic and creative design to create inspiration to our company in long-term
goals. We believe that people from different variations would help in upgrading the local
skills technically and practically. Besides, our company would also like to enhance the
development process to create a good workmanship. By using more modern construction
technology, the construction process can be simplified to reduce the human labour work on
site and time consumption.
Leading in Malaysia’s construction industry, TU Property Development had involved in major
development of housing projects since 1993 such as commercial buildings, high-rise
apartments, green central park and residential houses. Projects included such as Northway
Residence, Butter Hill Residence, Time Square and etc. TU Property Development had a total
of 2600 acres of undeveloped land bank and a Gross Development Value of approximately
RM 10 billion. Our company had once been awarded as the ‘Top Developer’ by the ministry
of Housing and Development.

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Introduction to Land:
As for development, TU Property Development bought a land beside One Utama Shopping
Mall with a price of RM 12.0 million in year 2016. The size of the land is about 10 acres. TU
Property decided to usethe landfor the development of residential houses for the convenient
of citizens of Bandar Utama to stay. However, Bandar Utama Damansara has made the land
sustainable in competitive advantage by gaining investment and business strategies.
TU Property Development had named its land as TU Park Residence. Previously, the land
belonging to Bandar Utama is an oil palmestates before it was being developed in 2001. Thus,
the characteristics of the soil make the land a good development. Since then, Bandar Utama
was developed into a well-established area consist of schools, commercial buildings and
complexes.

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Market Segmentation
Assessmentof marketopportunities:
Typically, market and opportunity assessment research explores the following:
-Market size and growth
-Segmentation and targeting
-Trends and market drivers
-Key competitors
-Market readiness
-Purchase cycles and purchase history
As for the current market which are under pressure to stay relevant in an increasing crowded
and competitive market place. In order to achieve success in the market, development need
to understand and discover how to connect new products or services with the life and the
needs of the consumer. By understanding the market and maintaining a consistent awareness
of challenges or barriers to entry or growth, businesses will have data and analysis they need
to build accurate market strategies and business plans.

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The land of TU Park Residence has a strategic location, making it convenient for the citizens
and a good opportunity for the market. The land is located beside the One Utama Shopping
Mall, thus giving the land a market advantages and sustain its value from competitors. The
close proximity to many facilities and conveniences makes the land a good development and
strong market advantages to achieve a good market opportunities.
Education: Linked to major highway:
-KDU College Damansara -Lebuhraya Damansara Puchong (LDP)
-UCSI College -Maju Expressway (MEX)
-SMK Damansara Jaya -South Klang Expressway (SKVE)
Facilities:
-KPJ Damansara Specialist Hospital
-One Utama Shopping Mall
-IKEA Shopping Centre

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Value Advantages:
Value advantage is to enhance the users’ experiences and differentiate the market by
providing special features and services such as parcel collection point, secured sanctuary,
house maintenance services, central park, innovative design and recreational facilities. We
concern to construct high standard of living in the building. Besides, we would also like to
satisfy the user’s needs and lifestyles to create a harmonious response of living.
1.0 Fully Covered Parking Bay
The fully covered parking bay provide a unique concept for you to home your vehicles from
the rain and shine.
2.0 Greens and Central Park
The open concept along with the communal living with lush greenery environment as the
backdrop of this background. TU Park Residence is enriched with the hose of facilities
guaranteed to turn everyday living into an indulgence.
Work Out Your Fitness- Decked in Greens-
-Exercise station -Central park with forest environment
-Yoga and jogging track -Scented garden
An Active Sports-
-Basketball court
-Badminton hall

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3.0 Private Recreational Pavilion
Mix, mingle or have outdoor activities with the array of facilities lined up especially for the
convenience of each resident.
The recreational pavilion completes with:
-Creative playground
-Lap pool
-Water maze
-Multipurpose hall
-Gym

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4.0 Secured Sanctuary
As you make your acquaintance with the grand entrance of TU Park Residence, you will be
foreseen by a guard house and water features.
Enhanced with 3-tier security:
-Perimeter fencing and CCTV
-24-hour security patrol
-Home alarm systemwhich links each house to the guardhouse

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5.0 Fully Covered Bay and Resplendent Greens
The central courtyard adds value to this prestigious residence. Fear if you have a collection of
exclusive vehicles that needs to be covered from the strong beam of sun and light patter of
rain. Each home comes with a fully covered parking space on the ground floor, where you can
park your vehicles with ease.
6.0 Landscaped Garden Deck
A master piece of modern architecture. Each unit comes with a private lawn that adds to the
beauty and resplendence of the residence. The water features set a calm tone to this relaxed
neighbourhood enhanced by blues and greens.

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Sectors and Segments:
1.0 Age
Our recommended targeted customers are from adolescent and above. As for customer at
adolescent level, this people are normally considered as students which are still studying in
high schools or universities. As of age from twenty is normally consider as students or fresh
graduate who just started working with a basic salary. As for age from thirty onwards, this
group of customers already had some working experience and are no longer consider as fresh
graduates. They had a stable income every month with clear motives and goals.
2.0 Household Size
Household size are categorized from 1 to 2 people, 2 to 4 people and 4 and above. Our
targeted size for household is from 2-4 people as it would be suitable for the convenient of
the residential houses.
3.0 Income
Total income is from RM2,000 and above per month. We would recommend customers with
medium level range of income from RM4,000 and onwards to afford paying the price for the
residential houses and ensure the ability to pay monthly instalment. Interest rate is given at
2.40% and base lending rate is 6.60%. Loan period is from 20 years.
Unittype Housing Price (RM) MonthlyRepayment
(RM per month)
Householdincome
(RM per month)
Linkedhouse 300k-600k 1.8k-3.9k 4.2k-8.0k
Townhouse 500k-800k 3.0k-5.2k 7.0k-10.0k
Semi-detachedhouse 600k-1.2m 3.8k-7.5k 8.8k-13.6k
Bungalow 900k-2m 5.5k-12.0k 9.5k-17.2k

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4.0 Marital Status
The group of societies can be suggested to be single, married, divorced, separated and
widowed. As for our recommendation, the target customer for marital status is normally
single and married as they would have family which will be more convenient to live in these
residential houses.
5.0 Personal Occupation
The occupation of the customer is categorized into student, working and retired. For our
targeted customer, our recommendation will be students and working as they could afford a
living and purchase a residential unit.

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Summary of Market Segmentation
Adolescent v v
Twenties v v v v v v v v
Thirties & above v v v v
1-2people v v v v
2-4people v v v v
4people & above v v v v
RM2,000-4,000 v v
RM4,000-8,000 v v v
RM8,000-12,000 v v v v v v
RM12,000-16,000 v v v
RM16,000& above v v v
Single v v v
Married v v v v v v v v
Divorce v v v
Seperated v v v
Widowed v v v
Student v v v
Working v v v v v v v v
Retired v v v v v v
Total 14 9 14 10 11 9 5 8
Bungalows
Unit Type Preference
Single
storey
Double
storey
Household
Target market segment
Single
storey
Double
storey
Linked house Townhouse Semi-detached
Occupation
Single
storey
Double
storey
Single
storey
Double
storey
Income
Marital
status
Sector Segment
Age

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Data Analysis
Unit Type Preferences
Linked house Townhouse Semi-detached house Bungalow
0
2
4
6
8
10
12
14
16
Linked house Townhouse Semi-detached house Bungalow
Unit Type Preference
Single storey Double storey

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According to the analysis of TU Park Residence market segmentation, which is based on age,
household size, income, marital status and occupation to see what the most interest unit
accommodation type preference of the customers. Most resident are between the age of
twenties and above, and live in linked house and townhouse showing the moderate living of
the resident. Most resident of about 2 or more people would usually preferred to stay in the
double storey unit. Besides, resident living around this area had a moderate income from
RM2,000 to RM12,000.
The majority races living in this area are Chinese, Indian and Malay. Most of the citizens in
Bandar Utama are married and have families. The segmentation of the data above shows the
lifestyle of citizens to be supportive and most of them could afford to buy or invest in the
residentialunit. According to the research, the citizens of Bandar Utama is shown to be mostly
working or retired in their occupation. Besides, the area of Bandar Utama is not safe and
secure which they would interested in living in a more safety and peaceful environment. As
for living, citizens would like to keep their healthy lifestyle so they would want to have
facilities such as central park, recreation pavilion and sports around their residential unit.

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Development of Project Suggestion
Analysis of current political situation:
Malaysian government recognizes housing as the basic needs and requirements that is part
of the urban economy. Housing policy is established to focus by involving private sector like
housing production and delivery, housing scheme development. Methods of policies and
programmers aims is ensuring that all Malaysian have an appropriate place to stay and other
related activity. Besides for public and private sector are athigh demand of alltypes of houses,
whether it is low, medium or high cost houses. Besides, national agenda and Vision 2020 goal
is to achieve a fully developed country in terms of economic, social and political after year
2020.

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Analysis of current economic situation:
Malaysia is attempting to achieve an increase in the supply of houses and a higher income
status by year 2020, this will eventually lead to a major economic development and there will
be higher demand for residential houses in urban area. Besides, EPP (Entry Point Projects)
aims to evolve Kuala Lumpur (KL) and Klang Valleytowards becoming a high-income economy
and one of the world’s top investment destination. During year 2000 to 2010 in accordance
with the increasing migration of working class from other cities, there was some high annual
increase of housing price of at least 25%, therefore Malaysia attempted to construct
approximately 800,000 units of houses, with the majority focused on the group of low and
medium income within the next three years.

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Type of Residential Units
Linked-house:
Some people feel more comfortable to livein a simpledesigned concept house for living alone
or with family members. Therefore, we plan to build 63 units to fulfil the demand of
consumers. The linked house is build up area of around 20’ to 70’. Linked housing unit is
usually open concept which the living room and dining room are together. Single or married
couple are more suitable to stay here because is easy to clean and maintenance and more
economical in paying bills for air conditioning and water supply.

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Town house:
Certain people would want to have an open space concept house for living along or with
family. Therefore, we decided to build 30 units of townhouse to fulfil the requirement of the
consumers. The town house is build up area of about 30’ to 80’. Town house unit can be a
space directly linked the living room, dining room and kitchen together or three of which
separated with walls. A townhouse can have two or more bedrooms depending on the size of
the unit. Single or married couple with children is more recommended for this unit because
of its comfortable space and multiple bedrooms.

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Semi-detached house:
Semi-detached house is suitable for a group of families. A semi-detached house is for
customer with moderate income which can withstand the higher cost of the semi-detached
house. We plan to build 50 units of semi-detached unit with a build-up area of about 45’ to
90’. The suggested consumers for this type of unit is small to medium sized family. Each area
in the house have larger and wider space area like lounge and dining room along with the
balcony. The space for hallway is provided for the staircase to the landing area on the first
floor.

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Bungalow:
Bungalow is mostly suitable for medium to large sized family. A bungalow can only be
recommended for consumer with a higher income to afford this type of unit with a higher and
more expensive price. We plan to build 30 units of bungalow units with a build-up area of
about 50’ to 80’. The bungalow comes with 2 car garage. Each unit comes with 4 to 5
bedrooms suitable for big family. The bungalow has its own yard for garden and landscape
outside.

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ProposedProject Details:
1.0 General info
TU Property Development had a land bank including a piece of land of 10 acres beside One
Utama Shopping Mall. As for the present, TU Property Development is working on developing
the land into a mixed residential building named TU Park Residence which consists of linked
house, townhouse, semi-detached house and bungalow to suits the requirement of the
citizens. This development is an advantage because it’s strategic location which it is located
in the centre of the lively and well established areas such as Bandar Utama, Mutiara
Damansara, Kepong and Mont Kiara which is more convenient for citizens to access these
areas.
2.0 Project Location
Address: No. 2, Lebuh Bandar Utama, Bandar Utama City Centre, Bandar Utama, 47800
Petaling Jaya Selangor
TU Park
Residence

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3.0 Transportation:
TU Park Residence is in the centre of the actively and well established area, which are Bandar
Utama, Tun Dr. Ismail, Damansara Utama and Mutiara Damansara with easy accessibility to
go to TU Park Residence,if you come from KL Sentral, usethe Rapid KL Bus which willrequired
about 40 minutes’ time to reach TU Park Residence,or you can take LRT to Kelana Jaya station
and take taxi which will take about 10 minutes to drive during the normal period. Besides
taking the public transportation, TU Park Residence is easily accessible through 5 minutes’
time from SPRINT highway, 15 minutes from NKVE expressway, 10 minutes from Penchala
Link and 20 to 25 minutes driving from Federal Highway or Lake Garden.
4.0 Surrounding Facilities:
TU Park Residence is located in a strategic area which is surrounded by services and public
facilities with a short distance from higher education department such as KDU, UCSI College,
Segi College and other schools from the surrounding area. High school such as SMK TTDI, SRK
BU Damansara and etc. Shopping mall nearby such as One Utama, IKEA, the Curve and
recreational parks in Taman Tun Dr. Ismail and Mutiara Damansara. Golf course in Tropicana
Golf and Country Resort. Hospitals and clinic such as Damansara Specialist Centre and
Tropicana Medical Centre and hotel like One World Hotel. As for the future development, the
MRT station location will only be 10 minutes from the One Utama MRT station to reduce the
traffic flow.

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Market Strategies:
1.0 Online Marketing
-Website development: http://www.TUParkResidence.com.my/
-Property website: iproperty, property guru
-Social media: Facebook, WhatsApp
-Marketing agent, property agent, real estate
2.0 Printed Ads and Advertises
3.0 Promotion: Rebate 8% for early birds’ purchaser
4.0 Light refreshment and roadshow at TU Park Residence sales gallery
5.0 Direct marketing: Leaflets and brochures to be distribute to specific groups and resident
areas
6.0 Show houses, other material that will influence consumer’s decision of buying at point of
purchase

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Constraints and Future Development:
TU Property Development is going to develop the remaining 3 acres of land in the coming 2
to 3 years’time. The project will consistof 50 units of commercial building to allow consumers
of TU Park Residence to get their products and goods nearby their residential area. However,
there is some barrier that the developer would need to consider. They would need to remove
existing trees and bushes to clear some space for the future development of the building.
Therefore, budget has to be allocated for the clearing and excavation and there will be an
increasein the building cost. Besides,to create future development, we would faceconstraint
such as environment issues and pollutions. As we already have a greener environment at the
current development, the future development might be a problem and could harm our
ecosystem. Besides, since technology is getting more advanced in the future, the future
development will surely contribute to a higher cost. Hence, this will affect the cash flow of
the company.

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Conclusion:
TU Park Residence is a land of residential houses developed to fulfil the consumers need. The
type of residential houses is classified as linked house, townhouse, semi-detached house and
bungalow. Each type of residential house suits different opinions and lifestyle of the
consumers. Besides, residential houses are also fill with recreational and central park for
resident to maintain a healthy lifestyle. A private recreation pavilion is provided with an array
of facilities lined up for the convenient use of each resident. Each residential unit comes with
a garden deck and a fully covered parking lots to protect the owner’s vehicles from shinny
and rainy environment. TU Park Residence is surrounded by greenery environment to
maintain the ecosystem.
As of environment, we used sustainable building material to minimize the pollution effects.
Besides, we are able to improve the working and living conditions in order to gain a
harmonious repose and social living environment. Thus, this will benefit the resident’s living
and the environment. Besides. TU Park Residence is a land where it is surrounded by well-
established building and facilities making it easy to access these infrastructures. Its strategic
location enable TU Park Residence to be easily access from different direction such as
Puchong, Shah Alam or Kuala Lumpur. This encourage residents who live here to easily get
familiar with the route to TU Park Residence.

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References:
-Sunway Eastwood. (n.d.). Retrieved from http://www.sunwayproperty.com/eastwood/
-Bandar Utama. (n.d.). Retrieved from https://en.wikipedia.org/wiki/Bandar_Utama
-SUNWAY EASTWOOD Malaysia. (2011). Modern Living at Nature’s Doorstep [Brochure].
Petaling Jaya, Selangor