School of Architecture, Building and Design

Bachelor of Quantity Surveying (Hons)

(QSB 2433 / MGT 60803)
Construction Supply Chain Management
Assignment (Individual Assignment)

Name

: NG WEI LIN

ID

: 0316302

Submission Date : 18TH MAY 2016

Content
1.0

Company Background

2.0

Introduction of Land

3.0

High Rise Residential Condominium

3.1

Types of Units Offered

3.1.1 Studio Unit
3.1.2 Loft Unit
3.1.3 Multi Level Penthouse with 3 Bedroom

4.0

5.0

6.0

Value Advantage
4.1

Security Feature

4.2

Maintenance Service

4.3

Parcel Collection Point

4.4

Recreational Facilities

4.5

Seamless and Recreational Path

4.6

Design Concept Scandinavian Modern Style

Triple Bottom Line: planet, people, and profit

Price

5.1

Education - Pavilion Library

5.2

Education - Kindergarten

5.3

Eco friendly feature - Green Feature

5.4

Eco friendly feature - Hi-tech Mobile Lifestyle

Content
7.0

Market Segmentation
7.1

Geographical
7.1.1 Location Analysis

7.2

Demographic
7.2.1 Age
7.2.2 Household Income
7.2.3 Marital Status

7.3

Summary of Market Segmentation

8.0

Conclusion

9.0

Bibliography

1.0

Company Background

TU Property is a public listing company since 1997. We major focus in

property development. Companys core value is to provide quality
experiences to meet the expectation of the society. Our vision is to build the
nation and leading in construction industry in the next 5 years. With the
strong continuity passion, we have been awarded a Best Developer by the
Ministry of Housing and Development in year 2004.
We hire more than 500 people working across South East Asia in Singapore,
Philippines, Thailand and Indonesia. These professional workers include
quantity surveyors, engineers, project managers, architects and etc. Slogan
of TU Property is to think globally and innovatively. We encourage the
European, Japanese and Chinese to join our company to import new as well
as creative innovations and ideas to our company in long term. We believe
that these people will help in upgrading the local skills technically and
practically.
TU Property has a total of 3000 acres of underdeveloped land bank with the
Gross Development Value of RM20 billion. The vast development of lands are
spreads throughout the states of west Malaysia and overseas. Our global
footprint is across China, Singapore, and Taiwan, Philippines, Thailand,
Indonesia and some of the Europe country.
Pioneering in Malaysias construction industry, we involved in major
development housing project since 1988 such as new township, integrated
commercial developments, luxury high rise apartments, and green business
park. Our project includes Buttermear Residences, Northbrook Residence,
The Priory,Cumberland Square and etc.

Picture 1.1 Northbrook Residence (2012) Picture 1.2 Cumberland

(2003)

2.0

Square

Introduction of Land

Due to the development purpose, TU Property bought a land with the price of
RM 9.9 million in year 2011. Size of the land is about 10 acres. Located next
to 1 Utama Shoping Mall, Bandar Utama Damansara has made the land has
more competitive advantages in gathering investment and business
activities.
Bandar Utama Damansara is a township since 2004. The area previously is
an oil palm estates and being developed in 2001. Hence, the characteristic of
the soil is fertile fine sandy to clay loams soil. Bandar Utama Damansara is
central of daily activities which consist of schools, community centre and
commercial complexes (Wikipedia, 2016).
State government of Selangor has the full control over this piece of land. The
land ownership is leasehold agreement tenures about 99 years. Part of the
land which is 5 acres will be used to building 17 th storey condominium. The
other part of the development will be used as future development.

3.0

High rise residential condominium

TU Property Co planned to build a blocks of 17th storey condominium,

WARREN CONDO consists of studio unit, loft unit, and multi level
penthouse. The area of the high rise condominium will take about 5 acres
(20,234 m2) of the total piece of the land. Structure of the building consists
of 2 levels of basement carparks, 2 levels of podium carparks, 1 level for the
recreational and facilities floors, 6 levels for constructing studio units, 4
floors for loft units and 2 floors for building multi level penthouse types of
units.

Picture 3.1 Front elevation

3.1

Types of Units Offered

3.1.1 Studio Units

The Guardian, a daily newspaper form British,33.9% of the people is in
single status in year 2014 and trend will be increased by 3% in 10 years time
according to the statistic done by Office of National Statistic (The Guardian,
2015). People feel that is more comfortable to living alone. Therefore, we
plan to build 6 floors of studio type units named VISUAL SUITE consists of
total 852 units to fulfill the demand of bachelor market in the current trend.
The studio build up area is around 75m2 to 100m2 (800-1100 square foot).
Studio type of housing unit is usually with open concept of room which linked
the kitchen and living room together. Single being person is suitable to stay
because is easy to clean and is more economic in term of electrical bill for air
conditioning.

Picture 3.1.1

Studio housing structure (A.Fernandez, 2014)

3.1.2 Loft Units

The Star Online, a daily English Newspaper in Malaysia stated that there
are 25.9 million of aged 25 and above and still being single. The news
reported that the population includes person that is unmarried, person that is
divorced and widowed (The Star Online, 2012). These result show that high
percentage of Malaysian preferred being single which provide more freedom
and convenient to them. To maximize the market share in housing, we would
like to provide 568 units of alternative design to the single person called
ASCOT-D. The loft typed unit build up area is up to 80 m2 to 110m2(8601200 square foot). These kinds of units accommodate with a high ceiling,
bedroom design is opened and allows looking over at the main living and
kitchen below (A.Fernandez, 2014). The design is suitable for people desired
to have more wall space for decorating their home.

Picture 3.1.2 Loft unit housing structure (A.Fernandez, 2014)

3.1.3 Multi level penthouse with 3 bedrooms

According to Numbeo, an inexpensive outside meal costs about RM7.50 to
RM11.00 in Selangor area for per person (Numbeo, 2016). Family with 3
family members will need about minimum of RM675.00 monthly in having
cheap meal outside every day. It takes up of 20% of the family total income if
income of the family is RM5000. Due to the high cost living in Selangor, most
of the parents are preferred to construct a small sized family. Hence, we plan
to build 80 units of build up area of 335 m2 to 400m2 (3700-4200 square
foot) named as EMERALD SUITE. The target customer for this kind of unit is
small family. The penthouse is in double storey with a master bedroom and 2
medium sized bedrooms along with their own private balcony.

Picture 3.1.3 Housing structure of multi storey penthouse (Marvel Building,

n.d.)

4.0

Value Advantages

Competitive advantages classified into cost advantages and value

advantages. We focus on value advantages (Christopher, 2011). Value
advantage is to maximize users experiences and differentiate the market by
providing special services such as parcel collection point, in house
maintenance services, innovative design and recreational facilities. We
concern to construct high standard of living in the building.
4.1

Security Feature

We provide 7 tier security systems which facilitate with motion detectors,

alarms, access card system, 24 hours security (Rimbun, 2013). Closed circuit
television camera (CCTV) operates 24 hours in every corner and along the
corridors. Monitoring job is conducted by the security guard in the control
room. Moreover, direct call service is connected to every unit. When visitors
reach, the guard will inform the owners of their visiting before allow the man
to access.
4.2

Maintenance Service

A professional management team is hires to carry on the maintenance work

effectively and efficiently. The management team takes the full responsibility
in repairing and replacing the faulty items. Maintenance services include
replacement of light bulbs; repairing the leaking plumbing, air conditioning,
transporting large sized furniture.
4.3

Parcel Collection Point

Online shopping is trendy in the society. It helps in saving resources such as

time, transportation fees and easy transaction. However, the blue collar have
problem in collecting the parcel. Hence, we build a parcel collection point for
every unit. Extra security is set to protect the parcels of each owner.
Residents may have more flexible time in handling other stuffs.
4.4

Recreational Facilities

In order to equilibrium living and working lifestyle, 5 th level of the building is

set to facilitate the exercise facilities. The types of the facilities consist of
sauna pool, swimming pool, gymnasium facilities, playland and parenting
corner. Moreover, 4 levels of carpark offers 800 units of parking lots are
provided in basement and podium. To connect to I Utama Shopping Mall, a
canopy walk is built. The bridge is designed with canopy for the convenient
of the pedestrian under the hot sun and rain. Barbeque facilities are

constructed in this level. The rental application of the use of these facilities
can be easily apply from the management team.

4.5

Seamless and Recreational Path

More than 100 types of tree will be planted at the ground floor. Bicycle path
and jogging path are built to reduce the carbon footprint to the environment.
Accommodate with this facilities, we encourage the residents be part of the
Greening the Earth: One Citizen One Tree in conserving the planet.
4.6

Design Concept Scandinavian Modern Style

The condominium will be fully furnishes. Lightning, electricity, furniture are

prepare and fixed in accordance for the convenient of the buyers. The
condominium will apply Scandinavian modern style interiorly. The
Scandinavian design is originated from Nordic country, Finland, Norway,
Sweden, Iceland and Denmark (Wikipedia, 2016) Bright colour tone helps in
balance the emotion as well as creates the feeling of warmth and minimalist
look. Usually, the foundation colours used are likely to be grey and white.
The furniture used is simply contemporary, simply and functional. (Flog Blog,
2016). Wooden furniture is painted in natural colours. Moreover, the timber
flooring will be applied in the house (Dwell Candy, 2014). One of the
advantages of the design is easy to clean. The furniture can be easily
replaced once broken in IKEA store.
Example of Scandinavian Design in high rise condominium

Picture 4.6 Scandinavian Interior Design (Dwell Candy, 2014) (Flog Blog,
2016)

5.0

Triple Bottom Line: planet, people, and profit

In triple bottom line concept, we emphasize the relationship between

environment, economy and society. We concerned in sustainable to ensure
long term viability and continuing of the business to ensure the society
welfare is being protected in the future (Christopher, 2011).
5.1

Education - Pavilion Library

To cultivate the reading trend, a public pavilion library is being set up in the
community. The concept of Take A Book and Leave A Book is being applied
to stimulate the culture of sharing among the community. Connectivity and
relationship among neighbours can improve by sharing the same topic. With
knowledgeable of people living around in a small community, people are
more civilize in handling problems happen. Argument can be reduced
effectively.
5.2

Eco friendly function - Green Feature

One of the key attractive in this project is the green feature of the building.
Green building helps in protecting the environment, balancing the
ecosystems and conserve natural resources. Malaysia government has made
best effort in promoting the Green Building Index (GBI) in create awareness
and encourage the society to Go Green. In this project, we use the solar
Photovoltaic Panels, Sliding sunscreens, aerated concrete blocks, low volatile
organic compounds paint, high performance glass, high internal ceilings,
energy-efficient lifts, energy-efficient lighting, non chemical swimming pool
and fume extract sensor.
5.3

Eco friendly function - Hi-tech Mobile Lifestyle

Nevertheless, one of the functions provided in these units is the smart

control panel of the house. The automation function will provide
convenience, security and saving benefits to the units in term of saving
electricity. The operations include window and drape control, central vacuum
system, sensor detect motion, temperature and light (Home Controls, 2016).
Underground fiber cable is fixed to fulfill the needs of high speed internet
connection.
Summary on facilities
Parcel Collection Point

Maintenance Team

Security Feature

Scandinavian Modern Design

Style
Recreational Facilities

Seamless and Recreational

Path
Table 5.3 Summary of value added facilities

6.0

Public Pavilion Library

Green Feature
High Tech Mobile Lifestyle

Selling Price

The price range of unit is around RM450 per square foot, ranging from
RM360, 000 to RM1, 890,000. The maintenance fee costs about RM0.60 per
square feet.
Type
unit

of

Studio type

Name

VISUAL
SUITE

Loft Units

ASCOT-D

Multi level
penthouse
with 3
bedrooms

EMERALD
SUITE

Build Up
Area
Selling
(Square
Price (RM)
foot)
800-1,100

860-1200

3700-4200

RM360,000 RM495,000
RM 404,200

RM564,000
RM1,850,00
0
RM2,100,00
0

Table 6.0 Pricing range for WARREN CONDO

RM/Square
feet

450.00

470.00

500.00

Maintena
nce fees
(RM/Squa
re feet)
RM480RM660
annually
RM516RM720
annually
RM2,220RM2,520
annually

7.0

Market Segmentation

7.1

Geographical

Geographical Target Market is the consumers located in the same city and
states (Dictionary, 2016).
7.1.1 Location Analysis
Due the convenience of geographical area and the economical
considerations, TU Property decided to use the land for building a mixed
development high rise residential condominium. Its geographical area is
strategic accommodate with holistic public transportation system. It takes
about 15 minutes of drive distance away from the City of Kuala Lumpur.
Moreover, it has the competitive advantages in accessing the major
highways such as Sprint Highway, LDP Highway and Penchala Links. Mass
Rapid Transit will start to operate in
Furthermore, a walking distance of 5 minutes to reach a built up to 5,000,000
square feet of shopping mall, One Utama. This shopping mall is facilitates of
various kind of business such as restaurant, convenience shop, cinema,
bowling centre and etc. In term of restaurants, the mall provide choices from
western restaurants, Chinese restaurant, fast food, Korean restaurants,
Lounge and bars, and even to Japanese Restaurant.

Picture 7.1.1
condominium

Location

map

for

the

proposed

high

rise

residential

7.2

Demographic

A demographic or socioeconomic target market is study of population with a

specific gender, age group, income level and education level (Investopedia,
2016).
7.2.1 Age
Our target group of customer is aged more than 25 years old. This group of
people is no longer a fresh graduate and has a stable salary every month.
Moreover, youngster 25 years old and above have a clearer vision and
objective to achieve in their life.
7.2.2 Household Income
Total household income is between RM5, 000-RM30, 000 per month. We
target at medium group income consumers to ensure the ability to pay
monthly installment.
Given that the mortgage loan down payment is 20%, loan period is 30 years,
and the interest rate is 4.25%. Assumed 30 % rule of thumb applied in
monthly repayment loan.
Unit Types

Housing Price (RM)

Monthly
Repayment
(RM/month)
1,416 1,950
1,591 2,220
7,280 8,265

Total
Household
income (RM/month)

Studio unit
360k 495k
5k 6.8k
Loft unit
404k 564k
5.3k 7k
Penthouse with 1.85m 2.1m
24k 28k
3 bedrooms
Table 7.2.2 Correlation between housing price and total household income
7.2.3 Marital Status
The group of the society targeted can be newly married couples, bachelors,
and small family structures.

Characteristic

Group with needs

Studio
type

Loft Units

Demographic
Age

Child
Adolescents
and
teens
Twenties
Thirties and Forties
Fifties and Beyond
Household
RM 5,000 RM 7,000
RM 7,000 RM
income
24,000
RM
24,000
and
above
Household
Bachelor
New Married Couples
structure
Small
Structured
Family
7.3 Summary of Market Segmentation

Multi level
penthouse with 3
bedrooms
X
X

X
X
X
X

X
X
X
X

X
X

X
X
X

8.0

Conclusion

Our target market is on the working generation which aged above 25 years
old. We mainly focus on the bachelor market. Being bachelors have
becoming trendy in this generation due to the values and structural of
society changed. We think that bachelors have their rights in enjoying life.
We provide the first class facilities and equipment for the bachelor in
equilibrium living and working life.
With the hectic lifestyle and heavy living costs in Klang Valley area, the
family structure has change obviously. Couples are preferred to form a small
family which usually consists of 3 to 4 members. Launching of the penthouse
has fulfilled needs of this group of people. People in this group are generally
high income and pursuing for a better quality standard of living.
In term of facilities, we would like to build some value added facilities such as
parcel collection point, maintenance services and security services. These
functions are able to provide convenience to the residents staying in the
condominium as well as able to ensure the completeness of the facilities in a
well ordered. Moreover, a value advantage of our products creates the
feeling of secure when staying in this environment. It has benefits the users
experiences of the customers and lifelong experiences.
In term of triple bottom line concept, we want to build a positive growth
between people, profits and planet. In term of environment, we used
sustainable building material to minimize the pollution toward the planet.
Moreover, education is the foundation of civilization of the society. By
building public pavilion, we are able improve the working and living
conditions in order urges a harmonized of social living environment. These
can benefit the people living and the environment.
The design of these units is more suit for bachelor and small sized family
(most probably consist of 4 family members). The concept of this
condominium is about Futuristic. Infusion of modern technology and design
have presented throughout the whole design of the building. We are leading
in transforming the traditional design and trend into advance design in
Malaysia. Heading to Vision 2020, we believe in creating innovative and
value added characteristic type of building in the city.

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