Importance of Research & Development (R&D) within Property Development Sector

1. Introduction to Research & Development
Dept. at Property Development Company
(PDC)
Overview
By: Dr. Muneer Azzam
On: April 03, 2009

2. Agenda
What is R&D?
Definition & Role of R&D in PDC
What will R&D Accomplish?
Focus Areas
Function Areas
Specific Function Areas
Interaction with Other Departments
Diagram

3. What is R&D
R&D is a limitless scope of work
In a real estate company it will be more
focused, but still limitless
R&D in a real estate development company
is the essential tool which paves the path
towards sustainable corporate growth in all
fields related to real estate development

4. Definition & Role of R&D in PDC
R&D Department vision extends the company’s vision
R&D envisions the complete integration and synchronization
of business modules within the company
R&D Creates the solid platform on the company, as a whole,
can stand and grow upward
R&D Maximizes the company’s awareness levels to have a
safe and paved growth path
R&D work’s around the clock the position the company
ahead of time and assures opportunities creation, tracking
and hunting
R&D converts the company’s diversified intelligence into one
integrated paradigm following systematic patterns serving the
company’s objectives

5. What will R&D Accomplish?
R&D consider the whole company as one
entity with diversified disciplines
R&D will develop the inner/outer company
channels & platforms which enables the
company to be a global entity, capable of
competing with international standards and
communicating effectively and productively,
as a whole

6. Focus Areas
The company’s top management has 4 main
focuses in business
Revenue Streams Focus
Efficiency Focus
Awareness Focus
Competition Focus

7. Function Areas
Investments & Business Development
Local Market Monitor
Process Monitor
Technology
International Market Monitor
Research Funding
Branding & Positioning (Research & Strategy)
Special Assignments

8. Specific Function Areas

9. Investments & Business Development
Strategic Guidance
Local Opportunity Identification
Business Planning & Feasibility Studies
Concept Design Management
Product Development
International Opportunity Identification

10. Local Market Monitor
Market Indexing
Profiling
Data Collection Team
Projections and Predictions
External/Internal Influential Factors
Recommend and Guide

11. Process Monitor
Internal Processes
External Processes
Project Processes
Analysis & Improvement

12. Technology
Architecture
Information Technology
Construction
Green & Sustainability
Building Materials
Entertainment

13. International Market Monitor
Market Reports per Country
Profiling
Market Entry Strategies
Business Networking
Feasibility Studies
International Practices

14. Research Funding
Identification of new Researches
Technical Evaluations
Research Events and Promotion
Economical Evaluation
Patent Control
Marketing & Media

15. Branding & Positioning (Research & Strategy)
Brand Architecture
Market Positioning
Local Brand Monitor
International Brand Monitor
Brand Analysis
Brand Enhancement

16. Special Assignments
Information Collection
Tasks
Monitoring
Special Communications Channel

17. Interaction with Other Departments

18. Top Management
R&D Department extends the Top
Management’s Intelligence Capability,
Observatory Scope & Awareness Levels to
an Integrated Business Module following
systematic patterns, which in the end serve
the Top Management’s Objectives

19. Executive Management
R&D assists the executive management
level by making available a rich portfolio of
information enabling faster & accurate
decision taking. R&D also creates various
notification methods and channels to keep
executive management informed of the
local/global/special business environment

20. Finance – Legal – Customer Care – HR - Sales
R&D can assist in various areas of
research initiated by these departments in
their respective fields. R&D can also create
a constant monitoring tool for relevant news
which benefits the departments mentioned
above in keeping track of latest updates,
e.g. create constant news/information feeds
for relevant departments through assigning
specialized personnel

21. Development – Engineering – Project Management
R&D Conducts various researches related
to the departments mentioned above under
the supervision/in-coordination of/with the
development department, create constant
information feeds, initiate researches which
can better position the corporate as a
leader in the region in specific area related
to real-estate development at any stage of
execution

22. Marketing - Branding
In coordination and under the supervision
of the Marketing & Branding departments;
R&D can assist in researching the current
domestic and global market with focus on
areas related to marketing trends and
branding strategies, in addition to creating
constant news feeds

23. Information Technology
The scope of research in information
technology is limitless, R&D will have more
focus on Information Technology solutions
and breakthroughs to be implemented on
the company’s real estate projects. R&D
can also assist the company’s IT
Department in conducting research in
various areas related to IT solutions for the
internal company use

24. Business Units’ Management, Departments, Teams
The business units in the company have a great
responsibility of heading & initiating the revenue
stream for the corporate as a whole. R&D assists
each business unit in various areas which, in the
end, enables more quality control and higher
productivity. For example, the R&D information
portfolio will assist all BUs in increasing
awareness level, taking more informed decisions,
setting accurate/responsive/real-time strategies in
Marketing, Pricing, Developing and Sales.

25. Initial Function-Based Chart for the
Research & Development Department R & D Director
R & D Department
Manager
Focus Area
Revenue Efficiency Awareness Competition
Streams Focus Focus Focus Focus
Function Area
Investments & Branding &
International Market
Business Local Market Monitor Process Monitor Technology Research Funding Positioning Special Assignments
Monitor
Development (Research & Strategy)
Specific
Market Identification
Local
Function Information
Internal External Information
Market Technical Brand Market
Strategic Architecture Tasks
Profiling Reports per Profiling of New
Opportunity Technology
Processes Processes Collection
Indexing Evaluation Architecture Positioninig
Guidance
Area Country Researches
Identification
Business
Special
Data Projections Research International
Concept Green &
Project Analysis & Market Entry Business Economical Local Brand
Planning & Construction Monitoring
Collection and Events & Brand
Design Communications
Sustainability
Processes Improvement Strategies Networking Evaluation Monitor
Feasibility
Channles
Team Predictions Promotion Monitor
Management
Studies
External/
International Building
Product Internal Recommend Feasibility International Patent Marketing & Brand Brand
Entertainment
Opportunity Materials Enhancement
Development Influential and Guide Studies Practices Control Media Analysis
Identification
Factors
Interaction
Interaction with Several Departments for Shared Resources
Description
with several
department
Business Units’ Management, Departments & Teams
Information Technology
Top Management Executive Managment Finance – Legal – Customer Care – HR - Sales Development – Engineering – Project Managment Marketing - Branding
and entities in
the corporate
The scope of research in
R&D assists the executive In coordination and under
information technology is
The business units in the company have a great
R&D Department extends management level by the supervision of the
limitless, R&D will have more
R&D can assist in various areas of research responsibility of heading & initiating the revenue
the Top Management’s making available a rich R&D Conducts various researches related to the Marketing & Branding
focus on Information
initiated by these departments in their stream for the corporate as a whole. R&D assists
Intelligence Capability, portfolio of information departments mentioned above under the departments; R&D can
Technology solutions and
respective fields. R&D can also create a each business unit in various areas which, in the
Observatory Scope & enabling faster & accurate supervision/in-coordination of/with the assist in researching the
breakthroughs to be
constant monitoring tool for relevant news end, enables more quality control and higher
Awareness Levels to an decision taking. R&D also development department, create constant current domestic and
implemented on the company’s
which benefits the departments mentioned productivity. For example, the R&D information
Integrated Business Module creates various notification information feeds, initiate researches which can global market with focus on
real estate projects. R&D can
above in keeping track of latest updates, e.g. portfolio will assist all BUs in increasing awareness
following systematic methods and channels to better position the corporate as a leader in the areas related to marketing
also assist the company’s IT
create constant news/information feeds for level, taking more informed decisions, setting
patterns, which in the end keep executive management region in specific area related to real-estate trends and branding
Department in conducting
relevant departments through assigning accurate/responsive/real-time strategies in
serve the Top informed of the local/global/ development at any stage of execution strategies, in addition to
research in various areas
specialized personnel Marketing, Pricing, Developing and Sales.
Management’s Objectives special business creating constant news
related to IT solutions for the
environment feeds
internal company use