individual assignment

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Introduction – Company background
TU Property Development Group is a well-known public listed company is
Malaysia and overseas which involved mainly in property development.
Established in 1967 and involved in most of the Malaysia project.
TU Property Development Group collaborate with many other company such
as ECOWORLD and SP SETIA which lead to the biggest construction
companies in Malaysia. TU Property Development Group has a market value
of about 77 Billion and acquire with 10,000 acres of land with a total value of
10 billion.
TU Property Development Group consist of more than 2500 employees and
they are the respected industry players in the Malaysia property sector. The
vision of TU Property Development Group is to be a diverse family owned
construction and asset management business that will grow to be the most
respected in the industry.
The development project included commercial development, luxury high-rise
apartment and other construction development.

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Major Past Project
Since TU Property Development Group being established in 1967, they won
few international awards, making it become a well-known company across the
world. Furthermore, with a solid foundation and a vast network connection
throughout the world. Therefore,TU Property Development Group play major
role in developing and they also work with some developing companies to
develop many building structure across the globe.
Below shows the past project of TU Property Development Group corporate
with other companies.

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Market Segmentation
As for TU Property Development Group market segmentation, it is based on
marital status, household size and income to see which type of
accommodation type preference of the citizen in One Utama Mall nearby area.
The segment data of household size and marital status allow us to predict the
growth of income in an area. Where income is the major question for them to
determine which property to be purchase. Household is defined as one or

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more persons who live together in the same housing unit where they will
consider as their second question.
In conclusion, household income data is a good indicator of residents’
spending power and it is one of the most used method by most of the company
to determine which product to be sell. When a company evaluate the market
they will look for the median or above median average household income in
the area before determining the type of residences unit and the selling prices.
There are four type of market segmentation strategies which is behavioral,
demographic, psychographic, geographical. In this situation, geographical
segmentation is more focused on due to the characteristic of its is according to
age, race, religion, gender, family size, ethnicity, income and education.
Aim and Objective

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In this generation, the need of condominium and other high-rise building
became one of the trend for the developers. As we can see in the recent years,
new residential project are launched by developers as profit sale in those
sector that greatly outweigh others. Furthermore, the demand of high rise
residential is increasing so FF Condominium is introduced.
Marketing objectives: To satisfy the needs of customers and to provide
superior customer services.
Financial objectives: To achieve a sales target of RM 55 million.
Social objectives: Create a premium lifestyle housings and improve the quality
of life for local residents.

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Chart
Data Analysis
After gathering the information of FF Condominium market segmentation,
which is based on household size, marital status and income and find out what
are the majority unit accommodation type preference of the citizen in Bandar
Utama.
The segmentation report generalizes the lifestyle of Bandar Utama citizen,
most of them could afford to buy or even invest in a condominium. Research
found that most of the residents are between the ages of 25 and 50, and live in
single-person or shared households, but majority is living in a household of 4-6
people. The racial profile is slightly leaning towards Chinese race as most of
the population in this area is of Chinese ethnicity. Moreover, most of the
citizens in Bandar Utama are married and has a stable income of RM
5,000-RM 10,000.
Furthermore, this group of potential buyer prefer to spend more on the facilities
compare to a landed property. They prefer a service condominium in which

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trained security guard are there to maintain safety and security. In the aspect
of healthy lifestyle, they not only can enjoy the club house facilities, such as
gymnasium, swimming pool but they can also enjoy the stunning view from the
high rise.
Assessment of market opportunities / current trends / Value advantages
TU development has a 10 acre land beside One Utama which is a big
shopping centre that make a good opportunities to develop a residential area
because they can access to the shopping centre easily. Therefore, our
company decided to build condominium, apartment and terrace house beside
the shopping centre. Example, Sunway Pyramid which surrounded by
residential houses and high-rise building. Furthermore, it helped people who
lived in the residential area to save their fuel oil because they can walk to the
shopping centre. In addition, the building that built next to One Utama
Shopping Mall will have a good value due to the extra safety in the area
provided by the shopping centre.
Moreover, due to the good landmark of One Utama Shopping Mall it leaded to
some public transportation like bus,train and etc to the area. Moreover,FF
Condominium is a green building that used eco-friendly material to build and it
is benefit to the environment. Hence, the value advantages of this
condominium is high due to the accessibility to the condominium and the
shopping mall.
In this generation, condominium and high-rise building is the current trend for
the developers due to the limitation of lands and the money they earn from
developing from the residential area. Therefore, most of the developers
preferred to develop high-rise building instead of normal housing like terrace
house, single storey and etc. Furthermore, the people nowadays preferred
condominium because of the advantages and comfortable of it.

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Advantages of condominium
1. Low Maintenance
Condos and coops relieve owners of the responsibility of maintenance and
repairs on the community proper. People with busy schedules enjoy freedom
from mowing and caring for a lawn, shoveling snow or cleaning the exterior of
the property. There's no need to buy and maintain a lawn mower, snow blower
or other expensive gear, which also reduces storage needs. The homeowners
association or management board manages all these tasks on behalf of the
owners.
2. Reduced Costs
According to the Utah State University Extension, owning a condo or coop is
often cheaper than renting an apartment or town house. Ownership also
provides long-term price stability compared to renting. In many cases, condo
and coop ownership also offers a low-cost alternative to owning a single-family
house. Condos and coops allow people to live in expensive urban areas where
real estate prices may make it difficult to purchase a single-family home.
These types of housing also reduce the risk of expensive repairs and
maintenance. Any major expenses are shared by all owners, reducing the
burden on individual investors.

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Proposed project details (data analysis, charts, photos) and Marketing
strategies
TU Property Development Group has a land of approximately 10 acre which
need to be develop nearby the One Utama Shopping Mall.
TU Property Development Group is now developing condominium in the
residential area which named as FF Condominium which consist of art sport
facilities and 28 storey high condominium. This development will greatly
benefit due to the high population in the area as the shopping mall is just
beside the residential area. Furthermore, the public transportation is just
nearby hence the condominium will be in a great sale.
Project Location

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Lebuh Bandar Utama, Bandar Utama City Centre, Bandar Utama, 47800
Petaling Jaya, Selangor, Malaysia.
Geographical Area
FF Condominium located at a benefit strategic location. It is located next to the
intersection between Ikano Power Centre and One Utama. A bridge over the
Sprint Expressway joins the two parts of Bandar Utama. It is also easily
accessible by using the NKVE highway.
It is located near residential area which is densely populated by people around
the area. Furthermore, because of the convenience of being located at such a
strategic location, the demand for landed properties has exceeded the

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available supply and the prices of nearby properties has increased in recent
years.

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Target customer
The floor plan is normally targeting the big family in the society because of the
spacious and the comfort in the bigger unit. Furthermore, this unit provided
entertainment which is media area which let people to enjoy and rest.
On the other hand, the second floor plan is smaller compared to the first one
because some family preferred the smaller unit because its easier to clean and
some people might not like bigger house due to its too spacious.
The target of our customer is all the single, married and big family because FF
Condominium provide both small and big size of unit to the customer at a
relatively fair price.
Overview
FF Condominium is a 28-storey condominium project that are developed by
TU development which has two type of four-room unit. The first floor plan of
four-room unit is relatively bigger compared to the second floor plan that
shown in the diagram.

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Sample of four-room units

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Market Strategies
The developer will attempt to increase exposure of FF Condominium brand
through multiple platforms to increase sales:
Firstly, Social Media Marketing Strategy. Social media platforms now offer
businesses of all sizes unprecedented opportunities to reach new consumers.
There are currently a number of social media outlets including Facebook,
Twitter, LinkedIn, Google+, and Instagram among others. It is essential that
you regularly post to these websites to increase your exposure to new clients.
Second, give flyers and call centres. There will be a mass production of flyers
for distribution within the Klang valley so people will know about FF
Condominium.

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Thirdly, there be advertising. Most of the malaysians drive around and can see
the advertising board in the highway. FF Condominium will able to promote
their product in a efficient way.
Fourth, the use of Roadshows. Roadshows will be scheduled regularly at
Shopping Malls to spread information in the Bandar Utama districts.
Other marketing methods will include the use of radio marketing, artists
invitation to live in FF Condominium.
Procurement method (advantages and disadvantages)
The type of procurement method is used in this project is traditional
procurement method. In the traditional approach, the client accepts that
consultants are appointed for design, cost control, and contract administration,
and that the contractor is responsible for carrying out the Works. The
responsibility of the latter extends to all workmanship and materials, including
work by sub-contractors and suppliers.

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Traditional procurement method is that design process is separate from
construction and it require a full documentation before the contractor to be
invited to tender for the works.
The advantages of traditional procurement method is client may obtain the
best or lowest price through competitive tendering because all the tenderer
produce a tender base on the same information given. Furthermore, this
method is easier to be adopted because it had been used commonly for a long
time so both the contractor and consultant team are familiar with the
procurement method. Moreover, client can controls the consultant team and it
will have better control over the quality of works
The disadvantages of traditional procurement method is it might have
miscommunication because the client have to communicate with few parties at
the same time. In addition, this method requires a longer period of time to
complete the project because the tender will be provided after the design it
completed. Additionally, if there is some problem occur, the contractor and
consultant will blame the responsibility to each other and this causes the
project to be delayed because they have to settle the argument.
Constraints and future development

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Developers have to deal with the constraints of the building. There are some
constraints that are not avoidable and the biggest constraint is weather
because it limit a building development.
As the construction is in process, it might rain and cause flooding in the area
hence we have to solve the problem by redirect the water from the site through
water drainage and pipes.
Furthermore, air pollution occurred due to the construction process is a major
user of the world’s non-renewable energy sources. This produces a number of
pollutants from synthetic chemicals as well as greenhouse gasses including
carbon dioxide, methane, and nitrous oxide. Some argue that when these
emissions are produced in excess, they contribute significantly to climate
change. The solution is to avoid using non-renewable energy sources such as
fossil fuels
In addition, a large amount of waste is produced during a construction project
due to the mass amount of materials used. The waste includes tiles, wood,
insulation, concrete, plastic, lead pipes, asphalt, ferrous and non-ferrous, glass,
metals, paint and roofing materials. This waste leads to an excess of waste in
landfills which can have potentially disastrous effects. The most common
impacts are leakage, methane emissions, noise pollution from vehicles and
machinery, odor problems, damage to roads and much more. The solution is
to buy sustainably sourced building materials, plan for potentially hazardous
waste and have a plan of how you will dispose of it, reduce, reuse, recycle,
make site improvements for better water management and water conservation
such as drought tolerant landscaping.
We should therefore plan of time and schedule good timings with the local
council such as trying our best to submit a proposal earlier so it will be

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approved earlier hence the works will not be delay and can be plan in
advanced.
Conclusion
As for future, I hope my company will expand bigger and work hard to achieve
the goals. Due to the good returns, our company is going to develop more
projects of this kind soon. It will help to grow the company’s reputation even
more and increase the value of the company as a growing construction
company in the eyes of the world.

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Reference
8 Advantages of Owning A Condo - ComFree Blog. (2017). ComFree Blog.
Retrieved 23 November 2017, from
http://blog.comfree.com/2011/10/06/8-advantages-of-owning-a-condo/
Constraints on construction projects - Designing Buildings Wiki. (2017).
Designingbuildings.co.uk. Retrieved 23 November 2017, from
https://www.designingbuildings.co.uk/wiki/Constraints_on_construction_projec
ts
How to Write a Construction Company Profile. (2017).
Smallbusiness.chron.com. Retrieved 23 November 2017, from
http://smallbusiness.chron.com/write-construction-company-profile-14608.html
Traditional contract for construction - Designing Buildings Wiki. (2017).
Designingbuildings.co.uk. Retrieved 23 November 2017, from

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https://www.designingbuildings.co.uk/wiki/Traditional_contract_for_constructio
n
Strategies for Effective Construction Sales. (2017). Construction Business
Owner Magazine. Retrieved 23 November 2017, from
http://www.constructionbusinessowner.com/topics/marketing/construction-mar
keting/strategies-effective-construction-sales