The document summarizes eThekwini Municipality, a metropolitan municipality in South Africa that includes the city of Durban. To attract tourism and make Durban more livable, eThekwini launched two major attractions, uShaka Marine World theme park and the International Convention Centre Durban. It implemented a performance management system from Ramco DecisionWorks to monitor key performance indicators for the attractions like sales, costs, visitor numbers, and finances. The system provided integrated dashboards and reports to help eThekwini effectively manage the attractions.

1. Company Name: eThekwini Municipality
Headquarters: Durban
Products and Services: Public service
Website: www.durban.gov.za
CASE
STUDY
uSHAKA MARINE WORLD

2. OVERVIEW
FUN OR BUSINESS
FISHING FOR INFORMATION
eThekwini Metropolitan Municipality is a
metropolitan municipality created in 2000 that
includes the city of Durban, South Africa and
surrounding towns. eThekwini is one of the 11
districts of KwaZulu-Natal province of South Africa.
The majority of its 3,090,126 people speak Zulu. It
was formed from seven formerly independent local
councils and tribal land. The eThekwini Municipality
Area consists of 2297 km, of which 36% is rural and
a further 29% is peri-urban. The municipal area
stretches from Umkomaas in the south, including
some tribal area in Umbumbulu, to Tongaat in the
north, moving inland to Ndwedwe, and ends at
Cato Ridge in the west. eThekwini realized that it
wanted to make Durban a liveable city not only for
its inhabitants but also for tourists. It came up with
a strong vision statement, “By 2020, eThekwini
Municipality will be Africa’s most caring and
liveable city”.
eThekwini realized that one of its key focus areas
would be the creation of structures which support,
house and associate other actions and activities–
the building blocks around which actions take
place. This essentially meant that eThekwini would
focus on using land management to increase
densities and to reduce sprawl, bridge the digital
divide and enable ecological and related tourism
towards sustaining its abundant natural resources,
to create a better economy and to offer its people
quality living conditions.
As a result of this vision, uShaka Marine World was
launched on 30th April, 2004. Durban, KwaZulu
Natal has a great climate, gorgeous beaches and
warm waters of the Indian Ocean. It was also
becoming a commercial wasteland till uShaka was
launched. Today over 3,000,000 people head out to
uShaka Marine World, a theme park area that
combine shopping, rides, sea and beach
experiences. World-class uShaka Marine World is
a key attraction for tourists offering a world of
entertainment, excitement and fun.
With an initial investment of R750 million, uShaka
Marine World belongs to eThekwini Municipality
which monitors the key performance indicators for
uShaka through a structured performance
management framework.
Extending its vision from fun to business,
eThekwini’s other entity, a more formal one, is the
International Convention Centre Durban, a focal
point of Durban’s business district. Equipped with
one of the most advanced conference facilities in
the world, the ICC is a purpose-built, fully
air-conditioned center with three convention halls
that are interlinked but separate. Moveable walls
allow for a number of different venue configurations.
The halls can be opened up to form one large venue
with a seating capacity for 5,000 delegates, or
7000m sq ft of column-free floor space. Together
with the adjacent Exhibition Centre, the ICC can
double its capacity to accommodate 10,000
conference delegates.
eThekwini monitors the KPIs of ICC and manages it
through a structured performance management
framework.
To ensure that both these hugely popular entities
continued to remain profitable and manageable,
eThekwini wanted to roll-out a Performance
Management System. This computerised system
would be part of the larger enterprise-wide roll-out at
eThekwini. Thus, the system would not be a
stand-alone one but it should necessarily have the

3. RAMCO DECISONWORKS -
WORKS WELL FOR ETHEKWINI
capability to integrate with its larger resource
management system.
Secondly, eThekwini wanted the system to offer a
single dashboard view of the key performance
factors of both these entities. It did not want to
laboriously sift through tonnes of data to
understand these businesses. It simply did not
have the time or bandwidth. eThekwini’s
authorities wanted the data to be presented in a
simple, holistic, single dashboard view.
This they believed would help them to plan and
structure future growth plans for these two entities. To
enable this, they wanted access to analytical reports.
DecisionWorks can provide business intelligence
through the use of dashboards, key performance
indicators, and a balanced scorecard framework.
Leveraging pre-built business services assets used
in application assembly, Ramco DecisionWorks
provides a ready-made reporting and analytics
capability for business applications. Ramco
DecisionWorks can help the organization deliver
the responsiveness it needs to stay competitive.
Ramco DecisionWorks is comprised four functional
capabilities: Business Decisions, Business
Integrator, Planning & Budgeting and Analytical
Workflow.
Business Decisions companies rely on scorecards and
dashboards for a window to operational effectiveness.
In addition, operational reporting capabilities are
critical to making daily business decisions and
process adjustments. Finally, business analysts
rely on analytic capabilities to provide new insights
for the organization. These capabilities work
together to form a core performance management
framework to fulfil the strategic, tactical and
operational goals of the organization.
Business Integrator Ramco can extract, transform,
and load data with sophisticated data cleansing
and profiling capabilities that will enable the
company to examine information across the
enterprise, not system by system.
Planning & Budgeting Ramco leverages a familiar
spreadsheet metaphor for planning and budgeting
that is instantly familiar.
Analytical Workflow can build process maps that
enable Ramco’s model-driven platform to generate
applications directly from these representations of
core processes.
Ramco Business Analytics implemented
scorecard-based performance management for
uShaka and ICC covering all areas of its
businesses.
The Key Performance Indicators for these entities
included:
• Merchandise, Food and Beverage Actual vs
Budgeted Sales
• Merchandise, Food and Beverage Cost of Sales
• Footfall - number of people visiting the theme
park
• Cash Flow, Employment Equity, Debtor Days,
Creditor Days
eThekwini could now monitor its entities in a drill
down fashion. It could in a single view understand
how uShaka’s business was functioning, profit and
SUMMARY

4. loss with access to cash flow and accounting
information.
eThekwini could now automatically extract data
from multiple sources across different networks as
uShaka and ICC had their own independent
networks. This meant one integrated view of two
stand-alone and diverse businesses.
It had access to insightful analysis through
interactive reports and multicharts for sales and
merchandise analysis at uShaka
High levels of user and management involvement at
uShaka and their eagerness to have a system to get
an insight into their operation, together with our
team's great efforts, proved to be a clincher in
getting this reasonable complex project off ground
within a stipulated time and budget.

5. BENEFIT
S
• Merchandise, Food and Beverage
Actual vs Budgeted Sales
• Merchandise, Food and Beverage Cost of Sales
• Footfall – number of people visiting
the theme park
• Cash Flow, Employment Equity,
Debtor Days, Creditor Days
SOLUTION
• Business Integrator
• Business Decisions
• Analytical Workflow
• Planning & Budgeting
• Cash Flow planning &
Analysis
• Balance Sheet Analysis
HIGHLIGHTS
• Automatic extraction of data from
multiple sources—across networks
• Insightful analysis
• High level of user and management
involvement at uShaka and their
insight into the operation
• Complex project completed within
a stipulated time and budget
CHALLENGES
FA
CED
• Two different entities to
attract tourism
• Had limited view to the
profitability of these two
entities
• Found it difficult to
measure and monitor KPIs
• Had no visibility into
business analytics
CU
STOMER BACKGROUND
Incorporated in 2000
• Controls 11 districts of
KwaZulu-Natal province of
South Africa
• Visionary organization
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