Bachelor of Quantity Surveying (Honours)

Construction Supply Chain Management

(QSB 2433)

Semester March 2016

Name

: Chung Hui Ping

Student ID : 0310592
Lecturer

: Ms Tay Shir Men

Table of Content
1.0 Company Profile
1.1 Company Background

1.2 Major Past Projects

2.0 Proposed Project Detail

2.1 General Detail

2.2 Project Location

2.3 Geographical Area

2.3.1 Background

2.3.2 Transportation

2.3.3 Surrounding Facilities

2.3.4 Conclusion

3.0 Market Segmentation

3.1 Introduction

3.2 Aim and Objective

3.3 Reason of Market Segmentation based on Lifestyle

3.4 Segmentation Tabulation

10

3.5 Analysis Chart

10

3.6 Data Analysis

11

3.7 Development of Project Idea

11

4.0 Return on Investment

4.1 Ticketing

12

4.2 Merchandise Items

12

4.3 Facilities

12

5.0 Marketing Strategies

5.1 Rebate

13

5.2 Promotion

14

5.3 Theme Park Decoration

14

5.4 Welcoming Performance

14

5.5 Advertisement

14

6.0 Constraint and Future Development

15

7.0 Reference List

16

List of Picture
Picture 1.0

shows the location of the proposed project.

List of Chart
Chart 1.0

shows the total vote on the preferred lifestyles that are likely to adopt by the
potential customers.

List of Table
Table 1.0

shows the Market Segmentation based on the lifestyles preferred by potential

customers.

Table 2.0

shows the ticket price for Damansara Lifestyle Theme Park

Table 3.0

shows the list of rebates offered by Damansara Lifestyle Theme Park

1.0 Company Profile

1.1 Company Background

TU Property Development Group Berhad started as Taylors United (Malaysia) Berhad in
1988. With the constant loyalty and supports from our customers, we have gradually grown
to become Malaysia leading property developer. Now, TU Property Development is a public
listed Malaysian company involved mainly in property development.
The brand pushes across the growth of Malaysias economic where we focus on three main
developments which are high end condominium, mixed development building and theme
park. In 2016, we developed a total of 15 projects within Malaysia. Presently, TU Group has
an approximately 7328 acres of landbank with RM76 Billion of total gross development value
(GDV).
We have the ability, experiences and resources to analyze and manage key real estates
development projects and provide services for the public and private sectors spanning
township and property development.
With the excellent commitment in the industry over the decades, TU brand targeted to an
even higher achievement in the coming years to fulfill our vision of Enhancing Generations
with Lifestyle for now and future generations. (Ecoworld, 2015) (UEM, 2016)

1.2 Major Past Projects

High End Condominium

Madge Mansion, KL

Westside III, Desa Park City, KL

The Troika, KL

Mixed Development

Pavilion Banyan Tree Signatures,

Arcoris Mont Kiara (MK20), KL

Bukit Bintang, KL

Theme Park

Legoland, Johor

2.0 Proposed Project Detail

2.1 General Detail

1. Employer

: TU Property Developer

2. Name of Proposed Project : Damansara Lifestyle Theme Park

3. Location of the Project

: Bandar Utama (next to One Utama Shopping Mall)

4. Size of the Project

: 7 acre

5. Overall Project Cost

: RM 300 Million

6. Construction Date

: 31 May 2016

7. Construction Period

: 3.5 Years

8. Estimated Opening Date

: 1st December 2019

2.2 Project Location

Picture 1.0 shows the location of the proposed project.

2.3 Geographical Area

2.3.1 Background
Bandar Utama is a small suburban located within the Damansara subdivision in Petaling
Jaya, Selangor, Malaysia. In 1991, this area was developed from a broad expanse of palm
oil estates to a well planned residential area and it has an estimated population of 59,000
residents in 2004. The neighborhood is well connected to Kota Damansara, Sunway
Damansara, Damansara Perdana, Damansara Jaya, Damansara Utama and SS2. The
surrounding of the site are well developed by commercial buildings, residential and
educations centers. (Sophia, 2016)

2.3.2 Transportation
Bandar Utama is located in a strategic geographical area where infrastructure is well
developed which allows people with easy access to the surrounding areas. As such, two
major routes in service are Damansara-Puchong Expressway (LDP) and the New Klang
Valley Expresway (NKVE). Besides, buses and shuttle services are available by connecting
Bandar Utama with other areas such as Kelana Jaya, Kuala Lumpur, Mont Kiara, Cyberjaya.
As such, the destination is reachable by taking Rapid KL Bus No. U82 form KL Sentral or
LRT to Kelana Jaya and taxi into the area. Furthermore, there is a transportation hub located
at One Utama Shopping Mall which is adjacent to the proposed project location. The buses
cater people from long distance such as Singapore and Penang into the area. (Utama, 2010)
In addition, the Phase One of MRT Sungai Buloh-Kajang Line is estimated to operate by the
end of 2016. The route started at Sungai Buloh to Semantan where there will be a station at
Bandar Utama. Whereas, the MRT Phase Two will be operational by July 2017 from
Semantan Station to Kajang Station. Through the MRT line, it provides transportation
convenience for people staying in Klang Valley region to enter into Bandar Utama. (CORP,
2015)

2.3.3 Surrounding Facilities

In 1995, the opening of 1 Utama Shopping Centre has prompted more development of
commercial and residential projects in surrounding area. 1 Utama Shopping Centre is known
as the Worlds 4th Largest Mall recognized by Forbes and SNN Travel 1 whereas it is also
the current largest shopping mall in Malaysia where entertainment, shopping, and dining are
integrated in a whole. Besides, the award-winning One World Hotel is linked to the mall. The
7

5-star hotel with the availability of 438 rooms becomes a preferred accommodation for
travelers. It has also successfully attracted local and foreign shoppers from visiting to the
mall.
Commercial buildings located in Bandar Utama increase the working opportunities. To cater
the huge population, landed and high rise residentials are well-developed in this area.
Educational centers exist in the township as well whereby three primary schools and four
secondary schools are within Bandar Utama. Private tertiary institutions, namely KBU are
also present nearby.
Central Park, an existing public park located opposite the New Wing of 1 Utama Shopping
Mall is an ideal place to relax on weekends. The park is equipped with facilities such as
childrens playground, jogging tracks, pebbles walkway and gazebos as a shaded rest point.
Apart from that, Central Park is the only public park in Klang Valley that allows the dogs
owners to bring their pets here. There is a pond and the park is surrounded by trees where it
is a suitable place for relaxation. Due to the stressful working environment of the office
workers nearby, it becomes a desired place to visit during spare time. (Guide, 2016)

2.3.4 Conclusion
Bandar Utama is a strategic geographical region and also a vibrant city where it acts as a
central point of people staying around Klang Valley. With the existing largest shopping mall
in Klang Valley, the well-developed facilities and infrastructures surround, the land in this
region is definitely valued for investment.

3.0 Market Segmentation

3.1 Introduction
The ideal of theme park development is inspired by Sunway Property. In order to ensure a
high project success rate, our marketing team suggests to focus on a niche market by using
market segmentation. As such, a market research is carried out through the potential
customers of the project. The research involves collection, organization and analysis of
opinions from potential customers about their preferred lifestyle during weekend. The
targeted groups are categorized based on the people that form up the population in Bandar
Utama. The dependent variable on the other hand focused on the lifestyle as people
demand of a quality lifestyle nowadays.

3.2 Aim and Objective

The aim of the survey carried out is to identify the type of investment to be developed in
Bandar Utama. In order to achieve the aim, the main objective is to determine the lifestyle
preferred by population around Bandar Utama during the weekend.

3.3 Reason of Market Segmentation based on Lifestyle

The reason of targeting groups based on their lifestyle as the improved lifestyle in the recent
years has increased the peoples standard of daily activities. The targeted groups are from
youngster to middle age people who stay around Klang Valley. The increasing competition
and heavier workload in the school and office demotivate person. People tend to look for
leisure activities and entertainment to be done during weekend.

3.4 Segmentation Tabulation

Table 1.0 shows the Market Segmentation based on the lifestyles preferred by potential
customers.

3.5 Analysis Chart

Preferred Lifestyle during Weekend

Visit to Park
Theme Park
Sports Activities
Visit to Restaurant/Caf

Preferred Lifestyle
during Weekend

Cinema
Shopping
Surf Net
0

10

Chart 1.0 shows the total vote on the preferred lifestyles that are likely to adopt by the
potential customers.

10

3.6 Data Analysis

The targeted customers are based on the people that form up the population in Bandar
Utama. Due to the existence of education institution, residential and commercial building,
retails and hotel, the populations are categorized into 4 sectors which are marital status,
commerce, education and tourists. The segmentation tabulation is made to tabulate all the
data collected through surveys. A bar chart is then constructed to show the most preferable
lifestyle and activities that are likely to carry out by these groups of people during weekend.
From the bar chart, it shows that the most preferred activities is going to theme park,
followed by sport activities and visit to restaurant and caf while the least preferable leisure
activity is visiting to park. Based on the tabulation, it shows that people prefer to exercises
and visiting to theme park during the weekend. These two activities are mostly carrying out
by youngster to middle age people which becomes the target customers of the project.

3.7 Development of Project Idea

Due to the strategic location and the prosperity of the surrounding area, TU Property
Development proposed to develop a lifestyle theme park by taking Sunway Lagoon as a
benchmark. We love the idea of Sunway developer by integrating All-in-one concept to the
citizen. Besides focusing on the entertainment activities, we integrate leisure activities in it.
Along with our vision, Enhancing Generations with Lifestyle and our groups capability, we
foresee the needs of this virtual city for the generations. Thus, we are aiming to combine
leisure and entertainment concepts into our development. We assure by developing a
lifestyle theme park, it will definitely turns this commercialize city into a livelier city, as well as
booming the growth of the Malaysias economic.
We targeted students ranging from primary to institution as they have the highest chance to
visit to theme park due to their flexible time. They are likely to go in a group, with friends, or
for a gathering as well. Due to the stressful working conditions of office workers, they tend to
relax on weekend where theme park is a preferable place to visit. Furthermore, the
surrounding residents have a higher possibility of visiting to the theme park during weekend
for family bonding time. Theme park is as well a good place for couples. For the sports lover,
Damansara Lifestyle Theme Park has as well integrated with sport activities to be carried
out. As One Utama Shopping Mall is the must visit place for travelers, tourists will also be
the targeted customers for the theme park.
The project will utilize the 7 acre of the land to create a medium scale theme park consisting
of Water Park and Extreme Park to provide various entertainments to the customers. By
11

targeting the adventurous customers, Extreme Park offers a serious of activities such as
flying fox, bungy jump, Go kart, and G-force X whereas water theme park will be targeting
water sports lover. For customers who are sporting can choose activities like Pedal Boating
and Kayaking, rock wall climbing, mountain bike trail, skate and thrill park.

4.0 Return on Investment

4.1 Ticketing
Selling ticket for the customers is a way of earning profit. Customers are required to
purchase their ticket from the counter to enter into the theme park. However, in the park
itself, rate for per ride activities will be charge differently.

Table 2.0 shows the ticket price for Damansara Lifestyle Theme Park
Ticket Price
Child (12 years old and below)
Adult (13 years old and above)
Senior Citizen (60 years old and
above)

Walk in Rates
RM 110
RM130

My Card Rates
RM90
RM120

RM110

Rm90

Admission Ticket is valid for unlimited entry for the particular day only. The ticket includes entry to all
parks and activities. Not applicable for pay-per-ride activities. E.g: Go Kart, Bungy Jump, G-Force X.

4.2 Merchandise Items

Customers may love the theme of the park. By installing merchandise stalls within the park
itself, merchandise items can be purchased and earnings can be made. The merchandise
items will as well becoming the advertising medium.

4.3 Facilities
In the theme park itself, we provide lockers and changing rooms for our customers with a
standard charge. The facility will be provided in Water Park and Extreme Park. This gives
convenience and assures the safety of customers belongings while they are having fun in
the park. Besides, swimming equipment and towel can also be rented.

12

5.0 Marketing Strategies

By selling the ticket, the profit gain is slow and takes a longer period to cover the
development cost. Thus, marketing strategies must be carried out to accelerate the profit
gain.

5.1 Rebate
Price rebate is one of the marketing strategies to increase the sales. Thus, TU Group has
figured out a list of discounts in advance that are entitled for certain groups of people. This
marketing strategy will definitely attract customers to come in group due to the cheaper ticket
price.

Table 3.0 shows the list of rebates offered by Damansara Lifestyle Theme Park.
Category
Students

Discount
Students are entitled to 10%
discount on every Monday.

One Card Holder

One Card Holder are entitled

to RM 10 rebate for each ticket
when purchase 4 tickets and
above.

Conditions
Student card must be present
when purchasing the ticket.
Online ticketing is not entitled
to this promotion.
Valid for everyday excluding
Public Holiday.
One Card must be present
when purchasing the ticket.
Online ticketing is not entitled
to this promotion.

One Utama Staff

Staffs working in One Utama

shopping mall are entitled to
5% discount on every day.

One Utama staff must

present staff identity card
when purchasing the ticket.

Online ticketing

Enjoy a 15% discount off the

admission rates when buy
online.

Code number must be

present at the counter to
redeem the original ticket.
Printed pass are not a valid
ticket.

Early Birds

Enjoy 50% discount on the

ticket price for every first 20
customers daily.

Ticket must be purchase

through counter.

Free Parking

Free of Charge on parking rate

on the day of visiting the park.

The parking ticket must be

validating at the counter.

13

5.2 Promotion
Promotion within the year must be adopted to attract customers during certain period of the
year such as school holidays where there is an expected big return on sales. On the other
hand, promotion must be adopted on major festival in Malaysia where the theme park is
expected to have fewer customers. For example: students are entitled for 50% discount on
their ticket price during holiday and Buy 1 Free 1 for all tickets during profitless period.

5.3 Theme Park Decoration

In order to assort with the festival ambience, TU Group decided to decorate the theme park
during special festivals such as Christmas and Halloween. The decorations will definitely
bring out a different type of atmosphere.

5.4 Welcoming Performance

As theme park is known as a place of relaxation and enjoyment, we will be having a group of
professional performers perform in front of the main entrance on every morning. The
performers will be attired with theme costumes where the theme will be changing every
month. The joyful performance may enlighten customers day.

5.5 Advertising
Advertising is an essential part of promoting the business. In the effort of promoting the
theme park, TU Group will advertise the business in various ways. Advertisement can be
made through:

Brochure

Posters

Websites

Newspaper/Newsletter

Social Media

Word of Mouth

14

6.0 Constraint and Future Development

The main problem that face by the customers is lack of parking space in this area especially
during weekend. Drivers are difficult to find a parking space around the mall where the
phenomenon may result in the reluctant of people to travel into this area during peak hour.
In order to solve this problem, TU group has decided to utilize the remaining 3 acre of the
site to build a high rise 10-storeys parking block. The development of this car park block is to
cater all the customers vehicles.

15

8.0 Reference list

CORP, M., 2015. THE MRT SUNGAI BULOH-KAJANG LINE. [Online]

Available at: http://www.mymrt.com.my/en/sbk/the-mrt-sungai-buloh-kajang-line
[Accessed 15 May 2016].
Ecoworld, 2015. Company Profile. [Online]
Available at: http://ecoworld.my/company-profile/
[Accessed 14 May 2016].
Guide, M. V., 2016. Central Park Bandar Utama. [Online]
Available at: http://www.malaysiavacationguide.com/central-park-bandar-utama.html
[Accessed 16 May 2016]..
Sophia, 2016. Bandar Utama: Improved Living. [Online]
Available at:
http://www.streetdirectory.com.my/travel_guide/malaysia/kuala_lumpur/district_in_kuala_lumpur
/228/bandar_utama:_improved_living.php
[Accessed 14 May 2016].
UEM, 2016. Profile. [Online]
Available at: http://www.uem.com.my/profile.aspx
[Accessed 14 May 2016].
Utama, 1., 2010. TRANSPORTATION HUB. [Online]
Available at: http://www.1utama.com.my/TransportationHub.aspx
[Accessed 16 May 2016].

16