Derive market segmentation for a development project and hence suggest the best product best fit to this piece of 10 acres land beside One Utama Shopping Mall.

1. 1
SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
BACHELOR OF QUANTITY SURVEYING (HONOURS)
CONSTRUCTION SUPPLY CHAIN MANAGEMENT
(QSB 2433 / MGT 60803)
INDIVIDUAL ASSIGNMENT
STUDENT NAME : WAN YEE LEN
STUDENT ID NO. : 0330764
LECTURER : MS. TAY SHIRMEN
DATE OF SUBMISSION : 7 JUNE 2018

2. 2
Table of Content
1.0 Company Profile
1.1 CompanyBackground 3
1.2 Major Past Projects 4
2.0 Proposed Project Detail
2.1 General Detail 6
2.2 Geographical Area
2.2.1 Background 7
2.2.2 Geography 7
2.2.3 SurroundingFacilities 7
2.2.4 Overview 7
3.0 Marketing Segmentation
3.1 Introduction 8
3.2 Aimand Objective 8
3.3 Reasonof Market SegmentationbasedonLifestyle 8
3.4 SegmentationTabulation 9
3.5 AnalysisChart 9
3.6 Data Analysis 10
3.7 Developmentof ProjectIdea 10
4.0 Assessment of Market Opportunities, Current Trends & Values 12
4.1 Retail Trendsof 2018 13
5.0 Marketing Strategies
5.1 FacilitiesandEntertainment 14
5.2 Advertising 16
5.3 Merchandises 17
6.0 Procurement Method
6.1 Traditional ProcurementMethod 18
6.1.1 Advantages of Traditional ProcurementMethod 19
6.1.2 Disadvantages of Traditional ProcurementMethod 19
7.0 Constraint and Future Development 20
8.0 Conclusion 21
9.0 References 22

3. 3
1.0 Company Profile
1.1 Company Background
Urban City Corporation Berhad, a reputable property developer in Malaysia has
become a household name when it comes to savvy investments. The Group brings together a
range of diverse companies devoted to the same ideals – to deliver value to our customers
and investors by creating quality developments in which people want to live, work and play.
Listed on the Main Board of Bursa Malaysia in 2002 under the stock code “8052”,
Urban City Corporation Berhad has continuously set new benchmark in creating not just
harmonious communities in luxury living but alsoserves as an idealinvestment for the future.
The Group also placed great emphasis on innovative master planning and concept,
underpinned by good locations and well-crafted environment in creating not just harmonious
community living, but to deliver sustainable value creation to its buyers. The Group’s core
business includes property development, construction and project management.
Urban City Corporation Berhad’s vast portfolio includes townships, luxury homes,
landed and high-rise residences, offices and commercial properties in prime areas of Kuala
Lumpur, Malacca, Johor and Penang.
With proven competencies in property development, construction and project
management, Urban City is one of the pioneers in town to shapeand meet lifestyleaspirations
of every generation with a focus on design excellence, build quality and timely delivery.
Our Name
Our Logo
Our Colour
Over 20 years ago, we were the first to introduce golf course
homesintoresidential propertydevelopmentsunderthe name
Urban Golf Residency. The name ‘Urban’ has since become a
signature of Urban City Corporation Group. Many of our
subsequent developments proudly carry the ‘Urban’ brand in
theirnames.
The abstract sphere icon whichhas come to be recognisedand
acknowledged for quality, creativity, innovation and reliability
has now become the primary Logomark for the Group. The
webbed-sphere represents our goal to globalize the Group by
erecting projects in those urban areas. The new logo mark will
create cohesiveness across the corporate brand, subsidiary
brandsand all product brands.
Our corporate red colour echoes the energy perceived,
determination as well as passion emitted by the Group.
Recognized as a stimulant, we aspire to draw the attention of
customersandinvestors.

4. 4
1.2 Major Past Projects
Urban Golf Residency, Johor
Urban Grandview, Puchong
Urban Duta, Seremban
Urban Golf Residency is one of the
iconicprojectsthatbringsrisetoour
name as an outstanding property
developer. Here, homes have been
sculpted around the fairways of an
illustrious golf course and infused
witha taste of the tropical.
The main concept of this project is
‘livinginanature-inspiredenclave’.
Urban Grandview provides
refreshing choice for families to
stay amidstnature.It enhancesthe
valuable gift of nature – one that
not many residences can claim to
have.
Urban Duta comprises199 unitsof
luxurious semi-detached homes
and bungalows.Sittingon400 feet
above sea level, the units offer its
residents cool, refreshing air every
day and stunning panoramic vistas
of the surroundinggreeneryandof
the city skyline.

5. 5
Urban Waterfront, Penang
Urban STCC, Selangor
Urban Scape, Malacca
Right by the water’s edge, in full
view of Penang’s legendary
harbour splendour, Urban
Waterfrontunveilsaneye-catching
cluster of contemporary-chic
premium waterfront abodes.
Designed to capture the privileges
of an enriching lifestyle, whilst
embracing sustainability and
establishing a sense of privacy for
itsresidents.
Urban STCC (Selangor Trade City
Centre) compromises of four
blocks of high-rise residential
apartments with retail and
commercial components. People
and business friendly, self-
contained, fully integrated City
Centre filled with ample car park
spaces, convenient and easily
accessible roadways,vastgreenery
and a serene ambience thatmakes
it a truly ideal centre unlike any
other.
The sophisticated8 storeybuilding
features 2 levels of retail and 6
levels of office which will be the
most remarkable revitalised
project in town. It’s prime location
of being in the central of Malacca
city’scommercial hubwillallowfor
better investment value and
businessopportunities.

6. 6
2.0 ProposedProject Details
2.1 General Detail
Employer : Urban City Corporation Berhad
Name of Proposed Project : Urban Ground
Location of the Project : Bandar Utama (next to 1 Utama Shopping Mall)
Size of the Project : 7 acres
Overall Project Cost : RM450 million
Construction Date : 27th April 2018
Construction Period : 3.5 years
Estimated Opening Date : 30th October 2021
Figure 1 : Concept and architectural plan of Urban Ground

7. 7
2.2 Geographical Area
2.2.1 Background
Bandar Utama Damansara is an affluent residential township located within the
Damansara subdivision of the Petaling District, Selangor, Malaysia. In 1991, this area was
developed from a broad expanse of palm oilestatestoawell-planned residentialarea.It isagrowing
township with a population of about 200,000. The neighbourhood is well connected to Kota
Damansara, Sunway Damansara, Damansara Perdana, Damansara Jaya, Damansara Utama
and SS2. The surrounding of the site is well developed by commercial buildings, residential
and education centres.
2.2.2 Geography
Bandar Utama Damansara is a residential suburb and its focal point is the 1 Utama
Shopping Centre which opened in 1995 and has nearly 500,000 m² floor space. It is alsowithin
a strategic geographical area where infrastructure is well developed, allowing 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 Expressway (NKVE).
2.2.3 Surrounding Facilities
In 1995, the opening of 1 Utama Shopping Centre has prompted more development
of commercial and residential projects in surrounding area. Besides, the award-winning One
World Hotel is linked to the mall, becoming a preferred accommodation for travellers. It has
also successfully attracted local and foreign shoppers from visiting to the mall.
To cater the increasing population of Bandar Utama Damansara, landed and high-rise
residentials are well-developed. There is also a community centre contains a community hall,
soccer field, basketball/volleyball court and a few indoor badminton courts.
Buses and shuttle services are available by connecting Bandar Utama Damansara with
other areas such as Kelana Jaya, Kuala Lumpur, Mont Kiara, Cyberjaya. Furthermore, there is
a transportation hub located at 1 Utama Shopping Centre which is adjacent to the proposed
project location. In addition, the operation of MRT Sungai Buloh-Kajang Line where there will
be a station at Bandar Utama, provides transportation convenience for people to visit the
region.
2.2.4 Overview
Bandar Utama Damansara is a strategic geographical region and also a vibrant city
where it acts as a central point for people staying around Klang Valley. With the existing
shopping malls,well-developed facilities andinfrastructures, the land in this region is deemed
valuable for investment.

8. 8
3.0 Market Segmentation
3.1 Introduction
In order to ensure a high project success rate, our marketing team suggests the
implementation of 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 variables on the other hand focusedon the preferred weekend
lifestyle as people demand of a quality lifestyle nowadays.
3.2 Aim and Objective
Recently we continue to see new leisure and entertainment projects launched by
property developers as there is a lack of supply to meet the demand. Hence, in line with the
increasing demand, trend and preference towards entertainment venues, shopping
opportunities and places to just hang out, Urban Ground is being introduced.
Marketing Objectives:
Building brand awareness of Urban City Corporation Berhad, known for a project of a well-
established developer in the top of mind and preference for property products.
Financial Objectives:
Achieving revenue target RM50 million for the rental of shop and stall outlets, launching
within 1-year time. Making sure that budget is spent effectively and efficiently.
Social Objectives:
Creating new leisureand entertainment or other development projects, thereby transforming
communities. To contribute and create new face for developments of Bandar Utama.
Providing alternatives to target market in making use of their spare time or weekend with
easy accessibility.
3.3 Reason of Market Segmentation based on Lifestyle
The main reason of segmenting the targeting groups based on their lifestyle is due to
its vast advancement in the recent years. The improved lifestyle has also increased the
people’s standards on their daily activities, especially spending their leisure time and such.
The form of demographic segmentation is utilized, in which the total market is divided in the
basis of customer demographics (marital status, commerce, education, tourists). Hence, the
analysis of these characteristics will provide the “big picture” of potential demand in the
community. In turn, a suitable development project will be proposed to fulfil the needs and
wants of consumers.

9. 9
3.4 Segmentation Tabulation
Profiling
Category
Group Specification
Psychographic
Preferred Lifestyle during Weekend
Surf
Net
Shopping Cinema
Restaurant/
Café
Sports
Activities
Theme
Park
Park
Demographic
Marital
Status
Single √ √ √ √
Couple √ √ √ √ √
Married without
kids
√ √ √ √ √
Married with kids √ √ √ √
Commerce
Surrounding office
workers
√ √ √ √ √ √
One Utama staffs √ √ √ √ √
Education
Primary students √ √ √ √
Secondary students √ √ √ √ √ √
College or
university students
√ √ √ √ √ √ √
Tourists
Local √ √ √ √
International √ √ √ √
3.5 Analysis Chart
0 1 2 3 4 5 6 7 8 9 10
Park
Theme Park
Sports Activities
Restaurant/Café
Cinema
Shopping
Surf Net
Preferred Lifestyle during Weekend
Marital Status Commerce Education Tourists

10. 10
3.6 Data Analysis
According to the research of Urban Ground market segmentation, which is based on
customer demographic (marital status, commerce, education, tourists) to evaluate what is
the majority weekend activity preference of the citizens in Bandar Utama. The citizens
involved in this survey is range between the ages of 10 and 60. Furthermore, the racial profile
generally includes the nation as a whole, which consists of the three major races: Malay,
Chinese and Indian. The segmentation report generalizes the preferred lifestyle of Bandar
Utama citizens, where most of them enjoy looking out for or visiting to restaurants and cafés,
followed by shopping. Besides that, they also enjoy the beautiful landscape of recreational
parks. Based on the analysis chart, both activities are preferably to be carried out among the
market groups. To further narrow down the scope of targeted groups, it is shown that the
youngsters to middle aged groups are likely to participate in various activities during their
weekends. Thus, they formed the targeted customers of this development project.
3.7 Development of Project Idea
In 2016, Urban Ground was proposed withthe missiontofill agapinSelangor’sdesign
scene. ThisprojectisUrban City’sfirstevercollaborationwithinternational architecture company
fromSeoul,Office 53427.
According to Ar. Kim Bohyung, the entire architecture is built from 200 shipping
containers to create a new feeling for those who visit for the first time. It redefines the
conventions of retail platforms by reinterpreting the role of culture and focusing on
connecting people for the sake of creating meaningful value for all involved. This will also be
a record holder of the largest shipping container architecture in the world. (The world’s
biggest cargo container shopping mall)
Figure 2 : Unique architectural design of Urban Ground

11. 11
The idea of this leisure and entertainment project is inspired by a well-known pop-up
flea market named Artbox Bangkok, based in Thailand. Unlike other markets, Artbox is not a
permanent fixture, it does not always open at the same location. The unusual characteristics
of this market has surprisingly become its specialty and part of the marketing strategy of its
founder. The non-stationary market induces the customers’ interests to follow up the
locations of it.
Encountering with this new concept, our project team saw it as an opportunity and
aspired to partake it inthe development of Urban Ground. Unfortunately, the main challenges
in the implementation of this idea is the limited geographical area available. Therefore, we
have come up with an agreement and solution to make use of the available resources – a
piece of land at 10 acres beside One Utama Shopping Mall, thereby proposing a similar
concept but as a permanent fixture. Urban Ground is set to be at 24 hours a day, 7 days a
week operation due to the current trend and lifestyle of the targeted customers.
Mega-sized mainstream brands are difficult to spot in Urban Ground. Instead, new
and trendy mid-sized shops by up-and-coming fashion designers and editorial shops can be
found here that cater to both men and women. In other words, Urban Ground will be a
platform for new designers to showcase their design works that pushes the boundaries of
creativity.
The central square at Common Ground is where the main pop-up of the week can be
found. A weekend market is held every week with different themes so visitors will always
have something new to look forward to when they revisit this place. In addition, various
events such as exhibitions and performances continue to entertain the shoppers while playing
its role as a cultural space. On its terrace, famous restaurants sprawl along the sides of the
alley. If visitors feel like having a light snack, they can also pop down to the food trucks on he
market ground that offers an exotic gastronomic dining experience.
Figure 3 : Trendy mid-sized shops
Figure 4 : Events such as exhibitions held atthe central square

12. 12
4.0 Assessment of Market Opportunities, Current Trends &Values
Market opportunity is the existence of customer needs that is not met. It is normally
based on a changing trend or an increasing demand for a certain product or service. By
identifying the market opportunity, competitive advantage can be achieved as we are
exposed to better insights on the market than our competitors in this business. Creating a
product or service that is unique and less in the market enables a higher demand from the
people.
After structuring a market segmentation on the citizens in Bandar Utama, there is an
ability to identify the unit preference that our potential customers prefer and settled with a
target market. Based on the analysis chart, it is preferable by the citizens to visit restaurants
or cafes and shopping during their weekends. Both activities proved that the customers are
more likely to enjoy a stress-free lifestyle and pampering themselves despite the wide range
of age groups.
Going through a survey on the current market trend, it is shown that there are great
opportunities for the company to come up with a development project that provide multiple
products. As a developer, the main objective is not only about maximizing the use of the land
but also achieving high revenue through this project.
1. Increase demand on leisure and entertainment venues
In line with the ever-growing population and the improvement of lifestyle over the decade,
the demands of the citizens on hangout destinations are seen to be increased too. To suit the
requirements of the citizens, it is viewed as a great opportunity on the development of Urban
Ground.
2. Increase of tourists
The main purpose of a tourist is to experience the culture and lifestyle of another country.
They tend to look up for famous local attractions, especially the ones that stood out the most
in their eyes. The unique and interesting concept of Urban Ground will be one of their must-
go-places. At the same time, this will bring rise to the economic growth and tourism industry.
3. Lack of long operation hour services
The youths nowadays hold a hedonistic behaviour where they have the mindset with the
motto of “YOLO – You Only Live Once”, they aim to enjoy as much as they can during their
studying period before stepping into the working environment. Unfortunately, the barrier
they faced is the lack of hangout places that provide long operation hours. To cope with their
needs, Urban Ground that is set to have no closing hours will be their first choice of
destination.
4. Location is nearby university or college
First City University College is one of the education centre which is nearby the location of
Urban Ground. According to the analysis chart, the targeted customers are the youths and
with this strategic location, Urban Ground will certainly be one of the places for them to visit.

13. 13
4.1 Retail Trends for 2018
1. Retailers that enable shoppers to build and customize products will prosper
Personalization will still be a key retail trend in 2018 and beyond. It’s not just talking about
putting someone’s name in an email subject line or letting customers put their initials on
products. It’s referring to personalization that enables shoppers to build products and
customize them to the very last detail. For one, modern consumers are placing a lot more
value on experiences over physical items or commodities. And so, when shoppers purchase
tangible products, they want those items to either tell a story, fit into their lifestyle, be
completely unique, or all of the above. Allowing shoppers to build and personalize products
not only fulfils those standards, but it also make shopping itself a lot more exciting. To cope
with this emerging trend, art relevant events and workshops will be organized and open for
all to participate, at the same time exploiting, recognizing and encouraging young and new
talented artists.
2. Healthy and environment-friendly lifestyles will be a focus for many consumers
Consumers will be increasingly mindful of their purchases. More and more shoppers are
choosing products that are sourced responsibly and are good for their bodies and the
environment. Therefore, all the brands in Urban Ground will be selected carefully based on
this criteria, as aresult it willplant assurancein the consumers when they make any purchases.
3. “Chore” shopping will become easier, but the demand for “cherish” retail will be stronger
than ever
The experiential side of retail – the part that involves discovering great products and
socializing with others – won’t be going away. People will still make their way to physical
stores, not because they want to “buy stuff”, but because they want to get experiences that
they won’t find anywhere else. With the wide selections of artisan brands that produce
customized and limited design of products, shoppers will impose more appreciation on the
product acquired.
4. Retailers that step up their social media strategies will thrive
The rise of Instagram Stories, Facebook Live, and messenger apps will fundamentally change
how retailers interact with consumers online. Simply posting photos or updates to a branded
social profile won’t cut it anymore. Retailers will need to up their social media game and use
socialnetworks and apps to tell stories and engagewith fans in real time. Making use of these
social applications, retailers are able to inform and communicate with consumers on their
latest updates, at the same time consumers can follow up on the products, promotions, or
events planned and organized by their favourite retail stores in Urban Ground.
5. QR codes will make a comeback
This will encourage businesses to further leverage QR codes in their sales and marketing.
Retailers are incorporating these codes into their packaging or advertising and marketing
materials to make it easy for shoppers to quickly visit their website on their mobile device.

14. 14
5.0 Marketing Strategies
Urban Ground is a young and creative retail platform. The brand features trendy food
culture and a wide palette of diverse activities. The brand identity design reflects Urban
Ground’s brand essence, Creative Connection, a distillation of the idea of connecting people
to people, with mutual value creation and exchange in mind.
Urban Ground will be the first ever lifestyle destination where it is operated 24 hours
a day, 7 days a week. Following by the market needs, it is the reason why the Ground is
providing long operation hours.
5.1 Facilities and Entertainment
What to expect and things to do in Urban Ground:
1. Shopping
Unlike other concept mall types that are typically small and cramped area for trying to fit as
many vendors as possible, Urban Ground has very spacious areas, so it’s equally well
organized that make shopping a realpleasurable walking trip. Urban Ground brand names are
carefully selected both in terms of brand name and product quality so visitors can be assured
when shopping. Each stall, each shop is shown eye-catching, with a thematic subject and
changes continuously every month.
Figure 5 : Retail platformfor up-and-comingdesigners.

15. 15
2. The area of selling souvenirs, stationeries, merchandises
Besides specializing in clothing, accessories and cosmetics, it is also a paradise for those who
love stationeries, creative toys or eye-catching technology products. Sometimes it’s just apen,
a book or a pair of socks, but what appears in Urban Ground is much different than other
places.
3. Outdoor space – potential virtual living background
Urban Ground has the leading virtual background of youth due to its simple yet excellent
appearance. It is known by everyone that photos are a great memory-prompt, they weight
our memories to the good. Social medias are being widely used by the young and old now,
acting as a platform for them to share their thoughts and events happening in their daily lives.
Therefore, visitors are encouraged to not shy away from having a photoshoot with the
legendary container.
4. Art, music and street performances
Visitors will be able to enjoy busking singing and other street performances by local artists,
indie singers, street dancers and more.
Figure 6 : Design works by creative new designers.
Figure 7 : Simple but exemplary appearanceas photo background.
Figure 8 : Street performances to entertain shoppers.

16. 16
5. Rooftop – food paradise
6. Sunset / Nightlife
With fairy lights hanging across the rooftop terrace, Urban Ground looks enchanting at night
– definitely the perfect place for couples to go on a romantic date.
5.2 Advertising
Advertising is an essential part of promoting the business. In the effort of promoting Urban
Ground, Urban City Corporation Berhad will advertise the business in various ways.
Advertisement can be made through brochures, posters, newspapers and other methods.
Dining options are aplenty and visitors
can find restaurants which serve
Korean, Western, Japanese, Thai
cuisines and etc. Visitors can choose to
have their meals in the air-conditioned
rooms or go for the al fresco seating
during good weather to soak up the
chill vibes.
Figure 9 : Rooftop eateries and food trucks.
Figure 10 : Mesmerizing view duringthe day and night.
Social media e.g. Facebook Official website People e.g. word of mouth

17. 17
5.3 Merchandises
The minimalist and modern design of the logo is set to attract customers, especially to the
youngsters that are fond of street style brands such as Supreme, Off-White, Kith and more.
Packaging of paper bags imprinted with the
signature logo will be given away to customers that
made any purchases within the shops and stalls in
Urban Ground. This merchandise item will as well be
the advertising medium. Editorial shops are also
given the opportunity and freedom to create their
custom-made packaging.
Customers will automatically be registered and given
a membership card on their first purchase within the
shops and stalls in Urban Ground. Enjoy benefits and
privileges when customers achieve the specific
milestones (purchasing amount). Members will also
be notified about the latest events and happenings
in Urban Ground through registered e-mail. To
express our gratitude for their loyalty, members will
be entitled to a one-time 30% off for any purchase in
any store during their birthday month.
Customers will be gifted with seasonalproducts such
as greeting cards during any special celebrations or
events. Embracing the main objective of Urban
Ground, the production of these merchandises will
be incorporated with the creative designers that
have any shops or stalls set up in the Ground.
Besides that, we will also come up with limited
versions be it the collaboration with well-known
artists and designers. Creating events is a great way
to drive sales. Customers often need a reason to
shop and events can often offer the perfect reason.
By tuning into the various events that are important
to our customers, we can become more relevant in
their lives.

18. 18
6.0 Procurement Method
6.1 Traditional Procurement Method
This is the most popular type of procurement in construction, mostly because the
developer retains the control of the design, and it is a method which is largely understood by
the industry. The traditional procurement method involves separating the design and
construction process, the developer will appoint a design team to complete the design, and
then separately contract with the building contractor to complete the construction works.
The responsibility of the design development will lie with the developer and designers,
whereas the contractor will be solely responsible for the construction activities. Upon the
completion of the design, client will appoint a main contractor to carry out the works through
bidding. The contractor prepares the tender documents based on the specifications and
drawings of the bill. The lowest tenderer usually will be awarded the contract. The contractor
needs to take responsibilities to all the workmanship and materials which include all works
by the subcontractors.
Basedon the chart shown above, the client has contractual relationship with allparties.
In this way, the client would have the closer control of the works. However, this may bring
risks in control of works of the project since the client need to deal with many points of
responsibilities.
Firstly, client will appoint a consultant team which included architects, quantity
surveyors and engineers to come out with the drawings and specifications ofthe building. The
quantity surveyor in the consultant team will come out with the bills of quantity based on the
drawings that have been provided by the architects and engineers. The employer appoints
the contractor team to be in charge of the construction works only. Therefore, the contractor
team does not need to take responsibilities for the design works. Then, the contractor may
appoint other subcontractor to undertake specialize works. Thus, the above statements are
the reason why we select to adopt the traditional procurement method in this development
project.
Client(Employer)
ConsultantTeam
ConsultantArchitect
ConsultantQS
ConsultantEngineers
Contractor Team
DomesticSubcontractor
NominatedSubcontractor

19. 19
6.1.1 Advantages of Traditional Procurement Method
By selecting the traditional procurement method in this development project, high
quality works can be produced since we, as the client, will have a closer control to the works.
For example, the consultant team must provide a design which meet with our requirements.
Besides, due to the advices and construction expertise that is being provided by the
consultant and contractor, we will have a wide choice of selections and the opportunity to
compare and consider which design and budget is more suitable for the project.
In traditional method, all tenderers will be producing a tender based on the same
information. Therefore, we may obtain the best or lowest price through these competitive
tendering. Besides that, the construction cost will be more accurate since the tender is based
on the complete design and specifications.
If compare with other procurement method, traditional method will be much easier
to be adopted. This is becausethis method has been commonly used for a long period of time,
thus both contractor and consultant teamare familiarin solving or facing the risks ariseduring
the procurement state of a construction progress.
6.1.2 Disadvantages of Traditional Procurement Method
For traditional method, it may be difficult for us to managethe project due to the need
to communicate with few parties at the same time. For example, the consultant and
contractor do not have a contractual relationship, hence, if they need to communicate with
each other, they must communicate with us first, which is very inconvenient. There may be
miscommunication since we need to communicate with different organizations too.
Traditional method requires longer period to complete the project. The property
development process is front loaded – there is a lot of time devoted to the design element.
The tender will only be provided once the design is being finalized. Furthermore, if problems
occur, consultant and contractor may shirk the responsibility to each other. The argument
and problems may need a long time to be settled.

20. 20
7.0 Constraint and Future Development
The main issue faced by the customers is the lack of parking space in this area
especially during weekend. Drivers have the difficulty to find a parking space around the mall
where the phenomena may result in the reluctant of people to travel into this area during
peak hours.
To solve this problem, we have decided to utilize the remaining 3 acres of the site to
build a high rise8-storey parking block. By developing this car park block, it is believed to bring
in more customers and able to cater the numbers of vehicles.
Figure 11 : Concept of multi-storey parkingblock
Figure 12: Concept of café apartment
In the future, Urban Ground Corporation
Berhad will still direct our focus in commercial
development projects, with the main objective to
fulfil the never-ending customer needs. The project
and design team has already come up with the
concept and idea, as well as the proposal to either
redevelop an old apartment building into cafés,
restaurants, and co-working spaces,or constructing
a 9-storey cellular structure. We strongly believe
that this project will gain success as the love of
coffee of the consumers is undeniable. Besides
that, this concept is set to target each age group,
from the young to old. Therefore, we are looking
forward to how this project will contribute effects
to the industry and society.

21. 21
8.0 Conclusion
For the purpose of making this proposal into a successful reality, we have gone
through multiple studies, researches and surveys on the market opportunities, trends and
values. The data provided has allowed us to evaluate and come out with the suitable
development project to satisfy the customers demands and needs. The proposal of Urban
Ground is aimed to contribute to the lack of entertainment and leisure venues in Malaysia,
making it as the first and best options in the minds of the citizens. By introducing this new
concept to the public, we believe that this will attract their attention and providing them with
a different experience in this field. The facilities and amenities available have made Urban
Ground a one stop source for clothing, stationeries, food and other products and services.
Furthermore, the market segmentation enabled us to form a target market – the youths,
among the citizens. Instead of just directing our focus on the target group, we also aim to
create a niche market where we put in consideration on the other age groups – infants and
elders. In Urban Ground, there will be resting areas and kids’ playground to cope with their
unuttered needs. As a conclusion, the proposal of this development project – Urban Ground,
is predicted to contribute positive outcome to the organization and strive to achieve the
stated goals.

22. 22
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