SCHOOL OF ARCHITECTURE, BUILD AND DESIGN
BACHELOR OF QUANTITY SURVEYING (HONOURS)
BUILDING ECONOMICS QSB 60804
SEMESTER 5
Group Assignment
NAME STUDENT ID
Hing Pui Kei 0325961
Ng Huoy Miin 0319097
Ko Bou Sim 0325271
Loh Zhi Suen 0325626
Leong Yu Xuan 0325102
Gan Kai Loon 0324549
Lecturers : Ms.Shirley Chin Ai Ling , Mr. Soon Lam Tat
Date of Submission : 25th June 2018

TABLE OF CONTENT
List Page
1.1 Company Profile 2-3
1.2 Robson Residence 4-6
1.3 Planning & Urban Design Requirements for the Land Parcel
1.3.1 Site Area and Gross Floor Area 7-8
1.4 Project Requirement
1.4.1 Building Design 9-22
1.4.2 Building Specifications 23
1.4.3 Construction Technologies and Techniques 24-31
1.5 Benchmark Project 32-34
1.5.1 Cost Allocation 35
2.0 COST APPRAISAL 36-42
3.0 MARKETING PLAN
3.1 Marketing Trend 43-44
3.2 Marketing Strategy 44
3.3 Target Market 45
4.0 APPENDIX 46-48
1

1.1 Company Profile
Aloysius Construction Company was established in year 1996. ​We are one of
the leading Consulting and Chartered Quantity Surveyors in Malaysia, providing
Quantity Surveying and Project Cost Management Consultancy Services.​ Our office
is located at the Sri Petaling, Kuala Lumpur and we are planning to open a new
branch which located at Sandakan, Sabah and we are intended to develop more
branches in West and East Malaysia within 10 years of operation. By that time, we
are ready to introduce our services to worldwide. Currently our company are
providing all the necessary services to the business and our employees and pioneer
staffs in the construction company.
In addition to the core services of Quantity Surveying, we also offer other
specialist services such as project management, facilities management and value
engineering management. We have served many clients ranging from Government,
Semi-Government and Statutory Bodies to private public companies, partnerships
and individual clients from the inception up to the completion of building and civil
engineering works.
For the inception to completion, we will manage and review the work process
closely to ensure that the client’s requirement are met. We also provide an
adequately trained and develop staff who are competent in undertaking assigned
tasks. ​Safety and health will be our most concern during the whole process of the
construction and we will always make sure the building has been constructed safe
and sound so that their lifespan will last longer or forever. We are committed to
provide a satisfaction through quality products and services.
2

VISION
To achieve extraordinary quality of work and result by satisfying our
customer needs and deliver the fair value to customer by providing
them the world’s premier project management
organization,construction, engineering, construction.
MISSION
Together we move forward to continuously provide reliable,
technically excellent and value for money quantity surveying and
cost consultancy services to our clients
CLIENT
3

1.2 Robson Residence
The site has been proposed is located at Kuala Lumpur area which is
surrounded by a lot of old buildings and tranquil greeneries that required to be
demolished in order has spaces to begin the new 38-storey anti-seismic twin towers
residential buildings. This project is proposed by a Singapore client who wishes to
develop a new urban residence. Adding to the OASIS theme within the facilities, the
beautifully landscaped lush greenery which include Outdoor Seating, Roof Garden,
Children’s Playground and Sky Lounge. This project is a high rise luxurious
residential building which is standing tall on an elevated enclave with superb
360-degree unblocked view. It is a preferred location offering the resident to enjoy
the more fresh breathable air, less noise pollution and more exposure to the serene
beauty of unending greenery nearby.
Our site is located within popular city landmarks including the Grand Palace,
Mid Valley Shopping Centre, the aquarium KLCC and the historical Thean Hou
Temple which can painted memorable journey with your friends and family. As the
place is equidistant to the main cities nearby, residents are laden with
insurmountable options for spending their time and retreat. It’s close location to
Cheras Driving range provided a convenient and hassle-free access to many
highways and trunk roads such as Federal HighWay, Cheras-Kajang Highway and
4

Cheras-Seremban Highway. This location is easy to find and offers a great variety of
choices. This also gives the opportunities for the real estate around the area to
appreciate in value, hence encouraging more investors come in to invest.
This project has been divided into 4 parts which includes a facility, 2
basements, 7 podium car parks and 2 towers (38 storey each tower). It features a
total of 188 typical units and 14 luxurious duplex on each tower. With unit size
spanning from 652 square feet (1+1 bedroom) to 1,276 square feet (2+1) bedroom,
every unit is meticulously designed with quality finishes, complete with kitchen
cabinet with hab & Hood, air-conditioning, water-heater and free car park. Other than
that, a secured bicycle parking facility will be constructed to encourage cycling as an
alternative mode of transport which can reduce the energy consumption from
vehicular travel.
5

Typical Units
6

1.3 Planning and Urban Design Requirement for the Land Proposal
1.3.1 Site Area and Gross Floor Area
Site Area = Approximately 4370m2
Gross Floor Area = 76340m2
Element Tower A Tower B Basement Podium
GFA (M2) 21955 21601 7868 24916
Percentage% 28.76% 28.30% 10.31% 33.64%
7

Residential building
It consists of two towers which are Tower A and Tower B. The total GFA for the
whole project is 76,340m2 and the total GFA to build for tower A and Tower B is not
to be less than 43,556m2. The remaining GFA which is 32,784m2 are used for the
purpose of basement 1 and basement 2 and the total of 8 floors podium.
Basement
The another 361m2 of GFA is used for the purpose of constructing the basement
where it consist of all the enclosed spaces in the basement floor..
Podium use
The total of 24916m2 are used for the purpose of constructing the podium which are
from ground floor to seventh floor. The ground floor podium consist of all the
mechanical and electrical room, lift lobbies and lounge and so on while for the rest of
the podium consist of mechanical and electrical room and lift lobbies. And for the
seventh floor is a facilities floor which allows the resident to relax and enjoy the
provided facility with their friends or family.
8

1.4 Project Requirement
1.4.1 Building Design
Our proposed building design consists of 4 main elements:
Basements
Podium Car Parks
Facilities Floor
Residential Building
9

1) ​Residential Building
CFA = 53,507m2, NFA = 33,516m2
● Total of 38 floors per tower
● Approximately 120m high apartment tower
● 7 units per floor, total of 404 units (typical units & luxurious duplex)
● 4 lifts and 2 staircases per tower access to every floors
● Above the 38th floor level, have a covered roof top for M&E, AV room, sky
lounge and also lift motor room
● Roof garden built on top of the tower building
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2) ​Basements​ ​CFA = 8,711m2
● There are 2 basements, approximately 3.30m high per floor
● There are 8 lifts access to podium carpark and tower per floor
● 2 staircases access to podium carpark and tower while 1 staircase for
smoking area
● There are 90 car parking bays and 55 motorcycle parking bays per floor for
residents and also visitors
● Provides car wash area at the basement 1
3) ​Facilities Floor​ ​CFA = 2,891m2, NFA = 739m2
● Robson Residence offers a full range of facilities such as dining cafe, games
& reading room, children playground, yoga deck, sky jacuzzi, gymnasium,
swimming pool and so on
● Surrounding by softscape & hardscape
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4) ​Podium Carpark
CFA = 25,917m2, NFA = 237m2
● There are refuse collection point, M&E room, TNB room, water curtain and
water feature at the ground floor car park area
● Lobby with reception, 2 toilets, nursery, security room, utility room and also
mailroom
● 1 ingress and 1 egress for ground floor car park area
● Ramps for accessing the elevated car park area
● There are 12 car parking bays for visitors at ground floor car park area
(include 2 disabled parking bays per floor)
● Total of 465 car parking bays for residents from podium car park 1 to 6
(include 2 disabled parking bays per floor)
● 4 lifts access to Tower A, 4 lifts access to Tower B
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The Robson Residence is designed to include the night lighting of the external
facade. Thus, this development is to be designed to contribute positively to the
skyline profile of the city centre in Kuala Lumpur. In addition, the features of Robson
Residence are shown as below:
Roof Garden
Roof garden is the relaxing destination that
provide a lovely meeting place for lunch
breaks, celebrations or just a place to
rejuvenate in a green oasis. The most
important is that the tenants can enjoy the
panoramic view of thecity in Kuala Lumpur.
Swimming Pool
One of the most popular features of
Robson Residence is the infinity pool
which size 25m x 9.7m x 1.2 deep. The
available of wading pool gives families a
safe, supervised and healthy environment
for their children.
Sky Jacuzzi
After a healthy swim there is nothing better
than an regenerating Jacuzzi tub to
massage your back, feet or neck. ​A large
Jacuzzi tub with a system of underwater
jets of water to massage the body with
spectacular view.
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Gym Room
Gym room is equipped with a variety of cardio
and strength training equipment including
stationary bikes, treadmills, elliptical trainers,
stairmasters and weight machines.We offered
a wide variety of fitness classes to meet our
tenants needs and fitness levels.
Games Room/Mini Library
The Game Room is a comfortable place for
residents to relax with friends. It is equipped
with a pool table and big screen TV. The
lounge area has placed with comfortable
chairs for your relaxation.
Children Playground
The children's play area with colourful,
state-of-the-art play and climbing equipment
suitable for children of all ages, there's lots of
fun to be had climbing, swinging and
sliding.While we endeavour to provide a fully
working and safe play area for our residents.
Sky Lounge
The Sky Lounge offers residents complete
comfort and convenience in a luxurious setting
that truly enhances their living experience.
From delectable refreshments to an open
layout, the Sky Lounge keeps the residents in
mind with its meeting room and VIP area, and
even a cosy cafe corner to relax and unwind in.
14

External and Ancillary Works
Landscape
It consists of softscape & hardscape (included water feature and park furniture)
Item Qty (m2) Unit Rate(RM/m2) Total (RM) Source
Softscape
& hardscape
1080 m2 1,759.66 1,900,438.15 Triconville
Softscape​:
Based on the client requirement, there will be minimum 45% of lush landscaping as
our building is OASIS theme. There are the example items (trees, palm, shrubs and
turfing) included:
Turfing
Zoysia Matrella ​Artificial Grass
Shrub
​Acalypha Siamensis ​Cuphea Hyssopifolia
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Palm
Wodyetia bifurcata Cyrtostachys lakka
Trees
​Xanthostemon chrysanthus ​Plumeria Rubra
Hardscape :
There are the example items (seating, walkway, water feature, wall curtain )
included:
​Water Feature ​Walkway
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​ ​Garden Bench ​Digital Water Curtain
Hand-Woven Plastic Rattan Chair Heritage Outdoor Sofa
Garden Bench Oasis Daybed
17

Night Lighting​ ​- RM 200,000.00
Our Robson Residence consist of several type
of night lighting such as Flos Architecture
Stealth, Delta Light Tweeter , Deltalight Aula
and so on. The purpose of installing night
lighting is to light up the dark area so that they
can access during the dark without any
accident happen.
Loose Furniture - RM 1,500,000.00
It refers to the movable objects intended to
support various human activities such as
seating (chairs and sofas), eating (tables) and
sleeping (beds). It also used to hold objects at
a convenient height for work (tables and
desks), or to store things (cupboard and
shelves). Furniture can also be a product of
design and is considered a form of decorative
art. Moreover, it can serve a symbolic or
religious purpose which can be made from
materials such as metal, plastic and wood.
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Interior Decorative Works - RM 45,000,000.00
Interior design is defined as the act of carefully
choosing the products, styles, materials,
fabrics and colors that will be used to decorate
a room. Interior design also defined as the
way that the room looks with all of these things
in it. It bought an advantages of produce
coherence and harmony. For example, making
the appropriate story line and deciding the
appropriate signature shade are the things that never be neglected. This is because
correct colour pattern produces a critical means of blending the separate spaces of
an establishment.
Gym Equipments - RM 250,000.00
As there is a gym room in the Robson
Residence, we are going to purchase gym
equipments in order to let the residents to
enjoy this facilities. Here are some examples of
equipment which includes abdominal bench,
bench press, dumbbells, leg press machines
and etc.
Façade​ Lighting - RM 200,000.00
The facade of a building is often the most important
from a design standpoint, as it sets the tone for the rest
of the building.The facade lighting does not only help to
localize buildings and provide security, it also plays a
key role in the architectural expression.
To match the different finishes in exterior building
products we provide outdoor lighting fixtures in different colours, finishes and type of
materials. All to compliment the exterior of the building and the area of use.
19

Fencing and Gate - RM 400,000.00
The purpose of fencing and gate is not only
act as a pedestrian perimeter boundary to
prevent the intruders coming into the private
properties, it can be also act as safety
precaution as it prevent the people fall down
from the building too, Besides that, decorative
fencing can also act to enhance the
appearance of a property, garden or other
landscaping.
Playground Equipment - RM 46,600.00
In our robson residence, we also provide
the playground equipment ​specifically
designed to e​nable ​children​ to ​play
there.Our ​playground contain of some
recreational equipment such as the
seesaw​, ​merry-go-round​, ​swing set​, ​slide​,
jungle gym​, ​chin-up bars​, ​sandbox​, ​spring
rider​, ​trapeze​ rings,and playhouse​. These
kind of equipment can help the children to
develop their physical coordination,
strength, and flexibility.
20

Guard House - RM 360,000.00
The purpose of the guard house is to
provide the security for the residence in
the Robson residence. The guard house
consist of security guard which on duty
every 24 hours to prevent the criminal
activities happen. Beside that, our
security system is using the most
advanced technology such as access
card to enter the residential area. By
doing that, it provides a maximum of
security which will let the residential feel safer due to able monitored more
effectively.
Refuse Chamber - RM 480,000.00
For our Robson Residence, our refuse
chamber is located at every floor and it is
separated by a single room which purpose is
to sort out the reusable and recycle item or
their daily waste.
Hydrant System - RM 600,000.00
For our fire hydrant system, it is construct with a
safety measure and emergency equipment which
comprises the components that assembled
together to provide a source of water to against
the fire when fire occur. ​In our fire hydrant
system, our pipe is connected throughout whole
of the building which strategically located network
of valves with high sufficient pressure for fire-fighting purpose.
21

Barrier Gate System - RM 350,000.00
In Robson Residence, our barrier gate system
is installed at the security guard entrance post.
The purpose of the barrier gate system is to
prevent the unauthorised vehicles to enter the
residence area and also act as limiting on
authorised vehicle access. Our access card is
distributed to the residence which are
authorised to enter the residence. For our
barrier gate system, it is installed by the UHD long range reader to detect the access
card.
660 Litres 4 Wheels Rubbish Bin - RM 20,000.00
For our rubbish bin, we using MGB 660 four
wheel bin which is made from high quality
polythene, can withstand UV radiation,
withstand any weather condition and
chemical resistance. It can withstand about
300KG and can carry about 660 litres of
waste. The design of the bin lid is perfect fit
which preventing unwanted smell to escape
and rainwater to seep through.
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1.4.2 Building Specifications
23

24

STRUCTURAL
1) Industrialised Building
System (IBS)
Wall panel made by styrofoam
(polystyrene)
It is refers to a technique of construction whereby
components are manufactured in a controlled
environment, either onsite or offsite, placed and
assembled into construction works.
The commonly used IBS types in Malaysia are precast
concrete framing, panel and box systems, steel
framework systems, prefabricated timber framing
systems and steel framing systems and blockwork
systems. The advantage of using IBS includes
high-quality products and minimum waste, faster
completion​, stronger and safer work platform produced
through a complete assembly element and cheaper
total construction cost.
2) Bored Pile Bored piles, also known as ​replacement piles​, are a
commonly-used form of building ​foundation​ that provide
support for ​structures​, transferring their load to layers of
soil​ or ​rock​ that have sufficient ​bearing capacity​ and
suitable ​settlement​ characteristics.
Bored piles are ​piles​ where the removal of spoil forms a
hole for a ​reinforced concrete​ pile which is poured ​in
situ​. The spoil is replaced by the pile, hence
'replacement' ​piles​ as opposed to ​displacement piles
where ​soil​ is forced away by driving or screwing the
pile.
Bored piles are used primarily in cohesive ​subsoils​ for
the formation of ​friction piles​ and when forming ​pile
foundations​ close to existing buildings. They are
25

popular in urban areas as there is minimal vibration,
where headroom is limited, and if there is a need to
vary the length of the ​piles​.
3) Contiguous Retaining Wall The contiguous retaining wall is used where the
groundwater table is below excavation level. It is the
most economic and rapid option to construct. The
contiguous retaining wall consists of discrete piles
which typically installed at centres 150mm greater than
their diameter and a leaving gaps where soil is exposed
during excavation. The construct of the contiguous wall
is a permanent works applications, which generally
require an additional reinforced concrete lining to
secure exposed soil and resist long term groundwater
pressures. The advantage of using contiguous retaining
wall includes allowing of maximum underground space
with minimum bulk excavation, adaptable to complex
wall layouts, control of ground movements and
groundwater, carry long term vertical loads, wide range
of wall thicknesses and capability, cost and time saving
plus health and safety benefits when combined with
capping beam and can be installed in restricted working
space.
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ARCHITECTURAL
1) Electrochromic Smart Glass Passive ​solar energy​ relies on windows to let in beams
of sunlight to use for heat. Awnings, shades and roof
overhangs can cut down on that incoming light, but
there's a much cooler solution coming that promises to
cut down on HVAC costs and change the way we look
at sunlight from indoors. It's called smart glass.
Smart glass, or electrochromic glass, uses a tiny burst
of electricity to charge ions on a window layer and
change the amount of light it reflects. While
low-emittance windows that block some of the sun's
radiation already exist, smart glass gives you the ability
to choose how much light you want to block. Tied into
smart building control systems, ​skyscrapers​ could have
thousands of windows tint automatically during peak
hours and return to complete transparency in the
evenings. Smart glass developers expect a 25 percent
reduction in HVAC costs thanks to the dynamic
windows. Electrochromic glass is still being perfected
for commercial use, but expect to see more of the glass
in the coming years as competing developers bring this
smart energy-saving technology to the market.
27

2) Solar Power Passive solar home design simply uses the sun's rays
to heat a home through strategic placement of windows
in a home. Large sets of windows let in solar energy,
and a heat-absorbing surface like a dark wall retains the
heat to warm the home. Fans and air vents can help
spread that air around the house.
Active solar systems obviously provide more heat than
passive solar design. Solar panels absorb the ​sun​'s
radiation and use the heat to warm air or water, cutting
down on gas or electricity consumption in the process.
The more we rely on solar energy, the fewer
greenhouse gases we produce from using
nonrenewable energy sources. The efficiency of solar
panels varies based on the size of the system and the
local climate. However, given the right conditions, a
solar system will make up for the up-front costs of
installation over the long term with years of free energy.
3) Skylight and Skyroof Skylight is a ​light transmitting fenestration forming all, or
a portion of, the roof of a building's space for daylighting
purposes. It includes roof windows, unit skylights,
tubular daylighting devices (TDDs), sloped glazing, and
custom skylights. After that, skyroof is an opening which
allows light and/or fresh air to penetrate the vehicle.
They are ​increasingly popular in both residential and
commercial construction as a way of bringing daylight
deep into the interior of a structure. New sealants and
flashing techniques have reduced the leakage problems
common in older installations. Operable skylights are
excellent for ventilation.
28

4) Cool Roof Cool roofs are specially designed to increased the solar
reflectance and decrease the thermal emittance. It
means they reflect more sun’s rays than using the
normal roof and it also prevent the warm and cool air
inside from escaping through the top of the building.
Lowering the temperature of the roof itself are real
saving inside the building. It reduce the strain placed on
air conditioning systems, thereby it reduce the
emissions that result from powering our heating and
cooling. It can be constructed with a number of
materials which including special reflective paint and
cool roof shingles and tiles.
Mechanical & Electrical
1) Stormwater management It involves landscaping and designing systems to
properly manage large volumes of water which
managing stormwater with a green infrastructure, which
involves using plants and soil in urban areas to control
absorption and purify stormwater.
The green infrastructure offers a wide range of benefits:
By encouraging the growth of greenery in urban areas,
the infrastructure helps lower the heat island effect
produced by heat-absorbing pavement and metal,
reduces sewer overflow by absorbing water, and
simultaneously reduces the pollution of stormwater as it
passes through plants and soil. An increase in green
coverage reduces overall runoff, and the plants improve
air quality by absorbing carbon dioxide. There are a
number of techniques to build a green infrastructure for
29

stormwater management which are plant boxes, small
installations of dirt and greenery along the street, are
among the most basic solutions. Some of its other
green technologies, including green roofs that are
entirely covered in plant life and permeable pavements,
which allow water to flow down to the sediment layer,
demonstrate the powerful potential of green storm water
technology.
2) Automated Waste Collection
System (AWCS)
Automated Waste Collection System is the system
which is not only purpose built to manage waste, but
also adds value to your development. The innovation of
AWCS is hygienic, well-concealed and works at regular
intervals round-the-clock. Waste is removed from all
floors and buildings to a Central Waste Handling Facility
(CWHF) safety and efficiently. This ensure your
development is free from bad odours and is less labour
intensive, keeping operating costs lower and enhancing
security. As an environmentally conscious developer,
you can also rest assured that our system offers
high-energy efficiency, as well as low carbon emission.
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3) Heat Recovery Ventilation
(HRV)
Heat Recovery Ventilation is an energy recovery
ventilation system that use the equipment known as a
heat recovery ventilator or heat exchanger, air
exchanger or air to air heat exchanger which employs a
cross flow or counter flow of the heat exchanger
between the inbound and outbound of the air flow. It is
a building efficiency as it is improved with the insulation
and weather stripping. Building are intentionally made
more airtight and consequently less well ventilated. By
using HRV system, it provide the ventilation without the
loss of heat or the humidity which could put stress on a
building’s heating, ventilating and air conditioning
systems. HRV introduces fresh air to a building and
improves climate control whilst promoting efficient
energy use.
31

1.5 Benchmark Project
Hillpark Residence is a mixed development ​comprising of 2 phases,
accompanied by row of shop lots of 2-storey. Each phases consists of 2 blocks of
29-31 storey serviced apartment, 1 block of 9-10 storey car park with 1-storey
facilities floor and also 1-storey basement. This benchmark project is strategically
located in the heart of thriving township of Bandar Teknologi, Kajang, a new concept
of living with excellent connectivity and every conveniences at your door step .
This building is an integrated development spearheaded by MKH Berhad. It is
located nearby to Billion Semenyih and Mydin Wholesale Semenyih where residents
will be able to get their daily necessities efficiently. There are also shop lots nearby
such as restaurants and service centres where the residents can easy access to.
Besides, there are also schools nearby such as Sekolah Kebangsaan Bandar
32

Teknologi and University of Nottingham Malaysia Campus (UNMC). As for
connectivity, LEKAS Highway is one of the highways for easy access to Hill park
Residence, connecting residents to the greater Kajang area, Semenyih and Negeri
Sembilan. SILK Highway is another option for access as it links to the townships in
Kajang and Bangi.
There are 4 main layouts provided in serviced apartments which are type S, 1,
2 and 3. Furthermore, Hillpark Residence has a facility floor for the residents to relax
and enjoy. There are multi-purpose hall, children’s playground games room and
reading room, gymnasium as well as landscaped garden for residents to enjoy at
facility floor.
33

Phase 1 Typical Apartment Floor Plan
Phase 2 Typical Apartment Floor Plan
34

1.5.1 Cost Allocation
Item Sum of
Building
Works (RM)
Percentage
of Building
Works (%)
Sum of Total
Contract (RM)
Percentage
of Total
Contract (%)
Preliminaries 12,752,000.00 4.81
Structure 115,376,000.00 45.71 115,376,000.00 43.51
Architectural 65,504,000.00 25.95 65,504,000.00 24.70
M & E 57,814,000.00 22.90 57,814,000.00 21.80
Other costs 13,727,000.00 5.44 13,727,000.00 4.81
Sub-Total
Costs
252,421,000.00 265,173,000.00
Add
Preliminary
(7 %)
18,562,110.00
Add
Contingency
(5%)
13,258,650.00
296,993,760.00 100
35

36

Summary of Cost Appraisal
37

Cost Plan for Basement
38

Cost Plan for Podium Car Park
39

Cost Plan for Tower A
40

Cost Plan for Tower B
41

Cost Plan for External & Ancillary Works
42

3.0 Marketing Plan
3.1 Marketing Trend
Figure 1.1 : Number of Unsold Residential Units in Malaysia
(Source : Napic)
The figure above shows the total number of unsold residential units in
Malaysia from year 2013 to year 2017. The number of unsold residential units has
increased to 13,406 units in 2017. Among the residential properties, the number of
unsold units for serviced apartment has increased by (10.6%) to 5949 units in 2017
as shown in figure 1.1 . The high cost of properties and high living cost as well as
unstable economic growth had lead to a continuing weak market performance in
2017. As a result, the market slowdown has caused a decreasing in the sales
performance for the residential units which indicates an oversupply situation in the
market.
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Figure 1.2 : Number of Unsold Units for Serviced Apartment
(Source : Napia)
3.2 Marketing Strategy
Promotion is the way where companies uses to communicate with their
customers. The promotional tools include public relations, advertising such as on TV
and newspapers, sales promotion, personal selling and direct marketing. The
product being advertised should be attractive, able to gain attention, tell the right
message and give home buyers the messages and reasons to buy their products.
Besides, the ease of booking is the main priority for home renting. The
availability of mobile applications such as Airbnb is crucial where the customers can
manage the reservations easily without referring to their website.
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3.3 Target Market
The leasing target will be home buyers. The availability of facilities such as
swimming pool and roof garden allowed them to have their own private yet
comfortable and relaxing time in the serviced apartment. Secure properties are
guaranteed for family home buyers where their children can grow up in safety, yet
earn a decent return on property when their children leave the nest. Besides, good
security and close proximity to major routes including important business nodes are
also the main attraction for them in deciding to purchase.
For home ownership who wish to shift away to home renting, the leasing
target will be tenants and travelers who required for accommodation for extended
periods while seeking for spacious homely comfort. The availability of having two or
more rooms as well as cooking facilities tend to attract travelers comprising from a
group of peoples or family. Besides, they will be able to access to business areas,
shopping centers and travel network easily and efficiently.
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4.0 Appendix
Shrub
Acalypha Siamensis; Foliage Shrub
RM7 per unit
Shrub
Cuphea Hyssopifolia; Flowering Shrub
RM13 per unit
Tree
Xanthostemon chrysanthus; 300mm diameter x
4 - 4.8m height
RM445.0 per unit
46

Palm
Wodyetia Bifurcata; 2m height
RM160.00 per unit
Palm
Cyrtostachys lakka; 2m height
RM150.00 per unit
Hand-Woven Plastic Rattan Chair
RM 462.10 per unit
47

Heritage Outdoor Sofa
RM1,282.60 per unit
Garden Bench
RM301.80 per unit
Oasis Daybed
RM8,500 per unit
48