of Sime Darby PropertyBhd is to become a leader that is excellent in the
business of property development by adopting1
the Lean Six Sigma working culture and implementing it to accomplish the
blueprint of transformational business strategy. Before Sime Darby Bhd is being
separated to three independent listed entities which are Plantation, Property
and Trading & Logistics from year 2017, it is first started in year 2012
and ended in year 2017. The result is excellent with achieving RM967 million
savings or increased revenue that exceeding its RM775 million target and even
receives acclaim from PNB Quality Awards and American Society of Quality. War
on Waste 2.0 Programme is also implemented to consistently eliminate waste and
managed to improve over 2,200 projects with the savings of RM80 million in
total of RM190 million. Therefore, it demonstrates that Sime Darby Property Berhad
is highly expected to continue with these programs that will increase the
operational efficiency that will lead to lower cost, assurable quality outcomes
and increase revenue for the company.  

the Project Elmina, it shows that the property business is expanding. Despite
the market is competitive, the Elmina Project Phase 3 is able to capture the
market by having almost 70 percent of take up rate even it is only launched for
two days. This shows that public is highly interested in the future development
of the housing project, therefore it can increase the confidence of the
investors to invest in the company that will generate impressive financial
returns for the shareholders. 

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

term goals

Sime Darby PropertyBhdlong term goal is to maximising
shareholders financial returns throughexpanding their business operations
worldwide whilepreservingand conserving the environment and natural resources
to enhance the company’s sustainability value. This can be show that the
company is continuouslymonitoring the energy usage and carbon emission in order
to achieve the target of the reductions. This evidenced that the company is
contributing effort in minimising waste and pollution to the environment while
saving energy and other resources for the sustainability of the long term
relationship between the public and the environment.

Under property development, City of Elmina seeks to
provide the residents an ambiance environment for the comfortable of the
residents that creates a2
balanced lifestyle between the residents and the environment. Project Elmina
tends to encourage the residents to practice a healthy lifestyle by creating
parks and gardens, running and cycling track, and wellness clinic in the Elmina
housing area.

Targeted market place

Sime Darby PropertyBhd wanted to capture consumer’s
dream therefore the houses are build based on the aspiration of the people.
Where, people at different stages of their life, they will have different want
and need on their lifestyle.3(RezwanaManjur, 2015) For example, at the young stage, people might
want houses with modern design but when you have a family, people might wish to
have house with more space for their kid, with garden and park so that they can
spend time together and so on.

City of Elmina is mainly for customer with medium to high level income
where the price for the houses launch in City of Elmina is start from RM683,
(The Star online,

2017) for a linked house and 3 storey bungalow with
the price start from RM2million.1
There are many phase in City of Elmina and in each phase there will also be
different type of house with different build up area and design will led to
different prices.

City of Elmina also target those customer with family
where the houses is built to suit every generation. The architecture have
design the house based on modern and classic style so it could suit every generation.
This is also a freehold land that allow resident to pass the house to their
next generation.

Other than that, City of Elmina also targeted people
who wanted to have a healthy lifestyle. There are 8 different element of
wellness in this project. Where it have a central park with river that filled
with different fauna and flora that allow resident to get some fresh air and
get close to the natural. Besides, it also have a 90km jogging and cycling
track that allow resident to do some exercise on their free time in order to
achieve their active and balanced lifestyle.2
ASHLEY, 2017)

of Elmina is one of the successful housing development projects that were being
built by Sime Darby Property Bhd and it had built City of Elmina by using
differentiation competitive strategy instead of using cost leadership
competitive strategy. City of Elmina tends to focus on mid to high income
earners as the price of the houses ranges from RM600,000 to RM1 million. This
residential area had a lot of features which it had fulfilled the customers’
needs and demand.

            First of all, one of the features of
Sime Darby developed Elmina is to fulfil the desired lifestyle of the citizens
in Malaysia. Malaysian citizens especially those who were staying around the
city area were trying to find a place to stay, which could enjoy a work-life
balance in their daily life. This is because they had been facing with major
traffic jams with hectic schedules which made them even more stressful. Thus, instead
of staying in places that is full of cars and polluted noises, citizens are
more preferred to stay in housing areas that give them opportunity to spend
more time with their friends and families.

in Elmina, it provides a quiet and peaceful environment where people are able
to go for a short morning walk or jog before heading to work. Instead of
travelling to parks that are far away from their house which is time consuming,
people who lives in Elmina is able to just reach the park without driving

            Secondly, City of Elmina also
stresses on building environment that is able to raise the health of the
citizen. City of Elmina had been holding a lot of healthy activities not only
for the citizens of Malaysia but also for people who are from other Countries
like Denmark, Philippines, etc. On December 2017, Sime Darby property had
organised Mountain Bike Jamboree in City of Elmina, this is because they wanted
to promote to the citizen to have a healthy lifestyle as well as promote on the
suitability of cycling in City of Elmina, which will indirectly promote
Malaysians to live in Elmina.

            Not just these, Sime Darby Property
had also encourage residents and citizens to join any activities that were
being held in City of Elmina which includes Yoga session, healthy cooking
session, planting sessions, etc and these sessions were being held in different
location in the township.

Moreover, as every
residential area these days are designed to raise the quality lifestyle of the
community, therefore, City of Elmina had also provided amenities and vibrant
commercial activities into Elmina which includes clinics, shopping malls,
banks, restaurants, etc. The most obvious of providing residents
with a healthy lifestyle is that City of Elmina had been surrounded by trees
and there are various types of recreational park, which provides a better and
cleaner environment for the residents to stay in.


I'm Erica!

Would you like to get a custom essay? How about receiving a customized one?

Check it out