ParkingGuidanceSystemGroupMember: ChanChunKit (50115211)CheungChiMing (50165054)KwongYeeFai (50177772)LaiChungWing (50276497)SumKaiYiu (50369026)YiuChiKan (50524565)

CourseInstructor:Dr.JohnKLHoMEEM5001EnterpriseEngineeringStrategyParkingCityAnewlyestablishedengineeringcompanyinHKinprovidingeffectiveparkingguidancesystemforalltypesofparkingfacilities.ShareholdersofthecompanyaregraduatesofCityUniversityofHongKong.Noexperiencesinbusiness,butthesystemiscreative&abletomeetthecustomers’needs.

CompanyBackground

MissionStatementTobeapioneerforprovidingefficient,competitivetechnologyandengineeringservicestomulti-storeycarparksthroughapplicationofparkingguidancesystem.Torecommend&promotetheuseofinnovativeparkingguidancesysteminHongKong.Tooptimizetheuseofparkingspaces&reducethetimeinsearchingfreeparkingspacebyintroducingparkingguidancesystem.TogainprofitforthenewlyestablishedcompanyinHKona39%rateofreturninthefirstthreeyearofbusiness.

Goals

ObjectivesGuidethedrivertofindaparkingspacemoreefficient&convenient.OptimizetheuseofcarparkingspacesProvidealongtermcarparkingspacesolutionforusers&operators.PreventalongqueueofcarsfromformingattheentrancepointEnvironmentAnalysisFindingaspaceinacarparkcan bedifficultandstressfulReducethetimeofsearchingspace inordertoreduceparkingtimeLookforasolutionforreduceairandnoisepollutionfromvehicleinurbanareaNosimilarparkingmanagementsysteminHKSuitableformulti-storeycarparkincroweddistrict

e.g.Central,Mongkok,etc EnvironmentAnalysisManycarparkdevelopers:

- Improvethefacilities - Noideatoimplementthesystem - Lookforasolutionforreduce trafficproblemoutsidehighly-utilizedcarparks - Seekforimprovingtheusageefficiency - Seekforefficiencyandflexiblemanagementsystem - Increasetherateoffillingparkingspace - Improvecustomerserviceandcustomer satisfactionMarketSurveyConductmarketsurveybyquestionnaire

ApplyKanseiEngineering(KE)

- investigatethedriver’sfeelingtowardscarparks - toidentifythesystem’sdesignTotally41questions5pointsSemanticDifferential (SD)scaleforratingSamplesize:150driversThefourmainpartsinquestionnaire:

Part1: GeneralopinionstowardscarparksPart2: Opinionsaboutdifferentparking guidancesystems.

Theproposedcomponentsinvolved: - Auto-allocationofparkingspace - Parkingguidanceindicator

(Numericalindicator,Electronicdisplayboard) - Indicatinglightforparkingspace

Part3:OverallopinionstowardsthesystemPart4:PersonalinformationMarketSurveyGeneralopinionsfromsurvey’sresults:Mostofrespondentshaveexperienceofparkingvehicleinhighly-utilizedcarparks

- Theyfeltdifficultandannoyingwhen lookingforparkingspaces - Theydon’tsatisfiedwiththe currentparkingindicators - Someofthemconsideredthe timetakeninsearchingforparkingspaces

Generalopinionsfromsurvey’sresults:ParkingguidancesystemcanreducethetimelookingforparkingspacesParkingguidancesystemcan reducethetimetakenforvehicles enteringthecarparksThereisaneedtoinstallaparking guidancesysteminhighly-utilizedcarparksBasedonsurvey’sresults: - Mostofrespondentsdon’tlikethecomputer assigningthepackingspacetothem - Theylikenumericalindicators morethanelectronicdisplay boardatthemainentrance andeachstorey’sentrance - Theythoughtthattoomuchinformation willdistracttheirconcentrationindriving- Theyarewelcometoinstallindicatinglights forparkingspaces

ConceptualdesignsofparkingguidancesystemKeybenefitsforDrivers,CitizensandDevelopers

Forcarparkdevelopers:Enhancescustomerservice/customersatisfactionIncreasedrateoffilling parkingspacesImprovedtheprofitPreventedexcessqueues atcarparksKeybenefitsforDrivers,CitizensandDevelopers

Fordriversandcitizens:ImprovedtrafficflowImprovedroadsafetyMoreconvenienttodriversReducedparkingtimeReducedatmosphericand noisepollution

CompanyProfile-StrengthNocompetitorsCosteffectiveforlargescalemulti-storeycarparkEasytoinstallLowmaintenancecostCompanyProfile-WeaknessNoexperienceduetonosuchsysteminHKNoexperiencedstaffUncertaininactualdemandNowellknownbrandnameIdentifiedOpportunitiesNocompetitors,profitmarginislargeManycarsinHK,butnoenough parkingspaceMulti-storiescarparkisarisinginHKResurrectionofpropertymarket,largeshoppingmallwillincreaseGovernmentintroducespedestrianzone,thisreducespublicparkingspacesincroweddistrictFuturedevelopmentinmainlandChina,systemcanbeappliedinlargecityandresultingainingmoreprofit

IdentifiedThreatsFewpeoplewillusethecar parkifparkingfeeishighIndirectlyaffectedby pooreconomicenvironmentEasyreplacedbyotherhigh/newtechnologyPropertydevelopersarenotrare,theirdecisionswillaffectthecompanydevelopmentOrganizationWheel(3)(2)Customer(1)PeopleTeamworkOrganizationSystemDesignOperationsAssembly&TestCustomerServicesFrameworkofOrganization1.)CoreTargetCustomer:carparkmanagementcompanies,facilitiesmanagementcompaniesoflargeshoppingmallsetc.2.)CompanyDevelopmentOrganization:AllfoundersarepartnersTeamwork:Partners+

In-housestaffPeople:ServicesTeam(on-site,remoteandhotlinesupport)FrameworkofOrganization3.)BusinessDevelopment

SystemDesign:simplebutinnovative,newsystemforcarparkmanagementinHK,suitableformulti-storeycarparksCustomerServices:meetcustomers’expectationthroughquestionnairesAssembly&Test:localdesignOperations:in-housestaffQualityManagementISO9000certifiedEMSD’sapprovedsystemdesignAlltechniciansareregisteredelectricalworkersAllcomponents&partsareRoHS&WEEEcomplianceProductDevelop&EvaluateStrategicAlternativesTwoStrategicAlternativesforOperation:in-houseengineeringservicescompletelyout-sourcing

ProblemsonStrategicAlternatives:

controlofqualitycommunicationcompetitioncoordinationcostsAlternativesforOperationProCons*haveownfacilities/equipment*quickerreactiontoproblems*bettercontrol*goodcommunication*haveownfacilities/equipment*higherbusinesssecurity*highsetupcost*hightrainingcost*costonownfacilities/equipment

*noexternaltechnicalsupport*complicatedmanagementStrategyofIn-houseServicesAlternativesforOperationProCons*lowsetupcost*lowtrainingcost*lessownfacilities/equipment

*externaltechnicalsupport*trainedpersonnelavailable*flexible

*lossofdirectcontrol*quickerreactiontoproblems*readilyfixedcosts*hiddencosts*riskStrategyofOutSourceServicesEvaluationofVariousStrategies

ManagementStrategiesAlternativesofOperationIn-houseStaff

Out-sourcingcontrolofquality

communication

competition

coordination

costs

TechnologyBackgroundParkingGuidanceSystemAdisplayingsystemthatprovidesthelatestparkinginformationanddirectsthedriverstofreeparkingspacealongtheshortestpossiblerouteTechnologyBackgroundVehicleDetectionTechnologyUltrasonicObjectDetectorTechnologyInductiveLoopDetectorTechnologyInductiveLoopDetectorAcoilofwireisburiedundertheparkinglotandconnectedtoaroadsidecontrolboxUltrasonicDetectorUltrasonicDetector-Installintheceilingoneachparkinglot-Ultrasonicfrequencies(25.8kHzor24.7kHz)-Todetectthepresenceofcarinthecorrespondingparkinglot-LEDisintegratedindetectortoindicatedtwopossiblestates Free(Available)orOccupied-Lowconstruction/installationcostcomparedwithinductorloopdetectorUltrasonicvs.InductiveLoop

Criteriaforcomparisoninclude:

Dataaccuracy,Environmentaleffect,Reliability,Systemexpendability,CostandEaseofinstallationandmaintenance.**UltrasonicInductiveloopDataaccuracyGood(98%orabove)Good(98%orabove)EnvironmentalEffectLowLowReliabilityGoodGoodSystemexpendabilityGoodMediumEaseofinstallation/maintenanceEasyDifficultConstructioncostMediumHighVehicleDetectionTechnology

UltrasonicDetectorisselected inourparkingguidancesystem

Reference:** NaoyukiUshioandToshiyukiShimizu,“Loopvsultrasonic inChicago:Ultrasonicvehicledetectorfieldtestisolating diffusedreflectionandenduringharshenvironment”,1997SystemArchitectureofParkingGuidanceSystemSystemArchitectureofParkingGuidanceSystemSystemArchitectureofParking

GuidanceSystemDigitalDisplayandSignage

FinancialAnalysisSourceofFundingFriendsBankLoansGovernmentFundingSchemeEasytoborrowDependsondegreeoffriendshipHighinterestrateforsmallbusinessMoreflexibleStrictapplicationrequirementTailor-madeloanscheme

FinancialAnalysisInitialInvestmentHK$AnnualExpensesHK$OfficeHardware80,000DirectCostComputerSoftwarewithlicense80,000Laborsalary648,000R&Dcost60,000OtherDirectCost30,000MarketingPromotion50,000IndirectCostWorkingCapital50,000SystemMaintenance10,000QualityControl&Testing10,000MarketingPromotion10,000Taxesandinsurance60,000OtherIndirectCost30,000Total330,000Total788,000

FinancialAnalysisNetincomefromeachprojectHK$1.Ultrasonicdetector126,2502.Microprocessor-basedcontroller7,5003.Equipmentrack/housingforthecontroller1,5004.Centralworkstationsevercomputer12,0005.Parkingguidancesystemsoftwarewith1yearlicense28,0006.Hubs/Routers1,0007.Buildingserviceprovisions85,0008.Relatedshieldedcables54,4009.Uninterruptiblepowersupply27,00010.LEDdisplayboard13,00011.Consultancyandinstallation&testing65,000Totalcostfor1project420,650Markuppriceforeachproject:40%onthetotalprojectcost SellingPrice=HK$420,650X1.4 =HK$588,910TotalIncomefrom*projectseachyear:TotalIncome=HK$588,910X5=HK$2,944,550*Assume5projectseachyear

FinancialAnalysisIncomeCalculation:ConsultancyIncome:80%oftheprojectcostcategory11

ConsultancyIncome=HK$65,000X80%=HK$52,000

MarkupProfit=HK$168,260TotalProfitforeachyear=HK$(52,000+168,260)X5=HK$1,101,300

NetProfit=TotalProfit–TotalExpenses=HK$1,101,300–HK$788,000=HK$313,300

FinancialAnaly