2.

0 CORPORATE PROFILE

2.1 COMPANY’S BACKGROUND

UEM Sunrise Berhad (“UEM Sunrise” or “the Company”) is a public-listed company and one
of Malaysia’s leading property developers. Incorporated on 20 August 2008, the Company was
formerly known as UEM Land Holdings Berhad.

The enlarged UEM Sunrise brings together a formidable 45 years of combined experience in
property development, most significantly in luxurious high rise residential and commercial
developments, integrated mixed-use developments and sprawling townships throughout
Malaysia. The Company is currently undertaking the development of Nusajaya, one of the five
flagship zones and key driver of Iskandar Malaysia into a regional city like no other. Upon
completion, Nusajaya will become the largest fully integrated urban development in Southeast
Asia that will provide significant investment, financial and business opportunities to the
economic growth and development of the region.

In the Central Region, UEM Sunrise is responsible for numerous residential, commercial and
integrated developments largely within Kuala Lumpur’s affluent Mont’Kiara enclave as well as
in Shah Alam, Selangor and Seremban, Negeri Sembilan. These developments include Arcoris
Mont’Kiara, 28 Mont’Kiara, Plaza Mont’Kiara, Radia and Forest Heights. The Company is also
the owner and developer of an urban development in Cyberjaya known as Symphony Hills, an
exclusive residential development and the country’s first Connected Intelligent Community
(“CIC”) offering smart-home features and community connectivity through high-speed
broadband.

UEM Sunrise’s presence extends into Singapore via Marina One and DUO mixed-use
developments as well as in Melbourne, Australia. Outside of Asia Pacific, the Company has
expanded into Vancouver, Canada through Quintet mixed-use development, and retains a land
bank in Durban, South Africa.

UEM Sunrise is the flagship company for real estate investment and property development
businesses of UEM Group Berhad (“UEM Group”) and Khazanah Nasional Berhad
(“Khazanah”). UEM Group is wholly-owned by Khazanah, an investment holding company of
the Government of Malaysia.

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Vision and Mission
As one of Malaysia’s leading property developers, UEM Sunrise is known for delivering
innovative products and service excellence to their customers. To further enhance their service
standards, they have implemented their own ‘Service DNA’ to establish and evolve the
Company into a customer-centric organization. UEM Sunrise is an organization that builds long-
lasting relationships with customers, whilst providing them with opportunities to live, grow, play
and thrive.

VISION – Building communities of the future with you and for you.
UEM Sunrise’s ultimate objective, as stated in our Corporate Vision, is to Build Communities of
the Future. This reflects a holistic approach towards ensuring that the developments are
environmentally-friendly while employing the latest technologies to offer the highest quality
infrastructure and facilities. It also encompasses the commitment to elevating the standard of
living of underprivileged communities.

MISSION
UEM Sunrise brings together the talented and skilled, the imaginative and the courageous. We
create sustainable environments loved by home owners, acclaimed by investors and recognized
by industry. We believe in thinking big and acting quickly to unlock potential; to thrive in a
changing world.

UEM Sunrise recognizes that the attainment of our goals and mission depends largely on our
employees. We therefore invest significantly in creating a work environment that attracts the
right people with the right set of capabilities for the right positions. To further drive a high
performance organization, we seek to develop, manage and engage our employees to enable
them to perform their best. In support of the Company’s strategies, we have crafted a Human
Resources Roadmap to become an employer of choice.

The core values have stood the test of time. Acronym as TIPS, these values play a vital part in
defining who they are as a diverse group of people with skills, expertise and knowledge that
allow them to deliver innovative products and service excellence to their customers.

TEAMWORK Cooperative effort by the members of a group or team to achieve

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 a common goal.
INTEGRITY The state of having steadfast adherence to a strict moral or
ethical code.
PASSION FOR A relentless drive to achieve excellence; commitment to meet and
SUCCESS exceed targets.
SINCERITY OF Something that is intended to be taken into action with
INTENT consideration of the quality or condition of being sincere.

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5.0 The 5-Forces Model of Competition (Porter 5-Forces)
Based on the research done the following are Competition analysis for UEM Sunrise Sdn
Bhd:

5.1 Rivalry Among Existing Competitors – LOW

Compared to many industries, the intensity of rivalry among developers in residential
development is relatively low. Since, UEM Sunrise is large developers it’s can be seen
that there is fierce competition among the large developers. The area it is felt most is
in competition for development land. When it comes to selling end units, developers
typically try to avoid competing directly by developing products in different market or
locations, launching products at different time periods and differentiating product
types.

5.2 Threat of New Entrants – LOW

High capital requirement are needed to inject to large scale projects. Furthermore, to
enter the industry they need to ensure the company are complying with Housing
Development (Control & Licensing) Act 1966 legal requirement.
5.3 Bargaining Power of Buyers – High
Of all the five forces, the bargaining power of buyers for UEM Sunrise is always high
side. The potential buyers are normally can afford to buy the house compared to the
buyers that buy house from government such as 1PRIMA house. Hence, an attractive
package is necessity such as discount rate, free legal fees semi furnish house could
attract the buyer to purchase the house.

5.4 Threat of Substitute Product – HIGH

Currently in Malaysia, property development in high demand for own accommodation
as well as for investment. As accommodation, new housing development from any
firm can be replaced by competitive product from another developer or existing house
for subsale.

Hence, to lower the risk of substitution the developers offering product differentiation
from the perspective of location, type and quality. This is to ensure that the products
are not generic that are high can be replaceable/substitutable. Developers that
managed to distinguish their product or image will fare the best.

5.5 Bargaining Power of Suppliers – HIGH

Overall, developers are in a high bargaining position relative to the key suppliers in
the industry, which they are land sellers, construction contractors and building
materials & home furnishing/equipment manufacturers and capital providers.

Typically, developers having high bargaining power to the land sellers which
normally they buy the land through direct bilateral negotiations with the government

or 3rd. party rather than be involved in a multi-party bidding ware. Whereas, normally
construction companies have to agree with the pricing set by the developers since its
involved large scale projects. And lastly, capital provider, such as banks or
shareholders may have different investment preference and basically the promising
high return in the investment makes them having less bargaining power.
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