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Project and Client Analysis Report for a Commercial Shopping Complex

Project

Technical Report · July 2016

DOI: 10.13140/RG.2.1.2649.2400

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Project and Client Analysis Report for
Expansion of Waurn Ponds Shopping Centre
 Project and Client Analysis Report

Table of Contents:

Table of contents ........................................................................................................................................................................................................................................................1

1. Scope of the Project .......................................................................................................................................................................................................................................2

1.1 General Details of the site .......................................................................................................................................................................................................................3

2. Project Objectives

2.1 The Client Objectives for WPSC project ...................................................................................................................................................................................................4

2.2 The Construction Objectives for WPSC project .......................................................................................................................................................................................6

3. Stakeholder Analysis of WPSC Project ...........................................................................................................................................................................................................8

4. Organization Structure of WPSC Project..................................................................................................................................................................................................... 13

5. References .................................................................................................................................................................................................................................................. 14

Note: This report is a preparatory study to identify project objectives of the proposed 'Extension of Waurn Ponds Shopping Centre' and understand the scope of
stakeholders and their impacts on the project.

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 Project and Client Analysis Report

1. Scope of the Project:

The details provided in the report are in context with the proposed extension and development of Waurn Ponds Shopping Centre (WPSC). The proposed
development of the Waurn Ponds Shopping Centre in Geelong is all geared up to come up with a regional shopping centre with 35,000 m2 of additional retail,
and office spaces with the existing area along with provision, of other major services. The proposed expansion will transform the shopping centre into a 47,538
m2 of regional shopping hub (Unity, 2013). The extension is being undertaken as a joint endeavour between Australian Unity Investments (AUI) Retail Property
Fund and Coles Group Property Developments Pty Limited.
The shopping centre currently offers a blend of conventional internal shopping and external retail spaces with a modern shopping centre feel. The development
has been intended to broaden the current interior shopping centre environment and keep up the upsides of a convenient single level centre. Emphasis is laid
on Recycling and Green initiatives in the project which include Rainwater Harvesting, use of efficient heating and cooling systems, use of energy efficient lighting
and use of occupancy controlled lighting.
Specific consideration will be given to guarantee that amid the extension, the effect of the construction activities to occupants and the public will be kept to a
minimum ensuring the maximum safety standards.

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 Project and Client Analysis Report

1.1 General Details of the Project:

Source: Centre Redevelopment Fast Facts Waurn Ponds Shopping Centre (Centre, 2013)

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 Project and Client Analysis Report

2. Project Objectives:
A well detailed, objectives are of greater significance if the result is to have any significant outcome. It provides a solid depiction of the efforts and the outcome levels of the
project which is created in a participatory procedure. It is acknowledged by the stakeholders and groups involved in the project with a clear and brief explanation of the goals
and outcomes in context of the project.

2.1 The Client Objectives for WPSC project:

Objective Importance in the project

 The financial objective of the client reveals to their, consultants of what they are expecting from the current project.
Financial
 In this project, AUI and Coles are the primary clients and they ensure that the project is going to profit them in a
satisfactory means and also be a medium to generate rental income on a regular basis.

Quality

 Technology comes in various forms and this could incorporate devices, software, hardware and other forms which
Technical could be used to control lighting, water usage, recycling, video recording, safety of customers and lot more.

 In this project, the technical objective plays a key role in reducing the overall maintenance costs and to transform
into a sustainable structure.

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 Project and Client Analysis Report

Objective Importance in the project

Compliance

 The creation of a safer work environment is basic objective to the achievement of the business and, is one of the
ideal approaches to boost profitability.
Safety
 As a project developer, the client need to have obligations with respect to health and safety environment and, need
to guarantee that it doesn’t make safety problems for customers, workers and others who are utilizing the site.

 The business objectives are the most vital, as without these you don't generally have a task.
Business
 In the proposed project the business objective is to expand the existing shopping centre and add on additional
retail and office spaces, along with a motive to earn rental incomes.

 The project objective is to offer a modern shopping mall feel, to the local community and increase the business
Market Recognition activities in the region and provide a better standard of living. The developing organization thinks if it could
successfully fulfil the above needs, then they could highlight their organization and have a higher market
recognition.

Thus these are few of the prioritised Client objectives outlined for the proposed expansion of WPSC project.

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 Project and Client Analysis Report

2.2 The Construction Objectives for WPSC project:

Objective Importance in the project

Planning for Required Drawings  Since it is a commercial project it should be made clear that the drawings, particulars, and other documents are
and Documents to be made accessible at the site, without any delays and confusions so that there are no delays in the completion
of project.

Planning for right Construction

Equipment and Machineries

 For the project, the contractor has an opportunity to procure materials from local surroundings and it could also
help in the bonding of new relationships with the local traders and give them an opportunity to make some
business. It also ensures that the materials are available from local and there could be very short delays expected
Procurement of Materials
in the delivery even in the worst scenarios.

 The creation of a safer work environment is basic objective to keep everyone safe. In this project the movement
Safety Perspective of public will be higher because of the existing shopping centre, utmost care is to be taken from the contractor
and other project actors to make sure that no one is injured on the premises.

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 Project and Client Analysis Report

Objective Importance in the project

Minimal Disturbances  Minimizing the physical and traffic noise levels to least as possible and try not disturbing the impacts on existing
structure and provision for alternate routes to the entry and exit of sites when roads are blocked.

Fast Track Completion

 Financial planning for construction is one of the important aspects. Distinctive funds are required at various
phases during the development of a project. The contractor needs to legitimate arrangement of funds for the
development to move smoothly.
Financial Planning
 There is no reason in investing all the funds amid the beginning of development and sit tight waiting for funds in
the later stages thereby delaying the completion of the project.

Use of Construction Methods

Thus these are few of the prioritised Construction objectives outlined for the proposed expansion of WPSC project.

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 Project and Client Analysis Report

3. Stakeholder Analysis of WPSC Project:

Stakeholder Analysis is a procedure of recognizing the people and groups that are prone to influence or be influenced by a proposed activity in a project, and
sorting them as indicated by their effect on the activity and the effect the activity will have on them. In the current report the Stakeholders involved in the
WPSC expansion project are classified as per Winch’s (2009) system. The winch’s system classifies the stakeholders into 4 different categories namely; Internal
Demand Side Stakeholders (IDSS), Internal Supply Side Stakeholders (ISSS), External Private Stakeholders (EPvS), External Public Stakeholders (EPuS).

Name of Stakeholder Type of Stakeholder Influence on the Project Risk Imposed

Centre Developer:
Financial crisis may cause a major delay
Internal Demand Australian Unity Investments (AUI), owns 50% of the in the progress and completion of
Side shares in the project and also one of the primary project.
financier to the proposed project.

Centre Developer: Delays in the project could greatly hinder

Internal Demand their business expansion plans and could
Coles Group Property Developments Pty Limited, is result in losing the market recognition to
Side
the other organization which owns and funds the other competitive retail outlets in the
remaining 50% of the proposed project. surroundings.

Shareholder: If the terms and conditions set by the

Internal Demand ISPT organization is not satisfied or
ISPT Super Property, is a current shareholder of the considered in the development of the
Side
existing shopping centre. project, then there could be a legal issue
raised between the shareholder and the
developers.

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 Project and Client Analysis Report

Main Contractor:
PROBUILD Pty Ltd, is the main contractor for the
Internal Demand
proposed development and is responsible for all the
Side construction activities and coordination among the
sub-contractors working for the project.
A larger proportion of risk lies on this
organization, as it is responsible for the
development and construction activities
related to the project. Any failure results
in loss of time and cost.

Tenant:
Internal Demand
Kmart one among the primary tenants planned to Delay of the project reduces the rental
Side
lease a major share of retail space after the Coles income of the developer.
Retail Outlet.

Tenant:
Internal Demand
Side The Reject Shop is the third biggest store to lease the Delay of the project reduces the rental
retail space after Coles and Kmart in the proposed income of the developer.
development.

Tenant:
Internal Demand
Side Priceline Pharmacy is one amongst the tenants ready Delay of the project reduces the rental
to lease the retail space in the proposed income of the developer.
development.

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 Project and Client Analysis Report

Architect: If the designs themselves are designed

and approved lately it is a clear indication
Architecture HQ Pty Ltd is the head architect company of delay in the project, additionally
Internal Supply
providing the Architectural design. increasing the expenses for the client.
Side

Internal Supply
Side

Building Services Engineering Consultant:

Internal Supply ATG consultants are the Building Services Engineering
Side consultant offering Mechanical, Electrical, Plumbing
and Hydraulic engineering services and works
collaboratively working with architects, clients and
design teams.
The failures in the network could result in
large scale losses for the organizations.
The chances of loss of life and being
injured are higher.

Management Consultant: If the firm doesn’t come up with an

Internal Supply idealistic management plan, it is a clear
Side Thinc Projects is the project management firm indication of the works being delayed
handling and co-ordinating the project activities. and budget overrun of the project.

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 Project and Client Analysis Report

Sustainability Consultant:

Internal Supply Side Umow Lai Pty Ltd, is the sustainability consultant for
the project.

Real Estate Service Provider:

Internal Supply Side Savills, is a leading global real estate service provider, The failure of services can result in a loss
of rental income for the developer.
helping to acquire, lease, and develop the project.

Leasing and Property Management:

External Private Comac Retail Property Group, is associated with

leasing of smaller retail spaces.

Leasing and Property Management:

The failure of services results in the
External Private JLL commercial property management, is associated decrease of maximized rental income
with the leasing of office and other spaces in the and ultimately the asset value.
proposed project.

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 Project and Client Analysis Report

Local Residents: The local residents could raise an

External Private appeal in the court of law, stating that
The local residents can be included in the stakeholders their quality of life reduced due to
list and, are indirectly related with the project. increased noise, vehicular traffic,
blocking of roads etc.

Local Landlords:

External Private The local landlords can be included in the stakeholders

list and, are indirectly related with the project.

Transport Authority:
If the Vic roads rejects the request for
External Public closure or blockage of a road, then the
transport of materials in and out of the
site could be a problem, thereby
creating work delays.

City Council: If the council delays or cancels the

planning permits and other services
External Public City of Greater Geelong is the local counselling body, related to the project, it results in
for the proposed project. delays and overrun of project.

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 Project and Client Analysis Report
4. Organization Structure of WPSC Project:
The Organisation Breakdown Structure (OBS) is a project management tool for organization management to decide the relations among project partners and
the teams. The Matrix type organizational structure is the best feasible structure for the WPSC project requirements and permits to focus on the project
objectives. It also forms a platform to achieve and incorporate Integrated Project Delivery concepts to the project. The structure permits combining of all the
top expertise, which results in a flexible and team work oriented result to achieve the project objective.
The Organization Breakdown Structure for the WPSC Project is as shown below;

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 Project and Client Analysis Report

Hence the report outlines the project objectives of the proposed 'Extension of Waurn Ponds Shopping Centre' in detail and provides a clear understanding of the scope of
stakeholders and their impacts on the project.

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