CENTRE OF STUDIES FOR ESTATE MANAGEMENT

DEPARTMENT OF BUILT ENVIRONMENT STUDIES AND TECHNOLOGY

UNIVERSITI TEKNOLOGI MARA, PERAK BRANCH, SERI ISKANDAR CAMPUS

INDIVIDUAL ASSIGNMENT FOLDER

Name MUHAMMAD QAYYUUM BIN ROHAIDI

Supervising Lecturer MADAM NORAINI JOHARI

Course Code/Name REM350 / INDUSTRIAL TRAINING

Programme AP115 DIPLOMA IN ESTATE MANAGEMENT

Assignment Title CASE STUDY REPORT @ QUESTION 3

Submission Date 25th JULY 2022

Signature

DECLARATION:
I declare that no part of this assignment has been copied from other person’s work except where due
acknowledgement is made in the text, and no part of this assignment has been written for me by any
other person except where such collaboration has been authorised by the lecturer concerned.
A lecturer/tutor has and may exercise a right not to mark this assignment if the above declaration has
not been signed. If the above declaration is found to be false, no mark will be awarded for this
assignment
 TABLE OF CONTENT

No. Content Pages

1.0. Acknowledgement 2
2.0. Introduction 3
3.0. Description and Analysis of Case Study 4–5
3.1. Background
3.2. Location
3.3. Land and Development
3.4. Accessibility and Transport
4.0. Characteristic and Special Element of Case Study 6–7
4.1. Characteristic
4.2. Special Element
5.0. Best and Suitable Marketing Strategy 8-9
5.1. Online Marketing
5.2. Offline Marketing
6.0. Challenges Faced during Carrying Out this Project 10
7.0. Property Sell and Rent Proposal 11-22
8.0. Conclusion 23
9.0. References 24
10.0. Appendices 25 - 29
10.1. Location Plan
10.2. Site Plan
10.3. Floor Plan
10.4. Elevation Plan
10.5. Front View of the Building

1
1.0. ACKNOWLEDGEMENT

Bissmillahirramanirrahim,

First and foremost, I would like to express my gratitude and appreciation to my supervising
lecturer, Madam Noraini Johari for her guidance and support. Also, without her kindness in help
and assist me, I could not submit this case study report within the time given.

I also want to take this opportunity to express my gratitude to all colleague in my internship
place. My completion of this case study report can’t be accomplished without their help. Without
their knowledge sharing, I will be clueless on some information especially about marketing
strategy and proposal. Not only that, I have also learnt a lot about the property transaction process,
especially in Malaysia from them.

Last but not least, I would like to show my gratitude to everyone who directly and indirectly
help me from the first day I start writing this case study until its completion and submission day.

2
2.0. INTRODUCTION

As an Estate Management student, I was given an individual task during my internship period,
which required me to sell or rent an office tower located in the city center to an international
company. From that office tower, I have to identify the current and best marketing strategies to
make sure the property is able to be sell or rent and I needed to produce a proposal to convince
international companies about the property.

The main purpose of this individual task is to learn on how to sell or rent a property
especially an office tower and how to propose the listing to clients. All along of finalized this
report, I’m able to learn about selling, marketing strategies and how to make a good proposal for
the listing.

This report contains with the office tower description, characteristic and its special element,
marketing strategy and other related information about the building. It is also contained the
proposal that I should give to the international company.

3
3.0. DESCRIPTION AND ANALYSIS OF CASE STUDY

3.1. BACKGROUND

Imazium is a Grade A office, certificated by MSC status LEED Platinum. This office tower
has 31-storey, which approximately 480,000 sqft in total and have a unique and creative setting
for the building’s interior. Imazium has been developed by See Hoy Chan Sdn. Berhad Group, one
of the companies with a good history in residential and commercial development in Malaysia. Not
forget to mention, See Hoy Chan Sdn. Berhad Group has been in the industry over 80 years ago,
which make them as a professional and familiar with commercial building.

3.2. LOCATION

This office building which called Imazium is located centrally in Damansara Uptown,
Petaling Jaya, Selangor Darul Ehsan. It has been developed in a very strategic area, which is on
the Golden Square of Petaling Jaya. This location called as the Golden Square of Petaling Jaya
since the location is well-known with its commercial hub with a diverse range of eateries, financial
institutions, wellness centres and also variety of retail options.

3.3. LAND AND DEVELOPMENT

As mention above, Imazium was built with a total of 31 functional storey with
approximately 480,000 sqft in total. Besides, it has 10 passengers lift that will connect occupant
to every floor of the building. The idea of Imazium was functioned as an office tower, built with
the highest quality compare to any office tower in the market. Not only that, to make sure the
building is qualified as a grade A office tower, Imazium has possess a top-notch infrastructure,
which will be elaborate in “4.0. Characteristic and special element of case study” and also located
in a very strategic area, the Golden Square of Petaling Jaya as mention before.

The surrounding area’s development is matured as there is a lot of retails, facilities and
eateries such as One Utama Shopping Centre, Ikea, The Curve, Atria Shopping Gallery, Kuala
Lumpur Pantai Hospital, Damansara Uptown @ Uptown Kota Dame and etc. There is also
educational institution nearby such as University of Malaya and SEGI University, Kota

4
Damansara. There is more development nearby since Kota Damansara, Petaling Jaya is one of the
busy areas in Selangor and from example above, it can proof the development in that area is
matured.

3.4. ACCESSIBILITY AND TRANSPORT

Since the office tower is located in a strategic area, there is a good accessibility in term of
both road and public transportation. Firstly, the road. Imazium can be accessed easily by North-
South Expressway, Damansara-Puchong Expressway (LDP), Federal Highway, New Klang Valley
Expressway (NKVE), DUKE Highway and Kerinchi Link. Peoples in Klang Valley can easily go
to the office tower without any problem since there is more than one main road and expressway,
accessed to the location.

For people who preferred use public transportation, there is TTDI MRT, Kelana Jaya MRT,
KL Sentral, Subang Airport and Kuala Lumpur International Airport (KLIA). Not only that,
Imazium management has provided a free shuttle bus for anyone who drop off from TTDI MRT
and Kelana Jaya MRT. All these transportations really help people, include both local and
foreigner to go to the Imazium with ease.

5
4.0. CHARACTERISTIC AND SPECIAL ELEMENT OF CASE STUDY

4.1. CHARACTERISTIC

Just like other Grade A office tower in Malaysia, Imazium also possessed its characteristic.
This office tower with the number of 31-storey in total has 480,000 sqft, or precisely, 478,675 sqft
of net floor lettable area and 10 passenger’s lift. The construction of this building was started in
complete in 2021. Raised floor and column free is some of the Imazium characteristics. Raised
floor in this building is used to provides an elevated structural floor above a solid substrate, which
is to create a hidden void for mechanical and electrical services to pass through. Meanwhile, an
application of column free structural is to give the occupants a clear view of internal space. From
these two characteristics, Imazium has been comply as a Cybercentre, under Malaysia’s
Multimedia Super Corridor (MSC).

With 478,675 sqft of area in total, Imazium was designed with 22,500 sqft per floor i.e.,
every floor in this building has a 22,500 sqft of area in total. From 5,420 sq. ft. onwards, the floors
may be subdivided into four offices per floor for tenants with smaller space requirements. Inter-
floor connectivity is also provided for flexible open plan layouts and interior configurations.

On the ground and first floor, there is approximately 30,000 sqft of commercial and
facilities space. On this level, Imazium tenants can enjoy commercial services, gymnasium,
karaoke room, collaborative lounge, meeting rooms, nursing rooms, games room, training rooms,
food & beverages and energy nap room.

Not forget to mention that Imazium has allocated 450 sqft to 1 bay of car park. Which
mean, Imazium occupants doesn’t have to worry about tight and narrow car park. The reason is
because this building is already preparing a good car park for occupants, as mention above.

4.2. SPECIAL ELEMENT

When it comes to a grade A office tower, it should have a special element that are able to
attract people, either to invest in it or to visit the building. Imazium can be include as one of the
best office towers in its location since it has a ton of special element that will make people to buy
and invest in it.

6
 Firstly, the facilities provided by Imazium is one of the reasons why a big company should
invest in it. There is a lot of high-class facility provided, such as commercial services, gymnasium,
karaoke room, collaborative lounge, meeting rooms, nursing rooms, games room, training rooms,
food & beverages and energy nap room, as told before in 4.1. The perk of investing in Imazium is
all facilities needed was well-prepared by the developer, so the new owner doesn’t have to worry
about it. Plus, all these facilities have its own theme, which make it fresh, creative and have a
uniqueness.

Not only facilities, its accessibility and transportation are why it’s worth to invest in it. As
mention before, Imazium is located in Petaling Jaya's prime location, which is between Taman
Tun Dr Ismail (TTDI), Bandar Utama, and Damansara Jaya. It is also can be easily accessible via
SPRINT and the LDP Highway. There is also a link bridge connecting Imazium to the Starling
Mall. From the bridge, peoples can take advantage of the complimentary shuttle bus from the
Starling Mall to the MRT TTDI and LRT Kelana Jaya.

In terms of security, Imazium is protected by a three-tiered security system, which will

providing tenants with peace of mind every time they go there.

The last special element of Imazium is in terms of features. It is designed from the inside
out to be environmentally friendly, with rain water harvesting, green vehicle parking, walls with
low E curtain, indoor air quality sensors and condensate water recovery for landscape irrigation
and also a bicycle rack. All these unique features making Imazium to able to get a LEED Gold
Green Buildings Index (GBI) certification.

In short, each special element above makes Imazium as a good property investment and
worth to buy since there’s a lot of unique features add to it. Investor or the new owner of the
building doesn’t have to think about the attraction, special elements and features since the
developer has done the work.

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5.0. BEST AND SUITABLE MARKETING STRATEGY

Today, there is a lot of method to market an office tower, including the traditional and new unique
method. But, to ensure the property to be sold or rent in a short time to the international company,
an estate agent should make a wise decision and choose the best strategy to market the building.
So, I have shortlisted the best and the most efficient way to market the office tower.

5.1. ONLINE MARKETING

Online platform is the best place to market a listing since most of population in this world
are using internet. Not just to interact with other people, most people are using the online platform
to shopping, finding job and even find a property. there are four mediums in online platform, which
I think the best place to market Imazium.

Firstly, market through social media. There is more than one social media that can be use
to market a property. For example, Facebook and Instagram. An individual from any range of age
and background and even a smallest to a big company are using these social media. It is being used
around the world. No one are not known about the existing of this platform. So, by fully utilize the
medium of social media, we can find a prospect who are interested in the listing as long as we
consistently do a posting through these platforms. Furthermore, those who are wish to use both
Facebook and Instagram must first install the app and create an account. After that, they can be
used to sell the properties. The prospect can easily see the pictures and any additional information
about the property. Using social media as a marketing tool is convenient and affordable since we
need only zero cost.

Secondly, paid advertisement. If an agent has a big capital to run a marketing, they can go
for paid marketing option. Paid marketing can be done through many platforms including
Facebook, Instagram, TikTok and Google. Every one of the platforms has both pros and cons but
have a similarity in terms of function, which is usually to get a lead. From the advertisement, we
can propose the listing to the prospect. Since we can set up the targeting and demographic of the
advertisement, we can easily market and sell or rent the office tower.

8
 Next, property websites. Nowadays, there are more than one property website as made.
The most popular website in Malaysia is including Property Guru, iProperty and EdgeProp. To use
the website, an agent should spend some money to publish an advertisement and listing. Some of
the website is a bit expensive but it is worth it since it will be easier to sell or rent a million-ringgit
worth of building through property website.

5.2. OFFLINE MARKETING

Offline marketing is a different with online marketing. This type of marketing is basically
done without the access of internet. Most of the time, it can be challenging especially for those
who is new in this kind of marketing. An agent has to spend more time and energy meeting and
greeting the public. They also have to travel to many places, which in result, need them to spend
more money. But, the result of offline marketing is usually greater than online marketing. The
quality of prospect and the chances of close deal is higher. There is two type of offline marketing
that I find the best to market Imazium office tower.

Firstly, through banners. Banners are usually been hang around some specific and strategic
area, such as at the outside of the Imazium and nearby area. But the agent needs to get a permission
to hang the banner in some place. It will be an issue if the agent hangs it without permission. The
banners shall include the agent’s phone number and other contact details.

Secondly, through flyers and business card. Flyers and business card method is a bit
different with banners. The agent needs to print out a huge number of flyers and business card
before start the marketing. When there is enough number of flyers and business card, the agent
shall do the marketing by approach as much people as he can. The main purpose of approaching
people is to get as much contact number and prospect. All these information can be gathered in
one database.

9
6.0. CHALLENGES FACED DURING CARRYING OUT THIS PROJECT

Every work has a challenge that need to be faced in order to complete the task. Same goes
to me. During the completion of this case study report, I have faced some challenges.

The first challenge faced by me during the completion of this report is in terms of time
management. I find it a bit difficult to keep on track along the report progress since my schedule
is disturbed by internship programme schedule. At first, I am not able to manage my time wisely
and scared if I can’t complete this project on-time. But I slowly manage my time and make a
schedule of mine. From that, I’m able to complete this task on time given.

The second challenge faced by me is I find it hard to gather information. My only sources
in from the internet. I had to spend more time doing the research about my case study, which is
Imazium on the internet. The reason is because of I want the best for my case study report. I also
want every information converted in this report correct since not everything we see on the internet
are correct. That’s why I considered it’s hard to gather information just by from the internet.

Last but not least, the challenge face by me during carrying out this project is in terms of
making proposal. this is my first time making a property sell and rent proposal. I find it a bit hard
to make since I’ve never done this before. But I counter the challenge by doing a lot of research
on the internet and I have also asked my colleagues in my internship place and course mate. From
that, I’m able to make my own first property proposal, which we can see in the next page.

At the end of the day, this project giving me more than one challenge. But I’m able to faced
and countered it, thanks to everyone who directly and indirectly help me, especially during the
make of property proposal.

10
7.0. PROPERTY SELL AND RENT PROPOSAL

11
 IMAZIUM @ TWENTY REALTY MY

PROPERTY
PROPOSAL
SELL & RENT

PREPARED FOR :

ADAM & ALEX REALTY CO.

WWW.TWENTYREALTY.COM.MY
ABOUT
IMAZIUM
IMAZIUM @ PETALING JAYA, SELANGOR, MALAYSIA

Imazium is a Grade A office, certificated by MSC status

LEED Platinum. It has 31-storey, which approximately
480,000 sqft in total. It has been developed by See Hoy
Chan Sdn. Bhd. Group. Located centrally in Damansara
Uptown & has been developed in a very strategic area
@ Golden Square of Petaling Jaya.

WWW.TWENTYREALTY.COM.MY
 SPECIAL
ELEMENT
IMAZIUM CHARACTERISTIC & SPECIAL ELEMENT

LOCATION - Developed in strategic area @ Golden

Square of Petaling Jaya.

FACILITIES - High class facilities, Inc. commercial

services, gymnasium, karaoke room, collaborative
lounge, meeting rooms, nursing rooms, games room,
training rooms, F&B and energy nap room.

WWW.TWENTYREALTY.COM.MY
 SPECIAL
ELEMENT
IMAZIUM CHARACTERISTIC & SPECIAL ELEMENT

ACCESSIBILITY & TRANSPORT - Easily access via SPRINT &

LDP Highway. Also, a link bridge connecting Imazium to
Starling Mall. Peoples can use complimentary shuttle bus
from Starling Mall to MRT TTDI & LRT Kelana Jaya.

Securities - Protected by a three-tiered security system,

provides tenant with peace of mind every time.

WWW.TWENTYREALTY.COM.MY
 SPECIAL
ELEMENT
IMAZIUM CHARACTERISTIC & SPECIAL ELEMENT

FEATURES - Designed from the inside out to be

environmentally friendly, Inc. rain water harvesting, green
vehicle parking, walls with low E curtain, indoor air quality
sensors & condensate water recovery for landscape
irrigation & bicycle rack. All these unique features
making Imazium to able to get a LEED Gold Green
Buildings Index (GBI) certification.

WWW.TWENTYREALTY.COM.MY
GALLERY
FEATURES
SOME OF THE BEST FEATURES OF IMAZIUM

RECONNECT
@ GYM WITH 16 CUBICLES
SHOWER FACILITIES

THE IGLOO
@ ENERGY NAP ROOM

NOT-SO-BORED-ROOM
@ 24-SEATER BOARDROOM

**AND MORE UNIQUE FEATURES

WWW.TWENTYREALTY.COM.MY
GALLERY
FEATURES
SOME OF THE BEST FEATURES OF IMAZIUM

LET'S GET LOUD

@ KARAOKE ROOM

NURSING ROOM

LEVEL UP
@ GAMES ROOM

WAKA WAKA
@ MEETING ROOM

UNBLOCK
@ EQUIPPED MEETING ROOM

**AND MORE UNIQUE FEATURES

WWW.TWENTYREALTY.COM.MY
THE
OPPORTUNITIES
WHY IMAZIUM IS THE BEST PROPERTY INVESTMENT ?

Imazium is located centrally in Damansara Uptown &

has been developed in a very strategic area @ Golden
Square of Petaling Jaya.

All characteristic & special element possessed by

Imazium is the reason why a big company out there
should invest in it since it brings benefit to the building
occupants.

WWW.TWENTYREALTY.COM.MY
THE
OPPORTUNITIES
WHY IMAZIUM IS THE BEST PROPERTY INVESTMENT ?

Imazium is also easy to access since there is more

than one linkable main road, public transport & also a
complimentary shuttle bus.

That is the reason why Imazium is a good property

investment, especially a long term investment.

WWW.TWENTYREALTY.COM.MY
ADVICES
OUR ADVICE TO THE FUTURE PURCHASER / TENANT

Since Imazium is one of the best property investment in

Petaling Jaya area, the purchaser or tenant of this building will
surely enjoy every benefit from Imazium features, facilities,
accessibility, transport & etc.

Twenty Realty MY will be very pleased & grateful if Adam & Alex
Realty Co. accept our property proposal.

WWW.TWENTYREALTY.COM.MY
 THANK
YOU
WE LOOK FORWARD TO WORKING
WITH YOU
PREPARED BY:
MUHAMMAD QAYYUUM BIN ROHAIDI
@ 2019246628

TWENTY REALTY MY

08/11 Jalan Softline,

Kuala Lumpur, MY. @twentyrealty
8.0. CONCLUSION

In conclusion, I have learnt a lot during the completion of this case study report. To make
this case study report success, I have put all of my efforts and knowledge I gained from my
internship programme and past semester notes. During the completion, I have faced some
difficulties, especially in terms of time since there is internship programme and I need to follow
an office hour. But it won’t stop me from completing this case study report in time. A big thank
you to my supervising lecturer, Madam Noraini Johari for her kindness and guide. Not forget to
mention, everyone who directly and indirectly assist me from the beginning until the submission
date.

I have learnt to manage my time wisely. Even though I have difficulties in time
management, I have slowly managed my time and able to make the full case study report in given
time. I have also spent most of my time doing research about my case study, which is Imazium,
Petaling Jaya.

Next, I have learnt a lot about marketing strategy. In the past semester, I’ve only known
the theory. But when I start my internship programme and do my case study report, I can do the
marketing work, both online and offline. I learnt that even a free cost marketing through social
media is more convenient and worth to use compared to paid marketing since it is more organic.
But, at the end of the day, both free cost marketing and paid marketing has it owns pros and cons,
same goes to offline marketing such as banners and flyers. From that experience, I am able to write
an idea to market my case study, Imazium.

Not forget to mention, I have also learnt on how to do a proposal. For the proposal, I have
used a proper digital editing application which is Canva. To make it a good and realistic proposal,
I have done my research on internet and through my officemate during internship programme.
Now I know that preparing a good proposal is a must when it comes to a deal with any company
or individual, who are willing to buy our listing.

23
9.0. REFERENCES

1. Imazium, by Hartamas. Retrieved from 27th June 2022 from

https://www.myofficespace.com.my/property/imazium/?gclid=CjwKCAjwsJ6TBhAIEiwAfl4T
WIJYJJg11xdP6IMf5to3thqbgPA5Eyha_x-Rgr-4itDLud__WYmn1xoClogQAvD_BwE

2. Imazium, by See Hoy Chan Sdn. Bhd. Retrieved from 14th July 2022 from
http://www.duptown.com/office-space/imazium

3. Imazium. Retrieved from 20th July 2022 from https://imazium.com.my/features/

4. See Hoy Chan Sdn. Berhad Group. Retrieved from 23rd July 2022 from
https://shcsb.com.my/about-us/

24
10.0. APPENDICES

25
10.1. LOCATION PLAN

Below is the exact location of Imazium, Petaling Jaya, Selangor. Source: Google Maps.

10.2. SITE PLAN

Below is the site plan of Imazium, Petaling Jaya, Selangor. Source: Subway Studio.

26
10.3. FLOOR PLAN

Below is the typical office, two-tenancy zone and four-tenancy zone floor plan of Imazium,
Petaling Jaya, Selangor. Source: Imazium official website.

Typical office floor plan of Imazium

Two-tenancy zone floor plan of Imazium

27
 Four-tenancy zone floor plan of Imazium

10.4. ELEVATION PLAN

Below shown the elevation plan of Imazium, Petaling Jaya, Selangor. Source: Imazium official
website.

28
10.5. FRONT VIEW OF THE BUILDING

Below shown the front view of Imazium, Petaling Jaya, Selangor in September 2022 and upon
completion. Source: Google Street View.

Imazium in September 2020.

Imazium upon completion, in 2022.

29