20-06-2011, 12:12 PM
Presented by:
Chan Chun Kit
Cheung Chi Ming
Kwong Yee Fai
Lai Chung Wing
Sum Kai Yiu
Yiu Chi Kan
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Company Background
A newly established engineering company in HK in providing effective parking guidance system for all types of parking facilities.
Shareholders of the company are graduates of City University of Hong Kong.
No experiences in business, but the system is creative & able to meet the customers’ needs.
Mission Statement
To be a pioneer for providing efficient, competitive technology and engineering services to multi-storey car parks through application of parking guidance system.
Goals
To recommend & promote the use of innovative parking guidance system in Hong Kong.
To optimize the use of parking spaces & reduce the time in searching free parking space by introducing parking guidance system.
To gain profit for the newly established company in HK on a 39% rate of return in the first three year of business.
Objectives
Guide the driver to find a parking space more efficient & convenient.
Optimize the use of car parking spaces
Provide a long term car parking space solution for users & operators.
Prevent a long queue of cars from forming at the entrance point
Environment Analysis
Finding a space in a car park can
be difficult and stressful
Reduce the time of searching space
in order to reduce parking time
Look for a solution for reduce air and noise pollution from vehicle in urban area
No similar parking management system in HK
Suitable for multi-storey car park in crowed district
e.g. Central, Mongkok, etc
Environment Analysis
Many car park developers:
- Improve the facilities
- No idea to implement the system
- Look for a solution for reduce
traffic problem outside highly-utilized car parks
- Seek for improving the usage efficiency
- Seek for efficiency and flexible management system
- Increase the rate of filling parking space
- Improve customer service and customer satisfaction
Market Survey
Conduct market survey by questionnaire
Apply Kansei Engineering (KE)
- investigate the driver’s feeling towards car parks
- to identify the system’s design
Totally 41 questions
5 points Semantic Differential
(SD) scale for rating
Sample size: 150 drivers
Market Survey
The four main parts in questionnaire:
Part 1: General opinions towards car parks
Part 2: Opinions about different parking guidance systems.
The proposed components involved:
- Auto-allocation of parking space
- Parking guidance indicator
(Numerical indicator, Electronic display board)
- Indicating light for parking space
Part 3: Overall opinions towards the system
Part 4: Personal information
General opinions from survey’s results:
Most of respondents have experience of parking vehicle in highly-utilized car parks
- They felt difficult and annoying when looking for parking spaces
- They don’t satisfied with the
current parking indicators
- Some of them considered the
time taken in searching for parking spaces
General opinions from survey’s results:
Parking guidance system can reduce the time looking for parking spaces
Parking guidance system can
reduce the time taken for vehicles
entering the car parks
There is a need to install a parking
guidance system in highly-utilized car parks
Based on survey’s results:
- Most of respondents don’t like the computer assigning the packing space to them
- They like numerical indicators
more than electronic display
board at the main entrance
and each storey’s entrance
- They thought that too much information
will distract their concentration in driving
- They are welcome to install indicating lights for parking spaces
Key benefits for Drivers, Citizens and Developers
For car park developers:
Enhances customer service/customer satisfaction
Increased rate of filling
parking spaces
Improved the profit
Prevented excess queues
at car parks
Key benefits for Drivers, Citizens and Developers
For drivers and citizens:
Improved traffic flow
Improved road safety
More convenient to drivers
Reduced parking time
Reduced atmospheric and
noise pollution
Company Profile - Strength
No competitors
Cost effective for large scale multi-storey car park
Easy to install
Low maintenance cost
Company Profile - Weakness
No experience due to no such system in HK
No experienced staff
Uncertain in actual demand
No well known brand name
Identified Opportunities
No competitors, profit margin is large
Many cars in HK, but no enough
parking space
Multi-stories car park is arising in HK
Resurrection of property market, large shopping mall will increase
Government introduces pedestrian zone, this reduces public parking spaces in crowed district
Future development in mainland China, system can be applied in large city and result in gaining more profit
Identified Threats
Few people will use the car
park if parking fee is high
Indirectly affected by
poor economic environment
Easy replaced by other high/new technology
Property developers are not rare, their decisions will affect the company development
1.) Core Target
Customer: carpark management companies, facilities management companies of large shopping malls etc.
2.) Company Development
Organization: All founders are partners
Teamwork: Partners + In-house staff
People: Services Team (on-site, remote and hotline support)
3.) Business Development
System Design : simple but innovative, new system for car park management in HK, suitable for multi-storey car parks
Customer Services : meet customers’ expectation through questionnaires
Assembly & Test : local design
Operations : in-house staff
Quality Management
ISO 9000 certified
EMSD’s approved system design
All technicians are registered electrical workers
All components & parts are RoHS & WEEE compliance Product
Develop & Evaluate Strategic Alternatives
Two Strategic Alternatives for Operation:
in-house engineering services
completely out-sourcing
Problems on Strategic Alternatives:
control of quality
communication
competition
coordination
costs
Alternatives for Operation
Alternatives for Operation
Evaluation of Various Strategies
Technology Background
Parking Guidance System
A displaying system that provides the latest parking information and directs the drivers to free parking space along the shortest possible route
Technology Background
Vehicle Detection Technology
Ultrasonic Object Detector Technology
Inductive Loop Detector Technology
Inductive Loop Detector
A coil of wire is buried under the parking lot and connected to a roadside control box
Ultrasonic Detector
Ultrasonic Detector
- Install in the ceiling on each parking lot
- Ultrasonic frequencies (25.8kHz or 24.7kHz)
- To detect the presence of car in the corresponding parking lot
- LED is integrated in detector
to indicated two possible states
Free (Available) or Occupied
- Low construction/installation cost compared with inductor loop detector
Ultrasonic vs. Inductive Loop
Vehicle Detection Technology
Ultrasonic Detector is selected
in our parking guidance system
Reference:
** Naoyuki Ushio and Toshiyuki Shimizu, “Loop vs ultrasonic in Chicago: Ultrasonic vehicle detector field test isolating diffused reflection and enduring harsh environment”, 1997
System Architecture of Parking Guidance System
System Architecture of Parking Guidance System
System Architecture of Parking Guidance System
Digital Display and Signage
Financial Analysis
Markup price for each project: 40% on the total project cost
Selling Price = HK$ 420,650 X 1.4
= HK$ 588,910
Total Income from *projects each year:
Total Income = HK$ 588,910 X 5
= HK$ 2,944,550
* Assume 5 projects each year\
Consultancy Income: 80% of the project cost category 11
Consultancy Income = HK$ 65,000 X 80%
= HK$ 52,000
Markup Profit = HK$ 168,260
Total Profit for each year = HK$ (52,000 + 168,260) X 5
= HK$ 1,101,300
Net Profit = Total Profit – Total Expenses
= HK$ 1,101,300 – HK$ 788,000
= HK$ 313,300
Time Schedule
Strategy plans are fully achieve the mission statements & objectives
The functions of the Parking Guidance System is based on the customers need
No market competitor as a result of high profit margin tends to shorten the payback period
