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Mission
of Sime Darby PropertyBhd is to become a head that is excellent in the business
of property growth by adopting[1]
the Lean Six Sigma working culture and implementing it to accomplish the
blueprint of transformational business strategy. earlier than Sime Darby Bhd is
being split to three independent listed entities which are Plantation, Property
and Trading & Logistics from year 2017, it is first started in year 2012
and ended in year 2017. The result is excellent with achieving RM967 million
savings or increased revenue that exceeding its RM775 million target and even
receives acclaim from PNB Quality Awards and American Society of Quality. War
on Waste 2.0 Programme is also implemented to consistently eliminate waste and
managed to improve over 2,200 projects with the savings of RM80 million in
total of RM190 million. Therefore, it demonstrates that Sime Darby Property
Berhad is highly expected to continue with these programs that will increase
the operational efficiency that will lead to lower cost, assurable quality
outcomes and increase revenue for the company.  

For
the Project Elmina, it shows that the property business is expanding. Despite
the marketplace is competitive, the Elmina Project Phase 3 is able to capture
the market by having almost 70 percent of take up rate even it is only launched
for two days. This shows that public is highly interested in the future
development of the housing project, therefore it can increase the confidence of
the investors to invest in the company that will generate impressive economic income
for the shareholders. 

Sime Darby Property Bhd long term goal is to
maximising shareholders financial returns throughexpanding their business
operations worldwide while preserving and conserving the environment and
natural resources to enhance the company’s sustainability value. This can be
show that the company is continuously monitoring the energy usage and carbon
emission in order to achieve the target of the reductions. This evidenced that
the company is contributing effort in minimising waste and pollution to the
environment while saving energy and other resources for the sustainability of
the long term relationship between the public and the environment.

Under property development, City of Elmina seeks to
provide the residents an ambiance environment for the comfortable of the
residents that creates a[2]
balanced lifestyle between the residents and the environment. Project Elmina
tends to encourage the residents to practice a healthy lifestyle by creating
parks and gardens, running and cycling track, and wellness clinic in the Elmina
housing area.

Sime Darby PropertyBhd wanted to capture consumer’s
dream therefore the houses are build based on the ambition of the people.
Where, people at different stages of their life, they will have different want
and need on their lifestyle.[3](RezwanaManjur, 2015) For example, at the young stage, people might
want houses with modern design but when you have a family, people might wish to
have house with more space for their kid, with garden and park so that they can
spend time together and so on.

City of Elmina is mainly for customer with medium to
high level income where the price for the houses launch in City of Elmina is
start from RM683, 888[4]
(The Star
online, 2017) for a linked house and 3
storey bungalow with the price start from RM2million.[5]
There are many phase in City of Elmina and in each phase there will also be
different type of house with different build up area and design will led to
different prices.

City of Elmina also target those customer with family
where the houses is built to suit every generation. The architecture have
design the house based on modern and classic style so it could suit every generation.
This is also a freehold land that allow resident to pass the house to their
next generation.

Other than that, City of Elmina also targeted people
who wanted to have a healthy lifestyle. There are 8 different element of
wellness in this project. Where it have a central park with river that filled
with different fauna and flora that allow resident to get some fresh air and
get close to the natural. Besides, it also have a 90km jogging and cycling
track that allow resident to do some exercise on their free time in order to
achieve their active and balanced lifestyle.[6]
(VIKNESH
ASHLEY, 2017)

City
of Elmina is one of the successful housing development projects that were being
built by Sime Darby Property Bhd and it had built City of Elmina by using
differentiation competitive strategy instead of using cost leadership
competitive strategy. City of Elmina tends to focus on mid to high income
earners as the price of the houses ranges from RM600,000 to RM1 million. This
residential area had a lot of features which it had fulfilled the customers’
needs and demand.

            First of all, one of the features of
Sime Darby developed Elmina is to fulfil the desired lifestyle of the citizens
in Malaysia. Malaysian citizens especially those who were staying around the
city area were trying to find a place to stay, which could enjoy a work-life
balance in their daily life. This is because they had been facing with major
traffic jams with hectic schedules which made them even more stressful. Thus,
instead of staying in places that is full of cars and polluted noises, citizens
are more preferred to stay in housing areas that give them opportunity to spend
more time with their friends and families.

Here
in Elmina, it provides a quiet and peaceful environment where people are able
to go for a short morning walk or jog before heading to work. Instead of
travelling to parks that are far away from their house which is time consuming,
people who lives in Elmina is able to just reach the park without driving
there.

            Secondly, City of Elmina also
stresses on building environment that is able to raise the health of the
citizen. City of Elmina had been holding a lot of healthy activities not only
for the citizens of Malaysia but also for people who are from other Countries
like Denmark, Philippines, etc. On December 2017, Sime Darby property had
organised Mountain Bike Jamboree in City of Elmina, this is because they wanted
to promote to the citizen to have a healthy lifestyle as well as promote on the
suitability of cycling in City of Elmina, which will indirectly promote
Malaysians to live in Elmina.

            Not just these, Sime Darby Property
had also encourage residents and citizens to join any activities that were
being held in City of Elmina which includes Yoga session, healthy catering
session, planting sessions, etc and these sessions were being held in different
location in the township.

Moreover,
as every residential area these days are designed to raise the quality
lifestyle of the community, therefore, City of Elmina had also provided
amenities and vibrant commercial activities into Elmina which includes clinics,
shopping malls, banks, restaurants, etc. The most obvious of providing residents
with a healthy lifestyle is that City of Elmina had been surrounded by trees
and there are various types of leisure playground, which provides a better and
cleaner environment for the residents to stay in.