Introduction to Research & Development Dept. at Property Development Company

(PDC)

Overview

By: Dr. Muneer AzzamOn: April 03, 2009

What is R&D?Definition & Role of R&D in PDCWhat will R&D Accomplish?Focus AreasFunction AreasSpecific Function AreasInteraction with Other DepartmentsDiagram

Agenda

R&D is a limitless scope of workIn a real estate company it will be more focused, but still limitlessR&D in a real estate development company is the essential tool which paves the path towards sustainable corporate growth in all fields related to real estate development

What is R&D

R&D Department vision extends the company’s visionR&D envisions the complete integration and synchronization of business modules within the companyR&D Creates the solid platform on the company, as a whole, can stand and grow upwardR&D Maximizes the company’s awareness levels to have a safe and paved growth pathR&D work’s around the clock the position the company ahead of time and assures opportunities creation, tracking and huntingR&D converts the company’s diversified intelligence into one integrated paradigm following systematic patterns serving the company’s objectives

Definition & Role of R&D in PDC

R&D consider the whole company as one entity with diversified disciplinesR&D will develop the inner/outer company channels & platforms which enables the company to be a global entity, capable of competing with international standards and communicating effectively and productively, as a whole

What will R&D Accomplish?

The company’s top management has 4 main focuses in business

Revenue Streams FocusEfficiency FocusAwareness FocusCompetition Focus

Focus Areas

Investments & Business DevelopmentLocal Market MonitorProcess MonitorTechnologyInternational Market MonitorResearch FundingBranding & Positioning (Research & Strategy)Special Assignments

Function Areas

Specific Function Areas

Strategic GuidanceLocal Opportunity IdentificationBusiness Planning & Feasibility StudiesConcept Design ManagementProduct Development International Opportunity Identification

Investments & Business Development

Market IndexingProfilingData Collection TeamProjections and PredictionsExternal/Internal Influential FactorsRecommend and Guide

Local Market Monitor

Internal ProcessesExternal ProcessesProject ProcessesAnalysis & Improvement

Process Monitor

ArchitectureInformation TechnologyConstructionGreen & SustainabilityBuilding MaterialsEntertainment

Technology

Market Reports per CountryProfilingMarket Entry StrategiesBusiness NetworkingFeasibility StudiesInternational Practices

International Market Monitor

Identification of new ResearchesTechnical EvaluationsResearch Events and PromotionEconomical EvaluationPatent ControlMarketing & Media

Research Funding

Brand ArchitectureMarket PositioningLocal Brand MonitorInternational Brand MonitorBrand AnalysisBrand Enhancement

Branding & Positioning (Research & Strategy)

Information CollectionTasksMonitoringSpecial Communications Channel

Special Assignments

Interaction with Other Departments

R&D Department extends the Top Management’s Intelligence Capability, Observatory Scope & Awareness Levels to an Integrated Business Module following systematic patterns, which in the end serve the Top Management’s Objectives

Top Management

R&D assists the executive management level by making available a rich portfolio of information enabling faster & accurate decision taking. R&D also creates various notification methods and channels to keep executive management informed of the local/global/special business environment

Executive Management

R&D can assist in various areas of research initiated by these departments in their respective fields. R&D can also create a constant monitoring tool for relevant news which benefits the departments mentioned above in keeping track of latest updates, e.g. create constant news/information feeds for relevant departments through assigning specialized personnel

Finance – Legal – Customer Care – HR - Sales

R&D Conducts various researches related to the departments mentioned above under the supervision/in-coordination of/with the development department, create constant information feeds, initiate researches which can better position the corporate as a leader in the region in specific area related to real-estate development at any stage of execution

Development – Engineering – Project Management

In coordination and under the supervision of the Marketing & Branding departments; R&D can assist in researching the current domestic and global market with focus on areas related to marketing trends and branding strategies, in addition to creating constant news feeds

Marketing - Branding

The scope of research in information technology is limitless, R&D will have more focus on Information Technology solutions and breakthroughs to be implemented on the company’s real estate projects. R&D can also assist the company’s IT Department in conducting research in various areas related to IT solutions for the internal company use

Information Technology

The business units in the company have a great responsibility of heading & initiating the revenue stream for the corporate as a whole. R&D assists each business unit in various areas which, in the end, enables more quality control and higher productivity. For example, the R&D information portfolio will assist all BUs in increasing awareness level, taking more informed decisions, setting accurate/responsive/real-time strategies in Marketing, Pricing, Developing and Sales.

Business Units’ Management, Departments, Teams

R & D Director

R & D Department Manager

Process Monitor TechnologyLocal Market MonitorInvestments &

Business Development

Information TechnologyArchitecture

Construction Green & Sustainability

External Processes

Internal Processes

Project Processes

Analysis & Improvement

ProfilingMarket Indexing

Data Collection

Team

Projections and

Predictions

Local Opportunity Identification

Strategic Guidance

Business Planning & Feasibility

Studies

Concept Design

Management

International Market Monitor Research Funding

External/Internal

Influential Factors

Recommend and Guide

ProfilingMarket

Reports per Country

Market Entry Strategies

Business Networking

Feasibility Studies

International Practices

International Opportunity

Identification

Product Development

Revenue Streams Focus

Efficiency Focus

Competition Focus

Technical Evaluation

Identification of New

Researches

Research Events &

Promotion

Economical Evaluation

Patent Control

Marketing & Media

Building Materials Entertainment

Branding & Positioning

(Research & Strategy)

Market Positioninig

Brand Architecture

Local Brand Monitor

International Brand

Monitor

Brand Analysis

Brand Enhancement

Special Assignments

TasksInformation Collection

MonitoringSpecial

Communications Channles

Awareness Focus

Focus Area

Function Area

Initial Function-Based Chart for the Research & Development Department

Interaction with Several Departments for Shared Resources

Top Management

R&D Department extends the Top Management’s Intelligence Capability, Observatory Scope &

Awareness Levels to an Integrated Business Module

following systematic patterns, which in the end

serve the Top Management’s Objectives

Executive Managment

R&D assists the executive management level by

making available a rich portfolio of information

enabling faster & accurate decision taking. R&D also creates various notification methods and channels to

keep executive management informed of the local/global/

special business environment

Finance – Legal – Customer Care – HR - Sales

R&D can assist in various areas of research initiated by these departments in their

respective fields. R&D can also create a constant monitoring tool for relevant news which benefits the departments mentioned

above in keeping track of latest updates, e.g. create constant news/information feeds for

relevant departments through assigning specialized personnel

Development – Engineering – Project Managment

R&D Conducts various researches related to the departments mentioned above under the

supervision/in-coordination of/with the development department, create constant

information feeds, initiate researches which can better position the corporate as a leader in the

region in specific area related to real-estate development at any stage of execution

Marketing - Branding

In coordination and under the supervision of the Marketing & Branding departments; R&D can

assist in researching the current domestic and

global market with focus on areas related to marketing

trends and branding strategies, in addition to creating constant news

feeds

Information Technology

The scope of research in information technology is

limitless, R&D will have more focus on Information

Technology solutions and breakthroughs to be

implemented on the company’s real estate projects. R&D can also assist the company’s IT

Department in conducting research in various areas

related to IT solutions for the internal company use

Business Units’ Management, Departments & Teams

The business units in the company have a great responsibility of heading & initiating the revenue stream for the corporate as a whole. R&D assists each business unit in various areas which, in the

end, enables more quality control and higher productivity. For example, the R&D information

portfolio will assist all BUs in increasing awareness level, taking more informed decisions, setting

accurate/responsive/real-time strategies in Marketing, Pricing, Developing and Sales.

Specific Function

Area

Interaction Description with several department

and entities in the corporate