NATIONAL UNIVERSITY OF SINGAPORE

PM5106 DESIGN MANAGEMENT

Semester 1, AY2011/2012

Time Allowed : 2 Hours

INSTRUCTIONS TO CANDIDATES

1. This examination paper contains FOUR questions and comprises FOUR printed
pages.

2. Candidates must attempt ALL questions.

3. The total mark for this paper is 60.

4. Students are to write their answers in the answer booklet.

5. This is an OPEN BOOK examination.

6. The examiner for this module is JASON TEOU.

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Luxe Hotel Group CEO Mr Neo is an hotelier and operator owning 3-star hotels in
Singapore. He now owns five of such hotels operating in the outskirts of the city. Mr
Neo has acquired a prime piece of land and wishes to build a 5 star hotel on it. He has
engaged a branding consultancy firm to assist him to re-brand his chain of hotels to tap
on well-heeled business travelers and tourists. Mr Neo has yearned to see a revitalized
image of his hotel group. He desires to re-position Luxe Hotel Group as a premier
hotelier offering luxurious accommodation.

Below are the members of the Project Team working on it.

a) Ludovico, the Concept Architect from UK;

b) Mr Lee, the local Architect who is collaborating with Ludovico;
c) Seetoh, the local Civil & Structural Enginner;
d) Marie, the local Mechnical & Electrical Engineer;
e) Eugene, Quantity Surveyor;
f) Christine, the Interior Designer;
g) Fabian, the branding consultant;
h) Mr Sim, the Main Contractor;
i) Ricky, group hotel operations manager

Ludovico presented a compelling Concept Design scheme requiring costly engineering

solutions and materials. Ludovico proposed using titanium as the cladding material for
the building faade.

Christine proposes use of exclusive materials and customized fixtures for the hotel
rooms and lobbies. However, Christine has not confirmed exactly what she has in mind.
As such Eugene recommended providing a provisional sum in the Main Construction
Contract.

Mr Neo made the following comments:

a) He is extremely concerned about the construction cost;

b) The architectural design, interior design and the branding exercise must be in
harmony;
c) It is the largest project Luxe Hotel Group has ever undertake and financing for
the project has applied substantial pressure on the companys finances. He
would like the hotel to be completed as soon as possible for operations.

The project commences and issues arise along the way. You are the Luxes in-house
Project Manager responsible to oversee the hotel project.

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There are frequent disputes between the Fabian and Christine. Fabian laments that the
interior design should complement and achieve the effect he wanted. Christine on the
other hand has her own ideas and felt restricted by Fabian. As such, she privately gave
specific instructions to Mr Sim (Main Contractor) to implement her designs. Mr Sim
proceeded with the works and submits claims on grounds of variation to ask for more
money.

The cost escalated quickly and Eugene (QS) reported the situation to Mr Neo.

Mr Sim complained to you about the delay in receiving construction drawings from Mr
Lee, Seetoh and Marie. The local consultants explained the design intent drawings from
UK are taking a bit of time and they are unable to produce the required drawings in time
for the Main Contractor. Furthermore, Ludovico has been making changes in the design
whenever he visits the site on a monthly basis.

Ricky has also made remarks on site that the design does not suit the hotel operations.
He commented that the kitchen space is too small and the dinning area is too small to
cater for the number of hotel guests during peak hours. There should be separate areas
for preparation of raw food and cooked food to prevent contamination. The pastry
section is too small. Christine objected to increasing the kitchen and dinning area, as it
would mean giving up space from the reception area. Her reasoning is the reception
needed the area to look grand.

The project is at risk of running into delay and issues are not resolved.

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Question 1

Define the roles and responsibilities among the nine Project Team members.

(10 marks)

Question 2

Analyze the areas of conflict among the Project Team members and propose ways in
which you, the Project Manager, may resolve or mitigate them.

(30 marks)

Question 3

The branding consultant advised Mr Neo to consider sustainable designs in his

development as part of the revamping exercise and corporate social responsibility
initiatives.

Mr Neo is considering implementing Green Designs for the hotel development project.
However he is concerned about cost. Prepare a report for Mr Neo in order for him to
decide whether to go for Green Mark Certification.

(10 marks)

Question 4

Mr Neo suggested a cost cutting exercise to steer the budget back on track. As the
Project Manager, you propose to conduct a value engineering exercise instead. Explain
to Mr Neo how this can be carried out (giving example(s)) and highlight the difference
between value engineering and a cost cutting exercise.

(10 marks)

END OF PAPER