XN000022-1984-12-10 — Page 15

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MONDAY, DECEMBER 10, 1984

APPRAISALS OF BUILDING SERVICES SYSTEMS, IN BOTH TECHNICAL AND ECONOMIC TERMS, AND THE IR PROPER CO-ORDINATION AND INTEGRATION INTO BUILDING STRUCTURE NOW DEMANDED EXPERIENCED ENGINEERING INPUT AS WELL AS SOPHISTICATED COMPUTER DESIGN AIDS.

+THE OPERATION AND MANAGEMENT OF THE BUILDING SERVICES SYSTEMS ARE NOW ENHANCED BY BUILDING AUTOMATION AND IT IS NOT UNCOMMON FOR SOPHISTICATED ELECTRONIC DATA PROCESSING AND CONTROL EQUIPMENT TO BE EMPLOYED, HE SAID.

+ I WOULD EXPECT THIS TECHNOLOGY TO ADVANCE RAPIDLY AND FORTHCOMING GENERATIONS OF TALL BUILDINGS WILL, I AM SURE,

INCLUDE MORE AND MORE AUTOMATION, HE SAID.

HOME OWNERSHIP SCHEME A PROVEN SUCCESS

****

DEPUTY DIRECTOR OF HOUSING, MISS ELAINE CHUNG, SAID TODAY THAT A PUBLIC ENTERPRISE SYSTEM' COULD WELL COMBINE THE MERITS OF BOTH PLANNING AND MARKETING.

+ IT USED TO BE THOUGHT THAT MARKETING AND PLANNING ARE MUTUALLY EXCLUSIVE, BUT THE HOME OWNERSHIP SCHEME PROVES THAT A PLANNED, MARKET-ORIENTED PUBLIC ENTERPRISE SYSTEM CAN SUCCEED, MISS CHÚNG

SAID.

ADDRESSING A MEETING OF THE TSUEN WAN ROTARY CLUB, SHE SAID THE SUCCESS WAS CLEARLY REFLECTED BY THE FACT THAT ALL HOS SALES EXERCISES HAD SO FAR BEEN OVER SUBSCRIBED.

+THIS VERY SUCCESS ALSO ENSURES THE CONTINUITY OF THE HOME OWNERSHIP FUND AND THE DEVELOPMENT OF MORE HOS FLATS FOR OUR TARGET CLIENTS.+

USING THE SUCCESS OF HOS TO ILLUSTRATE THE CONCEPT OF A PLANNED, MARKET-ORIENTED PUBLIC ENTERPRISE SYSTEM, MISS CHUNG SAID THE STRATEGY IN PLANNING WAS TO IDENTIFY A SPECIFIC SEGMENT OF THE MARKET WHICH WOULD ENABLE A UNIQUE POSITIONING AND MARKET SHARE.

+ IN THE CONTEXT OF HOS, PLANNING MEANS UTILISING RESOURCES TO DEVELOP A PROGRAMME TO PRODUCE A PRODUCT FOR A CERTAIN SEGMENT OF THE MARKET.

+THE QUANTITATIVE CONSIDERATIONS OF THE SCHEME, NAMELY THE SIZE OF THE PRODUCTION PROGRAMME, WERE BASED ON STANDARD ECONOMIC ANALYSES SUCH AS ESTIMATED SALES VOLUME, CASH FLOW AND PAYBACK.

+

IN MARKETING, MISS CHUNG SAID THE STRATEGIES WERE TO IMPROVE THE PRODUCT TO PROVIDE A COMPETITIVE EDGE, OFFER A PRICE ADVANTAGE IN RETURN FOR RESALE RESTRICTIONS, ESTABLISH SPECIAL CHANNELS OF DISTRIBUTION, AND TO INCREASE MARKETING SUPPORT THROUGH SPECIAL PROMOTIONAL ACTIVITIES.

/+TE PROJICT