1. Performance evaluation
Sunway group is one of Malaysia’s largest companies with operations across wide number of sectors. The company is diverse with essential operations across construction, property, education, healthcare and hospitality (Dunn 2017). The diverse range of operational sectors requires the organization to maintain effective organizational management techniques. This is important as the organizations requires to implement management structures that can optimize its productivity across all sectors of its business. The organizational management of an enterprise depends on its effectiveness towards improving performance. The growth of the company has been significant and its construction oriented activities have resulted in generation substantial all round profitability. The company boasts of a team of 16 thousand employees that work across its various business divisions. The company essentially has 12 divisions of business (Johnson 2015). The progress of the company has been great in the recent years as it has achieved effective operations across 50 world locations. Thus, the operations of Sunway group has diversified into various sectors. The most important sector of business for the company has been the construction and property oriented business that that organization operates.
The three listed companies of the group are Sunway construction, REIT and Sunway Berhad. Performance wise all the listed companies of the organization have achieved significant progress with Sunway Construction leading the way. The company has handled many of Malaysia’s biggest construction projects. The combined value of the three companies managed by the group has been 17 million RM (Dunn 2017). The company’s essential performance concerning its property and construction oriented businesses has been very good. It has succeeded in becoming one of Malaysia’s premier construction enterprises. It has been able to successfully expand into international markets. The Sunway Group has been able to establish its presence across markets in south-east Asia and some other parts of the world. The company has established presence in China, Thailand, Indonesia, Vietnam, the Caribbean, UAE and India. The diversification of business for the enterprise has happened relatively faster and it has been able to effectively maintain much of its progress over the years.
The business strategy of the company essentially incorporates its mission and visions for future growth. The company wants to follow a sustainable growth policy and progress path. The organizational vision is to become a model organization with regards to sustainable development in Asia. The mission of the organization is to promote people’s empowerment and empower the major stakeholders of the company. The mission is also focused towards integrating a sustainable organizational outlook. The company also wants to attract new talent and nurture a workforce that will be progressive and efficient. The business model of a company is based on a system called the build-own-operate mechanism. The company operates its entire business aspects in order to effectively create a strong organizational mechanism. This helps the organizations to work in accordance with the expectations of its major stakeholders. The company is well aware of the diverse needs of its stakeholders and has managed to garner significant positive progress with regards to stakeholder management. As a result the organizations has received many sustainability awards over the years. This has also created a great sense of trust for the organization among the stakeholders. As mentioned previously construction is among the most important business sectors for the company. The company has taken part in building significant landmarks of Malaysia. Legoland, KLCC convention center and the highway of Kajan-SILK (Farrell, Kawecki and Branham 2017). The construction business of the company has even diversified into the markets of Middle East and Caribbean. However, the progress of the company has not been limited to property development alone. In the hospitality sector, the performance of the company has helped it to diversify more and it now operates large hotels in Malaysia, Vietnam, Cambodia and other prime locations across South-east Asia.
The latest revenue earned by the company is 5.3 billion RM (Rothaermel 2015). Concerning investment, the company has managed to become one of the best performing construction groups in the country. The market capitalization of the company is more than 8 billion making it the leading construction business of the country. The investment is poised to grow further for the company. The company is well positioned for future growth as it has construction projects that are located across 3.2 thousand acres in areas that are strategically positioned to witness greater growth over the years (Aviles and Dent 2015). However, despite the fact that most of the forecasted ambition of the company are well poised towards being realized some essential issues still form crucial limitations towards its progress.
A significant gap in the industry is the growth of competition in the sector. More construction companies are vying for gaining better advantages of the prevailing situations. Investors are also looking towards promoting newer ventures with unique construction ideas. This can be a major gap for the company as it may hamper its progress. The company is not doing much to tackle the threat of some of the new entrants in the construction industry. Moreover, its old competitors are also gaining significant market growth and closing the gap on the company. The company is taking part in construction ventures concerning civil engineering works (Bair 2015). However, the competing firms are gaining rapid progress in the market by managing large scale residential projects. Moreover, some of the lesser profitable business of the company are proving to be a major limitation to the all-round growth of the company. This is mainly because the company has to sustain these businesses by re-distributing profitability form other sectors. Another crucial limitation is in regards to the changing property laws both in the country and its foreign operating environments. The laws in some of the countries like China and UAE are getting stricter and posing significant challenges to its future productivity. The current strategies are working well towards the company’s growth, however, major changes may be required in a few years’ time to ensure sustained development.
2. Proposed future organizational transformations
1.Conceptual Framework
The company essentially uses a build-own-operate model for ensuring sustainable development paths (Malhotra and Hinings 2015). The model is strategically implemented to help the company grow and develop with regards to the various business sectors that it has to essentially operate. The future market conditions may result in the loss of profitability and effective growth of the community. The basic limitations that were identified were in regards to growing competition, emergence of unique new ideas along with newer ventures and the environment of changing international construction and real estate laws that can affect the business proposition of the company (Daneshgari and Moore 2016). It is very important to consider these significant factor that are major limitations towards the sustainable growth of the company. It becomes important that both the external and internal factors are significantly optimized through the transformations that are to take place. Firstly, the changing laws of the country in regards to real estate and investment financing need to be essentially considered. Secondly, the growth information of the competing firms need to be effectively analyzed. This will help in the formation of crucial ideas in regards to the positive growth aspects of the competitors (Ellis et al. 2014). Malaysia as a country has a relatively stable environment for the development of businesses. The construction sector of the country is also great due to the great scope for infrastructural growth. This has led to the development of a good environment for new companies to enter the market (Skocpol 2016). However, for established businesses like Sunway this may be a significant threat as more new entrants will increase the competition in the market and greater stress on suppliers. The most important aspect is the added new values that can be achieved through the model that can enhance the success of the future business of the enterprise.
The most important value that is to be added is increased quality of products and services. Moreover, another important factor that has to be incorporated is innovative approach to the business. Innovation is much important for the effective growth of the organization (Timmons, Butterworth and Lucus 2017)
The model that can be used is a strategic growth model. The model incorporates decentralizing of business. The businesses in various countries can be made more effective by hiring experts that will be aware of the laws and regulations of the particular countries. This will make sure the business environments of these countries can be optimally approached. Hiring more locals will ensure that the business has a nationalistic value. Moreover, countries where the business propositions are more need to be provided special attention as these markets can ensure profitability growth in the future (Muja et al. 2014). This way the markets that can provide lesser profitability can be effectively separated from the international markets with greater developmental prospects. The countries where the markets are relatively lesser affected by strict laws have to be selected in order to increase profitability. This way the various markets can be assessed and initially new businesses at better international locations can be formed.
Concerning, the internal environment of the country it is much important that the initial factors are essentially assessed. The model should consider increasing the value of the products. In order to increase the product value effective partnerships with the best suppliers have to be created. Effective relationship need to be created with the suppliers in order to build a strong market base. The newer firms may not be able to easily gather a lot of support from suppliers. Moreover, in order to get competitive edge over the rival companies it is important that the best suppliers remain with Sunway group (Martin and Osterling 2014). Hence, the model will essentially involve partnerships with the best identified suppliers. This is an important factor keeping in mind the growing competitive environment in the country especially in regards to the construction industry. Additionally, the model will incorporate research in regard to those supplies for which the company will not necessarily require any supplier. The company has a long standing presence in the industry and due to its previous expertise have garnered enough resources to manage some of their own supplies (Bustinza et al. 2015). Hence, it becomes important that the firm identifies these specific areas where it can manage its supplies through subsidiary companies. It also becomes important that research is done in regards to how the organization can manage crucial supplies on its own. This will be required in order to form effective supply oriented strategies in the future.
Given the limitations the company is affected by, essential future growth strategies need to be implemented in order to focus on ground level needs of the company. These needs should not necessarily be considered in respect to the current circumstances, however, it is important to consider the circumstances that could arise in the future (Timmons, Lulinski and Thomas 2016). The model incorporates increasing the value of product it becomes much important thus, that the value increasing needs of the future are incorporated within the model. More importance is to be given to innovation. A large organization like Sunway group cannot sustain growth without incorporating innovative approaches within its growth oriented framework. Thus, it is important that innovation is considered much judiciously while implementing the model across all the levels of the company. The innovative approaches have to be implemented with regards to technology, approach, industrial outlook, business methods, communication systems and other essential aspects that need to be strongly focused on to develop the idea or sustainable growth that the company essentially has (Kianto et al. 2014). It also becomes important that the company consolidates its diverse business areas. Businesses that are not generating profitability can be closed or temporarily suspended. The focus if the model is towards value creation. In order to do so profitability have to be effectively maintained and subsequently channelized towards achieving better product value.
3. Conceptual model
The adoption of the conceptual model can help in improving the efficiency of the operations of the different sectors of Sunway Group like construction, retail, education, health care and manufacturing. Sunway Group should be provided with top management support along with open communication that can greatly improve the prospects of Sunway Group. Open communication can pave the path for transparency in relation to the various sectors of Sunway Group that can improve the operation of the conglomerate. In the event of an organisation lacking the element of mutual trust it shall result in decreasing performance of Sunway Group. The organization with the right kind of strategic partnering can rise ahead of the competitors and ensure the sustainability of the company (Nguyen, Newby and Macaulay 2015). In the event of the client organisation, not accepting the proposal it will have serious impact on the fortune of Sunway Group. The company will not be able to get great ideas without the proposal that will pave the path for decline of the company. They would suffer under the burden of operating expenses that would severely cost the ability of the company in making profits. Sunway Group wold not be able to secure funding in the event of not taking into account the proposal. The company would not be able to show the investors that they are competent that would be harmful for the long-term success in relation to the company (Chang 2016). Sunway Group would not be able to get the direction that shall harm the future of the company. It shall result in poor cash management for Sunway Group that shall have a negative impact on the factor of success of Sunway Group. The business proposal not being implemented will act as a barrier for the company in identification of the weakness that will greatly harm the reputation of the company. The consequence of not abiding by proposal will not help Sunway Group in capitalising on the strengths that will have irreparable consequences for Sunway Group.
The members of the board will not be able to understand the values and the strategies of the company that will greatly cost the company. The proposal can help the company in developing business alliances that will be able to help the company in making profits. The proposal would be able to help in backing up a loan application that would be able to facilitate the expansion of a business. Sunway Group will not be able to prioritise that shall hinder the process of mapping out effective strategies (Morden 2016). The business proposal not being implemented would make them incapable of controlling the future that would be detrimental for the future of Sunway Group. The updating of the business plan will help Sunway Group in making changes in the strategy that can work to the benefit of the organization (Johnson 2015). Sunway Group would not be able to engage in continuous improvement which shall greatly harm the company. Sunway Group would not be provided with the learning climate that can help in developing the company. The practical implications of the proposal can facilitate the aspect of partnering that can be useful for Sunway Group.
It becomes much important that the company accepts the model however, the rejection of the proposed model can aggravate negative implications for the company in the long run. The company will be unable to perform as per the changing industry standards. This can mean that although if apparently no significant issues affect the company presently, it can be greatly affected later on due to the rapidly changing environments of business. The rise in competition is a significant factor that can affect the company. The competitive market is getting increasingly difficult to tackle for the companies working within the construction industry. Hence, if the company does not accept the various aspects that have been focused towards improving through the conceptual model it could mean that they are unable to tackle challenges that may arise in the future (Lyons et al. 2018). Thus, not being able to make good relations with the suppliers can mean supplier churn in the future. Suppliers can move towards other companies that tend to provide better offers. If innovative approaches are not prioritized the company will not be able to effectively transform according to the situations that are present. This could mean that the future operations are under the threat of great loss. The company’s operating costs can dramatically increase due to the continuous operations of the unprofitable venture. This will end in the creation of a large gap that might not be fulfilled in the future. Hence, there can be far reaching consequences if the factors that can affect the company in the long run are ignored or not considered essentially. It is very much evident from the analysis that Sunway Group would not be able to get the intended direction that can save the enterprise from harm in the future (Martin and Osterling 2014). It shall result in poor cash management for Sunway Group that shall have a negative impact on the factor of success of Sunway Group.
The business proposal not being rejected will act as a barrier for the company. The identification of the weakness will be much more ineffective, which in the long run can greatly harm the reputation of the company. Hence, it is important that in order to ensure the long term survival of the company the models are effectively implemented. The company can face tumultuous situation in the given the scope for the potential threats that can affect the company’s growth in the future due to its large operational areas. In all it can be said that the large structure of a company makes it susceptible to a great number of threats that can affect it, especially in the long run. Ignoring the framework can result in the failure of the operations of the company.
Introduction:
The literature review section would take into four models which come into play in the civil manufacturing and retail industries of which Sunway Group is a part. The four models considered are PESTLE, SWOT, Supply chain and sustainability.
PESTLE Model:
The PESTLE model takes into account six macro environmental factors which have strong impact on the manufacturing and retail companies. The six components are political, economic, social, technological, legal and environmental factors.
Political and legal factors:
The political factors which come into play in the manufacturing and retail sector are government policies and policies formed by the international organizations. Fine (2018) points out that the national governments make laws according to which industries operate. The laws formed by the government of Malaysia play determining role in various fields like income tax, financial policies and even the expansion of the companies into foreign markets. This fact is evident from the fact that the Ministry of International Trade & Industry (MITI) makes policies which lead to the development of the industrial sector in the country. The government in order to strengthen the industrial sector in Malaysia takes up infrastructure developmental projects. MITI also makes lucrative offers like tax benefits to attract technological giants towards the country in order to bring about holistic industrial development (Mida.gov.my. 2018). Similarly. The government provides tax incentives to attract foreign direct investment to offshore companies to invest in Malaysia (Cnbc.com. 2018). Again, it can be pointed out the operations in the civil construction industry in Malaysia come under influence of laws like Contracts Act 1950 (Agc.gov.my. 2018). Thus, it can be inferred from the discussion that the government policies contribute towards laying down the strong base on which industries like construction and retail operate. As far as bilateral relationships are concerned, the Government of Malaysia has strong bilateral relationships with countries like Singapore (Mfa.gov.sg. 2018). These bilateral relationships of the Government of Malaysia enable the business conglomerates to expand into foreign markets. The civil construction and healthcare companies have extended into several countries like Singapore and India. Thus, it can be inferred from the discussion that political factors play very significant role in the business operations of construction and healthcare conglomerates based in Malaysia. Iqbal et al. (2015) oppose the opinion that political factors act only as drivers towards business development of conglomerates. They point that corruption and terrorism threats are some of the political threats which business conglomerates face due to political relationships between countries which is extremely dynamic. Hellwig and Sinno (2017) points out that civil construction conglomerates owing to their financial wealth are often subjected to extortions from local political groups. These factors inhibit smooth execution of the civil construction projects which have significant impacts on the business like cost and time overrun. Thus, it can be inferred from the discussion that political factors play important in the business activities of the civil construction companies in both positive as well as negative ways. The business conglomerates have to no control over them and have to make their internal policies in the light of the political factors prevailing in both the home countries as well as host countries.
Economic factors:
The economic factors play very significant roles as far as functioning of the business conglomerates especially the ones involved in the civil construction and healthcare are concerned. Gay (2016) in this respect points out that the first economic factor which impacts the global operations of the international business conglomerates is international currency exchange rates.
Figure 1. Currency exchnage rates of Malaysian Ringgit againsy USD, AUD and SGD
(Source: Bloomberg.com. 2018)
The above statement is evident from the 5 year historical statistics which compares between exchange rates Malaysian Ringgit against three international currencies namely, USD, AUD and SGD. It can be inferred from the above diagram that USD is gaining more strength against MYR followed by SGD and AUD. This means that the business conglomerates based in Malaysia have to incur more expenditure in order to acquire resources like equipment from the US than Singapore. The international exchange rates have important implications since the business conglomerates involve in financial transactions in multiple currencies. Della Corte, Ramadorai and Sarno (2016) point out in this respect that civil construction and healthcare projects are extremely expensive requiring the companies presenting immense financial risks. The business conglomerates diversify the financial risks like hedging in asset classes in different countries which once again is dependent on international exchange rates.
The second economic factor which profound impacts the civil construction and healthcare industries is availability of capital. Maggiori (2017) point out in this respect that civil construction projects require to acquire immense number of resources like materials, equipment, human resources and financial resources. Malaysia is provides international construction conglomerates with skilled labour, equipment and materials. The government of Malaysia attracts FDI from foreign companies which provides its civil construction industry with the required financial capital (Mida.gov.my. 2018). Moreover, the nation has a wide of banks which attribute financial liquidity to the international business conglomerates. Thus, it can be inferred from the discussion that the civil construction and healthcare conglomerates are heavily dependent on the economic conditions in the global markets. Fujita and Hamaguchi (2016) contradicts Maggiori (2017) and point out dynamic economic conditions in the global economic also create several issues for the international business conglomerates. They point out that economic factors like emergence of East Asia have created immense economic pressure on the construction and healthcare conglomerates. The emergence of markets like China and India has required the business conglomerates to shift their resources to these booming markets. Thus, it can be inferred from the discussion that economic factors do have strong effects on the business conglomerates.
Society:
The society plays a pivotal role in the business of the international construction and healthcare conglomerates. Myers (2016) points out that as pollution increases, it creates demand for new construction structures like bridges and roads. Similarly, population increase also accelerates expansion of healthcare systems. The business conglomerates utilise this rise in demands for civil construction and healthcare facilities to expand their businesses.
Figure 2. Table showing population of Malaysia
(Source: Dosm.gov.my. 2018)
The table above shows that the population of Malaysia has grown steadily through the years which means that the country is experiencing rise in the demand for civil construction and healthcare facilities. Malthus (2018) however points out that rise in population in significant construction markets like China has placed intense pressure the civil construction companies as well as countries to cater to this increasing population. Thus, it can be inferred from this discussion that social factors play significant roles in the operations of the civil construction companies.
Technological and environmental:
Chen, Dollar and Tang (2015) point out that technological factors have strong effect on the business operations of civil constructions and healthcare conglomerates since both are heavily dependent on technological advancements. Sun et al.(2017) mention that technology plays a significant role in civil construction industry since construction of civil construction structures require use of advanced technology. Gan et al. (2015) point supports this view and opine that civil construction projects are extremely complex and require use of software based project management. As far as Malaysia is concerned, the country shows steady increase in exports and import of information and communication technology particularly from the US.
Figure 3. Table showing yearly ICT exports and imports
(Source: Export.gov. 2018)
The technological advancements also enables the civil construction conglomerates of Malaysia to operate in sustainable ways. For example, the construction companies have to comply with the environmental laws in Malaysia like Environment Quality Act 1974 (Agc.gov.my. 2018). This means the civil construction companies have to use modern machinery capable of operating on minimum fuel. Thus, it can be inferred that technology boosts sustainability in the civil construction industries in Malaysia. Hashemkhani Zolfani and Bahrami (2014) point out that though technology boosts the civil construction projects, it also has certain negative effects on the civil construction companies as well. The continuously advancing civil construction technology requires the companies to invest in the modern equipment which add to their project expenditures. Similarly, these companies have to acquire manpower to operate these modern equipment. This adds to the cost of civil construction projects to a great extent. Thus, it can be inferred that as far as civil construction companies in Malaysia are concerned, technology has both positive and negative effects on them.
SWOT analysis:
The strengths of the construction companies in Malaysia can be attributed to a great extent to the favourable macroeconomic conditions. It can be pointed out that the civil construction and healthcare conglomerates in Malaysia gain financial help from FDI (Mida.gov.my. 2018). Fine (2018) can again be reiterated in this context that the stable political conditions of Malaysia and its international bilateral relations have enable the civil construction companies expand both domestically as well as internationally. This has led to their strong financial base, talent acquisition and technological advancements. Della Corte, Ramadorai and Sarno (2016) can also be reiterated in this context to point out that access to global financial markets has enabled the civil construction companies to diversify the business risks. However, Iqbal et al. (2015) can be reiterated here to mention that civil companies are subjected to threats from local antisocial groups who extort from the former.
Supply chain:
The supply chains of civil construction companies spread over the whole world and draw resources from several markets. This makes the supply chain of the civil construction companies depend heavily on the international currency exchange rates (Bloomberg.com. 2018). Myers (2016) points out that this increase demand for construction projects have put immense pressure on the supply chains of the civil construction companies based in Malaysia. Fujita and Hamaguchi (2016) however, point out that the supply chains of civil construction companies are facing further stress due to the need to shift immense resources to the Southeast Asian market which is showing tremendous boom in the construction projects. Pala et al. (2016) point out in this respect that use of ecommerce has boosted the supply chains of civil construction conglomerates. Gan et al. (2015) can be reiterated in this respect. They mention that civil construction conglomerates are able to acquire supply of raw materials, equipment and manpower from all over the world. They oppose that requirements to shift resources to emerging markets are challenges. They in fact point out that civil construction conglomerates maintain separate supply chains to serve different markets and acquire resources from them using ecommerce. Della Corte, Ramadorai and Sarno (2016) can again be repeated here. They mention that civil construction business conglomerates owing to the highly advanced hedging strategies are able to earn huge returns on investments which they can reinvest in their ongoing projects. They in fact make timely payments to their suppliers and ensure steady supply of raw materials. Thus, it can summed that the supply chains of civil constructions conglomerates span the world and are highly effected by the macrocosmic factors.
Sustainability:
Malaysia in order to protect its environment has enacted stringent laws like Environment Quality Act 1974 which require the industries including civil construction industry to act in sustainable ways (Agc.gov.my. 2018). Alwan, Jones and Holgate (2017) point out that civil construction projects involve use of chemicals, equipment and immense amount of fuel, all generate colossal amounts of wastes. Thus, it is evident that the very activities of the civil construction companies would attract heavy penalties due to infringement of environmental laws. Darko and Chan (2016) point out that green technology can provide sustainable solutions to these environmental issues. Thus, it can be inferred from the discussion that the civil construction companies in Malaysia can gain sustainability using advanced technology.
2. DBA research perspective:
The future researchers can explore new areas of client business transformation to attain sustainability. The civil construction companies should use more environmental friendly ways of operating in the market (Agc.gov.my. 2018). They should use modern machinery require lesser fuel thus, emitting less amount of pollutants. This would result in lower level of harm the civil construction industry causes due to pollution. This shows that the international business conglomerates should integrate sustainability and more customer intensive operations.
Diversity management skill:
In the diversity of organization, it requires to adopt a business practice that may be suitable for combatting every challenges. As a project consultant I would be able to critically recognize and understand the discrimination laws and the consequences for infringing the laws, if I have the skill of diversity management. I would make the best attempt to gain the proper knowledge of the legislations that deals with discrimination. The apprehension which I derive from the legislations, will be shared among the workgroup to reduce the behavioral issues and conflicts within the organization. If the employers have sufficient knowledge about the discrimination rules, then it may help in preventing employers from making a decision which is cruel or favorable on the basis of religion, color, race, gender and age. As a part of this, I will acquire the ability to identify the misconceptions and biased activities within the organization before it reaches out to the other member in the organization, otherwise it would result into conflicting decisions. I will hold diversity training in my organization to enforce the policies which has been drafted for this purpose. On behalf of my company, I would highlight the job descriptions required for the employees, for hiring the best employees from the pool.
Communication skills:
To operate a business, it is needed that the organization maintains an open conversation between the employees and teams, from time to time. As a Project Consultant, I will be able to ensure that the employees are well connected with each other, socially and within the organization. A variety of tools can be implemented within the organization for boosting the conversational power, human resource solutions and quick responses. By developing the collaboration and communication skills, I would ensure that the internal culture grows at an exponential rate. I will make sure that the employees get the chance to communicate and share their feedbacks privately. I would primarily focus on the teamwork. I will assure the organization create such an environment that is capable of encouraging and fostering creativity. In recent business world, organizations need to prioritize the company culture. As a project consultant, my attempt will be to create a digital collaboration between the employees, so the teamwork is appreciated.
Technical leadership skills:
Technical skills are essential to boost the confidence of the employees. As a Project Consultant, an improved technical skills would help me in using new and efficient software. A technical books would help in strengthening the technical writing styles. I could be able to explore new opportunities and project which would be highly valued in job. Technical skills is a cost effective way for the business practices and it will develop the knowledge of second language. Better management of business can be ensured by acquiring technical leadership skills. Prospects like social media marketing and video conferencing will be exposed to me to strengthen my quality, which would also come in handy for my future jobs.
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