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Parking Guidance System. MEEM5001 Enterprise Engineering Strategy. Group Member: Chan Chun Kit (50115211) Cheung Chi Ming (50165054) Kwong Yee Fai (50177772) Lai Chung Wing (50276497) Sum Kai Yiu (50369026) Yiu Chi Kan (50524565) Course Instructor: Dr. John K L Ho. Parking.

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parking guidance system
Parking Guidance System

MEEM5001 Enterprise Engineering Strategy

Group Member:

Chan Chun Kit (50115211)

Cheung Chi Ming (50165054)

Kwong Yee Fai (50177772)

Lai Chung Wing (50276497)

Sum Kai Yiu (50369026)

Yiu Chi Kan (50524565)

Course Instructor: Dr. John K L Ho



company background
Company Background
  • A newly established engineering company in HK in providing effective parking guidance system for all types of parking facilities.
  • Shareholders of the company are graduates of City University of Hong Kong.
  • No experiences in business, but the system is creative & able to meet the customers’ needs.
mission statement
Mission Statement
  • To be a pioneer for providing efficient, competitive technology and engineering services to multi-storey car parks through application of parking guidance system.
  • To recommend & promote the use of innovative parking guidance system in Hong Kong.
  • To optimize the use of parking spaces & reduce the time in searching free parking space by introducing parking guidance system.
  • To gain profit for the newly established company in HK on a 39% rate of return in the first three year of business.
  • Guide the driver to find a parking space more efficient & convenient.
  • Optimize the use of car parking spaces
  • Provide a long term car parking space solution for users & operators.
  • Prevent a long queue of cars from forming at the entrance point
environment analysis
Environment Analysis
  • Finding a space in a car park can

be difficult and stressful

  • Reduce the time of searching space

in order to reduce parking time

  • Look for a solution for reduce air and noise pollution from vehicle in urban area
  • No similar parking management system in HK
  • Suitable for multi-storey car park in crowed district

e.g. Central, Mongkok, etc

environment analysis1
Environment Analysis
  • Many car park developers:

- Improve the facilities

- No idea to implement the system

- Look for a solution for reduce

traffic problem outside highly-utilized car parks

- Seek for improving the usage efficiency

- Seek for efficiency and flexible management system

- Increase the rate of filling parking space

- Improve customer service and customer satisfaction

market survey
Market Survey
  • Conduct market survey by questionnaire
  • Apply Kansei Engineering (KE)

- investigate the driver’s feeling towards car parks

- to identify the system’s design

  • Totally 41 questions
  • 5 points Semantic Differential

(SD) scale for rating

  • Sample size: 150 drivers
market survey1
Market Survey
  • The four main parts in questionnaire:

Part 1: General opinions towards car parks

Part 2: Opinions about different parking guidance systems.

The proposed components involved:

- Auto-allocation of parking space

- Parking guidance indicator

(Numerical indicator, Electronic display board)

- Indicating light for parking space

Part 3: Overall opinions towards the system

Part 4: Personal information

general opinions from survey s results
General opinions from survey’s results:
  • Most of respondents have experience of parking vehicle in highly-utilized car parks

- They felt difficult and annoying when looking for parking spaces

- They don’t satisfied with the

current parking indicators

- Some of them considered the

time taken in searching for parking spaces

general opinions from survey s results1
General opinions from survey’s results:
  • Parking guidance system can reduce the time looking for parking spaces
  • Parking guidance system can

reduce the time taken for vehicles

entering the car parks

  • There is a need to install a parking

guidance system in highly-utilized car parks


Conceptual designs of parking guidance system

  • Based on survey’s results:

- Most of respondents don’t like the computer assigning the packing space to them

- They like numerical indicators

more than electronic display

board at the main entrance

and each storey’s entrance

- They thought that too much information

will distract their concentration in driving

- They are welcome to install indicating lights for parking spaces

key benefits for drivers citizens and developers
Key benefits for Drivers, Citizens and Developers

For car park developers:

  • Enhances customer service/customer satisfaction
  • Increased rate of filling

parking spaces

  • Improved the profit
  • Prevented excess queues

at car parks

key benefits for drivers citizens and developers1
Key benefits for Drivers, Citizens and Developers

For drivers and citizens:

  • Improved traffic flow
  • Improved road safety
  • More convenient to drivers
  • Reduced parking time
  • Reduced atmospheric and

noise pollution

company profile strength
Company Profile - Strength
  • No competitors
  • Cost effective for large scale multi-storey car park
  • Easy to install
  • Low maintenance cost
company profile weakness
Company Profile - Weakness
  • No experience due to no such system in HK
  • No experienced staff
  • Uncertain in actual demand
  • No well known brand name
identified opportunities
Identified Opportunities
  • No competitors, profit margin is large
  • Many cars in HK, but no enough

parking space

  • Multi-stories car park is arising in HK
  • Resurrection of property market, large shopping mall will increase
  • Government introduces pedestrian zone, this reduces public parking spaces in crowed district
  • Future development in mainland China, system can be applied in large city and result in gaining more profit
identified threats
Identified Threats
  • Few people will use the car

park if parking fee is high

  • Indirectly affected by

poor economic environment

  • Easy replaced by other high/new technology
  • Property developers are not rare, their decisions will affect the company development

Organization Wheel


Customer Services

System Design







Assembly & Test



Framework of Organization

  • 1.) Core Target
    • Customer: carpark management companies, facilities management companies of large shopping malls etc.
  • 2.) Company Development
    • Organization: All founders are partners
    • Teamwork: Partners +In-house staff
    • People: Services Team (on-site, remote and hotline support)

Framework of Organization

  • 3.) Business Development
        • System Design : simple but innovative, new system for car park management in HK, suitable for multi-storey car parks
        • Customer Services : meet customers’ expectation through questionnaires
        • Assembly & Test : local design
        • Operations : in-house staff
quality management
Quality Management
  • ISO 9000 certified
  • EMSD’s approved system design
  • All technicians are registered electrical workers
  • All components & parts are RoHS & WEEE compliance Product
develop evaluate strategic alternatives
Develop & Evaluate Strategic Alternatives
  • Two Strategic Alternatives for Operation:
    • in-house engineering services
    • completely out-sourcing
  • Problems on Strategic Alternatives:
    • control of quality
    • communication
    • competition
    • coordination
    • costs
alternatives for operation
Alternatives for Operation

Strategy of In-house Services

alternatives for operation1
Alternatives for Operation

Strategy of Out Source Services

technology background

Technology Background

Parking Guidance System

A displaying system that provides the latest parking information and directs the drivers to free parking space along the shortest possible route

technology background1
Technology Background

Vehicle Detection Technology

Ultrasonic Object Detector Technology

Inductive Loop Detector Technology

inductive loop detector
Inductive Loop Detector
  • A coil of wire is buried under the parking lot and connected to a roadside control box
ultrasonic detector1
Ultrasonic Detector

- Install in the ceiling on each parking lot

- Ultrasonic frequencies (25.8kHz or 24.7kHz)

- To detect the presence of car in the corresponding parking lot

- LED is integrated in detector

  • to indicated two possible states

Free (Available) or Occupied

- Low construction/installation cost compared with inductor loop detector

ultrasonic vs inductive loop
Ultrasonic vs. Inductive Loop

Criteria for comparison include:

Data accuracy, Environmental effect, Reliability, System expendability, Cost and Ease of installation and maintenance.


vehicle detection technology
Vehicle Detection Technology
  • Ultrasonic Detector is selected

in our parking guidance system


** Naoyuki Ushio and Toshiyuki Shimizu, “Loop vs ultrasonic in Chicago: Ultrasonic vehicle detector field test isolating diffused reflection and enduring harsh environment”, 1997

financial analysis

Source of Funding

Financial Analysis


Easy to borrow

Depends on degree of friendship

More flexible

Bank Loans

High interest rate for small business

Government Funding Scheme

Tailor-made loan scheme

Strict application requirement


Financial Analysis

Income Calculation:

Markup price for each project: 40% on the total project cost

Selling Price = HK$ 420,650 X 1.4

= HK$ 588,910

Total Income from *projects each year:

Total Income = HK$ 588,910 X 5

= HK$ 2,944,550

* Assume 5 projects each year


Financial Analysis

Net Profit for each project:

Consultancy Income: 80% of the project cost category 11

Consultancy Income = HK$ 65,000 X 80%

= HK$ 52,000

Markup Profit = HK$ 168,260

Total Profit for each year = HK$ (52,000 + 168,260) X 5

= HK$ 1,101,300

Net Profit = Total Profit – Total Expenses

= HK$ 1,101,300 – HK$ 788,000

= HK$ 313,300


Financial Analysis

Payback Period:

Payback period:

3 + [50,880/(1,101300 - 788,000)] X 12 = 3 year and 2 months

time schedule
Time Schedule














Stage 1: Requirement Study (30 days)

(1.1) Operation and Process Review

(1.2) Technology Review

(1.3) Requirement Checklist Finalization

Stage 2: System design and development (100 days)

(2.1) Design of System

(2.2) Coding of System

(2.3) Testing version/ Demo Version Roll Up

Stage 3: System testing (60 days)

(3.1) Design of Testing Plan

(3.2) System Acceptance Testing and Pilot Run

(3.3) System Fine-tuning

(3.4) System Final Version Release

Stage 4: Training and marketing (60 days)

(4.1) Promotion Start

(4.2) System Training for Supporting Staff


Strategy plans are fully achieve the mission statements & objectives

  • The functions of the Parking Guidance System is based on the customers need
  • No market competitor as a result of high profit margin tends to shorten the payback period