Backed by rising demand, income growth and
new jobs, and aided by a package of policy changes
put in place by the government in July last year,
the property market is entering a nascent stage
of activity after years of anaemic behaviour.
Property prices are showing a discernible increase
with robust demand. In 2005, total primary market
private home sales reached 8,955 units (a level
not seen since 2002), which underscores the restoration
of a healthier demand for property.
With better economic conditions, our business
has also gotten better. But this, I must emphasise,
has been chequered, patchy and not across the
board. In truth, we have not been able to lift
our sales and leasing performance sufficiently
to the requisite levels for sustained growth.
We have fallen short of our targets across the
various segments of our business both in our sales
of properties as well as our recurrent income
portfolio of residential, retail, industrial and
hospitality assets.
In 2005, we recorded sales of about 900 residential
and commercial units. We launched La Casa, our
latest executive condominium in Woodlands, to
good market response. 195 out of the 225 units
released have been sold. During the year, we introduced
new concept developments like New Age Office at
Central above the Clarke Quay MRT station and
Novena Medical Center at Square 2 atop the Novena
MRT station. These projects garnered a good rate
of sales with about 70 per cent of the 120 New
Age Offices at Central and 95 per cent of the
72 medical suites released for sale at Novena
Medical Center taken up.
We completed close to 2,000 residential units
and a purpose-built warehouse leased to SembCorp
Logistics at Tradelink Place in Tuas South. We
acquired Pacific Plaza, a commercial development
of shops and offices located in the midst of bustling
Orchard Road and Scotts Road, for $111 million.
Plans are underway to improve this property with
corresponding increase in yield.
Our hotels were the best performing asset category
in the Organization in 2005. Business was boosted
by record high tourism arrivals both in the business
and leisure segments. Concerted efforts by the
public and private sectors to raise the profile
of Singapore as a global marketplace and tourism
capital appear to be paying off. At the same time,
we have also remodelled our operations, which
entail grouping resources as a shared back-of-house
infrastructure, outsourcing and stronger financial
discipline.
Orchard Parade Hotel and The Elizabeth Hotel
out performed their top-line targets with the
latter further exceeding its bottom-line target.
Their strong showing pulled up the hotel portfolio
performance to a commendable 4.5 per cent yield
in 2005.
The success of The Elizabeth Hotel has prompted
us to kick off an extension programme by redeveloping
the adjacent residential block, Elizabeth Regency,
into a new wing, which will be positioned as an
“independent” hip 100-room hotel.
In line with the uplift in the hospitality sector,
our serviced residences portfolio registered improved
occupancies of 86 per cent and increases in apartment
rates of between 5 to 10 per cent in 2005. These
levels were, however, still way below the peak
performance seen through 1996/97.
In the last few years, we have had to contend
with a market, which is fraught with episodic
twists and turns and that has taken on a very
different shape today. Property development, in
particular, is much more challenging today compared
to the last decade.
New age consumerism because of information and
media explosion is changing the marketplace and
the way people buy goods including property. Buyers
today are exposed to a myriad of creative marketing
hype promoting avant- garde ideas or foreign crazes
resulting in even more rapid shifts in market
demand. As a result, property today has become
less of a durable goods business and more of a
semi-perishable goods business. Lifestyles are
as diverse today as sports shoes, which actually
reflect the plethora of choices that customers
want. Fads come and go as quickly as Swatch watch
designs change.
To deal with this new reality of the market as
well as future challenges, we must have the patience
and perseverance to endure the uncertainty of
a rapidly changing marketplace and be prepared
to make personal sacrifices to meet customers'
needs and preferences. From perseverance comes
character and a strength to believe that we can
soon taste some success. This is hope itself,
which we must all have to see us to a better tomorrow
and a better world.
In 2005, our people at Far East Organization
which includes Orchard Parade Holdings and Yeo
Hiap Seng have demonstrated a certain measure
of perseverance, character and hope, in changing
the way we do things, reinventing ourselves, and
coming up with ideas on how we can improve our
business and our products.
During the year, we advanced into the second
phase of the revitalisation of Yeo Hiap Seng,
both in its food and beverage business as well
as in its organisation building. To meet the diversity
of consumer tastes, we continue to introduce new
products in various beverage categories while
refreshing core products with new and improved
formulation. New products and labels were also
launched for Yeo's food and sauces in the Singapore
and international markets.
In August last year, Yeo's teamed up with a new
partner in America, Hain Celestial Group, to tap
business opportunities in the high margin, high
growth organic and natural food industry.
The year also saw the rollout of various leadership
development programmes and communication forums
that brought Yeo Hiap Seng's operations in Singapore
and Malaysia closer together. Malaysia is the
largest and most important market for Yeo's products.
The sense of unity forged through greater sharing
of experiences and better understanding of each
other's markets will stand Yeo Hiap Seng in good
stead in the expansion of our business in the
region.
In our efforts to transform Far East Organization
from being an entrepreneur-led organisation to
an entrepreneurial organisation, we need to be
more perceptive and responsive to the marketplace.
An entrepreneurial organisation exists to satisfy
the desires of the market - both old and new.
We need much more participation from the Organization
on how we can improve our processes in order to
serve the marketplace better. We must now work
more effectively, differently and in breakthrough
ways. The more we can force ourselves to do things
30 per cent differently from what we've already
done, again and again, the better we'll be positioned
to deliver excellence.
In 2005, to give our people the impetus to look
more seriously at process improvements, we launched
a major organisation-wide initiative called the
Business Process Improvement (BPI) Awards. The
BPI Awards serve to recognise and reward departments
that have made the most improvements to their
work processes during the year, resulting in increased
efficiency, revenue generation, productivity,
and better cost management.
The BPI Awards are given independent of the performance
of the Organization with respect to our financial
targets. The BPI Awards will be an annual competition.
We believe this programme will pave the way for
the business and financial success of Far East
Organization, by egging our people on to make
special efforts to recast cumbersome processes,
raise their productivity and creativity to newer
heights and to be much closer to the customer.
For our inaugural BPI Awards in 2005, Central
Engineering Property Unit distinguished itself
among the 26 participating teams to clinch the
Top Award and the Challenge Trophy. Central Housekeeping
Hotels Unit and Corporate Affairs won the two
Merit Awards.
Genius is one per cent inspiration, 99 per cent
perspiration. Thomas Edison said it nearly a century
ago. We all know about perspiration from the toils
and labour of the past seven years. Indeed, we
extol perspiration which is synonymous with diligence,
one of our core values. Our winning BPI teams
have demonstrated this amply for us today. They
have shown a doggedness to implement and execute
improved business processes after being inspired
with a new idea because they believed that it
would make a difference to our Organization.
But, we must realise that there can be no inspiration
without LOVE. LOVE is at the heart of inspiration.
Steve Jobs of Apple, one of the most admired business
leaders in the world, made a speech at a US college
graduation last year, which was given wide exposure
and circulated via e-mail to various strata of
business corporations all round the world. He
advised the young graduates to “Do what
you Love”.
However, I don't think many of us have the luxury
or latitude to respond to his call. Instead, I
would suggest, “Love what you do”.
Love your job, love your work, love your colleagues,
love your customers and you will experience the
makings of a different world. Love your Organization
and love the business we are in to become an integral
part of it. Love is a commitment and a lifelong
journey. Love is when you are open to new ideas
brought up by other people. Love is when you commit
to do unto others what you would have others do
to and for you.
Looking ahead, we can be confident of a more
successful year in 2006 while being mindful of
the risk factors that our business remains exposed
to. The property market has shown signs of improvement
and is well positioned to continue its growth
path. There are bold, ambitious plans to remake
Singapore into a vibrant global city of opportunity.
The future holds the promise of the next five
years being “better than the last five”,
as envisioned by our Prime Minister. A lot depends
on our own organisational preparedness to play
a part in bringing the anticipated market uplift
to pass. Let us have hope in our hearts and set
out in love to light the marketplace. We can do
it!
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