The Tehran International Trade Tower project is located on a land of 15705 square meters in a very favorable location in terms of access, on South Shiraz Street. Due to its convenient location in connection with Hemat and Kurdistan highways, it is considered one of the most interesting and important projects in the field of opportunity studies for Thge One Iranian company. In the beginning, the owner and investor considered this project only for the establishment of the central building of Iran Insurance, but finally she decided to examine the economic value of the project in order to use it for profit. During a tender, Iran Insurance Investment Company (Saba) as the owner and investor of this huge project in 2013 entrusted the feasibility study of this project to The One Iranian Company.
As The One Iranian company generally determines the focus of opportunity studies for each project based on the main concerns of the employer and the nature of the project, it has acted in the same way in this project and according to the main focus of their opinions and according to the market realities, the process The study was designed to achieve the goal:
Investigating the economic justification of business in the construction industry as a profit for the employer
According to the main focus of this project, studies were carried out in several phases as follows:
Phase A Identifying the scope of the project, including the introduction of the patterns governing the surrounding environment, especially the patterns used in successful projects, the review of urban standards and general capacities of the region, architectural patterns and the construction of similar projects in the region, and the pricing and sales policies of similar projects in the region.
Phase B: Market studies, analyzing and extracting competitive advantages, analyzing value-creating scenarios, identifying target customers, providing pricing and sales mechanisms, and providing guidelines for the design team.
Phase C: Financial analysis, including project income and cost estimation and budget proposals and calculation of financial indicators.
In order to collect the information needed to understand the needs of the audience for a standard office tower, a special target group was selected for this purpose and 235 projects were reviewed and analyzed and evaluated by The One Iranian experts in about 1600 person hours. Also, a qualitative negotiation was conducted with 34 investors of administrative projects who, as experts, qualitatively supported the management working group in this study.
Due to the high sensitivity of the study and to ensure that the required data is obtained, in another study, 500 companies were studied, of which 491 appropriate questionnaires were analyzed statistically. In this study, qualitative and quantitative information about the main audience group of Tehran International Trade Tower was analyzed and discussed in detail in the third part of the report. Gathering the opinions of the target group regarding the characteristics of an ideal office tower has been the main goal of these studies, the results of which were used in developing development scenarios and provided to the respected employer.
The One company presented various scenarios according to the expertise of the strategic committee members formed by the employer, and the best scenario was selected according to the comparison of financial analyzes and considering the risks in the market. At this stage, according to the study results of focal groups, administrative-commercial projects, transnational projects and financial-economic analysis, we presented options with different characteristics for Tehran’s international trade project.
As the view of The One Iranian company regarding high-rise construction is the issue of premiumization and this point of view has been raised many times in various articles and conferences, therefore one of the axes in this study includes premiumization in Tehran International Trade Tower and methods of premiumization. And it included the scenarios that premium creates in opportunity studies.
