CASE STUDY. ushaka MARINE WORLD

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1 CASE STUDY ushaka MARINE WORLD Company Name: ethekwini Municipality Headquarters: Durban Products and Services: Public service Website:

2 OVERVIEW ethekwini Metropolitan Municipality is a metropolitan municipality created in 2000 that includes the city of Durban, South Africa and surrounding towns. ethekwini is one of the 11 districts of KwaZulu-Natal province of South Africa. The majority of its 3,090,126 people speak Zulu. It was formed from seven formerly independent local councils and tribal land. The ethekwini Municipality Area consists of 2297 km, of which 36% is rural and a further 29% is peri-urban. The municipal area stretches from Umkomaas in the south, including some tribal area in Umbumbulu, to Tongaat in the north, moving inland to Ndwedwe, and ends at Cato Ridge in the west. ethekwini realized that it wanted to make Durban a liveable city not only for its inhabitants but also for tourists. It came up with a strong vision statement, By 2020, ethekwini Municipality will be Africa s most caring and liveable city. FUN OR BUSINESS ethekwini realized that one of its key focus areas would be the creation of structures which support, house and associate other actions and activities the building blocks around which actions take place. This essentially meant that ethekwini would focus on using land management to increase densities and to reduce sprawl, bridge the digital divide and enable ecological and related tourism towards sustaining its abundant natural resources, to create a better economy and to offer its people quality living conditions. As a result of this vision, ushaka Marine World was launched on 30th April, Durban, KwaZulu Natal has a great climate, gorgeous beaches and warm waters of the Indian Ocean. It was also becoming a commercial wasteland till ushaka was launched. Today over 3,000,000 people head out to ushaka Marine World, a theme park area that combine shopping, rides, sea and beach experiences. World-class ushaka Marine World is a key attraction for tourists offering a world of entertainment, excitement and fun. With an initial investment of R750 million, ushaka Marine World belongs to ethekwini Municipality which monitors the key performance indicators for ushaka through a structured performance management framework. Extending its vision from fun to business, ethekwini s other entity, a more formal one, is the International Convention Centre Durban, a focal point of Durban s business district. Equipped with one of the most advanced conference facilities in the world, the ICC is a purposebuilt, fully air-conditioned center with three convention halls that are interlinked but separate. Moveable walls allow for a number of different venue configurations. The halls can be opened up to form one large venue with a seating capacity for 5,000 delegates, or 7000m sq ft of column-free floor space. Together with the adjacent Exhibition Centre, the ICC can double its capacity to accommodate 10,000 conference delegates. FISHING FOR INFORMATION ethekwini monitors the KPIs of ICC and manages it through a structured performance management framework. To ensure that both these hugely popular entities continued to remain profitable and manageable, ethekwini wanted to roll-out a Performance Management System. This computerised system would be part of the larger enterprise-wide roll-out at ethekwini. Thus, the system would not be a stand-alone one but it should necessarily have the capability to integrate with its larger resource management system. Secondly, ethekwini wanted the system to offer a single dashboard view of the key performance factors of both these entities. It did not want to laboriously sift through tonnes of data to understand these businesses. It simply did not have the time or bandwidth. ethekwini s authorities wanted the data to be presented in a simple, holistic, single dashboard view. This they believed would help them to plan and structure future growth plans for these two entities. To enable this, they wanted access to analytical reports. RAMCO DECISONWORKS - WORKS WELL FOR ETHEKWINI DecisionWorks can provide business intelligence through the use of dashboards, key performance indicators, and a balanced scorecard framework. Leveraging pre-built business services assets used in application assembly, Ramco DecisionWorks provides a ready-made reporting and analytics capability for business applications. Ramco DecisionWorks can help the organization deliver the responsiveness it needs to stay competitive. Ramco DecisionWorks is comprised four functional capabilities: Business Decisions, Business Integrator, Planning & Budgeting and Analytical Workflow.

3 Business Decisions companies rely on scorecards and dashboards for a window to operational effectiveness. In addition, operational reporting capabilities are critical to making daily business decisions and process adjustments. Finally, business analysts rely on analytic capabilities to provide new insights for the organization. These capabilities work together to form a core performance management framework to fulfil the strategic, tactical and operational goals of the organization. Business Integrator Ramco can extract, transform, and load data with sophisticated data cleansing and profiling capabilities that will enable the company to examine information across the enterprise, not system by system. Planning & Budgeting Ramco leverages a familiar spreadsheet metaphor for planning and budgeting that is instantly familiar. Analytical Workflow can build process maps that enable Ramco s model-driven platform to generate applications directly from these representations of core processes. Ramco Business Analytics implemented scorecardbased performance management for ushaka and ICC covering all areas of its businesses. The Key Performance Indicators for these entities included: Merchandise, Food and Beverage Actual vs Budgeted Sales Merchandise, Food and Beverage Cost of Sales Footfall - number of people visiting the theme park Cash Flow, Employment Equity, Debtor Days, Creditor Days SUMMARY ethekwini could now monitor its entities in a drill down fashion. It could in a single view understand how ushaka s business was functioning, profit and loss with access to cash flow and accounting information. ethekwini could now automatically extract data from multiple sources across different networks as ushaka and ICC had their own independent networks. This meant one integrated view of two stand-alone and diverse businesses. It had access to insightful analysis through interactive reports and multicharts for sales and merchandise analysis at ushaka. High levels of user and management involvement at ushaka and their eagerness to have a system to get an insight into their operation, together with our team's great efforts, proved to be a clincher in getting this reasonable complex project off ground within a stipulated time and budget. CAN RAMCO DO IT FOR YOU? Of course it can! To find out more on how RAMCO can be stretched (or shrunk) to answer your need, call

4 QUICK FACTS CUSTOMER BACKGROUND KwaZulu-Natal province of South Africa HIGHLIGHTS from multiple sources across networks involvement at ushaka and their insight into the operation within a stipulated time and budget CHALLENGES FACED attract tourism profitability of these two entities monitor KPIs business analytics SOLUTION BENEFITS Actual vs Budgeted Sales Cost of Sales the theme park Debtor Days, Creditor Days

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