DEVELOPING U-CITY MARKET SCENARIOS THROUGH A SCENARIO PLANNING APPROACH

The u-City construction project has become a hot topic in the construction market because it seems economic value-added field for construction firms. However, construction firms don't willingly participate in the u-City construction market because environments of the future business for the u-City are very uncertain. Scenario planning is a very powerful method in managing this uncertain planning situation and is based on scenarios that help each enterprise appropriately adapt itself to its own business environments. Therefore it is based on the main principles of systems thinking and multiple futures. For the purpose of dealing with such uncertainties, this paper attempts to develop the possible market scenarios of the u-City construction market in S.Korea through a scenario planning approach. From this perspective, we considered various aspects of the u-City construction such as market demands, technology development, policy level and management environment. After considering the relevant issues, we identified the main trends and key uncertainties. Finally, we developed three coherent u-City construction market scenarios. Construction firms can use these scenarios as a basic reference for market analysis and business strategy. Therefore, this paper is able to enhance the participation of construction firms in the u-City construction market.