Sharjah 2020 Vision Plan

Hooshang Amirahmadi, Ph.D.Professor, Rutgers University, New Jersey, USAPlanning & Public Policy

Presented to His Highness Sheikh Dr. Sultan bin Mohammed Al-Qassimi

3 June 2003

                                           

Presentation Overview

– Introduction– Purpose of the Vision 2020 Plan– Methodology of Vision Planning– Phases of Vision Planning

• Phase I: Present State of Sharjah– Marketing Package

• Phase II: Sharjah’s Challenges– Challenge Report

• Phase III: Vision Planning– Sharjah 2020 Vision Plan– Plan Development– Plan Evaluation– Educational Workshops

– Getting Started

                                           

Introduction

The purpose of the proposed project is to develop a Vision 2020 Plan for the Emirate of Sharjah under the patronage of His Highness Sheikh Dr. Sultan bin Mohammed Al-Qassimi, Member of the Supreme Council of the UAE, and the Ruler of Sharjah.

The proposed Vision 2020 Plan will function as a “road map” to help His Highness lead Sharjah in accordance with a vision that will combine His wishes for Sharjah, the Emirate’s capacities, and the possibilities offered by the new country.

The proposed Vision 2020 Plan will improve Sharjah’s stature as a regional magnet, enhance the quality of life for Sharjah’s residents, increase Sharjah’s competitive advantages, and assist its planned regional and global integration.

The Plan preparation will go through three (3) phases: 1) Present State of Sharjah; 2) Sharjah’s Challenges; and 3) Vision Planning. The products will include a Marketing Package, a Challenge Report, and a Vision 2020 Plan for Sharjah.

This proposal excludes the implementation phase of the Vision 2020 Plan, but it provides the benchmarks and guidelines for implementation. During this phase, the experts behind this proposal could act as consultants if His Highness so desires.

                                           

Purpose of the Vision 2020 Plan

“No Country Has Developed without a Vision and a Plan.”

The purpose of the Vision 2020 Plan for Sharjah is:

• To assist with strategic thinking and maintaining it through strategic management

• To aid the leadership in designing the future and meeting challenges innovatively

• To cope with the turbulence of a modern world where uncertainty is the norm

• To ensure sustainability and consistency in implementation• To prevent fragmented and conflicting decision making• To meet the rising expectations of Sharjah’s residents• To advance development planning and strategic management• To develop a unique Sharjah “brand” and showcase its competitive

advantages

                                           

Methodology of Vision Planning

Vision Planning involves five (5) steps:

Step 1: Pre-planning Studies– Investigation of Existing Situation– Identification of Gaps & Challenges

Step 2: Creation of Strategic Vision– Design of a desired future for Sharjah– Map of a competitive position for Sharjah– Inventory of goals to be achieved

Step 3: Evaluation of Vision Statement– Identification of critical issues (challenges)– Decomposition of issues into activity areas (themes)– Selection of actionable themes and possible ways forward

                                           

Methodology of Vision Planning cont’d.

Step 4: Restatement of Vision– Modification of vision to confirm evaluation results– Application of the criteria for a “challenging vision”

Step 5: Backward Deployment– Decomposition of vision into actionable projects– Establishment of implementation benchmarks– Institutionalization of strategic management

                                           

Vision Planning Phases

Phase I: Present State of Sharjah– Achievement Highlights– Marketing Package (Public)

Phase II: Sharjah’s Challenges– Existing Gaps– Future Vision– Challenge Report (Private)

Phase III: Vision Planning– Plan Development– Plan Evaluation– Educational Workshops– Vision 2020 Plan (Semi-Private)

                                           

Phase I: Present State of Sharjah

Purpose:Highlight Sharjah’s tremendous achievements in the last two decades and identify critical issues

Activities:Identify progresses made and issues present in the areas of:– Culture & Recreation– Education & Human Development– Industry & Services– Urban and Community Development

Product:Marketing Package, which can be used to further attract:– Tourists & Cultural Groups– Students, Faculty & Researchers– Global & Regional Investors– Local Population and Prospective Residents

                                           

Marketing Package

Objective:Promote a unique Sharjah “brand” and showcase its competitive advantages

Contents:Marketing Package will consist of:– Marketing Plan– Identity System & Guidelines (Logo, Color Schemes, etc.)– Naming System & Guidelines– Wayfinding System & Guidelines– Internationalization Standards– Slogan or Motto– Website Portal– Promotional Brochures or Fact Sheets– Promotional Video– Television Commercial– Print Advertisements

                                           

Phase II: Sharjah’s Challenges

Purpose:Identify areas needing additional development with a view to:– Integrating Sharjah’s many achievements– Strengthening Sharjah’s sense of community– Distinguishing Sharjah’s unique identity

Activities:Undertake the following activities:– Capacity & Constraint Analysis– Competitive Advantage Analysis– Futuristic & Predictive Analysis

Product:Sharjah’s Challenge Report, which will include the major gaps and challenges the Emirate is facing in order to further and sustain its development.

                                           

Challenge Report

Objective:Review successful development in Sharjah and identify areas for improvement.

Contents:Challenge Report consists of four (4) sections:– Gaps & Inconsistencies Analysis– Capacity & Constraints Analysis– Competitive Advantages Analysis– Futuristic & Predictive Analysis

                                           

Phase III: Vision Planning

Purpose:Design a “road map,” which Sharjah needs in order to navigate toward a more prosperous future.

Activities:Undertake activities related to the following tasks:– Plan Development– Plan Evaluation– Workshop Planning

Product:Sharjah’s Vision 2020 Plan. It depicts the future developed image of Sharjah, and provides the systematic path for arriving at that stage.

                                           

Objective:Formulate strategies, guidelines, and programs for different stages of Sharjah’s long-term development process.

Contents:Vision 2020 Plan includes:– The future of Sharjah in the region and beyond– Long-term vision of Sharjah’s development– Strategic goals to achieve the vision– Objectives of different stages of development– Medium-term plan and programs– Short-term plan and programs– Stage-wise evaluation plan– Requirements for achieving the planned vision

Sharjah 2020 Vision Plan

                                           

Plan Development

Sharjah 2020 Vision Plan will be conceptualized at three (3) scales:– National– Regional– Global

Each with four (4) dimensions:– Economic– Social/Cultural– Institutional– Spatial and physical

And each from three (3) perspectives:– Macro, involving Scenario Building & Selection– Meso, involving Strategy Development– Micro, involving Policy Formulation

                                           

Vision Planning: Model of Scenario Building

GlobalDevelopmentPerspective

Regional DevelopmentPerspective

National Capabilities &

Constraints

NationalTrends & Patterns

of Development

NationalNeeds & Demands

NationalValues &Principles

Scenariosfor

Sharjah’sRole &Place in the

Region &Beyond

ScenariosFor

EconomicDevelop-

ment

Social & Cultural Development

Images

Spatial Development

Images

Political Development

Images

NATIONAL SECTORAL / SPATIAL

RE

GIO

NA

L

N

AT

ION

AL

G

LO

BA

L

                                           

Vision Planning: Model of Development Scenarios

Global Integration Regional Integration National Isolation

Role & Place

in the World

• Export promotion• Free trade policy/privatization• Reliance on world markets• Joint foreign investments• Multi-sectoral development (comparative & competitive)• Technological alliances

EconomicDevelopmentFramework

• Selective trade policy• Reliance on regional markets• Regional economic cooperation• Targeted sectoral development• Regional infrastructure• Mixed-sectoral development (comparative & competitive)

• Import substitution• Economic protectionism• Strategic self-sufficiency • Reliance on domestic market • Local resource dependency• Mono-sectoral development (comparative advantage)

• Globalism • Modernization • Mass culture

Tradition &Modernity

• Nationalism• Localism • Traditionalism

• Regionalism• Nationalism• Culturalism

• Government as coordinator• Decentralization• Private Sector as leader

State &People

• Government as controller• Centralization • Private Sector as follower

• Government as leader• Controlled decentralization• Private Sector as actor

Alternative Paths of National Development

                                           

Vision Planning: Model of Goal, Strategy, Objective and Policy Formulation

Prosperity &Unity

Growth &Competitiveness

SpatialObjectives

GoalMaximization ofNational Interest

& PublicParticipation

Social Strategies

EconomicStrategies

SpatialStrategies

Strategy PoliticalStrategies

Sp

atia

l

SocialObjectives

EconomicObjectives

Integrationof Space

Objective PoliticalObjectives

Social Policies

EconomicPolicies

SpatialPolicies

PoliticalPolicies

Policy

Pol

itic

al

Soc

ial &

C

ult

ura

ll

Eco

nom

ic

                                           

Plan Evaluation

Sharjah 2020 Vision Plan will be evaluated:– Internally by the expert team and the Government of Sharjah– Externally by an independent team of consultants

Using qualitative and quantitative criteria developed within the Plan, including:– His Highness’ Preferences & Values– Established Goals & Objectives– Public Expectations– Internal Participation– Situational Comparison

                                           

Educational Workshops

After the Plan is finalized and submitted to His Highness, the expert team will organize a series of workshops designed to:– Facilitate a better understanding of the Plan– Expand internal planning capabilities– Encourage locals to take ownership of the Vision– Ensure proper plan implementation

                                           

Getting Started

Should His Highness wish to use Vision Planning to ready Sharjah for a more competitive future, these issues need to be immediately addressed:– Time Management (CPM)– Internal Preparation Summary– Team Demographic Summary– Budget Summary– Logistics Summary

                                           

Internal Preparation Summary

His Highness will need to:– Communicate his approval of the project to those people and

organizations that he deems necessary.– Designate a government office to take ownership of the project,

preferably within his own office.– Appoint an official to serve as his representative for the project and to

work with the Project Director.

Project Director will need to:– Appoint two (2) Project Coordinators to operate from Sharjah and New

York City.– Retain expert consultants for the project.– Prepare administrative protocol and information technology for the

project.– Develop project orientation material, including an orientation to

Sharjah.– Outline planning tasks, schedule milestones, and assign activities to

consultants.

                                           

Team Demographic Summary

The consulting team will represent a balanced mix of individuals from:– Academic and professional planning communities.– Middle Eastern and Western educational and training backgrounds.– Traditional and modern belief systems.– Different areas of specialization with experience in diverse cultural

settings.

Key areas of specialization include:– Territorial & Sectoral Planning– Strategy & Policy Development– Vision Building & Strategic Management– Forecasting & Statistical Analysis– Geographic Information Systems– System & Structure Analysis– Global & Regional Studies– Competitive & Comparative Analysis– Marketing & Brand Strategy

                                           

Budget Summary

The estimated cost of Sharjah 2020 Vision Plan is US $1,895,000. This figure comprises:

– Consulting Fees: US $1,270,000 equivalent to US $60 per hour• Includes salaries for 10 full-time consultants and U.S. Gov’t. taxes

(~20%)

– Out-of-Pocket Expenses: US $530,000• Includes expenses for per diems, airfare, hotels, and transportation

– Overhead: US $85,000• Includes expenses for specialized equipment, office space,

communications, etc.

– Miscellaneous: US $10,000

The details of the budget are included in the presentation booklet.

                                           

Logistics Summary

Start Date: ………………. As soon as August 2003Timeline: …………………. Twelve (12) monthsLocation: …………………. Sharjah, UAE and New York City, USAReporting: ……………….. Monthly & Quarterly (for His Highness)Director: ………………….. One (1), Hooshang Amirahmadi, Ph.D.Coordinators: …………… Two (2), Sharjah and USADelivery: …………………. Formal presentation to His Highness in SharjahRetainer: …………………. Twenty-five percent (25%) of total budgetExpenses: ………………… Reimbursed as incurred and per invoiceConsulting Fees: ………. Paid monthly to Project Director per his report

The logistics details are included in the presentation booklet.

                                           

Conclusion

We thank His Highness for the opportunity to share our approach to helping Sharjah envision its future.

Dr. Amirahmadi can be contacted at:

Professor Dr. Hooshang AmirahmadiEdward J. Bloustein School of Planning & Public PolicyRutgers, State University of New Jersey33 Livingston Campus, Suite 302New Brunswick, NJ 08901 USA

Mobile: 001.609.937.6488Facsimile: 001.609.279.9889Email: amirahma@rci.rutgers.edu