What is EA? Why EA is important? How EA is similar to city planning? What are the benefits of EA? What are the key challenges in EA? How could City of Melbourne utilize EA? Provide concrete examples.
This paper intends to provide the report on the renewal process of the Queen Victoria Market of Melbourne. The renewal project aims at improving the facilities for visitors, traders and customers without damaging the heritage of the queens Victoria market. The renewal program is a five-year program, and the proposal cost is $250 million . The paper would consider the enterprise architecture (EA) for discussing the project. Enterprise architecture is the process that includes analysis, planning, design and implementation. This method is used for the identification and analysis of the issues. This market is lacking in facilities and space for proper functioning, and therefore it requires renewal. The renewal of the market would be effective in reducing the pressure on the market, and it would provide innovative use of 7 ha market site. It can be concluded that this paper would provide an effective enterprise architecture for the Queen Victoria market renewal plan.
This paper would discuss the plan by the city of Melbourne considering the Enterprise level initiative. Enterprise architecture (EA) is the process of performing enterprise identification, analysis, design and implementation for the execution of the project. The enterprise architecture is important to maintain the alignment in the business or the project. It can be said that the enterprise architecture is similar to the city planning. It can be explained by assuming the city as the enterprise, and it has the aim of becoming a smart city. At the time of planning, the architect assigns the different layer of the infrastructure to the respective expertise. When a specific change is required in the architecture of the city, there is a need to understand the impact, effect of the change on the different layer and relevant communication. Therefore it can be said that EA is similar to the city planning. The benefits of EA are that it enables innovation for each layer of architecture, reduces risk and increases the reuse probability.
The identification of issues is an important aspect of enterprise architecture. This section of paper would identify two issues prevailing in the project of renewing Queen Victoria Market of Melbourne. The issues faced by precinct of the Queen Victoria market can be as follows
Failure in meeting Consumers Expectation: The major concern while renewing Queen Victoria Market is that it fails to meet the expectation of the consumers. The competition in the retail environment of Australia can be the reason for the expectations of consumers. There is a need to provide better amenities and access to the consumers, customers and the traders. The experience of visitors is likely to be compromised due to the issues prevailing in the precinct. Thus the issues can be that the people would not prefer it as a place of shopping on a regular basis.
Hampering city’s North livability: The issue of hampering the North livability of the city is a significant concern for the people of Melbourne and the government. The reason behind the hampering of the north portion of the city is considered as the disappointing public assets. The huge portion of the Queens Market area includes a 1.5 ha customer parking. This area is a site owner by the council, and the land is underutilized to a great extent. The marketplace area lacks at the community and public space in the north precinct of the Melbourne city. The car parking area can be identified as an issue due to the absence of canopy covering the area.
Analysis for the Failure of Consumers Expectation: The practice which leads to failure of consumer expectation and the reasons for unfavorable visitors experience is inconvenient shopping time. The Queens Victoria Market is open on only the five days of a week and generally closed before 5pm on all the days except for Friday. This time is not up to the mark of standard trading hours. This limit in the operating hour is the major reason that the market is less accessible by the people of Melbourne and the visitors. The presence of other significant retail and merchandise market in the Melbourne city can be considered as a significant reason for the high consumer expectation.
Analysis of the Hampering of City’s North livability: The need of community space and public infrastructure in the north portion of the city is a major reason for hampering of city’s livability. The factor responsible for the problem is the surface capacity of the black pavement. This large surface area of black pavement absorbs, radiate and stores the heat. The requirement is to provide adequate space for public and community service to the people residing permanently in that area and the visitors coming to Melbourne. The Queen Victoria market is large enough to provide these features, but the lack of proper infrastructure makes it difficult. According to a report of the city of Melbourne, the average daily population of the municipality is predicted to be more than 1.2 million by the year 2013 .
The design section of the paper would provide the proposed solution to the identified issues in Queen Victoria Market. The proposed solution for both the identified issues can be stated as follows
Proposed Solution for Consumer Expectation: The proposed solution for the convenient shopping hours can be expanding the operating hours of the market. The survey by the city of Melbourne reveals that expansion of night markets would be an appealing factor. The solution for the diverse market is proposed by expanding the retail sector based on leisure products, and this would attract the tourist to a great extent.
Proposed Solution for Hampering of City’s North livability: The proposed solution can be considered as improving in the pedestrian connectivity. The design process includes access to the information of community, development of local meeting space, adoption of healthcare services for the north portion of the city.
The proposed solution for the satisfying the consumer expectation of Queen Victoria Market would be appropriate as it would allow the access to the market area in the night and in all the seasons of the year. The expansion of operating time of marketplace would provide convenience to the consumers, tourists and the traders.
The proposed solution for the hampering of the city’s north livability is effective as it would provide the connectivity to the north precinct of the city with the other areas. The development of local meeting place would provide convenience to the local residents and the tourist of the queen Victoria market. Therefore it can be evaluated as the appropriate solution and can provide efficiency.
It can be concluded from this paper that the renewal project of Queen Victoria market of Melbourne is a great initiative for solving the issues of the traders and consumers of the market. The paper is efficient in identifying the issues of the Queen Victoria market as failure in satisfying consumer expectation and the hampering of the city’s north livability. Therefore it can be concluded that there is a need for the City of Melbourne to invest in this project of renewal. The paper provides the analysis of the identified issues and offers proposed solution for the identified issues. The solution can be evaluated to be appropriate and provides a better scope for the project implementation. Therefore it can be concluded that this paper is efficient in addressing the requirements of the report.
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