Sharjah 2020 Vision Plan
Hooshang Amirahmadi, Ph.D.
Professor, Rutgers University, New Jersey, USA
Planning & Public Policy
Presented to His Highness Sheikh Dr. Sultan bin
Mohammed Al-Qassimi
3 June 2003
Presentation Overview
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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:
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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
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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.
Sharjah 2020 Vision Plan
Objective:
Formulate strategies, guidelines, and programs for different stages of Sharjah’s longterm 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
Plan Development
Sharjah 2020 Vision Plan will be conceptualized at three (3) scales:
– National
– Regional
– Global
Each with four (4) dimensions:
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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
Global
Development
Perspective
National
Capabilities &
Constraints
National
Values &
Principles
National
Needs & Demands
Scenarios
for
Sharjah’s
Role &
Place
in the
Region &
Beyond
National
Trends & Patterns
of Development
Scenarios
For
Economic
Development
Social & Cultural
Development
Images
Spatial
Development
Images
Political
Development
Images
Regional
Development
Perspective
NATIONAL
SECTORAL / SPATIAL
Vision Planning: Model of Development Scenarios
Alternative Paths of National Development
Role & Place
in the World
Global Integration
Regional Integration
Economic
Development
Framework
• Export promotion
• Free trade policy/privatization
• Reliance on world markets
• Joint foreign investments
• Multi-sectoral development
(comparative & competitive)
• Technological alliances
• 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)
Tradition &
Modernity
• Globalism
• Modernization
• Mass culture
• Regionalism
• Nationalism
• Culturalism
• Nationalism
• Localism
• Traditionalism
• Government as coordinator
• Decentralization
• Private Sector as leader
• Government as leader
• Controlled decentralization
• Private Sector as actor
• Government as controller
• Centralization
• Private Sector as follower
State &
People
National Isolation
Vision Planning: Model of Goal, Strategy, Objective and
Policy Formulation
Growth &
Competitiveness
Prosperity &
Unity
Integration
of Space
Maximization of
National Interest
& Public
Participation
Strategy
Economic
Strategies
Social
Strategies
Spatial
Strategies
Political
Strategies
Objective
Economic
Objectives
Social
Objectives
Spatial
Objectives
Political
Objectives
Policy
Economic
Policies
Social
Policies
Spatial
Policies
Political
Policies
Goal
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:
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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:
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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:
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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:
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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:
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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:
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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 2003
Timeline: ………………….Twelve (12) months
Location: …………………. Sharjah, UAE and New York City, USA
Reporting: ……………….. Monthly & Quarterly (for His Highness)
Director: …………………..One (1), Hooshang Amirahmadi, Ph.D.
Coordinators: ……………Two (2), Sharjah and USA
Delivery: …………………. Formal presentation to His Highness in Sharjah
Retainer: …………………. Twenty-five percent (25%) of total budget
Expenses: ………………… Reimbursed as incurred and per invoice
Consulting 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 Amirahmadi
Edward J. Bloustein School of Planning & Public Policy
Rutgers, State University of New Jersey
33 Livingston Campus, Suite 302
New Brunswick, NJ 08901 USA
Mobile:
001.609.937.6488
Facsimile: 001.609.279.9889
Email:
amirahma@rci.rutgers.edu