The City Of Port Phillip Commerce Essay


The city of Port Phillip is a small local government area located south of Melbourne. It was established in the early 1800 as Port Phillip Bay, which was then changed to City of Port Phillip in the year 1994, is a merge of three other areas St. Kilda, Port Melbourne and some parts of South Melbourne. The city of Port Phillip contributes a big part to the regions economy with a large number of industrial, warehousing and manufacturing districts. With an annual growth of 1.6% in full-time employment, Port Phillip is the highest in that region. Apart from business services, manufacturing, recreation and tourism also contributes to the growing economy of Port Phillip.

To understand the business complexity for the City of Port Phillip, let us see the services provided by the council. Since 1991, the city of Port Phillip has experienced an annual rate of growth in the population of about 1.7%. As per the forecast, the city is expected to have a population of 100,605 by 2016. To cater to the demands of this population, the council has announced various services to the people.

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Apart from basic amenities like transport, healthcare, schools and libraries it also provides

Maintenance of roads, management of traffic, street lighting

Garbage and recycling process, stormwater management

Parking policies, parking permit systems

Planning and building, maintenance of heritage architecture

Programs offering support to senior citizens and people with disabilities

Adventure playgrounds, immunisation for children

Water conservation and management

Information on how and where to pay the bills

The city of port Phillips has a council which provides this benefits, the council can be divided into 4 major parts:

Corporate Service Division

City and infrastructure Service division

Community Development and Planning Division

Environment and Planning Division


Ms Kay Rundle

Chief Executive Officer

Ms Sue Wilkinson Environment and Planning Division

Mr. John Hick City and Infrastructure Service Division

Ms Vanda Laconese Community Development and Planning Division

Mr. Mark Brady Corporate Service Division

People and Property service Community City organisational Development & Strategy Development Engagement

Governance and Parks and Culture & Leisure Compliance engagement Open spaces & Parking

Community and Infrastructure Diversity & Aging City councillor service services Development

Finance Engineering Family, youth & Sustain- Children ability Information System South Melbourne Market


Business Complexity:

The Business Complexity Assessment is necessary to be used to assist in the development of a clear understanding of the proposed projects costs, duration with limited detailed information. Every organisation suffers business complexity due to enterprise organisation and management structure that are over laid by the business. The business complexity arises since each structure creates separate planning, management and maintenance needs. For the Port Phillips organisation, the business complexity is less compared to other organisation as it has only 7 wards.

Port Phillip has a high representation of business services compared to the surrounding areas. The Property and the Business Services areas have the highest contribution to the industries output. These two industries nearly combine to have nearly 33% of the total output. Second is the finance and insurance industry with 18%. Port Phillip has also improved its level of export activity which had created a lot more jobs.

The council's business related services and facilities help local business environment and performance. Council also tries to improve business development by reducing costs, business promotion/advertising/marketing.

As the business complexity is low:

The process are straight forward

Council can allocate a budget or the funds easily

Not much of a problem to maintain a healthy and a sustainable economy.

Technical Complexity

Technical complexity of an organisation usually refers to the difficulties in fact finding, conflicts involved and the services an organisation provides to its consumers in this case it's the public of Port Phillip. The main aim is to ensure that the organisation has a free ride once it is established. So an EA should help the council to have a flexible structure to help meet the requirements of the people of Port Phillips.

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As mentioned above the, the council of Port Phillip has several services, departments and divisions. These divisions may or may not be inter-related but it is necessary. So setting up an EA for each and every department is quite feasible. Most of these divisions would require a large Database to keep an account of the various entities. This way the efficiency would increase as there is less paper work required and hence a uniform process structure can be created. The council also provides a medium for the public to pay the bills. This medium is a website where the people can pay their bills, fines and registrations amounts.

The use of EA can stimulate greater innovation in the Port Phillip economy.

Financial Resources

The city of Port Phillip output is approximately $8.4 billion with an annual growth of 6.8% between 2001 and2006. Recent survey shows that the business in Port Phillip, are expecting a growth in the next 12 months. It also shows that 56% of the businesses are expecting their performance to be better in the coming year. With this, the city of Port Phillip was also home to nearly 67,000 in the year 2006.

The below graph shows the Industry Structure:


This graph clearly shows that the property and business service industry in Port Phillip is higher when compared to Melbourne and the surrounding areas. The only concern is the education industry which has had a negative growth between 2001 and 2006.

As per the stats in 2006, the output of the Port Phillip economy is around 4.6% of the metropolitan economy.

The below table shows the Industry contribution to the Output:


The below graph shows the Industry contribution with respect to surrounding areas:

The communication industry is declining gradually. While the health and service industry experienced a significant growth.

Council has also set aside $3.068 million for the purpose of replacing its information technology assets, plant and equipment replacements and the purchase of library resources (

One of the survey in 2009 states "Businesses in Port Phillip are, on average, expecting their own performance to moderately improve in the next 12 months, suggesting that local businesses are confident of their own performance in a difficult local and broader economy."

With such a constant growth in economy, the council should not have a problem maintaining the EA.

Managerial Expertise:

Since most of the people involved in the organisation might not have expertise knowledge of the ICT industry, it might be difficult for them to develop and maintain an EA. There are a few disadvantages like the costs involved in developing and maintaining the EA and costs involved in purchasing the hardware elements are very high. But considering the benefits this particular organisation can get from having an EA, its essential that they have one.

Strategic Planning:

The planning committee of Port Phillip recently proposed a few key areas which had to be prioritized for bringing together different organizational dimensions. These also include individual policies, programs. During the last planning commission, based on the feedback from the public, there were a few priorities that were set out for years between 2007 and 2017:

Parking - managing competing needs

Building out community - connecting people

Public open spaces - looking after streets and parks

Urban planning and development

Entertainment and residential amenity

The organising structure for the 2007 - 2017 Community Plan provides an action implementation strategy as well as having an adaptive framework to respond to emerging issues and changing circumstances over a 10-year timeframe.

The figure below shows: The 4 parts of the 2007 - 2017 committee to make the strategic planning successful


Over the next 10 years, the planning committee is hoping to adapt to a framework that is going to help them achieve the goals and meet all the requirements. The key factors to influence these are:


Partnership with other organisations and government

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Community actions independent of council

Community priority for action

Key influencing factors of community plan

Council's response to community response

10 Year time-frame

With a well defined strategies about who does what, and with the available time frame and resources, each strategic objectives, roles and responsibilities can be systematically identified. An EA would certainly help in improve adaptability, elimination of redundant records, optimizing the use of organisation assets. The organisation security would also increase and reduce technical risks.