INTERNATIONAL BUSINESS STRATEGY DOJI GROUP FUTURE DEVELOPMENT DIRECTIONS

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION INTERNATIONAL BUSINESS STRATEGY DOJI GROUP – FUTURE DEVELOPMENT DIRECTIONS Lecture: Ms Nguyen Thi Hong Hanh Group member: Thai Le Thanh Vy Tran Ngoc Anh Tho Pham Nguyen Khanh Chi Nguyen Phan Gia Tue Nguyen Phuong Nam Thai Diep Thao Nhi 719H0603 719H0797 719H1068 719H0574 719H0789 719H0468 Ho Chi Minh City, 15th Nov, 2022 TABLE OF CONTENTS INTRODUCTION……………………………………………………………………1 1.1 CHAPTER COMPANY ANALYSIS Business model analysis canvas of DOJI 1.1.1 Customer segments 1.1.2 Value Porposition 1.1.3 Channel 1.1.4 Customer relationship 1.1.5 Revenue stream 1.1.6 Key resources 1.1.7 Key activities 1.1.8 Key partners 1.1.9 1.2 1.2.1 Cost tructure 10 External analysis 12 PESTEL anlysis 12 1.2.1.1 Political 12 1.2.1.2 Economic 12 1.2.1.3 Social 13 1.2.1.4 Technological 13 1.2.1.5 Environmental 15 1.2.1.6 Legal 15 1.2.2 1.2.2.1 Five forces framework 16 Threat of new entrants 16 1.2.2.2 The power of suppliers 17 1.2.2.3 The power of buyers 18 1.2.2.4 Threat of substitute products 18 1.2.2.5 Rivalry among existing competitors 19 1.3 Internal analysis through VIRO 20 1.4 Financial situation 21 CHAPTER FUTURE GROWTH 24 2.1 Timeline of project: 25 2.2 Implementation 26 2.3 Financial Plan: 28 CHAPTER CONCLUSION 30 REFERENCES…………………………………………………………………… 31 LIST OF FIGURE Figure 1.1 Logo of DOJI Figure 1.2 Webside of DOJI Jewelry .4 Figure 1.3 DOJI Jewelry Factory Figure 1.4 DOJI Tower Figure 1.5 TP Bank - Member of DOJI group Figure 1.6 Logo of DOJILand - Member of DOJI Group Figure 1.7 The business results of DOJI .22 Figure 2.1 The ground is considered 27 LIST OF TABLE Table 1.1 Business Model Canvas of DOJI 11 Table 1.2 VRIO Frame of DOJI 21 Table 1.3 DOJI's business results for the last years .22 Table 2.1 Grantt of new project 25 Table 2.2 Financial plan .29 INTRODUCTION The DOJI Group is one of the famous enterprises in the field of gold, silver, jewelry, and gems in Vietnam Accordingly, DOJI has made a strong mark in the Vietnamese business community with its impressive revenue growth and growing brand value DOJI also dominates the domestic market with the gold bar trading system, distributing Diamonds and high-end Jewelry After the covid 19 pandemic, Vietnam's current gold and jewelry market have more or less influenced However, DOJI still retains its position as a "big man" in the field of jewelry and gems and competes with two other big competitors, PNJ and SJC Because jewelry is a specific industry, besides developing in foreign markets, the DOJI also pays special attention to developing strategies in the Vietnam market In this report, we perform a performance analysis of DOJI's activities through the canvas business model, VRIO framework, and the company's financial position We feel it is necessary to focus on further development in the Vietnamese market Analyzing the Vietnamese market by methods such as (PESTEL, Five Forces, ) shows the purchasing power, the development of the jewelry and gem industry after covid, and the strong development of competitors such as PNJ, SJC, Therefore, to make a big change and gain more market share of DOJI, we propose a development strategy to compete with PNJ in the next years Accordingly, we the planning with each phase Therefore, our report will include the following: • Chapter 1: Analysis of the company • Chapter 2: Analysis of the macro environment and future development directions • Chapter 3: Conclusion 1 CHAPTER COMPANY ANALYSIS Figure 1.1 Logo of DOJI DOJI GOLD & GEMS GROUP COMPANY, formerly TTD Trading and Technology Development Company, was established in 1994 by Mr Do Minh Phu TTD became the first company to bring to the international market the Vietnamese star Ruby stone product Since then, the company has been named the world's star Ruby king, bringing Vietnam to be depicted as a bright spot on the international Gemstone map 1.1 Business model analysis canvas of DOJI 1.1.1 Customer segments DOJI targets the majority of female customers, with diverse ages but focusing more on adult age Customers that DOJI targets are people with high income and understanding of the value of the jewelry industry 1.1.2 Value Porposition DOJI always committed to bring customers top quality products for personal values and the essence of life The motto of VALUES OF PRODUCTS - CORE SERVICES (BLUE CHIPS) is considered as a red thread throughout the Group's production and business activities DOJI products always come with criteria that competitors can hardly follow: beauty, long lasting, unique, elegance, creativity, high quality, innovation, physical evidences, satisfaction Beauty: DOJI Group's constant efforts to create jewelry products are not out of the question of beauty and beauty Long lasting: DOJI jewelry products have lasting value over time not only thanks to their eternal materials but also because of their delicate designs It is easy to imagine when DOJI's products are carefully preserved by customers for the next generation as a meaningful gift Unique: The difference and uniqueness in the design of DOJI will not be able to be mixed with other brands, helping customers to own their own unique products Elegance: DOJI high-class jewelry products are a combination of the quintessence of the earth (with precious materials produced from the ground) and the quintessence of people (with the talented hands of a jeweler) Creativity: Modern technology can replace the steps of jewelry production, but creativity cannot be replaced by any machine DOJI's design experts with extensive experience and outstanding creativity are able to create unique products that are loved by a large number of customers High quality: DOJI's gem and diamond products are tested by world famous gemological institutes such as: GIA, HRD, IGI In addition, determining the quality of products is the development of the Group, the Center DOJILAB accreditation was established This is a prestigious testing center with modern machinery and leading experts in Vietnam, cooperating with famous foreign inspection centers such as Thailand, Singapore, Germany Innovation: DOJI Group always updates the latest jewelry trends in fashion capitals of the world such as the UK, France to launch the most trendy jewelry products In the field of design, besides domestic experts and artisans with decades of experience, DOJI Group also cooperates regularly with experts from Matsumi Company (Japan) The Group also has many years of cooperation with the world's leading suppliers of gems and diamonds At the same time, DOJI Group also regularly cooperates with partners around the world to apply modern machinery and production technology to create sophisticated products Physical evidences: DOJI high-end jewelry products are manufactured according to standard processes with the support of modern machinery and equipment From the stage of design, prototyping with the ingenuity and sophistication of human hands to finishing products with equipment imported from Japan, special attention is paid In jewelry manufacturing activities: Besides traditional processing methods, DOJI Group uses a modern industrial method of cutting and grinding gemstones that can cut and sharpen all different types of gemstones including Diamond Invisible Setting - one of the advanced technologies in the world applied by DOJI Group to create the highest quality jewelry products 1.1.3 Channel Direct: DOJI has a system of nearly 100 distribution centers of gold, silver and jewelry, typically in big cities such as Hanoi, Ho Chi Minh City, Da Nang, etc., and nearly 500 agents in many provinces and cities across Vietnam Indirect: Customers can buy any product of DOJI Luxury Jewelry through ecommerce service with website trangsuc.doji.vn Furthermore, DOJI also have a wide network such as: Facebook, Zalo, Instagram, Youtube, Figure 1.2 Webside of DOJI Jewelry 1.1.4 Customer relationship DOJI Jewelry always has the best after-sales service and customer care policy, including warranty policies, exchange policies, installment policies to bring maximum benefits to customers DOJI launches many special promotions on each occasion of Tet holiday or wedding season, such as promotion program for the season of love, welcoming the new month peacefully, to attract more customers For customers who are members of DOJI, DOJI always gives exclusive E-vouchers on birthdays, holidays and Tet 1.1.5 Revenue stream • Revenue from product sales • Revenue from investment in real estate (DOJI Land) • Revenue from restaurant services (JadeMoon Premium Chinese Restaurant) • Revenue from banking and finance sector (TP Bank) 1.1.6 Key resources Factory to manufacture gold, silver and gems at Hanoi The factory was started construction with a total construction capital of more than VND 300 billion, an area of over 10,000 m2 and has more than 5,000 m2 of workshops DOJI Jewelry Factory is invested in scale, spacious equipment, modern jewelry production line Figure 1.3 DOJI Jewelry Factory Many golden lands in Hanoi and Ho Chi Minh City: - DOJI Tower Building, the largest Center of Gold, Silver, Gems and Jewelry in the country at Le Duan, Ba Dinh District, Hanoi, 16 floors high and basements; total usable area 18,883 m2; - Office building Ruby Plaza at 44 Le Ngoc Han, Hai Ba Trung district, Hanoi, 17 floors; total usable area 12,000 m2; - Jewelry, Jewelry and Office Building at 214 Phan Dang Luu, Phu Nhuan District, Ho Chi Minh City, 10 floors high; total usable area 4,454 m2; - Ruby Tower office building at 81-83-85 Ham Nghi, District 1, Ho Chi Minh City, 20 floors high, total usable area 13,500 m2 ... of DOJILand - Member of DOJI Group Figure 1.7 The business results of DOJI .22 Figure 2.1 The ground is considered 27 LIST OF TABLE Table 1.1 Business Model Canvas of DOJI. .. environment and future development directions • Chapter 3: Conclusion 1 CHAPTER COMPANY ANALYSIS Figure 1.1 Logo of DOJI DOJI GOLD & GEMS GROUP COMPANY, formerly TTD Trading and Technology Development. .. 1.1 Logo of DOJI Figure 1.2 Webside of DOJI Jewelry .4 Figure 1.3 DOJI Jewelry Factory Figure 1.4 DOJI Tower Figure 1.5 TP Bank - Member of DOJI group