final khởi nghiệp final khởi nghiệpgroup assignment module asian entrepreneurship and innovation

All required questions are addressed but may not be addressed with thoughtful consideration and/or may not reflect proper use of content terminology or additional original thought.. All

UNIVERSITY OF FINANCE - MARKETING FALCUTY

OF BUSINES ADMINISTRATION

GROUP ASSIGNMENT MODULE: ASIAN ENTREPRENEURSHIP AND INNOVATION

Sayom Bracelet

Group members:

1 Nguyễn Đức Mạnh ID:2121013188

2 Huỳnh Quang Mẫn Đạt ID: 2121012964

3 Nguyễn Tường Linh ID: 2121013751

Lecture: Nguyễn Phi Hoàng

Class:c IP_21DMA02

Date/Time:

GRADING RUBRIC - PART 1

questions are addressed

Content and/or

terminology is not properly

used or referenced Little

or no original thought is

present in the writing

Concepts presented are

merely restated from the

source, or ideas presented

do not follow the logic and

reasoning presented

throughout the writing All required questions are

addressed but may not be addressed with thoughtful consideration and/or may not reflect proper use of content terminology or additional original thought Additional concepts may not be present and/or may not be properly cited sources All required questions are

addressed with thoughtful consideration reflecting both

proper use of content

terminology and additional original thought Some additional concepts may be presented from other properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing

Criteria Inadequate Minimal Adequate Exemplary Organization 0.2 pt 0.3 pt 0.4 pt 0.5 pt

and format Writing lacks logical Writing is coherent and logically Writing is coherent and Writing shows high degree of

organization It may show organized, using a format suitable logically organized, using a attention to details and some coherence but ideas for the material presented Some format suitable for the material presentation of points lack unity Serious errors pomts may be contextually presented Transitions between Format used enhances and generally is an misplaced and/or stray from the ideas and paragraphs create understanding of material unorganized format and topic Transitions may be evident coherence Overall unity of presented Unity clearly leads information but not used throughout the essay ideas is supported by the format the reader to the writer’s

Organization and format used and organization of the material conclusion and the format may detract from understanding presented and information could be the material presented used independently Content 0.5 pts | pt 2 pts 3 pts

All required questions are addressed with thoughtful in- depth consideration reflecting both proper use of content terminology and additional original thought Additional concepts are clearly presented from properly cited sources, or originated by the author following logic and reasoning they’ve clearly presented throughout the writing

2/8

Development 0.5 pt 1 pt 1.5 pts 2 pts

¬ Cn itical Shows some thinking and Content indicates thinking and Content indicates original Content indicates synthesis Thinking reasoning but most ideas - reasoning applied with original - - - " thinking, cohesive conclusions, cac of ideas, in-depth analysis

are underdeveloped, thought on a few ideas, but may and developed ideas with and evidence beyond the unoriginal, and/or do not repeat information provided and/ sufficient and firm evidence questions or requirements address the questions or does not address all of the Clearly addresses all of the asked Original thought asked Conclusions drawn questions asked The author questions or requirements supports the topic, and is may be unsupported, presents no original ideas, or asked The evidence presented clearly a well-constructed illogical or merely the ideas do not follow clear logic supports conclusions drawn response to the questions author’s opinion with no and reasoning The evidence asked The evidence supporting evidence presented may not support presented makes a presented conclusions drawn compelling case for any

conclusions drawn Grammar, 0.2 pt 0.3 pt 0.4 pt 0.5 pt

Mechanics, Style, and Writing contains many " Some spelling, punctuation, and Writing is free of most spelling, wee Writing is free of all spelling, we

References spelling, punctuation, and grammatical errors are present, punctuation, and grammatical punctuation, and grammatical

grammatical errors,

making it difficult for the

reader to follow ideas

clearly There may be

sentence fragments and

run-ons The style of

writing, tone, and use of

thetorical devices disrupts

the content Additional

information may be

presented but in an

unsuitable style, detracting

from its understanding

There are no citations

interrupting the reader from following the ideas presented clearly There may be sentence fragments and run-ons The style

of writing, tone, and use of

thetorical devices may detract from the content Additional information may be presented, but in a style of writing that does not support understanding of the content Some in-text citations and academic references may be presented but mostly in a wrong

format or not academic resources

errors, allowing the reader to follow ideas clearly There are

no sentence fragments and run- ons The style of writing, tone, and use of rhetorical devices enhance the content Additional information is presented in a cohesive style that supports understanding of the content

In-text citations and academic references are presented properly but still exist mmor wrong format

errors and written in a style

that enhances the reader’ s

ability to follow ideas clearly There are no sentence fragments and run- ons The style of writing,

tone, and use of rhetorical devices enhance the content Additional information is

presented to encourage and enhance understanding of the

content In-text citations and

academic references are very well presented

TOTAL:

3/8

questions are addressed

Content and/or All required questions are

addressed but may not be addressed with thoughtful All required questions are

addressed with thoughtful ¬

ce yn reflecting both

Criteria Inadequate Minimal Adequate Exemplary Organization 0.2 pt 0.3 pt 0.4 pt 0.5 pt

amd format Slides lack logical Slides are coherent and logically Slides are coherent and Slides show high degree of

organization It may show organized, using a format suitable logically organized, using a attention to details and some coherence but ideas for the material presented Some format suitable for the material presentation of points lack unity Serious errors pomts may be contextually presented Transitions between Format used enhances and generally is an misplaced and/or stray from the ideas and paragraphs create understanding of material unorganized format and topic Transitions may be evident coherence Overall unity of presented Unity clearly leads information Little or no but not used throughout the essay ideas is supported by the format the reader to the writer’s sourcing are provided Organization and format used and organization of the material conclusion and the format

may detract from understanding presented Sourcing is generally and information could be the material presented Sourcing adequate and current used independently Sourcing may be outdated, or thin, visual is current and supports major aids need work ideas

Delivery 0.25 pt 0.5 pt 0.75 pt 1 pt

Low volume or energy; More volume/energy needed at Adequate volume and energy; Good volume and energy; pace too slow or fast; poor times; pace too slow or fast; some generally good pace and proper pace and diction; diction; distracting distracting gestures or posture; diction; few or no distracting avoidance of distracting gestures or posture; adequate appearance; visual aids gestures; professional gestures; professional unprofessional appearance; may be used but not effective appearance; visual aids used appearance; visual aids used visual aids poorly used adequately effectively

Content 0.25 pt 0.5 pt 0.75 pt | pt

All required questions are addressed with thoughtful in- depth consideration reflecting

4/8

terminology is not properly

used or referenced Little

or no original thought is

present in the writing

Concepts presented are

merely restated from the

source, or ideas presented

do not follow the logic and

consideration and/or may not reflect proper use of content terminology or additional original thought Additional concepts may not be present and/or may not be properly cited sources

proper use of content

terminology and additional original thought Some additional concepts may be presented from other properly cited sources, or originated by the author following logic and reasoning they’ve clearly

both proper use of content terminology and additional original thought Additional concepts are clearly presented from properly cited sources, or originated

by the author following logic and

reasoning presented presented throughout the reasoning they’ve clearly

throughout the writing writing presented throughout the

writing

Development 0.25 pt 0.5 pt 0.75 pt 1 pt

- Critical Shows some thinking and Content indicates thinking and Content indicates original Content indicates synthesis Thinking reasoning but most ideas reasoning applied with original thinking, cohesive conclusions, of ideas, in-depth analysis

are underdeveloped, thought on a few ideas, but may and developed ideas with and evidence beyond the unoriginal, and/or do not repeat information provided and/ sufficient and firm evidence questions or requirements address the questions or does not address all of the Clearly addresses all of the asked Original thought asked Conclusions drawn questions asked The author questions or requirements supports the topic, and is may be unsupported, presents no original ideas, or asked The evidence presented clearly a well-constructed illogical or merely the ideas do not follow clear logic supports conclusions drawn response to the questions author’s opinion with no and reasoning The evidence asked The evidence supporting evidence presented may not support presented makes a presented conclusions drawn compelling case for any

conclusions drawn Grammar, 0.2 pt 0.3 pt 0.4 pt 0.5 pt

Mechanics, style Presentation does not Additional depth needed in và Presentation provides adequate Presentation provides good

provide adequate depth;

key details are omitted or

undeveloped; presentation

is too short or too long

places; mmportant information omitted or not fully developed;

presentation is too short or too long

depth; few needed details are omitted; major ideas adequately developed; presentation is within specified length

depth and detail; ideas well developed; facts have adequate background; presentation is within specified length

TOTAL:

5/8

Student

TABLE OF CONTENT Contents

1 Executive Summary

2 Industry Analysis

2.1 - « Industry size,Growth rate,sales projections

2.2-Industry Structure

2.3-Industry trends

2.4- Long-tern Propesct

3 Company Description

3.1 Vision and Mission:

4 Market Analysis

4.2 Competitive Analysis

5- The Economics of the Business

5.1 Revenue:

5.2 Structure cost:

5.3 Profit and Profit Margin:

6 Marketing Plan for Sayom Bracelet

6.1 SWOT ANALYSIS

6.2 Marketing mix

fi Operational Plan

8 Development Plan

9 Management Team and Company Structure

1 Executive Summary

The jewelry industry has always been a thriving market, and it continues to evolve

with changing consumer preferences Couples are increasingly seeking unique and personalized ways to express their love and bond This presents a significant market opportunity for couple bracelets, which can be customized to reflect the individuality and shared experiences of each couple It is excited to introduce a compelling and

promising business idea - the production and sale of couple bracelets In an era

where personal connections and meaningful relationships hold immense value, this proposal aims to cater to the growing demand for sentimental and fashionable

accessories for couple

2 Industry Analysis

2.1 - « Industry size,Growth rate,sales projections

A recent study by Vietnam Direct revealed a vibrant Vietnamese jewelry market with

approximately 10,000 stores selling gold, silver, and gemstones Despite the bustling activity, the market lacks a clear leader, even with established players like PNJ, SJC, DOJI, and Bao Tin Minh Chau Experts believe this signifies tremendous potential for growth, especially in larger cities where disposable income and jewelry purchasing power are on the rise

Interestingly, rural customers are also shifting their purchasing habits, moving away from

gold as pure investment and towards higher-end pieces for personal adornment This positive shift in consumer behavior is reflected in rising revenue reports from various jewelry brands, indicating a promising future for the Vietnamese jewelry market.(7Thi Truong Vang Trang

Sức: Lắp Lánh Ngàn Cơ Hội | Báo Pháp Luật TP Hỗ Chí Minh, n.d.)

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Su yur ting Sdn lục coa các hệ gia định có thờ nhập khé dụng €

a

avin

The potential for growth in the Vietnamese jewelry market remains significant,

with an annual growth rate ranging from 5% to 11% In 2022, it is anticipated

that Vietnam will experience the highest increase in consumption globally,

amounting to a remarkable 51% of the Gross Domestic(Thi Truéng Vang Trang

Sức: Lấp Lánh Ngàn Cơ Hội | Báo Pháp Luật TP Hồ Chí Minh, n.d.) Product (GDP) This surge can be attributed to a rise in consumer demand coupled with

fi⁄8

restricted supply

Hình 2: Tăng trướng tiêu thụ trang sức vàng của một số quốc gia Hình 3: GDP/đầu người (cột trái) và tăng trưởng tiêu thụ vàng/đâu

(%) người tại Việt Nam (cột phải)

3.000

0%

AS Ất KD nm 0 WO Xb WD 0 Pg fh 2011 2015 2016 2017 2018 2019 2020 2021 2022

CEPR PERE HK KS GDP/đều người (USD)

———Yiệt Nam Trung Quốc Án Độ — Tang trưởng tiêu thụ vàng trang sức/đầu người (%)

—Thai Lan indonesia “= Tâng trưởng §êu thụ vàng miếng/đầu người (%)

Nguồn: WGC MBS Research Nguồn: WGC, TCTK, MBS Research

Nevertheless, the luxury jewelry sector in Vietnam ts still perceived as having significant

untapped potential According to a report from Statista, the total revenue of the entire jewelry industry is projected to reach $1.09 trillion by 2023, demonstrating a steady annual growth

rate of 4.39% (CAGR 2023-2026)

Especially in the aftermath of two years of post-COVID-19 upheaval, the jewelry market in Vietnam reveals gaps left by the closure of numerous small businesses and private stores

Many establishments were forced to shut down, and some transitioned entirely to online

platforms to reduce operational costs As of August 2023, online channels make up

approximately 11.2% of the overall distribution channels in the Vietnamese jewelry market This presents an opportunity for brands to develop their online presence as consumers

increasingly adopt online shopping habits Simultaneously, it's an opportune moment for

larger businesses to swiftly expand their offline networks (“Toan canh thi trwong trang sirc tại

Việt Nam 2023,” 2023)

In summary, there is ample room for growth in the environment, and the Vietnamese jewelry

industry 1s poised to experience intensified competition among both local and global brands Consequently, it is crucial for businesses to monitor brand dynamics and stay abreast of

evolving consumer trends to establish a competitive edge

The gem and jewelry market faces intense competition, featuring prominent entities like

LVMH, Buccellati, Pandora Jewelry LLC, Chow Tai Fook Jewelry Company Limited, The Swatch Group AG, Tata Sons Private Ltd., De Beers Jewelers US Inc., Signet Jewelers,

Richemont, and Swarovski Crystal Online AG Major players are emphasizing the utilization

of online distribution channels for marketing and branding purposes, aiming to broaden their

geographical presence and expand their customer base Key manufacturers in the gems and jewelry sector are strategically targeting emerging markets in the Asia-Pacific region,

particularly China and India, leveraging the growing income levels and cultural traditions that

perceive jewelry as an auspicious gift Leading brands are embracing innovation and new

product development infused with cutting-edge technology to imbue their products with a

sense of luxury and impeccable craftsmanship.(Cho trang strc - Xu hướng, Chia sẻ Phân tích nganh, n.d.)

Competitors:

Group was founded in 1994 In 2007, it underwent a name change to DOJI Gold, Silver,

Gemstone & Trade Investment Joint Stock Company Specializing in the import of gold

grains from Switzerland, DOJI processes them into high-purity gold bars to meet market demands

PNJ: Established on April 28, 1988, under the name Phu Nhuan Jewelry and Jewelry Store,

PNJ Company officially changed its name in 2004 to become Phu Nhuan Jewelry Joint Stock

Company PNJ stands as one of the leading brands in the Vietnamese jewelry industry

2.3-Industry trends

According to BCG, the anticipated rise in Vietnam's average income per capita, projected to increase from 1,400 USD/year to 3,400 USD/year by 2021, is expected to lead to a

substantial expansion in the middle-class and affluent population Consequently, the choices available in the gold and silver jewelry market will experience a significant surge Beyond fulfilling aesthetic preferences, a growing number of customers, particularly the younger

demographic, seek jewelry and accessories as expressions of their fashion taste and

personality As a result, these consumers are not just willing to make purchases but are also actively seeking innovation, placing high demands on diversity, richness, and variations in

design, materials, and product types.(Thi Trieong Vang Trang Site: Lap Lanh Ngiin Co Hoi | Báo Phdp Ludt TP Hé Chi Minh, n.d.)

2.4- Long-tern Propesct

Sayom, a youthful Vietnamese jewelry brand, has swiftly achieved notable success in a brief

period The brand has rapidly established an extensive network of stores throughout the

country, earning the affection of numerous customers

e High Potential in Vietnam's Jewelry Market: A report from Vietnam Direct highlights the substantial potential of Vietnam's jewelry market, currently valued at

approximately 100 trillion VND and exhibiting a robust growth trajectory

e Evolving Consumer Preferences: The changing tastes of Vietnamese consumers, who are increasingly drawn to jewelry characterized by unique designs, superior quality, and reasonable pricing, align with Sayom's focus

¢ Strategic Business Approach: Sayom has adopted a fitting busin@g8 strategy by targeting the youthful, dynamic, and individualistic customer segment The brand places significant emphasis on investing in product quality and customer service, indicating a thoughtful and effective approach to its market positioning

3 Company Description

Sayom is a Vietnamese domestic fashion brand, founded in 2022 by three members:

1 Nguyen Tuong Linh (CEO): Overall leadership and strategic direction for the

company Responsible for establishing vision and mission, developing growth strategies, and managing relationships with key stakeholders

production Lead the research and development team for new features of Sayom Wrist, ensuring high quality manufacturing and supply chain management

3 Huynh Quang Man Dat (CMO): Develop and implement marketing strategies to

promote Sayom Bracelet and build brand awareness Responsible for managing advertising campaigns, social media presence and public relations

Sayom was conceived by three young individuals, each possessing experience and a fervor

for the fashion industry Motivated by the desire to create a fashion brand that resonates with

Vietnamese style and caters to the current preferences of the youth, the founders embarked on

this entrepreneurial journey

The inspiration for founding Sayom stemmed from a shared journey of the three individuals

During their travels, they observed a growing interest among Vietnamese youth in fashion, yet identified a limited array of domestic fashion brands offering youthful and distinctive styles

3.1 Vision and Mission:

Mission: Our mission is to provide everyone with the ability to preserve cherished moments and create unique personalized gifts We understand that memories are priceless, and Sayom Bracelet helps you hold onto those images and emotions forever

Vision: Our vision is to become a trusted and beloved brand that helps people celebrate and

cherish their life's most significant moments through personalized and meaningful jewelry

We aim to continually innovate and create products that capture the essence of these moments, allowing our customers to carry their memories with them wherever they go

4, Market Analysis

Age Group: Couples' jewelry is primarily designed for adults, typically aged 18 and above Young couples form a significant part of this target market Their youthful energy and

enthusiasm contribute to the vibrancy of this segment

Marital Status: This product is often intended for married couples or those in significant relationships The target market may also include individuals planning to get married or seeking meaningful gifts for their partners

Style and Preferences: The product offers a wide range of designs and styles, from classic to modern, and from simple to luxurious As a result, the target market can, eycompass

individuals with diverse tastes and unique styles, allowing for a broad appeal

Budget Considerations: Couples! jewelry can vary significantly in price, catering to various budgets Therefore, the target market is highly dependent on their financial means This can include students and individuals with lower incomes who seek affordable yet sentimental options

4,1, Market Needs:

Personalized Ordering Service: The capability to imprint images on gemstones can enable you to offer a personalized ordering service where customers can request the incorporation of their personal or special images onto the gemstone This presents an opportunity to create highly customized and bespoke products, catering to individual preferences

Special Occasions: This product can be tailored to align with special occasions such as anniversaries, Valentine's Day, weddings, and other significant events This strategy can create seasonal sales spikes and drive consumer demand during these periods

Modern Lifestyle Trends: With the rise of contemporary fashion and modern lifestyle trends, personalized and unique products hold appeal for consumers who wish to express themselves and make a statement through their attire and accessories