Change Management Research Project Report Paper Analysis Change Management Stategies Of Hasaki Beauty Clinic Co.pdf

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION SOS0S0 CHANGE MANAGEMENT RESEARCH PROJECT REPORT PAPER Analysis chan

HO CHI MINH CITY UNIVERSITY OF

FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

SOS0S0

CHANGE MANAGEMENT RESEARCH

PROJECT

REPORT PAPER

Analysis change management stategies of Hasaki

Beauty Clinic Co., Ltd

Group members Nguyen Tran Ha Thuong - 20DH121336

Vo Thi Mong Quynh - 20DH120331 Huynh Kim Duyen - 20DH120216

HCMC, May, 2023

Contents

Chapter II Discussion and Analysis 2

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Abstract

Beauty is becoming more and more popular nowadays The beauty market is also fiercely competitive, so to meet the needs of the market for health care, and beauty, companies needs to plan to change and adapt to external and internal influences This report will study hasak1's change management strategy and what hasaki achieved in its change process

This report focuses on how to help Hasaki keep pace with customer needs and compete with other companies In this report, we use several methods of defining, managing and changing strategies through the IEF, EFE and JE matrices In addition, we also analyze some of the triggering events that caused Hasaki to change in the past and look at the organizational culture for the better, finally some of the impact of the change and the expected outcome

Chapter I Introduction

In Vietnam, the market value of cosmetics is about 2.3 billion US dollars, which is expected to increase by 6.2% (CAGR 2021-2025) Despite being still modest in comparison to other nations

in the area, Vietnam's cosmetics sector has grown quickly People are paying more and more attention to their skin's health, especially in the COVID-19 epidemic, which encourages customers to be more interested in cosmetics with skin care advantages In Vietnam, cosmetics are frequently among the most popular items purchased online It is clear that the cosmetics sector is both appealing and cutthroat

In April 2016, Hasaki Beauty & Clinic Co., Ltd was founded with the mission of providing "real safety-real effectiveness" through an authentic cosmetics retail system and comprehensive beauty services Hasaki is now the leading cosmetics store chain in the retail cosmetics sector

As a result, the system's revenue will surpass 900 billion guilders in 2021, an increase of about 70% compared to the same time in 2020

Hasaki has been continuously modifying, closely following the current trend, to achieve the

aforesaid remarkable numbers Additionally, the management system has visibly altered So, we

decide to make the final report's topic "Analysis change management stategy of Nagasaki Beauty Clinic Co., Ltd”

Chapter II Discussion and Analysis

2.1 Goals and specific objectives

To address the demand for genuine cosmetics and beauty care at advantageous pricing from

clients around the nation, Hasaki plans to launch additional stores in 63 provinces and cities in

the near future implementing cutting-edge treatment technologies, enhancing service, and developing employees Create an internet sales strategy to draw in additional clients

2.2 The systems to achieve its goals/ objectives

In order to achieve these goals, Hasaki does what it wants to do step by step Up to now, Hasaki has established 100 branches in 33 provinces and cities and 17 clinics In the whole development process, Hasaki Clinic has been continuously upgraded, and modern, luxurious but comfortable beauty facilities have been built Hasaki Clinic is a quality leader, with advanced mechanical

system, conforming to FDA certification, including Ultherapy, Diode Laser, Fractional C02 and Laser Revlite, and ensuring 100% authenticity Therefore, the effect of treatment always reaches

the best and safest level Hasaki is currently a strategic distribution partner of a series of big

brands in Vietnam, such as La Roche-Posay, Eucerin, L 'Oreal, Bioderma, Maybelline, Vichy,

Cocoon, Ceaphil and Anessa Hasaki's Hasaki has a variety of goods, from high-end to

civilians, to meet all the needs of customers

Further more, Hasaki always has weekly, monthly and annual special event and competitive

prices For example, when you experience the service for the first time, you can get a discount, buy one and get one free in prime time for customers in big cities such as Ha Noi, Ho Chi Minh, they will have the opportunity to experience the 2H express service, which is the convenient express service of Hasaki at present In addition to developing online shopping systems, Hasaki also extends advertisements to social networking sites, updates trends, and provides customers with product information and services as quickly as possible

In addition, 100% of doctors working in Hasaki Clinic are dermatologists, licensed, skilled and experienced to ensure the best and safest skin treatment effect

The representative of Hasaki said that all shops in the system always ensure that authentic goods are provided in accordance with the lofty spirit of the law Therefore, all products operated in Hasaki are 100% authentic, with clear origin, complete Vietnamese stamps and 100% value- added invoices for export Every day, Hasaki issues a 100% VAT invoice for the goods sold, regardless of whether the customer needs to get the invoice This is also the key to prove that Hasaki's products are 100% genuine and free of mixtures

With the number of widely distributed stores and the diversity of goods from major brands

around the world, Hasaki has achieved positive growth in revenue and profit, with after-tax profit

of nearly 5 billion rupiah, an increase of nearly 20% compared with 2020 Despite a terrible epidemic, Hasaki still maintains good sales and customer proximity

2.3 Environmental audit

Weighted

Score

demand

2 Today's awareness of skincare is more focused 0.06 0.18

business develops leads to shopping is easier

to relax through spa treatments and beauty

treatments

constantly innovated

product quality are more focused

of the company

because it depends on the supplier

trends

The results show that Hasaki's total critical score is 2.88, which is higher than 2.5 (average score) This shows that Hasaki has strengths in marketing, not only investing in designing and building a strong network of chain stores and extremely high-quality online shopping channels,

Hasaki also becomes a partner of many brands international brands such as: Laneige, Loreal, Shiseido, Estee Lauder Company, Avéne, Vichy, Laroche Posay, Yves Rocher, Lancôme, To

help customers have more choices in skincare, Hasaki also has a team of experienced specialists ready to advise in store or online However, because of barriers in entering the beauty industry is not high, so it is inevitable that many competitors, rushing sources of unknown origin /

information confusing customers, more or less also affect Hasaki Therefore, in the coming years

Hasaki should improve the qualifications of the staff, expand the distribution network, build a stronger Hasaki brand to promote the "core capacity” of providing specialized products and services beauty, health with increasingly high quality to step by step become one of the leading

beauty brands in Vietnam

2.4 Organizational audit

IFE MATRIX OF HASAKI

Strengths Weighted

Weight Rating

core

1 Stable brand, trusted by consumers 0.1 3 0.3

2 Layer protection policy, 200% refund and 0.05 4 0.2

return withim 14 days to help protect customers

customers’ needs

4 Fast delivery service in 2 hours at no charge | 0.08 0.32

7 There are 76 branches spanning 27 0.08 0.32

provinces and cities Convenient for customers

to access Hasaki

good choices to customers

Weaknesses

cities

to difficult management

uncomfortable because they are always next to

12 Only skin care service, no spa service for 0.08 0.08

men

13 Hasaki has 15 Branches but only 9 0.1 0.1

branches have daily clinic and dermatologist

services

Total | 1 | | 2,69

The total internal weight scores generated in the IFE matrix are 2.69 which is higher than 2.5 (average score) stated that the company is in average condition, it has some disadvantages that cause problems in its operation and some strengths that have not been fully exploited However,

it has a strong internal position as well as good at utilizing their strengths to overcome their

weaknesses

TE MATRIX

1 EFE: 2.88

This JE matrix tells us that the strategic pursued is hold and maintain strategy The company in this situation should be focused on market penetration and product development for both cosmetic and spa In addition, Hasaki should expand market not just in the big cities This strategy is intensive form of competence development and focuses on product which has high quality Product should design in accordance with the needs of customer and training employee

is also necessary

2.5 The trigger events

These trigger event below unbalance established routines and evoke conscious thought on the

part of Hasaki They not only affect Hasaki environment work but also mindset into the arena of

the change.Here are a few trigger events that spurred change in Hasaki:

Covid 19 — Expand new products

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Hasaki Beauty & Spa

Hasaki Beauty & Spa was formerly a chain of original cosmetics distribution stores, connected with a dermatology clinic However, during the period of social distancing, Hasak1 is a bit disadvantaged because its product is not an essential factor That's why Hasaki started manufacturing and distributing Nanosilver masks Antibacterial copper with advanced technology from Japan Born in the era of "masks as precious as gold", Hasaki products were not only enthusiastically received, but also quickly sold out, just a few hours after the sale opened

Development of e-commerce - Expanding from direct distribution channels to intermediaries

Born in 2016 with the motto "True Quality - True Value", Hasaki has always oriented to build a

brand to bring customers genuine cosmetic products with good prices at all times This has helped Hasaki create trust for customers and grow stronger with a chain of 76 branches spanning

27 provinces and cities nationwide When the e-commerce campaign exploded Hasaki not only promotes chain store coverage, Hasaki also focuses on upgrading the online shopping application hasaki.vn so that customers can view ongoing promotions, as well as check product prices fast, convenient In addition, a special feature that makes customers everywhere love and support Hasaki is the free delivery policy when ordering online: NowFree 2H - free fast delivery 2 hours

in 27 provinces for orders from 90,000 VND, and free Nationwide delivery fee for orders from

only 249,000 VND

New competitor - Apply pricing strategy

Hasaki has a price policy: market-leading price Hasaki's target audience is all ages From affordable to high-end beauty brands, the products are quite diverse, making it easy for users to find the right product for their needs The pricing strategy therefore also targets this customer by: selling at the lowest price in the market When comparing the selling price of the same product, Hasaki is often the place to sell the lower price compared to other competitors It is possible that choosing such a pricing strategy will make Hasaki's profits not high, but it will attract a lot of attention from users Hasaki took full advantage of users’ tastes to survive and thrive This is a clever way to solve the problems of competition in the cosmetics market, which not everyone

can handle like Hasak1

2.6 Implications of changes and the outcomes

Based on the weakness mentioned above in terms of providing a large amount of products, Hasaki probably focuses more on cosmetic stores According to a survey of frequently asked questions on the Hasaki website, Hasaki has not developed a well-developed spa service.For example, currently, Hasaki has 15 branches,but only 9 branches have daily clinic and dermatologist services

In addition, Hasaki only provides spa and relaxation services for female customers not for male

customers

Here are some implications of change and its expected results after changing

¢ Develop cosmetic stores and especially spa shops in other cities, not just big cities

¢ Expand clinic and dermatologist services Regarding articles or review websites about spa services in Hasaki, I think most of them are good, but as mentioned above Hasaki has not paid much attention to spa service so leading to some places have services but the others not This makes it difficult for customers to experience this service

¢ Hasaki should open more spa services for men, because in this era, both men and women

are very focused on appearance, and they are also under a lot of pressure from daily life and work, the demand for relaxation is very high at the moment

The spa operation will help Hasaki not only to increase its brandname, but also to develop a business network in cooperation with domestic and foreign companies to supply other cosmetics through advanced machinery and equipment to Hasaki's spa care product line In addition, Hasaki can use the products in its beauty stores for skin treatments at the Hasaki spa, helping to reduce inventory and increase sales and profits

2.7 Organizational culture for changing

10