Stakeholder matrix analysis phân tích stakeholder matrix analysis chi tiết

Stakeholder Analysis is a tool for identifying the needs and concerns of different stakeholders Stakeholder Analysis can be a useful tool for:  Gaining understanding and building consensus;  Communicating the benefits of a proposed project; and  Building strong, inclusive campaigns that involve the public

I STAKEHOLDER MATRIX ANALYSIS

1 WHAT IT IS

Stakeholder Analysis is a tool for identifying the needs and concerns of different stakeholders

Stakeholder Analysis can be a useful tool for:

 Gaining understanding and building consensus;

 Communicating the benefits of a proposed project; and

 Building strong, inclusive campaigns that involve the public

2 BENEFITS

Some common problems that could be resolved through stakeholder analysis are the following:

 An excessive focus on analytical tools;

 Issues are too large or complex for decision makers;

 The scope of study is too large;

 Some stakeholders are left out;

 There is no local ownership;

 Here is no commitment for implementation

3 THE PROCESS

Stakeholder analysis is a relatively simple process that involves the following three steps:

Step 1 - Specify the issue

Stakeholders are defined and identified in relation to a specific issue – concentrating on people and groups that have a concrete "stake" in a specific issue or topic

Step 2 - Develop a long list of stakeholders

Gather a small group of informants, preferably with varied perspectives and backgrounds,

to brainstorm all the stakeholders or interest groups associated with the purpose of your analysis You should consider all possible stakeholders in the public sector, private sector and civil society

Step 3 - Conduct stakeholder mapping

The long list of stakeholders can be analyzed to determine “clusters” of stakeholders with different levels of interest and levels of influence over the issue

4 ORGANIZING STAKEHOLDERS

You can use the grid below to organize stakeholders according to their interest and power

levels:

Power (Pow) measures their degree of ability to help or have an impact on your project Interest (Int) measures their degree of support or opposition to your project’s goals and

objectives

Stakeholders with high power and interests aligned with the purpose are critical to

achieving your purpose They will be your primary audience and should include both the

immediate decision makers and opinion leaders - i.e the people whose opinion matters

Stakeholders with high interest but low power, or high power but low interest, should be kept informed and satisfied Ideally they should be supporters for the proposed program or

policy change This is your secondary audience.

5 STAKEHOLDER MATRIX IN DOJI GROUP

Shareholders - Capital

- Increase brand’ value

- Market expansion

- Increase profit

High High

Stakeholders Contribution Expectations Pow Int

- Development orientation

- Strategic decision

- Company development and growth

- More customers

- Increase benefits Board of

Directors

Good company culture

- Experience and skills in Gold industry in both

international management

High bonus and salary

- Stable job

- Good working Environment

High High

Staffs - Directly contribute to

the existence and development of the company through daily works

- Good experience

- High salary

- Good working Condition

- Good remuneration

Low High

Customers - Money through

purchasing products of the company

- Low price

- Safe services

- High quality services

- Good and trustworthy Brand

Low High

Business

partners

(distributors)

- Mutually beneficial cooperation between Company and partners

- Experience and skills

- Wide-distribution channel

with strong relationship with

potential customers

- Development of the customer base

- Business expansion to Vietnam

- Gaining new customers

- Company growth

- Get more benefits from business activities

High High

Suppliers - Quality products with

stable

- Capacity

- Engineering support

- Large order

- Long-term relation

- On-time payment

Low Low

Stakeholders Contribution Expectations Pow Int

Taxes and

other Gov’s

Department

- Impose tax and incentive

Policies

- Grant all licenses

- Security

- Infrastructure

- Obey the law and regulations

- Increase international trade

- Stable source of high-quality and diversified products for Domestic production

- More tax and on time payment

High Low

II DOJI SWOT

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT Analysis is a technique for assessing these four aspects of our business

We can use SWOT Analysis to make the most of what you've got, to our organization's best advantage And we can reduce the chances of failure, by understanding what we're lacking, and eliminating hazards that would otherwise catch us unawares

Better still, we can start to craft a strategy that distinguishes you from our competitors, and

so compete successfully in your market

What do we do well?

What unique resources can we draw on?

What do the others see us as our strengths?

What could we improve?

What do we have fewer resources than the others?

What are the others see us as our weakness?

What opportunities are open to us?

What trends could we take advantages of?

How can we turn our strengths into

opportunities?

What threats could harm us?

What are our competitors doing?

What threats do our weaknesses expose to us?

During my internship, I would like to utilize SWOT analysis to understand the strengths and weakness of the company and identify both the opportunities open to us and the threats we face while developing our expanding business strategy into Vietnam market The table below is the SWOT analysis of the company’s project

Doji Group is a large corporation in the The Group has not diversified distribution

field of trading and crafting jewelry in both

domestic and international markets

Doji’s products are very diversified with

many different kinds of materials and

designs, especially Doji’s products are

often associated with very luxurious gems

and diamonds

Board of Directors are well - experienced

and capable The staff are always

improving their skills and qualifications

with good working environment and

encouraging enthusiastic working spirit

The Group regularly launches new product

lines that can compete with the competitors

in the market

The company often focuses on potential

markets so it is not afraid to lack potential

reserved customers and have deep

knowledge in these markets

channels system in all provinces nationwide and internationally compare with competitors such SJC and PNJ Group The Group's products have not brand name

on the market due to its immaturity

Input production costs tend to increase due

to the increase in raw material prices making it harder to sell products

The increasing per capita income of

Vietnam leads to an increasing demand for

beauty products

The booming of intangible distribution

channels such as Internet, Newspapers, and

TV which are the distribution channels that

the Group should take full advantage of, to

promote existing and new products to

customers quickly and reasonably

Customers require high quality designs and reasonable prices Many customers require high design and sophistication of the product

Fierce competition in the same industry such as BTMC, Phu Quy, SJC, PNJ

The increasingly developed manufacturing technology in the world requires the Group

to proactively approach new technologies

if it does not want its products to lag behind

III PEST – L

1 Political and Legal

1.1 Currency Policy

According to the gold price conversion formula, the USD / VND exchange rate has a positive impact on the domestic gold price However, the effect of the USD / VND exchange rate on the actual gold price traded on the Vietnamese gold market is very complicated, contributing to the difference between the domestic gold price and the world gold price Because the USD / VND exchange rate is both an instrument and a result of currency policy, so it has a direct impact on expectations on the value of the VND and is one of the reference parameters in investment decisions in the gold market

Since then, the USD / VND exchange rate has indirectly impacted on the gold price On the other hand, the fluctuation of the USD / VND exchange rate is not the main factor that makes the domestic gold price different from the world gold price Because, when we use the average USD / VND exchange rate over a number of years to calculate the converted world gold price at different times in units of million VND / ounce, the difference between the world gold price and Vietnam is still very large

1.2 Gold import regulations of State Bank of Vietnam

The granting of gold import quotas is an administrative measure in managing the gold market This measure is introduced by the State Bank to control foreign exchange related to the exchange rate management However, with the movement of gold prices as in 2011, the domestic gold price increased sharply, with a significant difference compared to the world gold price, around up to 3 million VND / ounce, it is necessary to add a quick supply to reduce the price In order to stabilize the gold market, the granting of a quota for gold imports has caused delays in supplying additional supplies, facilitating smuggling and gold speculation to profit, further disrupting the gold market

Gold exports are considered as a way to stabilize the balance of Vietnam's foreign trade Vietnam still restricts exports of gold piece and raw materials through the mechanism of quota allocation for some focal points By August 2011, when the difference between the domestic and world gold prices was still high, the Ministry of Finance issued Circular 111/2011 / TT-BTC regulating export gold products containing gold from 80% or more are subject to 10% tax

Therefore, with a trading diversified gold and jewelry products Group like Doji, it is very important to grasp and update State laws and guidance in order to prevent from punishment

or product’s recall

2 Economics

The development of Vietnam over the past 30 years is remarkable Political and economic reforms since 1986 have promoted economic development, rapidly turning Vietnam from one of the poorest countries in the world into a low-middle-income country From 2002 to

2018, GDP per capita increased by 2.7 times, reaching over US $ 2,700 in 2019, with more than 45 million people out of poverty The poverty rate fell sharply from over 70% to less than 6% (3.2 USD / day at purchasing power parity) The majority of the poor in Vietnam are ethnic minorities, accounting for 86%

The development of Vietnam's economy in recent years has helped increase the proportion

of the middle and upper class groups With the current "golden" population structure and the consumption habits of the people, the purchasing power of the market has been significantly improved

According to a report by Euromonitor, the spending budget of Vietnamese people has increased sharply from urban to rural areas in 2017 and is expected to continue to increase rapidly in the coming years As for the recent report of the General Statistics Office, the GDP corresponding to the purchasing power of Vietnamese people in 2017 reached 6,876 USD / person and will increase to 7,377 USD / person in 2018

Meanwhile, according to a report by the World Gold Council, the global demand for gold jewelry in 2017 increased by 4% compared to 2016, reaching 16.5 tons, especially sharply

in the fourth quarter Compared with other economies in the region, except Hong Kong and Indonesia, the demand for jewelry in the Vietnamese market is often higher than that of other markets, especially in 2017, the amplitude is even wider Also according to data from the World Gold Council, while the demand for gold jewelry in most economies in the region decreased, Hong Kong and Vietnam were the two markets with higher growth rates than in 2016

In 2019, the Vietnamese economy continues to show a strong foundation and high resistance, thanks to high domestic demand and export-oriented manufacturing Preliminary figures show that real GDP increased by about 7% in 2019, close to the growth rate in 2018, and that Vietnam is one of the countries with the highest growth rates in the region

Due to extensive economic integration, Vietnam is also heavily affected by the COVID-19 pandemic However, the impact of the epidemic is not as serious as in many other countries, thanks to proactive countermeasures at both central and local levels While the macroeconomic and fiscal are stable with GDP growth estimated at 3.8% in the first quarter

of 2020, the impact of the ongoing COVID-19 crisis is unpredictable, depending on the size and the length of the epidemic Economic growth in 2020 is forecast to fall to 3-4%

from the 6.5% rate forecasted before the crisis The demand for public finance will increase due to lower budget revenues and increased budget spending due to the need to initiate a stimulus package to mitigate the impact of the pandemic on households and businesses Thanks to a good foundation and if the COVID-19 epidemic is under control in Vietnam as well as in the world, the Vietnamese economy will recover by 2021 COVID-19 also shows

a need for strong reform In order to help recover the economy in the medium term, such as improving the business environment, promoting the digital economy, and improving the efficiency of public investment, these are the main issues that Vietnam needs to consider for rapid and stronger reform

Vietnam has a stable economic and political reform that attracts many Gold investors and customers over the world and that also is a chance and opportunities for Doji in the near future

3 Socials

Vietnam is witnessing rapid changes in population and social structure Vietnam's population grew to about 97 million in 2018 (from about 60 million in 1986) and is expected to increase to 120 million by 2050 Currently, 70% of the population is under the age of 35, with a life expectancy The average age is nearly 76 years, higher than that of other countries with similar income in the region But the population is aging rapidly The middle class is forming - currently 13% of the population and expected to reach 26% by 2026

Vietnam's Human Capital Index (HCI) ranks 48th out of 157 countries and territories and ranks second in ASEAN, just behind Singapore A Vietnamese baby born at the present time when growing up will be 67% more productive than the same child with adequate education and health care Vietnam is the country with the highest Human Capital Index among middle-income countries, but gaps between localities, especially among ethnic minorities, still exist At the same time, Vietnam also needs to improve the qualifications of its workforce to create more productive jobs on a large scale in the future

Public Health has also made great progress as the standard of living is improving Between

1993 and 2017, the infant mortality rate decreased from 32.6 to 16.7 (per 1,000 births) Life expectancy at birth increased from 70.5 to 76.3 years between 1990 and 2016 The universal health care coverage index was 73 higher than the regional and world average -87% population with health insurance However, the sex ratio at birth is still high and increasing (115 in 2018) shows that sexism still exists Besides, Vietnam is one of the countries with the fastest aging population, forecasted by 2050 the age group over 65 will increase 2.5 times

This golden population class has a higher spending on the consumer’s purchasing powers, especially in beauty products and jewelry Moreover, the purchasing power of more than

100 million population that has made Vietnam an attractive market to the investors For this reason, the huge buying-power would also take effect on the expanding business plan for Corporations such as Doji Group

4 Technological factor

The need for gold in technology is growing at an amazing rate As companies like Google and Apple expand into the future, we will only see a steadily increasing need for this special yellow metal

Of all the metals used in circuitry (copper, silver, gold) gold is the best choice for building our integrated circuits But what does this mean exactly? As our everyday technological devices become smaller and smaller in size, we will see a growing need for the use of gold Simply put, because gold has the best properties for building integrated circuits of any metal available on the earth, companies will demand this precious metal for continued production

Millions of cell phones and computers are manufactured every month for the major technologic players of the world The USA, Japan, Western Europe, India and China all have massive needs for these devices and in turn, a need for gold As the developed world evolves past 2012 we will see an unprecedented amount of major companies all over the world vying for this metal

Clearly you can see there is a need for Gold in technology, however consider this for a moment As our world progresses into the future, we are all being forced into needing technological devices such as smart phones and laptops In essence we are double bound to our dependence on gold because there is a need for the need of gold

This trend will bring more opportunities for Doji Group shake hand with other technological Corporations to distribute gold devices to its chain of high-tech products in Vietnam as well as in the world

IV Porter’s Five Forces

DOJI is a leading Vietnamese jewelry retailer and manufacturer Up to now, DOJI Group has 12 member companies operating under the model of Parent - Child Company, 5 Affiliated Companies and 50 Branches, nearly 200 Centers and Shops across the country more than 400 agents, point of sale , creating a product distribution system covering most regions of Vietnam, with a capable and experienced production team

In the long term, DOJI's product groups will benefit a lot when the overall income is increasing In general, the jewelry market will continue to grow in the coming years, the biggest challenge is whether businesses can hold and increase market share in the industry

Michael Porter, the world's leading competitive and strategist today, provides a theoretical framework for analysis In which, he modeled the business lines and said that every business is affected by five competitive forces

The competitive pressure model, often referred to as the "Porter's Five Forces", is seen as a useful and effective tool for understanding the source of profits

Businesses often use this model to analyze whether they should enter a certain market, or operate in a certain market

According to Michael Porter, the intensity of competition in the market in any industry is affected by the following five competitive forces

1 Threat from New Entrants

It is companies, private stores, small organization size, low management skills, financial potential is quite good, Most of business on the base of credit, this system accounts for 80%

of market share of jewelry

For example:

Lan Anh jewelry store

 Currently there are a total of 4 branches across Ho Chi Minh City

 Lan Anh Jewelry Shop specializes in providing wholesale and retail services for gold, silver, jewelry for women with the best price, this is considered a reliable address in Ho Chi Minh City The buyers can easily find the products you love such

as bracelets, necklaces, bracelets, engagement rings, necklaces, gems, high jewelry level,

Golden Street District 5