Slide Xây Dựng Kế Hoạch Chuyển Đổi Số Trong Hoạt Động Bán Hàng Của Công Ty Cổ Phần Vàng Bạc Đá Quý Phú Nhuận

Mẫu Slide Xây Dựng Kế Hoạch Chuyển Đổi Số Trong Hoạt Động Bán Hàng Của Công Ty Cổ Phần Vàng Bạc Đá Quý Phú Nhuận, xây dựng hoạt động marketing cho tính năng bán hàng mới của công ty PNJ, chuyển đổi số trong nên công nghiệp 4.0.

DIGITAL

TRANSFORMATION STRATEGY FOR

MARKETING

ACTIVITIES OF PNJ

PROJECT 6

STUDENT: HOANG MINH THUY

CLASS: 17BA

TABLE OF CONTENTS

01

COMPANY OVERVIEW

SOLUTION AND DIGITAL

TRANSFORMATION PLAN

THE ENVIRONMENT

AND THE FACTORS

AFFECTING THE

DIGITAL TRANSFORMATION

ANALYSIS

02

03

CONCLUSI ONS

04

COMPANY OVERVIEW 01

PHU NHUAN JEWELRY JOINT STOCK

COMPANY

YOUR

LOGO

Established on 28th April

1988 at Phu Nhuan District

INTRODU CTION

VISION &

MISSION- Holding position No 1 in the

middle and high-end segments in Vietnam

01

- Bring pride to customers with exquisite jewelry

products, outstanding quality, with the core value

MAIN BUSINESS LINES

Diamond, gemstone, precious metals

INSPECTION SERVICES

buying and selling gold pieces

GOLD PIECES

jewelry business

with gold, silver,

gemstone, corporate

gifts, fashion

accessories,

souvenirs, watches

JEWELLE

RY

GOAL S

LONG TERM

SHORT TERM

PNJ's goal is to convert

the number of

marketing activities

aimed at increasing

the consumer

experience with

technology, increasing

purchase conversion

rates, expanding

customer files,

increasing revenue

From there, stay in the

trend of using

technology in the

value chain,

competing against the

same industry rivals

Online sales density

increases 10%-20% within the next 5 years with digital technology platform.

THE ENVIRONME

NT AND

THE FACTORS

AFFECTING

THE DIGITAL TRANSFOR

MATION ANALYSIS

02

S W

O

SWOT ANALYSIS

WEAKNESSES

Financial activity has not been significantly profitable although the investment capital occupies high density in assets, so the leader lacks the boldness of investment in digital transformation technology as a long process

OPPORTUNITIES

- Modern equipment and technology diversify models, boost competition with foreign

businesses

- The growing population and

young structure

STRENGTHS

-High level of technology and technical

skills in jewellery field

-Has a strong IT department

- Had experience in the forefront of

digital transformation in enterprises

thanks to ERP implementation projects

THREATS

- Compete aggressively with domestic and foreign businesses

- There are many alternative products from other competitors approaching with more diverse

PESTEL ANALYSIS

The consuming luxury goods trend

of global Millenials is changing behavior

The National Assembly passed the Law on Electronic

Transactions to help PNJ conveniently build forms of remote card payment instead of traditional payment upon delivery (COD), causing many product

losses

POLICITY

& LAW

Economic growth means that the most

developed information technology

infrastructure is in the E-Business platform

increases

ECON

OMY

- With the latest ERP system (SAP 4HANA)

- Vietnam is in the top 20 countries with

the number of Internet users

TECHN

OLOGY

The population of the workforce increases

rapidly and the consumption market is

expanding

ENVIRO

MENT

SOCIE TY

SOLUTION AND DIGITAL TRANSFORMA TION PLAN

03

Value chain analysis Solution

Plan

VALUE CHAIN ANALYSIS

Main raw materials

include gold, silver,

diamond,

gemstones

imported from

domestic and foreign

sources.

Design Department specializes in creating new jewelry and accessories following the current fashion.

Manufactured with modern machinery with skilled

craftsmen highly creative.

General storage in

Ho Chi Minh City, Can Tho, Da Nang and Hanoi with strict security due to high-value, small size.

Implementation of a wide retail model with promotions with the goal of increasing 10%-20% of online revenue

Infrastructure: 3,500 m2

ground including 6

floors with more than

1,000 workers Each

year the factory

provides 4 million

products.

Build a platform data framework, Dashboard and associated models for groups in terms of sales

management, customer management, supply-production.

The team of more than 1,000 jeweler, skilled artisans and rich creativity, are capable of creating extremely sophisticated products.

Support activities Primary activities

Your jewelry Next

CHECK FIT

FAVOURITE ADVICED

Frame

READ MORE

Material Charm Adjust

SELECTION

Target: Proportion of online sales decreases 10% - 20% of sales in the next 5 years

FUNCTI ONS

- integrate AR scan onto hands, neck, ankles, ears, to try out jewelry samples with

augmented reality images on screen.

- Customers can choose the jewelry model, color, design suitably and proceed to order, pay directly on the App

interface.

TECHNOLOGY

SOLUTION

The PNJ application of

AR Technology

integrated with the

available applications

on phones supporting

IOS operating

systems

This application is

produced by

Bespoke, INC

=> DIFFERENTIATION STRATEGY

TARGET

Age: 22-40 years

Gender: Female &

Male

Location: Big city in Viet Nam

Income: High income

WHAT THEY’RE LOOKING FOR

FASHIONABL

E

TRENDY

LUXURY

MOST USED SOCIAL MEDIA

PURCHASING BEHAVIOR

FASHIO N

BEAUT Y

PARTY

STEP 2

Testing and launching software

STEP 3

Creating content marketing software and products STEP 5

Optimizing measurement, monitoring and adjusting

STEP 4

Paid advertisement

STEP 1

Writing software

(APP PNJ has

integrated AR

support on IOS

operating systems)

LANDING PAGE

Building a landing page

to market new technology to customers.

PAID ADVERTISEMEN T

Facebook ads, Google ads, poster saler.

C ++ LANGUAG

E

Bespoke is going to write

App.

ADVANTAGES

DISADVANTAGES

- Help customers experience

the most realistic products

without going to the store

- Easy to use with just a

smartphone

- Reduce marketing costs for

our in-store offline advisory

team

- Minimize purchase time,

payment

- Make the purchase

conversion rate higher

- It finds difficult to apply for some customers who do not use technology

- Only available for IOS operating systems

For the change of digital technology and industrial revolution 4.0, businesses must always have

strategies to keep up with new steps, reform old processes that are no longer appropriate, speed up the progress in the value chain Maintaining its leading position in the industry and reach out to more open markets when the opportunity arises PNJ has made full use of existing competitive

advantages and resources, anticipating the wave

of integration, digitizing business activities, and handling the weaknesses and failures of the

previous digital transformation to maintain

outstanding growth.

4 CONCLUSIONS

THANKS FOR YOUR

LISTENING

MA DAO THI THU HUONG

INSTRUCTOR

STUDENT

CLASS

HOANG MINH THUY 17BA