DETERMINE SCOPE OF ASSIGNMENT

1. Background
Evaluation of Vietnam's jewelry market, the representative of Rong Viet
Securities Joint Stock Company said that the growth room of the Vietnamese
gold jewelry market is still overly huge when the demand for gold bullion
gradually giving way to gold jewelry. Besides, the middle-rich class is
increasing rapidly in Vietnam (estimated to account for one-third of the
population by 2020), these are modern-minded consumers who need to
express themselves high body and target customers of fashion jewelry retail
chains. In fact, in recent years, realizing that the gold jewelry market has
grown well, the businesses in this industry have continuously expanded their
business networks. For example, the Phu Nhuan Jewelry Joint Stock
Company (PNJ) has repeatedly opened more than 30 stores in 2019. By the
end of 2019, this business has 353 stores, covering all over the country.
Besides, PNJ has officially signed a cooperation agreement with the global
entertainment brand The Walt Disney in November 2019. This event helps
PNJ not only increase its competitive advantage but also expand its influence
on the international jewelry market.

2. The objectives
 Develop and maintain PNJ brand that is one of the leading brands of
Vietnam jewelry industry, participate in the world market.
 Expand and develop synchronously other strong operation fields to create
a foundation for table, long lasting and solid development.
 Maximize profit, ensure the legal rights of employees, and fulfill
obligations to the State.
3. Plan
 Retail of other new goods at specialized stores to compete with the
premium jewelry products.
Detail: Retail of gold, silver, precious metals, precious and semi-precious
stones, jewelry. Retail of souvenirs, knitting goods, handicraft goods. Retail
watches, eyeglasses. Retail of gold, silver, precious metals, materials. Trading
of gold jewelry and fine arts. Export and import of gold jewelry, fine arts.
Trade of gold bars
 Retail of books, newspapers, magazines, stationery at specialized stores
 Technical testing and analysis
Detail: Service of testing diamond and gemstones. Service of testing gold,
silver, other precious metals, semi-precious stones
 Invite the right celebrities as brand ambassadors. Also, invite KOLs in the
fashion industry to use and review.
 Use social media and presses to popularize new products (choose one or
two impressive products) to increase revenue and compete with other
players.
 Expand the business to foreign areas with silver jewelry first.