MEMBERS OF GROUP 3

- Hồ Mai Linh - 205014086

- Nguyễn Thị Thuý Hiền - 180070470

- Nguyễn Ngọc Trinh - 215042182

- Phạm Gia Hân – 215047978

- Võ Phúc Hải – 215018635

1. History of PNJ

- On April 28, 1988, Phu Nhuan Jewelry Store under the People's Committee of Phu
Nhuan District was born with 20 employees. Later, this store changed its name to
Phu Nhuan Overseas Fine Arts Gold and Silver Company.

- In 1992, the company changed its name to Phu Nhuan Jewelry Company.

- In 1994, the company established a branch in Hanoi.

- In 1998, PNJ branch in Da Nang opened.

- In 1999, Can Tho branch opened.

- In 2001, the PNJSilver brand was born.

- On January 2, 2004, PNJ officially equitized, transformed from an economic

enterprise of the Communist Party of Vietnam into Phu Nhuan Jewelry Joint Stock
Company.

- From 2005 to 2008, the jewelry brand CAO Fine Jewelry was officially born.
- In March 2009, PNJ shares were officially listed on the HOSE exchange, charter
capital increased to 400 billion VND.

- In August 2009, PNJ established "CAO Fashion One-Member Limited Liability

Company", and added the watch business of world-famous brands to the PNJ
system.

- In 2010, PNJ was ranked 16th by Plimsoll in the top 500 largest jewelry companies
in the world.

- In March 2011, PNJ started construction of PNJ Jewelry Factory, considered one of
the most modern factories in Vietnam.

- On October 18, 2012, PNJ inaugurated PNJ Jewelry Factory with a total investment
of 120 billion VND, production capacity of over 4 million products/year.

- In 2013, PNJ had 168 stores and 15 branches across Vietnam.

- On January 12, 2013, PNJ inaugurated the largest jewelry, diamond and watch
center in the entire system at 52A- 52B Nguyen Van Troi, Phu Nhuan District, Ho Chi
Minh City.

- In November 2013, PNJ increased its charter capital to 755.97 billion VND.

- On July 10, 2015, PNJ increased its charter capital to 982,745,770,000 VND.

- On February 2, 2018, PNJ increased its charter capital to 1,081,020,340,000 VND.

- On April 28, 2018, PNJ Board of Directors approved the termination of operations
of PNJ Jewelry Factory.

- On April 28, 2018, PNJ Board of Directors established two PNJ Jewelry
Manufacturing and Trading LLC subsidiaries, charter capital of 100 billion VND,
Customer Era Limited Company (CECL), Charter capital is 20 billion VND.

- On May 12, 2019, PNJ opened the first Flagship store called PNJ Next (Jewelry &
Beyond), the ground floor sells Diamonds, gold, silver and gemstones, the first floor
is PNJ Watch specializing in selling genuine watches.

- On September 9, 2019, PNJ opened the first PNJ ART store, providing solutions for
Corporate Gifts and fine arts and jewelry products at 141B Phan Dang Luu, Phu
Nhuan, Ho Chi Minh City

2. Store system structure

By the end of January 2022, the PNJ system has 338 stores including:

● 319 stores PNJ Gold

 ● 10 stores PNJ Silver
● 3 stores CAO Fine Jewelry
● 3 stores PNJ Art

Figure 1: Store system of PNJ

3. Mission, vision, core values

Mission: "PNJ brings pride to customers with exquisite jewelry products of

outstanding quality."

Specifically, “PNJ is constantly campaigning to achieve sustainable development in

the global business environment with a scientific and advanced management
system, modern machinery and technology, and a team of healthy workers.
profession and dedication to providing customers with diverse products and services
with the best quality and competitive prices." With that mission, the company is
constantly striving to bring customers the quintessence of the jewelry and fashion
industry.

Vision: "To be the leading jewelry manufacturing and retail company in Asia, holding
the number one position in all market segments that PNJ targets in Vietnam."

Principle and Orientation: "PNJ affirms its leading position in creativity,

sophistication and reliability in the jewelry and fashion industry."
Core values:

Honesty: Is the top ethical standard in work and in life that every individual and
organization is committed to. Take legal profits and business ethics as the
foundation for all activities. Build credibility and transparency within the organization
to build trust. Resolutely fight to eliminate all dishonest actions.

Quality: is a solid basis to ensure survival and a measure of the value of each
individual and organization. Always ensure the quality of resources to create high
quality products and services. Each individual commits to performing tasks with the
best quality, not creating damaged products, and not transferring damaged products
to others.

Responsibility: Take responsibility as the driving force for all activities. Put the
interests of customers and society above the interests of the business. Each
individual commits to living responsibly with himself, his family, the organization and
society. Perform all tasks excellently with a spirit of volunteerism, initiative, creativity
and dedication. Always be a pioneer in pursuing and carrying out the most difficult
tasks with a determined winning spirit

Innovation: Is the foundation of the lasting development of the organization. Do not

be complacent with achievements. Ready to receive, learn and apply new
knowledge, experience and skills. Continuous improvement to optimize benefits for
the organization.

Creativity: Creativity to make outstanding differences and edge painting.

With a sense of responsibility and professional passion, each individual and

organization is committed to constantly being creative, offering breakthrough
solutions, and creating outstanding products and services.

Business philosophy: "Put customer benefits and social benefits into corporate
benefits." Through the company's business philosophy, PNJ hopes that each product
that comes to customers is not simply a jewelry product but the whole heart of a
group, that is product quality, service quality. Perfect service with thoughtful,
dedicated service and always listening to customer feedback.

PNJ Logo: PNJ's logo is taken from the precious and attractive diamond symbol.
Using diamonds in the PNJ logo wants to show longevity and transparency. The 5
rays of light in the logo symbolize the multi-field of business that PNJ wants to aim
for. In addition, these 5 rays of light also symbolize the five elements, meaning the
continuous movement and continuous development of PNJ.

Logo colors: The two main colors of the PNJ logo are blue and shimmery yellow.
The gold color helps people easily associate with the field that the company
provides. Yellow is also a symbol of prosperity and wealth, bringing positive
emotions and luck. The blue color in the logo is the color of the ocean and the sky, a
symbol of trust and assurance. Blue is also considered the color of cooperation,
success and sustainability.

PNJ's slogan: "Faith and Style". PNJ wants customers to believe in the quality of
products and services and emphasizes that each PNJ product will bring its own style
to the user.

Figure 2: Logo & Slogan of PNJ

4. Reason for choosing PNJ

This is a unique market, there are people who buy jewelry with the need to beautify
themselves, but there are also people who buy jewelry, specifically gold, for storage
purposes. Vietnamese jewelry brands have an advantage in trading gold bars, one of
the channels that helps preserve cash flow effectively.

According to research by Vietnam Direct, currently, there are about 10,000 stores
selling gold, silver, and gemstones in Vietnam. However, there is still no way to really
point out a big brand that is considered capable of dominating this market.

Big names such as PNJ, SJC, Bao Tin Minh Chau only account for small market
shares, in addition, now the Vietnamese market also has the participation of "giant"
Pandora, this brand has set up a factory. production in Vietnam worth 100 million
USD.

This shows that this is a very fertile and untapped market. More and more jewelry
brands are appearing, competing with each other in terms of design, price, and
quality. So the key point here is to make sure customers always put PNJ as their first
choice when it comes to jewelry.