Unit 1 Business and Business Environment: PNJ Company Analysis Report

This report presents a comprehensive analysis of Phu Nhuan Jewelry Joint Stock Company (PNJ), a leading jewelry company in Vietnam. The report begins with a company profile, including its vision, mission, core values, and objectives, both economic and social. It then delves into the company's type, scope, and size, examining its geographic market, main market, target customers, total assets, liabilities, and employee structure. The analysis extends to PNJ's organizational structure, marketing department, and functional structure in achieving its goals. The report also explores PNJ as a profitable and private company listed on the stock exchange market. Furthermore, the report provides a merit and distinction analysis, evaluating the company's size and scope in achieving its objectives and discussing the advantages and disadvantages of its structure. The report concludes with references to the sources used in the analysis, offering a detailed overview of PNJ's business operations and environment.

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 1: Business and Business Environment
Submission date 27/9/2020 DateReceived1stsubmission
Re-submissionDate DateReceived2ndsubmission
Student Name Ngo Thi Hang Student ID GBH19013
Class GBH0906 Assessor name Doan Trang
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plag
making a false declaration is a form of malpractice.
Student’s signature Hang
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Table of Contents
1. Annual Report.............................................................................................................................................................5
2.Company Profile..........................................................................................................................................................5
3.Introduction.................................................................................................................................................................6
4.Purpose........................................................................................................................................................................7
4.1.Vision................................................................................................................................................................7
4.1. Mission............................................................................................................................................................ 8
4.1. Core Values......................................................................................................................................................8
4.1. Objectives........................................................................................................................................................8
4.2. Economic Objectives....................................................................................................................................... 8
4.3. Social Objectives..............................................................................................................................................9
5.Type...........................................................................................................................................................................10
5.1.Profitable company........................................................................................................................................ 10
5.2.Private company.............................................................................................................................................11
5 .3. Listed on the stock exchange market...........................................................................................................12
6.Scope......................................................................................................................................................................... 12
6.1.Geographic market.........................................................................................................................................12
6.2.Main market...................................................................................................................................................14
6.3.Target customers............................................................................................................................................15
7.Size.............................................................................................................................................................................16
7.1.Total assets.....................................................................................................................................................16
7.1.Total Liabilities................................................................................................................................................17
7.1.Owner equity..................................................................................................................................................18
7.2. Employee structure....................................................................................................................................... 19
8.Function.....................................................................................................................................................................20
8.1.Structure organizational.................................................................................................................................20

8.2.Department marketing...................................................................................................................................21
8.3.Functional structure achieve goals................................................................................................................ 22
9.Social enterprise........................................................................................................................................................22
10. For Merit.................................................................................................................................................................23
M1.1. Analyze that the size to achieve the objective.......................................................................................... 23
M1.2.Analyze that the scope to achieve the objectives...................................................................................... 24
M1.3. Advantages and Disadvantages of structure............................................................................................. 26
11. For Dicstinction.......................................................................................................................................................27
12.Conclusion.............................................................................................................................................................28
13.References...............................................................................................................................................................29

1. Annual Report
2.Company Profile
Company Name: Phu Nhuan Jewelry Joint Stock Company.
Abbreviated Name: PNJ
Address: 107E Phan Dang Luu Street, Ward 3, Phu Nhuan District, Ho Chi
Minh City, VIETNAM .
Contact Person: Mr. Le Tri Thong - General Director.
Tel No: 08. 39951703 – 08. 39951706
Fax No: 08. 39951702
E-mail address: [e-mail]
Website https://www.pnj.com.vn
Type of ownership: Joint Stock Company
State full legal Name of
Company:
Phu Nhuan Jewelry Joint Stock Company
Business registration
No:
0300521758 date 02/01/2004
Product products: Jewelry, Gold, Silver, Gemstones, Business Gifts, Fashion
Accessories, Souvenirs, Watches, Gold Bullion, …

Contact person Position
Mr. Le Tri Thong Vice-Chair cum CEO
Mrs. Pham Vu Thanh Giang Member of the Board of Directors
Mrs. Pham Thi My Hanh Member of the Board of Directors;
Chairwoman/Director of CAF Co.,ltd
Mr. Le Huu Hanh Member of the Board of Directors
3.Introduction
Nowadays, it is not easy to choose a worthy company or corporation for us to invest in. It
will take us quite a long time to analyze all the data of that company such as financial statements,
core values, goals, ... at this time, Wells Fargo bank is looking for a company about gold, silver
and gemstones for investment. Through investment analysts of Wells Fargo, they have chosen
Phu Nhuan Jewelry Joint Stock Company (PNJ) - one of the leading jewelry fashion brand
companies in Vietnam and the company that meets the conditions for investment banking. PNJ
was established in 1998 in Phu Nhuan district, Ho Chi Minh City, VIETNAM. PNJ is a famous
jewelry company with a wide range of products such as gold, silver, gems, real estate, diamond
and gem testing. Below is a company situation analysis report. In the following evaluation
report , the bank will have an overview of all aspects of PNJ and make a decision on whether to
invest.

Contact person Position
Mr. Le Tri Thong Vice-Chair cum CEO
Mrs. Pham Vu Thanh Giang Member of the Board of Directors
Mrs. Pham Thi My Hanh Member of the Board of Directors;
Chairwoman/Director of CAF Co.,ltd
Mr. Le Huu Hanh Member of the Board of Directors
4.Purpose
In 2020, the Board of Directors has introduced the slogan "Hit Refresh, break out and
reach beyond" in the spirit of pioneering the way of thinking, how-to-do innovation, andmindset
innovation. (Mrs.Cao Thi Ngoc Dung, 2019). With the goal of activating the synergy of the
business, PNJ has built a human development strategy on the basis of increasing human
resources, attracting talents, and supporting and creating a suitable environment for each
individual. people promote their forte and potential. (PNJ, 2019)
4.1.Vision
Each company or corporation has a different vision. PNJ too, PNJ's vision is "To become a
leading jewelry manufacturer andretailer in Asia, sustaining its No. 1 position in the middle and
high-end jewelry market share in Vietnam." (PNJ, 2019).

4.1. Mission
PNJ's mission is "PNJ brings pride to customers by its exquisite and transcending jewelry
products. " (PNJ, 2019)
4.1. Core Values
In 1992, PNJ was officially named Phu Nhuan Jewelry Company and started to open a
new stage. According to General Director Cao Ngoc Dung, developing on the core values of
“INTEGRITY,RESPONSIBILITY, QUALITY, INNOVATION, COHESION ”. (PNJ, 2019)
4.1. Objectives
PNJ company has 2 types of goals: Economic Objectives and Social Objectives.
4.2. Economic Objectives
In terms of Economic Objectives, the Board of Directors and all employees of PNJ are
constantly innovating, rapidly changing the economy and the social - technology trend for
sustainable rapid growth. About the brand name, the goal by 2020 is to maintain its position as
the No. 1 jewelry retailer in Asia, as well as to penetrate international markets and the 500-store
chain, which continues to be an important growth engine of PNJ in the coming years. PNJ's
Board of Directors has seriously prepared carefully, invested with focus, ensuring PNJ always
have the best readines solid growth with focus on maintaining digital positions for the future with
4 battle centers strategy for the period of 2019-2022: The first, solid growth with focus on
maintaining digital position in tier 1 markets and speeding up development in tier 2 and tier 3
markets. Next, constantly developing synchronous production capacity, supply chain
management, strategic management, marketing, ..to create the overall power of the business.
The third, continuing the work of enriching human resources, brand resources, customer
resources, ... to cost drastically increase resources. Finally, Prepare human resources with
enough knowledge and experience in analyzing, and using data in business activities to

accelerate and advance strongly in the era of retail 4.0. About the profit maximization, in 2019,
gross profit for sales is 3,460,713 million VND, the company has performed well the target of
2019 and has a plan for 2020 for gross profit of 3,991,288 million VND with the aim of growing
15% compared to 2019. (Annual Report, 2019).
Profit maximization of PNJ
( PNJ, 2019)
4.3. Social Objectives
For Social Objectives, In 2019 and the following years, PNJ company has practical goals
to help society. Environmental protection, community development, children developmentare
the important activities for change the context in a positive direction, creating a development
environment favorable for businesses, both in terms of growth motivation market space and
competitiveness. Therefor, creating prices value to contribute to building a sustainable society.
PNJ has a long-term strategic plan, integrated in and advanced process to conquer economic
goals. Not only stopping at actions and projects to complete the system security, improvement
of living environment, economic conditions, thing in medical care and education, but PNJ also
actively proposed, linking organizations and associations to create collaborative resources
create an ideal living environment for each individual is best developed in all aspects of life. At
the same time, PNJ has constantly associated elements, social organizations, professional

organizations to create resonance, create a favorable environment for startups development.
(Annual Report, 2019)
5.Type
5.1.Profitable company
PNJ corporation is a profitable company. According to the annual report of 2019, PNJ has to
pay 343,875,424,770 VND of dividends. In which, at the end of 2018, the company has recorded
268,371,812,300 VND of dividends. (Annual Report, 2020)
Divedend-paid
( PNJ, 2020)

5.2.Private company
PNJ company is a private company. According to BeTA Securities Joint Stock Company, as of
November 11, 2019, Ms. Cao Thi Ngoc Dung and her family members accounted for 15.46%;
other shareholders account for 67.21%; LGM investment Ltd has 4%; Route One investment
holds 3.94%; Dragon capital holds 3.53% and Deutsche Bank AG holds 1.88%. Besides,
Vietnam interprise investment limited accounted for 3.55%. (BSI, 2019)
Private owned of PNJ
(BSI, 2019)

5 .3. Listed on the stock exchange market
On March 23, 2009, PNJ official listed on the stock exchange market on HOSE, the first and
only jeweler business so far. PNJ's stock code on the stock exchange was PNJ.
Listed on the stock exchange market
(SSI IBOARD, 2020)
Each company has a different size and scope of activities. First, researching about the scope of
the PNJ company.
6.Scope
6.1.Geographic market
 The JNA Awards ceremony honoring the best businesses and individuals in the Asian
jewelry industry taking place in Hong Kong in the past year has become a milestone marking the
beginning of a new phase of development of the Vietnamese jewelry industry.When PNJ was
appreciated with the Best Jewelry Retailer in Asia. With this event, the Vietnamese jewelry
industry has officially stepped to the top of the continent. This is an international appreciation of
PNJ's contribution to the regional jewelry retail market and asserts its brand name in the Asian