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FUNDAMENTAL S OF ENTREPRENEURSHIP (ENT300)

PROJECT TITLE: PANDORA CASE STUDY REPORT

CASE STUDY:
DANISH GOLDSMITH PER ENEVOLDSEN
(PANDORA)

TYPE OF BUSINESS
JEWELLERY RETAIL

PREPARED BY:
NIK ANIS NAJWA BINTI NIK MOHD NAJMI
2019406344

PREPARED FOR:
MADAM SUHANA BINTI MOHAMED

SUBMISSION DATE:
11 th of NOVEMBER 2021

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CASE STUDY

PANDORA

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 PAGE
NUMBER TOPIC
NUMBER
1 Cover Page 1- 3

2 Table Of Content 4

3 Executive Summary 7

Introduction: Entrepreneur & Business Profile

-Introduction

4 -Introduction To Pandora

-Background

-Organisational Structure of Pandora

-Business Model

-Product & Services

-Business Strategy of Pandora

-Financial Achievement of Pandora 8 - 29

5 Entrepreneurial Characteristics (PECs) 30 - 32

6 S.W.O.T Analysis 33 - 38

7 Overall Report 39 - 40

8 Appendices 42 - 44

9 Reference 45 - 46

10 Borang Aku Janji 47

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EXCUTIVE SUMMARY

In this assignment report I have been assigned to make a study of any Company that is public
listed locally as well as around the world. I have written an overview company, analyzing the
perspective of entrepreneurial characteristics (PEC) and not to mention I required to provide
an analysis of the company’s S.W.O.T. what does S.W.O.T. abbreviation and what is meant
by PEC? Thus, S.W.O.T means Strength, Weaknesses, Opportunities and Threats etc.,
S.W.O.T analysis is used as techniques to access these four aspects of the business. It is a very
amazing technique can be very helpful to take full advantage of what the business is earning,
with the best of the organization advantage.

Furthermore, it is also effective to one’s business to recognize their weaknesses and

overcoming weaknesses and failures. Meanwhile, PEC is defined as a feature which should be
owned by entrepreneurs to ensure their business runs successfully. Where, this case study
describes the best features possessed by the founder company.

After doing some research on the well -known company across the country, I have chosen
PANDORA company for me to do research for the study which is very influential in the jewelry
industry in the world. Therefore, in this case study I have done a lot of research explaining how
a well -known company works for ensure they continue their year -round success in business
through PEC, S.W.O.T analysis, company product quality, financial performance, a
organizational structure and background of their company.

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INRODUCTION

For this case study I had to do a study on a company that listed publicly on the national Stock
Market or the world market. So, I have decided to choose one of the most famous jewellery
companies with sliver items as well as buying stones that are on every piece of jewellery sold
by the company. This case study is something that has been adopted by researchers for a long
time and has been used in various discipline. It has been widely used as a qualitative research
method for investigates contemporary real -life situations and has provided a foundation for
application ideas and extensions of methods. A case study is a research method that involves a
close, in -depth and detailed research of specific cases.

For example, case studies in business Other than that usually, companies will use it’s as part
of content marketing and can be very useful most of the time because it helps potential
customers understand how the company shined before. As we all know, case studies are very
important for clients to know more about companies, for example, their organizational
structure, profits, company strengths and others. A lot of information can be obtained by
customers from case studies because, this can show the right thing or honest feedback from
customers 1as various researchers are given space to provide insightful insights gathered from
survey or interview answers.

By directly I chose to do a case study about the company PANDORA for my case study
because of the quality of the companies available and, also the level of their organization which
I think is very robust and secure. This PANDORA Jewellery is a business that focuses on
principles. Their goal is very clear which is to make women appear more attractive and most
elegant with high self -confidence and offer high quality, and affordable prices not to forget is
also one of the products that attracts the attention of PANDORA jewellery is committed to
always show the wearer will not forget the beautiful memory that is in every design that is on
their purchases.

In addition, PANDORA also provides affordable prices for all women who love jewellery
and personal adornment that looks elegant when worn by them. Finally, with the existence of
this brand, many women can feel wearing jewellery at a price that is very suitable for the
existing design and do not forget that all the designs released by this company are very up to
date designs and suitable for all ages of the wearer. the simple ones show one's radiance more
naturally.

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INTRODUCTION OF PANDORA

Pandora is the world’s largest jewellery brand. Known by more consumers and crafting more
jewellery than any other brand in the industry, we provide affordable luxury to consumers in
more than 100 countries. Made from high-quality materials and with endless possibilities for
personalisation, millions of people around the world cherish and collect Pandora to express
who they are and what matters to them. We give a voice to people’s loves

Beside, Pandora which does not have an acronym or a specific name like other products, but
it is a jewelry or women's jewelry that is very famous and very much the choice of many women
out there regardless of age because Pandora produces and provides customers with designs that
save and it doesn't look like the wearer is too old or too young because the designs are all
suitable and what makes PANDORA very famous is the price and also the stone shapes of the
rings, chains and bracelets that they produce are beautiful patterns and attract everyone's
interest.

This company was introduced in 1982 until this year 2021 Pandora company is still standing
strong with an estimated 39 years of operation, with the existence of an organization that is
very efficient in handling operations in their company so that our Pandora is the c hoice of many
people throughout the country.

In addition, Pandora is famous for its customizable charm bracelets, designer rings, earrings,
necklaces, and also watches (but for the watch collection is now discontinued). The company
has a production site in Thailand and markets its products in over 100 countries on six
continents with over 6,700 sales points. Besides it is also a very fast-growing company, so their
services are now nationwide.

In advancing and raising the name of their company, Danish in 1987 decided for the company
to end its retail operations and they switched to becoming a pure wholesaler where within two
years Enevoldsen hired an interior designer and set up this jewelry manufacturing site in
Thailand where it still exists to this day. With relatively low production costs and a highly
efficient supply chain, Enevoldsens or know as Danish, is able to provide affordable and readily
available jewelry for the mass market. At the time Pandora's collection is growing with various
types of rings, necklaces, earrings It started selling charm bracelets with its signature in 2000
after several years of development, protected by patent, where he is one of the most important
people in this company

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 Recently, the Disney company celebrated their 30th anniversary so they decided to make
Pandora a partner to collaborate, so directly Pandora released a new Charm design, which is in
the shape of a Princess in the beauty and the beast cartoon. All charms. Released by this
company is based on a very cute Disney cartoon element and attracts the attention of the cartoon
fans, The PANDORA x DISNEY collaboration has produced some very unusual words like
Channel the Princess in You with Disney’s Belle and style inspired by her iconic story. From
enchanted roses to beloved characters like Mrs. Potts and Chip, this special gift will be making
the face of every Disney fan shine this Christmas.

Apart from collaborating with Disney, there are many other companies that have collaborated
with Pandora, for example, Unicef Company which has collaborated this year, 2021. This
collaboration is called Pandora for Unicef.

Figure 1:Pandora X Disney Bracelet

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 Figure 2:Necklace Pandora For Unicef

Figure 3:Charm and Bracelet

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BACKGROUND

Figure 4:PANDORA LOGA

Pandora A world-renowned supplier of genuine jewelry, sells women's accessories of all
ages, including rings, earrings and bracelets which are the choice of many people, especially
teenagers and adults who love silver and genuine gemstones and designs. which is very simple
included stuff that high quality, from 1982 to 2020 Pandora has about 7,092 branches
nationwide and is now a craze for many with the existence of elegant and successful ring
designs.

Danish private equity group Axcel bought a 60% stake in the company from the Enevoldsen
family in about 2008. A total of 9.96 billion shares were sold in an IPO in October 201 0 making
it one of the largest IPOs in Europe that year, with directly it has given Pandora a market
capitalization of around 27 billion. The Pandora Company has also been publicly listed on the
NASDAQ OMX Copenhagen Stock Exchange in Denmark and is also a component of the
OMX Copenhagen 20 index. The company has also become one of the third largest jewelry
companies in the world in terms of sales, after Cartier and Tiffany & Co. where both companies
also sell jewelry or accessories for women that are very exclusive, In addition In 2011 also,
more than one Pandora piece of jewelry is sold per second on average

In addition, in 2011 almost 80% of Pandora's shares fell due to a shift in focus to higher
design isolating core customers, but nevertheless the company's performance recovered after
returning to a more affordable mass market, with the group reporting results of 19 billion Danes
and a net profit of over 3 billion Danes roughly started in 2014 until before covid -19 hit the
world, In 2020 due to the Covid-19 pandemic, over 80% of the 2,700 Pandora stores worldwide
were closed. However, the company still paid salaries to all its employees in full, even though
at that time almost all stores were closed.

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 After pandora became one of the leading brands in western countries, the development of
this company began to enter Asian countries, and is a saint because Malaysians are now very
fond of personal jewelry produced by the company, In Malaysia there are about Six Pandora
stores that are still in open to this day, at the request of many.

Last but not least, after some discussions with members of the company and key people in
their organization is expected, In early May 2021, Pandora announced that the company will
eliminate diamonds that have been mined in stages for the sake of gems produced in the
laboratory. The new diamond jewelery is initially planned to go on sale in the United Kingdom
before they sell globally in the next 2022, the world’s largest jewelery brand with estimated
revenue of 19 billion Danish kroner and a retail chain of around 2,700 stores.

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ORGANIZATIONAL STRUCTURE

Figure 5: Danish Goldsmith Per Enevoldsen & Winnie Liljeborg

Danish Goldsmith Per Enevoldsen or known as Per Enevoldsen and Winnie Liljeborg are the
founders of Pandora, which was born in Denmark. In this organization we will focus on why
Per Enevoldsen and the strong people in this company only because his wife is not the main
focus in the company because his wife does not hold any position in Pandora.

Per Enevoldsen was born on December 20 th 1952, and now he are 69 years old. As long as
pandora served and produced a wide variety of interesting products, in their organization there
were as many as twenty employees who became the most important people for the company
after its founder. The next organization is based on the chart provided, In this chart it is shown
that these five committees are among the five of the twenty most important people in running
this company.

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Figure 6: Organization chart

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BUSINESS MODEL (PANDORA)

1982 – 1999: The early year

Grand opening the first store of PANDORA in Copenhagen, Denmark, at the same time
they are travel to Thailand in search for jewelry for importing.

Figure 7: First Store of Pandora

2000-2009: Building an international presence
In 2000, the Pandora charm bracelet concept was first launched in the Danish market.
Consumers accepted the concept, and in the following years, with growing and encouraging
demand, the company began to grow internationally, and entered new markets such as the
United States in 2003 and Germany and Australia in 2004.

Over the following years, Pandora rapidly expanded its market presence from a
Scandinavian platform to an international marketing and sales platform driven mainly by
third party distributors and strong production capabilities in Thailand . In order to increase
its production capacity, Pandora opened a large scale, six-story fully-owned, manufacturing
facility in Thailand in 2005, which still forms a central part of the current production and
infrastructure. In August 2008 a second manufacturing facility was opened in the same
area, which in 2010 was followed by the opening of Pandora’s third and fourth facilities in
the same area, further strengthening our unique production setup.

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 2015
The year that became the biggest project for this company was collaborating with a fashion
company from THE CHARISELLE FACTOR. The collaboration between the two largest
companies was to celebrate Mother's Day in 2015, which is why the company collaborated
with Pandora to produce jewelry for mothers around the world.

Figure 8 & 9: Company Collabration

2021
Latest collaboration PANDORA X DISNEY the pandora company released a charm
with elements of the Beauty and the beast cartoon with a direct response to the high
demand.

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PRODUCTS AND SERVICES

Pandora is a company and business that focuses on jewelry for women, which is made from
purchased and also silver with a high price but quality. the company provides three types of
coating categories available, the first is quality silver and does not fade, the second is rose
gold and the last is gold, among these three coatings, rose gold is the choice of many and has
a high demand. the second is silver, because Pandora is famous for its attractive and very
durable silver jewelry, while gold pul is in high demand to older women, because for them
the color gold is a very attractive and beautifully matched coating.

Figure10,11,12: RING

This company only produces women's jewelry, they do not produce other products such as
shirts or handbags like other companies. This jewelry manufacturer now operates in
Gemopolis, Thailand is the largest pandora factory in the world, while the company's largest
headquarters is in Copenhagen, Denmark. The factory in Thailand produces about all of these
jewelry items there and once they are ready, the factory will export the items throughout the
country to distribute these products to all available outlets.

Figure 13: Pandora Bracelet with Charm in silver

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 Figure 14: Pandora Signature I-D bangle in
gold

Figure 15: Pandora Moments Heart T-Bar Snake

Chain Bracelet

Figure 16: Sparkling Strand Bracelet

Figure 17: Polished Wishbone Necklace

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 Figure 18: Pavé Circle
Logo T-bar Heart
Necklace

Figure 19: Pandora Logo Pavé Circle Collier Necklace

all these jewelry are the result of the company with the design of their own decoration
designers.

PANDORA X DISNEY
The collaboration between this company and Disney company features a lot of charm with the
existing Disney cartoon design, but in this collaboration it is more to the cartoon titled beauty
and the beast, this makes many fans of the cartoon become more inte rested in buying with
pandora company. The cooperation that gives a difference in terms of design makes the jewelry
is not boring and always follows the current trend.

Figure 20: Disney Beauty and the Beast Dancing Belle

Dangle Charm

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Figure 21: Disney Alice in Wonderland, Unbirthday
Party Teapot Charm

Figure 22: Disney Cinderella Sparkling Carriage

Charm

The services provided by this company have all the outlets available for customers who
cannot make purchases directly from the store, they can order and make purchases online and
in this way purchases directly to large companies to process purchases, at the latest link page
https://www.google.com/search?q=pandora+jewelry+history&rlz=1C1GCEU_enMY926MY
926&oq=pandora&aqs=chrome.2.69i59l3j46i67i199i275i291i433j69i60l4.4556j0j7&sourcei
d=chrome&ie=UTF-8

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BUSINESS MARKETING AND OPERATONAL STRATEGY

From the first discovery in 1982 to today’s powerful portfolio of Denmark -based and
manufacturing in Thailand through the PANDORA core brand has provided a range of
specialized personal adornment items. Usually Pandora targets their premium brands to middle
class consumers, often young professionals who have disposable income and interest in design
by providing affordable prices.

The company also marketed to men looking for a gift for someone special with the company
reportedly designing his retail experience to make men feel comfortable while shopping for the
latest jewelry. In addition, PANDORA has developed their successful brand by focusing on
Domestic market. Currently, through both wholly owned stores, franchise partnerships and
direct business, their best -in -class brands reach customers across Europe, Asia Pacific, Middle
East and Latin America and the company operates nearly 2,400 companies-owns specialty
stores in Australia while Europe and the United States account for almost 90% of the group’s
sales and in 2015 to date its distribution has been in China

1. The quality of PANDORA Products

As we all know, Pandora is a company that provides a wide portfolio of premiums jewelry
through its brand family. Therefore, for maintain its brand as one of the world's most famous
brands, Pandora uses unique and innovative designs and processes as well as high quality
materials and materials for differentiate its products from other competitors. All decorative
items provided by them. Their products such as charms, rings, bracelets, necklaces and even
earrings use quality imported diamond and they also accept outside orders from customers.

2. Industry -leading brands

Pandora is now one of the most influential companies in the industry - leading brands with
high -profile controlling companies and their market leaders the brand is well known with high
quality products and charming design has brought it to the level of prestige.

Through Pandora the brand has made a lot of profit, In 2020, Pandora A/S generated 4.5
billion Danish kroner in revenue in the United States. The company sells a range of jewelry
products, with bracelets and charms accounting for the majority of their revenues.

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 3. Its International Reach

PANDORA companies have set their targets in the global market; with that, which
international business is a healthy addition to the business and resources at its headquarters,
Denmark for long -term growth. Its family of branded store operations around the world are a
combination company -owned and Danish locations spanning Europe, Asia Pacific, North
America and Australia. Pandora formerly known starting in Denmark in 1982 moved their
largest manufacturing place to Thailand and lenih focused on handicrafts and designs produced
there with the addition also Thailand being a focal point for buying stones that can be sold in
large quantities. Then in Sales of the Pandora brand began in Europe and it first entered North
America in 2003. The company opened concept stores around the world before its franchising
model began in Australia in 2009.Pandora products are sold in more than 100 countries on six
continents through approximately 6,700 points of sale, including approximately 2,400 concept
stores.The company employs over 26,000 people, of whom 13,200 are located in Gemopolis,
Thailand, the company's sole manufacturing site since 1989.

4. Its customer service

While Pandora offers a fun retail experience, brands ’buy using signature visual presentation
techniques, in -store marketing and music to attract customers especially young adult women,
as well as use specialized sales allied to strengthen the image represented by its brand. What's
more, most their store is designed in such a way that it is also comfortable for men to shop their
spouses or looking for gifts for their friends. In addition, all their employees are trained to
always respect and always treat customers well even if customers think a lot before making a
purchase and there are also customers who do not buy so they are trained to always put
customers first.

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 5. Multi-Channel retail

Multi -channel retailing is the practice of selling goods on more than one sales channel. It’s all
about moving beyond websites and exploring such channels as a marketplace, social media and
comparison-shopping platform. Offer multi -channel sales for their valued customers, allowing
customers to purchase products online as well as through the company's physical network of
grocery stores or better known as online purchases

A) Online Retail

Pandora also offers customers with convenient purchases in the online network, customers
who are unable to attend by walk into their store can browse the pandora website to make
purchases faster and younger. Customers in buying goods directly from https://m.pandora.net
in this way customers buy faster and safer, or customers can also make purchases through the
Zalora page or on the website www.zalora.com.my ,both of these are through a legitimate and
secure website for buy the original pandora without any problems.

Figure 23: Zalora Page

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Figure 24: Pandora Official page

B) Physical Grocery Store

Pandora also operates a network of physical retail stores, including With 7,200 branches
worldwide, and also operates its own distribution infrastructure, including a network of
distribution centers and shipping facilities.

Figure 25:

The Pandora store in Midtown is decorated for the holidays on December 21, 2020 in New
York City.

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FINANCIAL ACHIEVEMENTS

For the nine months ended 30 September 2021, PANDORA A/S revenue increased 29% to
DKR14.38Billion Net income equivalent to 9.2936808 million Malaysian ringgit applicable to
ordinary shareholders increased to DKR2.26B equivalent to 1 ,4606315 Million Malaysian
Ringgits.

Results reflected a 34% increase in the Moments, Charms and Collaborations segment to
DKR10.17B, the United States segment increased by 79% to DKR4.51B, Retail Sales-US an
increase of 49% to DKR1.39B. Net income benefited from Goods Margin - Total -% increase
of 2% to 76.7%.

Pandora gets a lot of high profits is because pandora has many branches made by investors
who invest to open their own branches and until now pandora remains with a large number of
stores which is 7,200 units worldwide, so pandora always gets high response and solid profits
which is high every year

Dividend paid in 2020 relating to the 2019 results was DKK 9 per share, corresponding to
DKK 825 million (2019: DKK 896 million). Furthermore, in 2019, DKK 860 million was paid
as part of the commitment to pay bi-annual dividend in 2019 relating to the 2019 results. Due
to the uncertainty from COVID-19 Pandora does not propose any dividend relating to the 2020
results.

Figure 26: Financial Statement

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 Figure 27:
CONSOLIDATED STATEMENT OF CHANGES IN EQUITY

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PERSONAL ENTREPRENEURSHIP COMPETENCIES (PEC)

Entrepreneurial competence refers to the key characteristics that should be possessed by

successful entrepreneurs to perform entrepreneurial functions productively. Competence is
defined as the combination of knowledge, abilities and attitudes required to perform roles
efficiently. Therefore, entrepreneurial competence is related to performance in the opportunity
identification process. So in this case study, I chose Danish Goldsmith Per Enevoldsen the
founder to Pandora in evaluating his personal entrepreneurship efficiency.

1. Initiative

Danish Goldsmith Per Enevoldsen is an initiative entrepreneur because he is able to take

action and always try your best to lead others and be able to be a leader in the field business
that is now a very successful business At first, Per Enevoldsen did not plan for a career in this
jewelry retail, because he just wanted to buy his wife a gift but the pattern did not make him
happy, so the youth planned to make Pandora with his wife because he wanted a twist in this
woman's jewelry ,.So Per Enevoldsen took the initiative himself and opened his own shop in
1982 by making the ring as the first product to come out of the Pandora -branded company.

2. See and act on opportunities

As one of the leading entrepreneurs throughout the 1982s, he was always looking for his
entrepreneur’s opportunities in expanding its business operations outside of Denmark. He's
looking for opportunity in growing his business by taking his opportunity with the help of his
most important person i.e. Peter A.Ruzicka is a board of directors in the company who has
helped Per grow his business. Besides the importance of highly detailed and very attractive
jewelry design made this company get the award at the 2020 Best Bracelet. Winner: Disney x
Pandora Cinderella Pumpkin Coach Clasp Bracelet.

3.Persistence

Per has shown his perseverance as an entrepreneur during the 2019 recession of the covid-19
pandemic where at the time, his company had generated flat revenue. Worse, Per becomes
distracted by outside efforts from real estate to the interior design as its core business began to
decline. Stock prices plummeted and investors firmly put the blame on Per However, Per is not
easy to give up and persistence in finding other ways to overcome this problem even though
there were a number of branches that were previously closed. After the downturn, Pandora's

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partnership with Disney has given a new impact that is very positive and very profitable so Per
can cover all the losses that have occurred in 2019 by replacing the high sales target in 2020,
this rekindles Per's spirit to continue to run this business.

4. Concern for High Quality of Work

A company that handles large and extensive services must have An entrepreneur who acts to
do things that meet the standards in a particular field of excellence, and efficiency match. This
can be seen during the 90s when trends and tastes have changed, the company’s ability to
compete and meet them the customer’s will allows him to stay one step ahead of the
competition. That time At the time, Per realized that many young teenagers were buying
jewelry that had simple but elegant patterns. On affordable prices, they still want a comfortable
and higher quality that represents them a new level of sophistication. So, on his concern, the
top designer to create an exclusive collection for his company to cater to this young man
demand and produce high quality products, but not just focus on young people, this company
is one of the companies that produce products without following one's age limit.

5. Self confidence

Per is a very great self -confident entrepreneur who expresses his confidence in responding to
challenges from its competitors from jewelry companies by responding challenges from its
competitors with increased advertising investment on social media and launched the latest
products from the company. He continues the business to keep up with changing trends and
increased consumer tastes by featuring new accessories that have their own design by following
the latest trends.

6. Systematic Planning

Systematic planning in a company can be seen through entrepreneurs who develop and use
logic, a step -by -step plan to achieve goals in the company’s progress. For Per, systematic in
planning his business started when he first opened the Pandora store. He chose to attract
attention by focusing exclusively on design for women who like elegant and exc lusive items
with low prices but very high quality, The price that can be stated is the range of RM199 to the
highest price is about RM3000. Aside from that from a place he could visit in person within a
day, he grew his company is in a very easy growing circle, so their company is in a strong
position in monthly income.

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S.W.O.T ANALYSIS FOR PANDORA

Pandora was founded by Chairman Per in 1982. Pandora is one of the most influential retail
companies that empowers and inspires and instils confidence in many people. women are taller
with their products. S.W.O.T analysis is the structure used to evaluate strategies the position
of an organization in its market climate. Pandora uses S.W.O.T analysis to define internal
strengths (S) and weaknesses (W), followed by identification opportunities (O) and Threats (T)
they face in their comprehensive market environment. the company is among the leading and
great firms in the industry, and it needs to maintain this position. They review swot analysis
using it to make strategic decisions. The interactive process must be implemented by
coordinating between all departments of the company, such as finance, marketing operations,
human resources, logistics, strategic planning, management information systems etc. to
conduct S.W.O.T analysis of the company.

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STRENGTH

Pandora is a company that was founded 39 years ago, so it is a company that is considered
quite a long time operating in the field women's accessory business. As we already know, every
company must have their respective strengths especially for companies built long ago, to keep
their business running smoothly. Therefore, there are several strengths that can be
demonstrated in the S.W.O.T analysis for Pandora Inc.

First, the strength of the company is known by its high distribution and achieve. In almost
every state, Pandora has a large number of branches supported by a strong distribution network
that ensures its products are available on time to a large number of customers. Women’s
accessories from the company Pandora are now accessible worldwide for example, North
America, Asia Pacific, Australia, and China through their brand family under PANDORA
expansion in the distribution and reach of their products to customers around the world, it much
helps organizations to build new revenue streams and diversify the economic cycle risk in the
market it operates.

Subsequently, is the affordable price, this refers to the jewelry produced from this company
has a reasonable price for all groups feel to wear their products, Pandora is selling products at
a cheap price because they want everyone to be able to feel to wear jewelry themselves from
that store exclusive with good quality, By indirectly with low prices their customers in owning
the goods produced by them and branded PANDORA, with a great name and give a great view
all women can wear it.

In addition to the high quality of products, is a thing that plays a role for everyone in choosing
the items they want to customize and style all day and all the time, So Pandora produces high
quality products and very guaranteed with a guaranteed warranty in case of any damage, the
quality provided by these company people in their products is on par with other expensive
products such as jewelry made of pure gold, they ensure guaranteed quality is because they
want the customers who buy with them to be satisfied and will continue to support them and
the jewelry business.

Finally, they need to maintain the existing price and with high quality because their product
has become a well -known product and become one of the demand for all groups more - more
to make a purchase as a gift for someone.

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WEAKNESS

Weaknesses are the areas that can be improved by Pandora. Strategy is about making
decisions and weaknesses are the areas where S.W.O.T analysis can strengthen a company and
draw on its competitive advantage and strategic positioning.

First Pandora has also been weak on sales inventory or even their earnings in recent times
years. One of the reasons is because of the time it takes for their products to be bought and sold
is larger than the industry average, which ensures their income is accumulated and a dded to
additional costs to the company. Also, another reason why they are not good with day inventory
may be because Pandora is not very good for product forecasts at the request of the customer
at one time, this contributes to a higher missed opportunity rate than its competitors, hence both
internally and in channels, they end up holding higher income rate.

Apart from that, the disadvantages of Pandora are also in terms of the coating produced from
their products. Because Pandora is an accessory that is not coated with pure gold such as 916
gold, this makes Pandora cannot be resold or better known as cannot be pawned because of the
coating. coated on all Pandora products is not gold, it is just silver and rose gold coating.
However, it is still a gold coating produced by Pandora, but the coating is just a 14k gold
coating which is more to the alloy or gold jewelry that is balanced between the durability and
purity of gold with alloys are harder, stronger, more durable, and more rugged yet unsafe from
allergic reactions in people sensitive to nickel.

Lastly, Pandora needs to improve the quality of their product coating because this product
has become a popular choice lately. It is better for them to produce pure gold so that customers
can resell it in the future.

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OPPORTUNITIES

In S.W.O.T analysis, opportunities are simply positive, external factors that organisations can
take advantage of without being able to control. Hence, for Pandora opportunities in S.W.O.T
analysis are worth identifying for a business as either way as an information tool useful for
planning. These favourable situations exist for all organisations however, it is up to them to
make the most of it.

First, in terms of technological development, it comes with various advantages. In to

minimize costs, the process can be done automatically. Technology allows for better customer
data to be processed and further enhance marketing activities and can directly expand
marketing as well. So, Pandora will take this opportunity in the development of technology
over time in accordance with the changing trends that are increasingly available nowadays.

Lastly, the opportunity that can further develop this company is Online commerce, with this
way customers who live far from the city centre or anyone who does not want to visit the store,
they in buying online because it is easier, and faster than going to the store, It is also in helping
Pandora more famous because there will definitely be many good feedback from customers
who buy online, with good feedback a buyer will not hesitate to make a purchase for fear of
being cheated and so on. This opportunity is very good for the company to take the initiative
for the future because the world is now just at your fingertips, all the desired items just need to
click purchase, the items will arrive at the door of the house without having to waste time to
get out of the house just to buy one item only.

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THREAT

Lately In business analysis, a threat is something that can affect a business, ven ture, or
product though in any way. This may include everything from other businesses in supplying a
shortage can stop from making products. There are negative and external risks. ensure that your
business may not profit from the attack, but there is nothing to be done to stop all this.

The first is the nearest competitor. This close competition can bring down a company that
produces the same product, for example a jewelry company made of silver as well, just like
Pandora, this threat allows customers to make choices and also poses a slight threat to Pandora
if other jewelry companies try to imitate or produce the same design from the original company
Pandora and sell at a cheaper price.

Secondly, is the threat from the current situation today, as we know the world is now fighting
a covid 19 pandemic which is very dangerous to everyone, so with this kind of risk, all
companies and all sectors have to close as well as Pandora, this makes a profit their monthly
and annuals are somewhat declining as a result of customers not being able to make purchases
of the goods of their will. This threat is the worst threat ever in the pandora company, because
previously they made a lot of profit due to high demand before.

Lastly is the marketing strategy, this threat allows a company to decline if there is no
marketing or nothing as a promotion to the public, The threat for pandora company is from
sego marketing imitated by other small companies, there are a handful of businesses that
produce fake Pandora and promote it with more efficient and offer a variety of attractive offers
and prices that play the role of the buyer. So, Pandora needs to make sure it is under control
and no fraud to customers occurs.

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OVERALL REPORT OF PANDORA

To ensure that Pandora has always been successful in retail markets around the world, the
company must always keep pace with the changes taking place in the industry with respond to
them with potential solutions. I have presented my research on how PANDORA dealing with
an increasingly common market in the retail world in this case study. For example, creating
fresh products to encourage more women to buy their products, choose a reliable director to
guide the business and keep the business running smoothly and how companies use strategies
in promoting their business. Also, by reviewing entrepreneurial characteristics of the chairman
in the company, it can now be seen that the entrepreneur’s ability to perform his or her position
influences the organization of the company and describes how PANDORA has been listed as
one of the most profitable jewelry companies for long since the 1980s.

S.W.O.T analysis is very important especially in the business world and is very useful
techniques to assess a company’s strengths, weaknesses, opportunities and threats. As a result,
by doing S.W.O.T analysis for this Pandora company it is possible to learn and strengthen their
strengths and weaknesses by developing creative solutions and also learning to deal with
competitors with recognizing the strengths and weaknesses of competitors generated by the
analysis the competitors.

In addition, this company can also use the existing opportunities to continue to grow from
time to time to be the best in the production and supply of jewelry that has a beautiful design
and elegant. Pandora is one of the companies that was built on its own in the beginning and
was able to open a branch in the country is considered as a very positive progress and success
and because in the beginning this company only existed in its own country that is in Denmark
but with a change in the way Per company is managed. the founder of Pandora today has been
able to introduce its products and brands all over the world including Malaysia.

Finally, I would like to thank the PANDORA company for supplying a lot of useful
information about their company throughout my time to complete this case study. From the
beginning to the end of this case study, I have gained a lot of knowledge about it to their
business, such as history, strategy, organizational structure, products and others. Not to forget,
my infinite thanks to Mrs. Suhana as my lecturer for the subject of ENT 300 for having guided
and always given the best teachings and not lipa also the opportunity for me to complete my
work to completion.

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PANDORA JEWELRY

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PANDORA STORE

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PANDORA ARWARD

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1. Pandora Founded
https://www.google.com/search?q=pandora+founder&rlz=1C1GCEU_enMY926MY9
26&oq=pandora+founde&aqs=chrome.0.35i39j69i57j0i512j46i512j0i22i30l6.21602j
0j7&sourceid=chrome&ie=UTF-8

2. Pandora Award
https://theartofpandora.com/the-art-of-pandora-awards-for-2020/

3. Pandora Official Store

https://www.google.com/search?q=pandora+awards&source=lmns&bih=600&biw=1
366&rlz=1C1GCEU_enMY926MY926&hl=en&sa=X&ved=2ahUKEwiWj7GEkY30
AhWJ8TgGHUeaAzAQ_AUoAHoECAEQAA

4. Pandora History Journey

https://au.pandora.net/en/discover/pandora-world/about-pandora/history/

5. Pandora Organization structure

https://pandoragroup.com/investor/corporate-governance

6. Pandora Financial Statement

https://pandoragroup.com/investor/news-and-reports/annual-reports

https://www.investing.com/equities/pandora-financial-summary

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BORANG AKU JANJI

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