Fostering the Jewellery sector through the lens of the Portuguese assay office with a shared value approach: exploring the trends of the Jewellery industry in the Portuguese market and analysing the sector-s value chain

• Autor(a) principal: Filipe, Mafalda Salgueiro
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/142570
• topic: Strategy; Consulting; Creating shared value; Social value creation; Communication strategy; Jewellery; Contrastaria; Hallmarking; Assaying; Digitalisation strategy; Assay office; Precious metals; Economic operators; Business value creation; End-consumers; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Contrastaria, an independent business unit belonging to Imprensa Nacional Casa da Moeda, is responsible for certifying and monitoring precious metal items with in the Portuguese Jewellery and Watch Industry. In Portugal, with some exceptions, all precious metals artefacts are required to be hall marked before being introduced in the market, guaranteeing the product's authenticity and securing the market's credibility. The Consulting Project addresses the challenge of "Fostering the Jewellery and Watch Sector through the Lens of the Portuguese Assay Office with a Shared Value Approach ".The Thesis was carried out using a problem-solving driven approach, where the Team sought to validate several before hand-created hypotheses. The validation process consisted of an in-depth internal and external analysis, based on primary–interviews and surveys–and secondary data–papers, reports, and frameworks. Accordingly, meaningful in sights were ga thered, guiding the formulation of impact ful recommendations that will increase the awareness of the Portuguese population regarding Contrastaria's Mission and Hallmarks, generate internal processes' efficiency, and protect online consumers of precious metal artefacts. Consequently, in a more holistic view, the Portuguese Assay Office's recognition will be enhanced, customer satisfaction improved, online demand and supply for precious metals jewellery strengthened, and the online Imitation Jewellery Market weakened. There fore, successfully solving the challenge proposed by Contrastaria, adding value to the institution and placing it in the industry's core. The individual work developed focuses on the Jewellery and Watch Industry analysis, by the comprehension of the (1) Precious Metals Value Chain and the (2) STEEP framework. The (1) Precious Metals Value Chain represents every stage a precious metal artefact goes through, allowing a deeper understanding of each industry player and the irrespective pain points and strengths. The (2) STEEP framework, on the other hand, evaluates all the external forces that impact Contrastaria’s operations, high lighting potential market opportunities oreventhreats with in the industry. Accordingly, the Jewellery and Watch Sector has been strongly affected by the pandemic crisis. How ever, almost every player is recovering and re-establishing pre-pandemic levels. The industry’s current trends rely on the adoption of sustainable processes and techniques, the Imitation Jewellery Market’s growth, and the continuous increase of online demand. All things considered, the Team’s recommendations will tackle or exploit such tendencies.