TABLE OF CONTENT

I. OVERVIEW OF THE ENTERPRISE................................................................. 3

1. THE HISTORY OF FORMATION AND DEVELOPMENT............................3
2. VISION AND MISSION................................................................................... 5
2.1. Vision.........................................................................................................5
2.2. Mission...................................................................................................... 5
3. THE BUSINESS MODEL CANVAS................................................................ 6
3.1. Customer Segments................................................................................... 6
3.2. Value Proposition.......................................................................................7
3.3. Channel......................................................................................................8
3.4. Customer Relationship.............................................................................. 8
3.5. Revenue Streams (Business Revenue Model)........................................... 9
3.6. Key Resources......................................................................................... 12
3.7. Key Activities.......................................................................................... 12
3.8. Key Partners............................................................................................ 13
3.9. Cost Structure.......................................................................................... 15
4. BUSINESS OPERATION OVERVIEW.......................................................... 16
II. ANALYSIS OF ENTERPRISE.......................................................................... 16
1. SWOT...............................................................................................................16
1.1. Strengths.................................................................................................. 17
1.2. Weaknesses.............................................................................................. 18
1.3. Opportunities........................................................................................... 18
1.4. Threats..................................................................................................... 19
2. COMPETITORS ANALYSIS.......................................................................... 20
2.1. Điện Quang..............................................................................................21
2.2. Lock&Lock..............................................................................................22
2.3. Signify..................................................................................................... 23
2.4. General Electric Lighting........................................................................ 24
3. RECOMMENDATIONS.................................................................................. 24
3.1. Blockchain............................................................................................... 24
3.2. Digital Twin............................................................................................25
3.3. CRM........................................................................................................ 26
III. IMPLEMENTATION........................................................................................28
1. PLANNING......................................................................................................28
1.1. Blockchain............................................................................................... 28
1.2. Digital Twin.............................................................................................30
1.3. CRM........................................................................................................ 32
2. IMPLEMENTING............................................................................................34
2.1. Timeline + Objectives............................................................................. 34
2.2. Estimate Resources..................................................................................36
 2.2.1. Budget.............................................................................................36
2.2.2. Technology..................................................................................... 36
2.2.3. Partners........................................................................................... 37
2.2.4. Workforce....................................................................................... 37
3. RISK FORECASTING:................................................................................... 38
3.1. Blockchain............................................................................................... 38
3.2. Digital Twin.............................................................................................38
3.3. CRM........................................................................................................ 39
IV. CONCLUSION................................................................................................... 39
1. SOLUTION EVALUATING............................................................................ 39
2. SOLUTION CONTROLLING.........................................................................40
V. TRELLO............................................................................................................... 41
1. Assigning cards and giving due dates.............................................................. 41
2. Specific on the card back..................................................................................41
3. Dragging and dropping the card....................................................................... 43
4. Finished project outputs................................................................................... 44
VI. REFERENCES...................................................................................................44
VII. GROUP MEMBER PEER EVALUATION FORM...................................... 47
I. OVERVIEW OF THE ENTERPRISE
1. THE HISTORY OF FORMATION AND DEVELOPMENT
Rang Dong Light Source and Vacuum Flask Joint Stock Company, formerly known
as the Rang Dong Light Bulb and Vacuum Flask Plant, was established in 1958 in
Hanoi. This was one of the 13 first factories selected to lay the foundation for
Vietnam's light industry during the period of building socialism. From the early days,
Rang Dong's light bulbs and vacuum flasks were favored and trusted by consumers,
especially in the northern provinces, for their good quality and durability.

Main business lines of Rang Dong Light Source & Vacuum Flask Joint Stock
Company:
- Manufacturing and trading of products such as light bulbs, electrical
materials and equipment, lighting devices, glass products, and water jugs.
- Scientific and technological services and technology transfer.
- Direct import and export.
- Consulting and designing lighting systems for civil and industrial purposes
(excluding construction design services).
- Repairing and installing lighting equipment for civil and industrial purposes;
- Commercial advertising services.
- Goods transportation services.
- Real estate business, ownership rights, land use rights of owners, users or
tenants.
- Consulting, brokering, and auctioning of real estate, auctioning of land use
rights.

For the six decades of development, vacuum flasks of the Hanoi-based company
have not only won heart of Vietnamese consumers, but also been shipped to more
than 20 countries on a long stretch from Asia to Europe to South America:

In 1958 The construction of the Rang Dong

Light Bulb and Flask Factory began.

In 1961 The Rang Dong Light Bulb and Flask

Factory was officially established.

On April 28, 1964 President Ho Chi Minh visited the

factory, and April 28th became the
traditional day of Rang Dong.

In 1972 The factory was bombed by American

planes.

From 1987 to 1989 Rang Dong was on the verge of

bankruptcy.
From 1990 to 1993 The production was reorganized, labor
was rearranged, and the company began
to make a profit.

From 1998 to 2004 The company modernized and prepared

for international economic integration.

On April 28, 2000 Rang Dong received the title of Labor

Hero in the renovation period.

In 2004 Rang Dong converted to a joint-stock

company.

In 2007 The second factory in Que Vo Industrial

Park, Bac Ninh, started operating.

In 2008 The first lead-free glass furnace in

Vietnam began operation.

In 2011 The R&D Lighting Center was

established.

In 2014 The LED - Electronics & Lighting

Equipment Workshop was established
to produce LED lights on an industrial
scale.

From 2016 to 2019 Rang Dong transformed from a

technology company to a high-tech
company.

In 2020 The company officially entered Phase 2

of the New Era II with the Digital
Transformation Strategy for 2020-2025
and the vision for 2030.

In 2021 Rang Dong celebrates its 60th

anniversary - honored to welcome the
President of the Socialist Republic of
Vietnam for a visit.

In 2021, Rang Dong Light Source & Vacuum Flask Joint Stock Company was
ranked by various organizations as:
- Among the TOP 50 companies with outstanding profits in Vietnam.
- Among the TOP 500 largest companies in Vietnam (ranked by VNR for 10
consecutive years since 2012).
 - Among the TOP 500 fastest growing companies in Vietnam.
- Among the TOP listed companies with good competitiveness.
- Among the TOP 10 key industrial products in Hanoi.
- Among the TOP 50 typical innovative companies in Vietnam.
- Voted by consumers as a High-Quality Vietnamese Product for 25 consecutive
years.

Rang Dong is very aware of its path, so it has developed the Rang Dong digital
transformation path. Rang Dong has found the most important keyword for digital
transformation to be "smartization". It has focused on smartizing what it has and
creating smart products and services. Rang Dong has a huge asset, but it belongs to
the old generation and is not intelligent. Smartizing the machines of the old
generation means knowing how to remake them, turning them from 2.0/3.0 to 4.0.
So Rang Dong has gone from a company using technology and equipment to a
technology and equipment manufacturer. This is the fundamental digital
transformation of a manufacturing company. Industrialization is the digital
transformation of production plants, making them intelligent. Digital transformation
is most difficult for businesses with large legacies, especially manufacturing
companies with old factories, but Rang Dong has done it. This inspires all
Vietnamese businesses that want to undergo digital transformation.

2. VISION AND MISSION

2.1. Vision
Pioneering enterprise providing a synchronized solution system based on core
technologies of Lighting and IoT, contributing to the creation of smart homes, smart
cities, high-tech agriculture, and precision agriculture, promoting a life that is
harmonious with nature - intelligent - happy - environmentally friendly; Increasing
value for shareholders, employees, and customers; accompanying the nation in
building a prosperous Vietnam.

2.2. Mission
By 2025, become a leading high-tech company in the lighting market in Vietnam; a
pioneer in providing 4.0 product and service ecosystems, realizing the ambition of
"Make in Vietnam". By 2030, become a billion-dollar enterprise, bringing the Rang
Dong brand to the regional level. The path of development is through Science and
Technology/Innovation and Graciousness. Build a company with a more creative,
cultured, professional, and happier working environment (GNI per capita to reach
USD 2000/person/month by 2025).
3. THE BUSINESS MODEL CANVAS

3.1. Customer Segments

- For whom are we creating value?
+ Targeting a variety of different consumers, distributing customers in
all 3 regions of the North, Central and South (because there are many
hand-held thermos, tea-coffee thermos, traditional thermos, water jug,
Incubator, Super Kettle, Gift thermos,... with different sizes, designs
and features)
+ Client files include: Households (especially families with young
children and the elderly), small businesses, office workers, students,...

Criteria The Northern The Central The Southern

Main consumption - Care about - Don't care - Very interested in

characteristics of packaging, style, about packaging, style
customers price (velvet is packaging, - Care about
average) style but quality
- Very interested in especially care
quality about price
- Concerned
about quality
(but average)

Consumer trends - High loyalty, Little change, - Constantly

little tendency to almost no changes change
change
 - Who are the most important customers?
Households are the most important objects because they are necessary for daily use.
Enterprises are continuing to invest in research and application of science and
technology to produce products aimed at low-income people, improving the cultural
life of the people.

3.2. Value Proposition

- Value delivery to the customer:
Rang Dong Lamp Joint Stock Company is a member of the Vietnam Association of
Anti-counterfeiting and Brand Protection. The mission that the Company sets out in
line with the present is to provide products and services Ecosystem 4.0 Green -
Smart - For human health and happiness. Adding value to shareholders, employees
and customers, constantly creating a comfortable, civilized and happy life.
Contributing to energy security and environmental protection.

- The problem of customer the company solve:

According to documents of Rang Dong Light Bulb and Thermos Joint Stock
Company, during the economic recovery period in the newly liberated North, the
Party, Government and Uncle Ho personally chose to build 13 industrial production
factories. the first industry to serve the daily needs of the people. These factories
produce all the necessities of life such as bicycle tires, laundry soap, toothpaste,
dishes, cloth, paper and even Thong Nhat matchboxes.Also on that occasion, Rang
Dong Light Bulb and Thermos Factory was decided to build. The first Rang Dong
thermos appeared in the 50s of the last century, about 60-70 years ago now. The
thermos is commonly used in the North to store hot water for tea, powder, and
children's baths. Each family has at least 1 to 2 thermos. In particular, the North
welcomes at least 3-4 cold months each year, so the thermos is an indispensable item
in daily life. However, nowadays Rang Dong can solve these problems by:
+ Rich models - solve the aesthetic needs of users
+ Ensuring food safety and hygiene - solving the concerns of households and
small businesses about poor quality and unsustainable goods
+ Good heat retention - solves problems from daily needs to use hot, warm or
cold water: taking care of young children, sterilizing products, making tea -
water - coffee, storing soups - soup, or drink directly,...

- Bundles of products and services are we offering to each customer

segment
Depending on different times, Rang Dong will launch different promotions, offers
and product packages.

- Customers need we satisfy:

+ Convenience: Customers are looking for a convenient and portable
way to carry their hot or cold beverages on the go.
 + Temperature retention: Customers expect the vacuum flask to retain
the temperature of their beverages, keeping them hot or cold for an
extended period of time.
+ Durability: Customers want a vacuum flask that is durable as well as
can withstand the rigors for every day and long-lasting use.
+ Style: Customers often choose a vacuum flask based on its design and
color style, that suits their personal tastes and preferences.
+ Brand reputation: Customers likely choose vacuum flasks based on
the company's reputation for producing high-quality and reliable
products.
=> Rạng Đông Company's vacuum flasks satisfy customer needs for convenience,
temperature retention, durability, style, and brand reputation.

3.3. Channel
- Channel customer segment wants to be reached
+ Retail stores: such as supermarkets, convenience stores, and
department stores, are popular distribution channels
+ Online stores: such as Amazon, Shopee, Tiki, and Lazada, are
becoming increasingly popular among customers
+ Direct sales: can guarantee the authenticity of the product and enjoy
the offers directly from the store
- How we reaching them?
Wide distribution system stretching across the country with more than 8,000 stores
and agents. In which, the North has 4 channels: Traditional channel, Modern
supermarket channel, Project works channel and specialized products channel to
bring products to the countryside. Rang Dong also introduces products on online
sales channels and on the company's homepage, bringing its products to more
consumers.

- How channels are integrated and reach customers?

Manufacturer -> Distributor -> Dealer -> Wholesaler -> Retailer -> Consumer

3.4. Customer Relationship

- What type of relationship does each of our Customer Segments expect us
to establish and maintain with them?
+ Transactional: there is no real relationship between the company and
the customer. The company interacts with the customer on a
transactional basis.
+ Long-term: a long-term and maybe even deep relationship is
established between the company and the customer. The company
interacts with the customer on a recurring basis.
+ Personal assistance: based on human interaction. The customer can
communicate with a real customer representative to get help during
 the sales process or after the purchase is complete (through call
centers, by email,...).
+ Self-service: company maintains no direct relationship with
customers. It provides all the necessary means for customers to help
themselves.
+ Automated services: mixes a more sophisticated form of customer
self-service with automated processes. Automated services can
recognize individual customers and their characteristics, and offer
information related to orders or transactions.
+ Communities: Increasingly, companies are utilizing user communities
to become more involved with customers/prospects and to facilitate
connections between community members.
+ Dedicated personal assistance: involves dedicating a customer
representative specifically to an individual client. It represents the
deepest and most intimate type of relationship and normally develops
over a long period of time.
+ Co-creation: More companies are going beyond the traditional
customer-vendor relationship to co-create value with customers.
Some companies engage customers to assist with the design of new
and innovative products.

- Which ones have we established?

+ Rang Dong has distribution relationships, which customer can buy the
product directly and receive promotions as well as support in the
purchase process.
+ Rang Dong directly hit domestic media and social media channels.
Thanks to the accurate customer positioning factor plus the
understanding of Vietnamese user psychology, Rang Dong quickly
blocked Social Media. Combined with the form of word of mouth, the
viral effect has increased
+ Rang Dong Company and the company's union also regularly
organize activities for the community and actively participate in the
city's social and security activities.
+ Rang Dong has integrated online customer support services on its
website. Make it easy for customers to contact and get the fastest
support.
 - How are they integrated with the rest of our business model?
Customer Relationships grow by carefully integrating what the business wants and
offers with what the customer wants and expects.
It provides a space to capture how the business will acquire customers, retain them,
and grow sales and the customer base.

3.5. Revenue Streams (Business Revenue Model)

- Who pays?
+ Consumers: Rạng Đông produces and sells a range of lighting
products, including bulbs, lamps, and LED lights, which are sold to
individual consumers. Consumers who purchase these products pay
for them directly, either online or at retail stores.
+ Wholesale and distribution partners: In addition to selling products
directly to consumers, Rạng Đông also works with wholesalers and
distributors to sell their products to retailers, contractors, and other
businesses. These partners purchase Rạng Đông's products at a
discounted price and sell them at a markup, earning a profit on the
difference.
+ Contractors and businesses: Rạng Đông provides lighting solutions
and services to a variety of businesses and organizations, including
hotels, offices, and public spaces. These clients pay for Rạng Đông's
products and services as part of a larger project or contract.
+ Investors: Rạng Đông may also receive revenue through investments
made by shareholders or investors who have purchased stocks or
other securities in the company.
Overall, Rạng Đông Light Source and Vacuum Flask Joint Stock Company's revenue
model is based on selling lighting products and related services to both individual
consumers and business clients through a variety of channels.

- What is paid?
In general, the primary payment method used by Rang Dong Light Source and
Vacuum Flask Joint Stock Company is monetary payment in exchange for their
products and services. Customers purchase Rang Dong's lighting products, vacuum
flask products, solutions, technological services and technology transfer, repairing
and installing lighting equipment services,... in exchange for money.

- For what is paid?

Customers when buying lighting products of Rang Dong company in Vietnam can
enjoy the following types of products and services:
+ Warranty: The lighting products of Rang Dong company are
warranted from 12 to 24 months depending on the type of product.
During the warranty period, if the product has a problem due to a
manufacturer's technical error, the customer can send the product to
 the company's service center to be repaired or changed to a new
product.
+ Technical support: Customers can contact the company's technical
support team for advice and answers to questions about products,
usage, installation, etc.
+ Lighting design consulting: Rang Dong Company provides lighting
design consulting services for projects such as houses, offices,
shopping malls, hotels, etc. to help customers have beautiful lighting
space and save energy.
+ Smart lighting products: In addition to conventional lighting products,
Rang Dong company also provides smart lighting products with
advanced features such as voice control, remote control via phone
diavers, assemblies of sensors and connecting the Internet to remote
control. Customers who buy smart lighting products can also enjoy
services such as installation, usage advice and latest software updates.
+ Delivery and installation: Rang Dong Company provides
door-to-door delivery service to customers and can assist with the
installation of lighting products at customers' homes.
+ Lighting design and installation services: The company provides
design and installation services for lighting systems for construction
projects and customers' houses.
+ Maintenance and repair services: The company provides maintenance
and repair services for customers' lighting products and control
systems.
- How is paid?
+ Cash payment on receipt: Customers can pay in cash when receiving
goods at the registered address.
+ Bank transfer payment: Clients can transfer the payment via bank
according to the information provided by the company.
+ Card payment: The company also allows customers to pay by credit
card or ATM card through online payment gateways integrated on the
company website.
+ Pay-as-you-go payments: Customers can choose to pay through the
company's financial partners, with loans from 3 to 12 months and pay
preferential interest rates.
+ Cash payment directly at the company office.
+ Bank transfer.
+ Online payment via electronic payment gateways such as VNPay,
MoMo, ZaloPay, Paypal, etc.
+ Payment on delivery (COD) for orders under 5 million VND and
shipped within Hanoi or HCMC.
+ For orders to buy lighting solutions for shopping centers and schools,
Rang Dong company will usually order and execute directly at the
 construction site. Customers will be consulted and quoted a price
before placing an order, then paying in the previously agreed form.

- How much is paid

+ Rang Dong's pricing strategy depends on the specific product or
service being offered. They offer a wide range of lighting products
and vacuum flasks at varying price points depending on the features
and quality. Additionally, Rang Dong provides customized lighting
solutions and services for commercial and industrial customers, and
the pricing for these solutions is usually negotiated on a case-by-case
basis.
+ As for discounts and volume pricing, Rang Dong may offer discounts
for bulk orders or special promotions for their products. They may
also provide customized pricing for larger projects or long-term
partnerships with customers.
+ Regarding dynamic pricing, Rang Dong has not explicitly stated
whether they use this pricing strategy in their revenue model.
However, as a company in a highly competitive industry, they may
adjust their prices to remain competitive and capture market share.

3.6. Key Resources

- Manufacturing facilities: 2 Large manufacturing plants in Hanoi and Que
Vo Industrial Park in Bac Ninh. Total area 139,000 m2.
- Skilled labor: Rang Dong Lighting R&D Center with full modern equipment
and more than 90 employees. In which, there are 40 experts who are
Professors, Assoc., PhDs, Engineers from Institutes and Universities
- Research and development capabilities: Rang Dong's 1-year production
capacity reaches 150 million light bulb products, suction output reaches over
23 million, and 5 million products of lighting reference equipment and table
lamps of all kinds.
- Distribution network: It has a nationwide distribution system with more
than 8,000 stores and agents. In which, the North has 4 channels: Traditional
channel, Modern supermarket channel, Project works channel and specialized
products channel to bring products to the countryside.
- Brand reputation: The business has built a steady brand on the market.
Rang Dong was founded in 1958. So, the brand appeared for a long time on
the market so it is known by many people.
- Intellectual property: The company has patents, trademarks, and other
intellectual property rights related to their lighting products and vacuum
flasks.
- Financial resources: Net revenue in the last quarter of 2022 reached VND
2,806 billion, up nearly 20% over the same period. Cost of goods sold
accounted for 2,164 billion dong, so the company's gross profit reached 642
billion dong, down 5% over the same period.
3.7. Key Activities
- Product Design and Development: designs and develops a wide range of
lighting products and vacuum flasks, including LED lamps, fluorescent
lamps, incandescent lamps, and vacuum flasks for different markets and
customer segments. providing a synchronous solution system based on the
core technologies of Lighting and IoT, contributing to the creation of smart
homes, smart cities, High-Tech Agriculture and Precision Agriculture,;
Adding value to shareholders, employees and customers; Accompanying the
nation to build Vietnam Prosperity - Prosperity
- Sales and Distribution: sells its products through various channels,
including wholesale, retail, and e-commerce.
- Quality Assurance and Compliance: maintains strict quality assurance and
compliance standards for its products. This involves implementing quality
management systems, conducting quality inspections and tests, and ensuring
compliance with applicable regulations, standards, and certifications, such as
ISO, RoHS, and CE.
- Customer Service and Support: The company provides customer service
and support to address customer inquiries, requests, and issues related to its
products.
- Innovation and Continuous Improvement: The company fosters a culture
of innovation and continuous improvement to stay competitive and drive
business growth. This involves seeking opportunities for product innovation,
process optimization, and cost reduction, as well as implementing continuous
improvement methodologies, such as Lean or Six Sigma, to enhance
operational efficiency and effectiveness.
- Sustainability and Environmental Stewardship: promoting a harmonious
life with nature - smart - happy - Environmentally friendly. The company
places importance on sustainability and environmental stewardship, including
initiatives related to energy efficiency, waste reduction, and eco-friendly
products.
3.8. Key Partners
- Light Resource
For the light source branch, Rang Dong chooses large, international and reputable
suppliers such as Seoul Semiconductor Company, and Samsung to import materials
and products. With high-quality finished products, Vinaconex and Lumi Vietnam are
key partners who have trusted and accompanied Rang Dong to create the premise for
prosperous cooperation in the future.
+ Key suppliers
● Seoul Semiconductor Company (SSC)
Seoul Semiconductor Company (SSC) is at the top of technology with 14,000
patents owning technology specializing in LED light cores and is ranked 2nd in the
world specializing in LED package production and is the top group of corporations
with the highest spending on R&D activities in the world. With the bridge being the
LED 4.0 ecosystem, Seoul Semi Company agreed to choose Rang Dong as the
exclusive customer to supply new high-quality LEDs of Seoul Semi in Viet Nam
market for 4 years with a total value of 1 million US dollars. Led SunLike provided
by Seoul Semi - brings light quality near the solar spectrum, is the future generation
of the human-centered light source, in accordance with human natural biological
rhythm - is the mainstream product in the cooperation.
● Samsung
Rang Dong is one of five strategic partners in Asia of Samsung, the only unit in
Vietnam that can use high-quality LED chips, printed with Samsung LED logo on
packaging and products under a very strict control process. Samsung chip which is
rated as one of the best chip in the world is the most commonly used chip by Rang
Dong to build high-end led lights. During the signing of the strategic cooperation
agreement in 2019, Rang Dong even was awarded the medal "Honoring the strategic
cooperation between SAMSUNG & RANG DONG and great achievements in 2018"
by Samsung Group.

+ Key customers
● Vietnam Construction and Import-Export Joint Stock Corporation
Vinaconex
Vinaconex is currently one of the leading enterprises in the field of construction and
real estate in Vietnam. With the desire to create the best cooperation between
investors, Architects, consultants, general contractors, engineers and suppliers to
bring satisfaction to customers, Vinaconex and Rang Dong signed a strategic
cooperation agreement in bringing Rang Dong's 4.0 LED Ecosystem into Residential
constructions, Public Offices, Trade Centers, Schools, Hospitals, factories…. in
order to bring customers a green, smart life, for human health and happiness.
● Lumi Vietnam Joint Stock Company
Lumi Vietnam is the leading company in Vietnam in the field of smart homes,
possessing core technology and ability to integrate the world's leading ecosystems
such as Apple, Amazon, Google. Rang Dong and Lumi Vietnam Joint Stock
Company officially signed a cooperation agreement in research and development of
smart lighting technology "Make in Vietnam" in 2020. Rang Dong with Led
ecosystem 4.0, lighting system Green, smart for human health and happiness
combined with Lumi platform smart home solution to bring customers the best
experience.

- Vacuum Flask
For the vacuum flask branch, Rang Dong's supplier is mainly from the domestic
market, notably THIEN QUANG GROUP JSC providing stainless steel, plastic
products and AGRICULTURE PRINTING & PACKAGE JSC providing printing
and packaging service. Rang Dong has been cooperating with well-known key
partners for the supply of components and full or partial production of vacuum flasks
such as Thermos, PMI,..
+ Key suppliers
 ● Thien Quang Group JSC
Thien Quang Group Joint Stock Company (ITQ) was established in 2007 and is
headquartered in Van Lam, Hung Yen - also the branch network responsible for
cooperation with Rang Dong. The company specializes in iron, steel, cast iron,
non-ferrous and rare metals production. The company's main products include
stainless steel coils, industrial pipes, decorative stainless steel and they supply
stainless steel, plastic products to Rang Dong.
● Agriculture Printing & Package JSC
Agriculture Printing and Packaging Joint Stock Company (APP) is one of the
leading. companies in printing and packaging industry in Vietnam. The company
was founded in 1970 with its headquarter is at Dong Da, Ha Noi - also the branch
network responsible for cooperation with Rang Dong. With about 50 years of
experience, APP’s prestige and brand name have been well acknowledged through
advanced technology, diverse categories and high quality but with reasonable price.
They currently provide Rang Dong with printing and packaging service.

+ Key customers
● PMI (Pacific Market International LLC)
PMI heading to building simple, stylish food and beverage container solutions upon
a foundation of innovation, value and sustainability. It was established in 1983,
headquartered in the US. The company partnered with Rang Dong to support for its
service performance including developing, designing, producing and PR for home
appliance, berverage (food storage containers, bottles).

● Thermos Japan
Thermos LLC is a manufacturer of insulated food and beverage containers and other
consumer products. The original company was founded in 1980 and have
headquarters in Tokyo, Japan. Rang Dong has been cooperating with branches
network in Tokyo, Nagoya, Osaka for the supply for consumer products using
vacuum insulation.

These partners perform a physical key resource and key activities of optimization
and economy of scale, reduction of risk and uncertainty and acquisition of particular
resources and activities.

3.9. Cost Structure

- Key cost
The most important cost with Rang Dong is the research and development cost. This
is also the most expensive key resource. In the period of 2020 - 2021, which is the
first stage in digital transformation, Rang Dong's leadership has determined: Going
into the core, changing product strategies, growth models and contributing to
bringing digital technology refreshes the traditional business model. For many years,
the enterprise is determined to spend after-tax profits developing R&D and
establishing 3 research and development centers. The right strategy has helped Rang
Dong firmly rise up. In 2022’s first quarter, the Covid-19 pandemic situation was
still complicated, but the company's revenue still increased by 16.3% and profit
increased by 16.6%.

- Is the company more cost driven or value driven?

In competitive markets such as lighting and vacuum flask, Rang Dong Light Source
& Vacuum Flask Joint Stock Company could be considered more value-driven
because they operate in markets where customers are looking for products that offer
high-quality and functionality at reasonable prices. As a result, the company focuses
on delivering value to its customers by providing products that meet their needs and
exceed their expectations.

- Sample Characteristics:
+ Fixed cost: Fixed costs for Rang Dong company include rent for their factory
and office space, salaries for their management team, and property taxes.
+ Variable cost: Including raw materials such as stainless steel and plastic
products, direct labor, and packaging supplies, marketing fee, distribution fee
to wholesale, retailer,...
+ Economies of scale: The more Rang Dong company produces, the lower their
production costs become. This may be due to factors such as bulk purchasing
of raw materials, better utilization of machinery, and lower per-unit labor
costs.
+ Economies of scope: Rang Dong company will experience economies of
scope if they can use the same production processes and equipment to
produce multiple products. This can lead to lower costs and higher profits for
the company.

4. BUSINESS OPERATION OVERVIEW

Rang Dong Company is one of the leading companies in Vietnam specializing in
manufacturing LED products. The company was established in 1958 and is currently
headquartered in Hanoi, Vietnam.Rang Dong Company manufactures and supplies a
wide range of LED products such as led panel light, led downlight, led bulb light, led
tube light, led street light, led highbay light, led grow light, and many more other
products. Rang Dong's products are manufactured with modern technology, using
high quality raw materials and components, ensuring sustainability and high
efficiency. Rang Dong Company also provides customer support services such as
lighting design consulting, construction, installation and maintenance of LED
products. In addition, the company also has a wide distribution system throughout
the provinces and cities nationwide and exports products to international markets.

In addition to LED products, Rang Dong Company also provides comprehensive

lighting solutions for large projects such as buildings, residential areas, commercial
centers, airports, hospitals and agencies. government. The company has a team of
engineers and experts with extensive experience and professional knowledge in the
field of lighting, will advise and offer the most suitable lighting solutions for each
project.

Rang Dong Company always puts the quality of products and services on the top,
has achieved many international quality certifications such as: ISO 9001:2015, ISO
14001:2015, ISO 45001:2018, RoHS, CE and many more other certifications. To
meet the needs of customers, the company also provides customized services for
LED products according to customer requirements, from design, material, to
function and usability. In addition, Rang Dong company also has social
responsibility, regularly performs charity activities and contributes to community
activities.

II. ANALYSIS OF ENTERPRISE

1. SWOT
Strengths Weaknesses
1. Stable Finance 1. Lack of management staffs; expert
2. Good Reputation and
3. High Quality skill of management staff are not equal
4. Strong Distribution System 2. High operating expenses
5. High – Experienced Board of 3. Have to import many raw materials
Directors

Opportunities
1. Potential markets: India, Sri Lanka,
Egypt, South Korea, etc.
2. Vietnam joints many trading and
commercial organizations in the world:
WTO, AFTA. Etc.
3. Demands for using lighting
equipments
are increasing
Threats
1. Economic regression
- Increasing raw materials price
- Change exchange rate of currency
→increasing financial expenses
2. Numerous competitors:
- Dien Quang, Philips,
GE, OSRAM, MEGAMAN, etc,
China’s products

1.1. Strengths
S1: Stable finance
Rang Dong JSC has a stable finance that could endure the fluctuation of the world
economy in recent years. According to annual finance report (2022) the current
assets have a higher percentage in total assets compared with long-term assets from
2021- 2022. So it will be easy for paying current debt and doing business. In total
resources, the liability is about 50% of total resources; the debt is still under control
and with high current assets / total asset percentage, the company may pay all the
debt if it is necessary. This stable finance would make Rang Dong stakeholders feel
secure and continue to invest or buy Rang Dong shares.
S2: Good reputation
The business has built a steady brand on the market. Rang Dong was founded in
1958. So, the brand appeared for a long time on the market so it is known by many
people. The company has existed at this time, this thing showed that products of the
business are believed and used by many customers. Steady brand helps Rang Dong
have many opportunities for market expansion and product development.
S3: High quality products
Besides, products of Rang Dong have achieved high quality. The strength is
necessary to remain for all of the products. The products have high quality because
the business applied quality management system that bases on 9001: 2008 ISO
standard, formed from 9001: 2000 ISO standard. Rang Dong’s main website (2023)
pointed that Rang Dong has gained many certificate and award.
S4: Strong distribution systems
According to Rang Dong’s main website (2023) at present, Rang Dong distribution
system covers throughout the country, including 5 representative offices, 6 branches
in the central and South Vietnam, 1 Centre for Consultation on Lighting and Energy
saving, with 6,000 shops. This is advantage condition for Rang Dong because the
business is known by many customers in the whole country. Likewise, Rang Dong
will be easier to introduce or launch products to all of its customers. This thing
ensures that the brand can lie in customers’ choices. As a result, if a business
operation is successful, it brings high profit for the business.
S5: High-experienced board of directors
Rang Dong has board of directors, CEO who have many experiences in the
industry. Almost all members of the board of directors achieved high qualification
that relates directly to the industry and many experiences are close- knit with Rang
Dong. This thing helps board of directors understand clearly about the business and
their business operation so they will be easier to give strategies and plans for the
business’s development.

1.2. Weaknesses
W1: Lack of management staffs; expert and skill of management staff are not
equal
Presently, the business has more and more developed and has many activities for
expanding markets.So there are many new management positions that are required.
Hence, it is necessary to have good management staff and is suitable for the
business’s development. However, in reality, there is a lack of gathering management
staff with required skills and knowledge. Besides, the expert level and management
skill of managers are not equal. Consequently, management of the business
sometimes has some problems, for instance, the work effect of some groups is better
than other groups by different management methods.
W2: High operating expenses
Operating expenses of the business are high in recent time according to the latest
Rang Dong Annual report 2023. This thing has impacted significantly on the
business operation’s results of Rang Dong. According to Rang Dong’s annual report
(2023) pointed that in 2023 original budget for selling costs was 7,027 billion VND
and administration costs was 20,252 billion VND however actual costs of business
operation in 2022 was 5,967 billion VND for selling costs. As a result, selling and
administration costs increased significantly, and the total profit of Rang Dong can be
decreased strongly.
W3: Having to import many raw materials
In the market, some of the raw materials such as gas, oil, plastics are not able to
be produced in Vietnam; so they must be imported from other countries. As a result,
they have unstable prices and are affected strongly by the fluctuation in world price
of resources. For this reason, the unit price of products can be increased. The
company needs to control the problem because if the unit price of the product is
high, the product will meet difficulties for consumption.

1.3. Opportunities
O1: Potential markets: India, Sri Lanka, Egypt, South Korea, etc.
Moreover, there are many potential markets in the world that Rang Dong can
consider trading. In recent times, the main export markets of the business are India,
Sri Lanka, Egypt, South Korea, etc. Almost all the countries mentioned above are
potential markets and are developing countries. People have high demands for the
use of goods that the business has manufactured and sold. Therefore, Rang Dong’s
revenue can increase significantly from export into these markets. Presently,
Venezuela is also an attractive market that Rang Dong has had consideration for
expanding.
O3: Vietnam joints many trading and commercial organizations in the world:
WTO, AFTA. Etc.
The World Trade Organization (WTO) is one of the big opportunities for Rang
Dong. When Vietnam joins the WTO, the business will have many opportunities to
expand markets. If the business’s goods achieve high quality, it will help the
business’s brand be raised in these new markets. Rang Dong can be easier to export
goods into countries that are WTO’s members or import easy materials from these
countries. Plus, the tariff of the business can decrease because Vietnam was WTO’s
member. WTO brings opportunities to learn experiences about management ways or
technological lines from WTO’s members. Likewise, presently ASEAN’s countries
are developing rapidly. It is a benefit for the business because tariffs for goods will
be cut or decreased minimum for AFTA’s members. Agreement about Common
Effective Preferential Tariff (CEPT) is confirmed by ASEAN’s members. This is a
really valuable opportunity that helps Rang Dong expand markets, increase revenue.

O4: Demands for using lighting equipments are increasing

Light Source & Vacuum Flask are important and necessary products that serve
 for production and activities daily of people. Therefore, Rang Dong products are
easy to consume because people has achieved benefits from these products. In
addition, the more Vietnam has developed, the higher the demands for these
products. Based on below chart and table, it is easy to realize that the industry has
potential development because Vietnam population has increased and demand for
using lighting bulbs can be increased rapidly. This is a great opportunity for Rang
Dong to increase volume of production and develop the market.

1.4. Threats
T1: Economic regression
Any business operation can be impacted by economic regression. In particular,
economic regression associated with increasing material price that is one of biggest
impacts to Rang Dong. Many materials of the business are imported from foreign
countries so certainly, influence of material price cannot avoid. Plus, economic
T2: Threat from many competitors existing in the market
Besides, Rang Dong. Philips, GE, OSRAM, MEGAMAN, Dai Quang, etc are strong
competitors of Rang Dong for light source products. One of a strong competitor of
Rang Dong in light source products is Dien Quang. Dien Quang is the brand that
occupies a higher market share in the South provinces. In the light source market,
Dien Quang occupied 90% market share in the South and 27% market share of the
whole country. Likewise, at present, Philips also has strong competition with Rang
Dong. Philips had reduced the price from 50% to 60% with the original plan so at
this time Philips was occupying market shares for some of the products that
previously Rang Dong remained with them. Moreover, China’s products are
significant competition for Rang Dong. Almost all of China's products have cheaper
prices than Rang Dong.

2. COMPETITORS ANALYSIS
Điện Quang Lock&Lock Signify GE Lighting

Company The business line A Korean household The world leader in A subsidiary
overview is manufacturing brand, has a wide lighting for of the
and trading range of products for professionals, consumers multinational
products, services, food containers, and lighting for the conglomerate
solutions in the cookware, cups and Internet of Things. GEC. The
field of lighting pitchers. company is at
and electrical the forefront
equipment. of lighting
technology for
over 130
years.
Vision The application of Reach the position of Unlock the extraordinary Provide the best smart
modern science the world's leading potential of light for home experience,
and technology in corporation in the brighter lives and a better including new and
production and field of home world. exciting advances in
business to appliances. Become a intelligent lighting
provide comfort, prestigious and designed to enhance
safety, and popular brand all lifestyle and wellness
aesthetics beauty, over the world. in any setting.
contributing to
improving the
quality of life of
people and
society

Products/ Appliances Variety of product Signify's portfolio GE Lighting offers a

Services industry, solar lines, from food consists of electric lights wide range of lighting
industry, smart storage boxes, and the IoT platform and products. They also
technology, thermos bottles to connected lighting offer lighting fixtures
lighting industry, household appliances systems aimed at for various settings,
electrical and household consumers and including indoor and
equipment appliances professionals. outdoor lighting for
industry and homes and
many customer businesses.
support services.

Product All products Not only care about Quality System is based GE Lighting is
quality produced by Dien durability and quality, on ISO 900, committed to
Quang always but the products must Environmental System is producing
ensure ensure the safety of based on ISO 14001 and high-quality lighting
Convenience - users' health. they comply with the products that meet
Safety - Electronic Industry strict industry
Aesthetics - Citizenship Coalition standards set by the
Diversity and (EICC) Code of International
difference - Conduct. Electrotechnical
Reasonable and Commission (IEC)
competitive and the Underwriters
selling price. Laboratories (UL).

Distribution Distribution Products bearing the Direct sales, retail stores, Direct sales, retail
channel activities in the brand - Lock&Lock E-commerce, wholesales, stores, E-commerce,
domestic market: have been present in partnerships such as wholesales, energy
traditional more than 130 Amazon and Google, service companies
channels, countries. lighting designers and (ESCOs), OEMs
supermarket, specifiers. partnerships.
 points of sale;
direct sales
channel; chain of
showrooms,
e-commerce
channels...

Digital Điện Quang is at Stage 3 of Signify is at stage 2 or GE Lighting has

transformation the 3 stage of its Lock&Lock's digital even stage 3 of the undergone digital
digital transition is now digital transformation transformation to
transformation. underway. process. stage 2.

Customers Homeowners, Individuals who are B2B, B2C, city and B2B, B2C and the
builders, interested in cooking, municipal governments. government.
contractors, meal planning, and
electricians, organization, who at
middle-aged middle-aged women
adults, and who value
businesses and sustainability.
organizations.

2.1. Điện Quang

- Overview: Dien Quang was established in 1973, the business line is
manufacturing and trading products, services, solutions in the field of
lighting and electrical equipment. Dien Quang is a pioneer in exporting
Vietnamese technology to the international market, as well as pioneering the
application of 4.0 technology in lighting solutions and electrical equipment to
bring comfort and completely new experiences. for users.
- Vision: With the main mission, throughout is to contribute to society and the
community, Dien Quang has always pioneered the application of modern
science and technology in production and business to provide comfort, safety,
and aesthetics beauty, contributing to improving the quality of life of people
and society
- Product/service:
+ There are 5 main categories of products/services: Appliances industry,
solar industry, smart technology, lighting industry, electrical
equipment industry
+ Customer support services: fast delivery, warranty 1 for 1, flexible
payment
- Product quality: All products produced by Dien Quang always ensure
Convenience - Safety - Aesthetics - Diversity and difference - Reasonable
 and competitive selling price; at the same time suitable to the tastes of
different customer segments, keeping up with the latest trends in the market.
- Distribution channel: Dien Quang's distribution activities in the domestic
market are implemented through separate distribution channels, including:
traditional channels with more than 150 distributors and 15,000 points of
sale; modern consumption channels through most electronics centers,
supermarkets and hypermarkets nationwide with more than 3,000 points of
sale; direct sales channel; chain of showrooms, e-commerce channels…
- Digital transformation:
Điện Quang is at the stage 3 of its digital transformation:
+ Dien Quang is marked by the research, development and launch of
products, services and technology solutions that bring "Intelligent -
Safety - Aesthetic" which is considered as a strategic partner for the
solution. Comprehensive intelligent lighting is trusted by many
partners. In addition, applying 2-layer security technology and
"End-to-End" packet encryption, the solution to help investors solve
the best security & privacy issues in the system.
+ DQSmart - A system of technology solutions for homes, offices,
factories, hospitals, hotels - resorts, smart cities to help manage and
control devices anytime, anywhere, or according to predetermined
scenarios.
+ Dien Quang Apollo - A set of smart electrical appliances for home
use that allows users to manipulate and install themselves, bringing
comfort and class. Homecare - Application to order consulting
services, installation and repair of lighting electrical systems.
+ Homecare - Application to order consulting services, installation and
repair of lighting electrical systems.
- Customers:
+ Homeowners, builders, contractors, and electricians.
+ Middle-aged adults who are responsible for home repairs and
renovations
+ Businesses and organizations that require electrical equipment

2.2. Lock&Lock
- Overview:
Lock&Lock is a Korean household brand. Lock&Lock's headquarters is
located in the bustling city of Seoul. The company has a wide range of
products for food containers, cookware, cups and pitchers.
Kukjin Distribution Company was established in 1978 and in 2003 changed
the company name to Lock&Lock Co., Ltd.
- Vision:
Lock & Lock makes continuous efforts to reach the position of the world's
leading corporation in the field of home appliances. Become a prestigious
and popular brand all over the world.
 - Product + service:
Lock & Lock owns a variety of product lines, from food storage boxes,
thermos bottles to household appliances and household appliances. However,
not all product lines are produced and distributed in Vietnam.
- Product quality:
+ The common point of Lock&Lock products is that not only care about
durability and quality, but the products must ensure the safety of
users' health.
+ The product is made of stainless steel material, the inside has a
vacuum layer to help retain heat better. The lid is also tightly
designed, preventing heat from escaping, keeping the cold or hot
water in the bottle at the same temperature.
+ Lock&Lock thermos flasks come in a variety of sizes and colors so
you can choose the right one for your needs. In addition, the product
is also spill-proof and easy to clean.
- Distribution channel:
And manufacturing plants, sales units and stores are located in many
countries around the world. According to statistics, products bearing the
brand - Lock&Lock have been present in more than 130 countries. In many
countries such as Korea, Vietnam or China, Lock&Lock is an extremely
famous brand and always in the top favorites in the field of home appliances.
- Digital transformation:
Stage 3 of Lock&Lock's digital transition is now underway. Lock&Lock's
digital transformation is the integration of smart technology into its products.
Lock&Lock has developed smart containers that can be connected to
smartphones and other devices. These containers can track food expiration
dates, monitor temperature, and send alerts to users when it's time to
consume or discard food.
- Customers
+ Individuals who are interested in cooking, meal planning, and
organization.
+ Most popular among middle-aged women who are responsible for
meal planning and grocery shopping for their families.
+ Those who value sustainability
2.3. Signify
- Company overview: Signify is the new company name of Philips Lighting.
They are the world leader in lighting for professionals, consumers and
lighting for the Internet of Things. Their high-quality, energy-efficient
lighting products, systems and services make people’s lives safer and more
comfortable, businesses more productive and cities more livable.
- Vision: Unlock the extraordinary potential of light for brighter lives and a
better world.
- Products/ Services: Signify manufactures lighting-related products, mainly
under the Philips brand, but also as Interact, Philips Hue, Color Kinetics and
 WiZ, among others. Signify's portfolio consists of electric lights and the IoT
platform and connected lighting systems aimed at consumers and
professionals.
- Product quality: Signify committed to providing the highest levels of
customer satisfaction by delivering quality, sustainable lighting products,
systems and services. Quality System is based on ISO 9001 to reach
world-class performance, Environmental System is based on ISO 14001 and
they comply with the Electronic Industry Citizenship Coalition (EICC) Code
of Conduct.
- Distribution channel: Signify uses a variety of distribution channels to
reach its customers around the world. These distribution channels include:
Direct sales, retail stores, E-commerce, wholesales, partnerships such as
Amazon and Google, lighting designers and specifiers as they use Signify
products in the plans.
- Digital transformation: It can be said that Signify is at stage 2 or even stage
3 of the digital transformation process due to the significant breakthroughs in
applying digital technology to its products and services. The company has
developed connected lighting products using cloud and IoT platforms, and
integrated its products with AI and data analytics platforms.
- Customers: B2B, B2C, city and municipal governments.

2.4. General Electric Lighting

- Company overview: General Electric (GE) Lighting is a subsidiary of the
multinational conglomerate General Electric Company. The company traces
its origins to Thomas Edison's work on lighting in the 19th century and is at
the forefront of lighting technology for over 130 years.
- Vision: Provide the best smart home experience, including new and exciting
advances in intelligent lighting designed to enhance lifestyle and wellness in
any setting.
- Products/ Services: GE Lighting offers a wide range of lighting products,
including LED bulbs, fluorescent bulbs, incandescent bulbs, halogen bulbs,
and specialty bulbs. They also offer lighting fixtures for various settings,
including indoor and outdoor lighting for homes and businesses.
- Product quality: GE Lighting is committed to producing high-quality
lighting products that meet strict industry standards set by International
Electrotechnical Commission (IEC) and the Underwriters Laboratories (UL).
- Distribution channel: GE Lighting uses a multi-channel approach to
distribute its products, including: Direct sales, retail stores, E-commerce,
wholesales, energy service companies (ESCOs), OEMs partnerships.
- Digital transformation: GE Lighting has undergone digital transformation
to stage 2 by improving their operations and processes using digital
technologies, such as automation, data analytics, and cloud computing, using
IoT sensors and data analytics,...
- Customers: B2B, B2C and the government.
3. RECOMMENDATIONS
Rang Dong is currently implementing digital transformation activities in phase 2 and
has begun to take steps to innovate through phase 3. The following recommended
recommendations are an improvement to the supply chain and customer experience.
so that Rang Dong can be successful in applying advanced technologies and
optimizing both internal processes and satisfying users:

3.1. Blockchain
- Going back in time, in 2020, when Rang Dong started to enter the
Company-wide Digital Transformation campaign with the initial steps of the
pathfinder, the Covid-19 pandemic hit. The whole world was severely
affected by the epidemic, supply chains were broken, and production was
stalled, but Rang Dong still made efforts and determination to make this vital
transformation. In 2021, when the epidemic is complicated and stressful
across the country, Rang Dong is concerned with maintaining production on
the one hand, and on the other hand focusing on finding solutions to promote
digital transformation. One of the key processes is the supply chain that has
not been highlighted and emphasized by Rang Dong on applied digital
transformation technologies. Therefore, one of the recommendations for
Rang Dong Company is applying the blockchain in supply chain in Phase 3
of the governance model, which meets both customer experience and supply
chain.

- Blockchain technology can provide real-time visibility and tracking of goods

and products throughout the entire supply chain, from production to
distribution to end consumers. This helps to increase transparency and trust
between different parties in the supply chain.

- Blockchain in supply chain can help users and businesses track information
during operations such as price, date, location, quality and related
information for effective supply chain management. This increases the
possibility of information transparency for stakeholders. As the popularity
and benefits of Blockchain continue to grow, businesses are increasingly
integrating to digitize their supply chains. There are 3 main factors that have
significantly improved when businesses apply Blockchain technology,
process optimization, data visibility and demand management and this has
driven its adoption by different companies in the retail and supply chain
sectors.

3.2. Digital Twin

- The main idea of the Company's development strategy is to move from a
technology company to a high-tech company, which is digital transformation.
After 2025, the ultimate goal of Rang Dong is to build a smart business, a
 "Real-Digital Enterprise" in which real-world operations are mapped into the
digital space with the scope and level automatically connect and the required
resolution, creating real-time digital copies. With that digital twin,
data-driven innovation and connectivity will intelligently run the real world.

- According to IBM (2022), A digital twin is a virtual representation of an

object or system that spans its lifecycle, is updated from real-time data, and
uses simulation, machine learning and reasoning to help decision-making. In
supply chain, a digital twin is a computer model that represents various
components and processes involved in the supply chain such as warehouses,
transportation networks, and production facilities.

- With Rang Dong's goal, Digital Twin application will be very suitable and
bring a multitude of benefits such as forecasting problems before they occur,
improving planning and processes, transportation optimization, avoiding
stockouts and warehousing issues, simulating emergencies to create a
response plan…

3.3. CRM
- CRM (Customer Relationship Management) is a software used to manage
and optimize customer relationships. Here are some CRM basics. The main
function of CRM is to manage customer information, including name,
address, phone number, email, transaction history and other information
about customer behavior. CRM allows businesses to create personalized
customer care strategies that increase customer engagement and loyalty.
CRM provides businesses with sales, marketing, and customer service
management tools, enabling businesses to increase efficiency and
functionality. CRM can be evaluated in accordance with other systems such
as production management systems, accounting systems, human resource
 management systems, helping businesses manage operations more
comprehensively.

- The Importance of Customer Relationship Management (CRM): Thanks to

the SWOT analysis, our group has identified the strengths, weaknesses,
opportunities, and challenges that Rang Dong is facing. CRM is an essential
business tool for all organizations, including Rang Dong, as every business
needs to prioritize customer care. The current CRM system needs to be
improved and optimized to avoid issues such as inaccurate customer data,
ineffective customer interaction, inability to integrate with other applications,
or failure to ensure customer information security. CRM software allows
businesses to rely on the data collected by the software to gain new insights
into customers, thereby proposing appropriate campaigns to improve
business efficiency.

- Customer Information Management: CRM allows businesses to consolidate

and manage customer information, such as personal information, transaction
history, contact data, and product information. Managing customer
information helps businesses better understand customer needs and
requirements and interact with them more professionally.

- With CRM:
+ Conversion rates for potential customers improve by 300%.
+ Sales revenue per employee increases by 41%.
+ Customer retention rates improve by 27%.
+ Sales cycle is reduced by 24%.
+ Sales and marketing costs are reduced by 23%
 - Effective customer information management: With the CRM system, Rang
Dong company can manage customer information in a detailed and complete
way. Information such as name, address, phone number, email, purchase
history, customer preferences, will be stored and updated periodically. This
helps the company to approach and take care of customers in the best way,
while creating a positive interaction between the company and customers.
CRM also helps Rang Dong in optimizing the sales process: With the CRM
system, Rang Dong company can closely monitor and manage the sales
process, from finding potential customers, introducing products, placing
orders, Order processing and after-sales customer care. This helps the
company optimize the sales process, while increasing the productivity and
efficiency of sales staff. further more, Increased accuracy in sales forecasting:
With the application of CRM system, Rang Dong company can easily
evaluate and predict future sales based on customer information stored on
system. This helps the company to plan production and business effectively,
and optimize sales strategies. In addition, the CRM system also allows Rang
Dong to generate reports and statistics on business activities, helping the
company make sound strategic decisions and improve customer service
quality.

III. IMPLEMENTATION
1. PLANNING
1.1. Blockchain
- Step 1: Determine blockchain's use case, feasibility
Rang Dong identifies the supply chain which should be improved to conduct
effectively. It is a must and should dictate the adoption and application of blockchain
in the supply chain. It can help determine whether blockchain is actually the right
technology for your organization.

- Step 2: Find the right blockchain partners

By definition, using blockchain in the supply chain is a collaborative effort that
involves third-party data contributions, vetting, and sharing.When assembling
partners, it's important for Rang Dong to remember that accurate data is the entire
point of the exercise when it comes to using blockchain in the supply chain. If the
goal was efficiency, investigate whether the process gained efficiency. If the goal
was transparency, look closely at the results related to that goal.

- Step 3: Identify best areas for blockchain implementation

Rang Dong research and refer in many areas that exhibit all of the following
characteristics:
● Data is exchanged between a number of unrelated parties.
● No central entity or authority is available, and undue reliance on a single
entity is prohibitive.
 ● A simple, consistent transactional process with well-defined data
standards such as electronic data interchange (EDI) exists.
● The value proposition is shared across partners, and everybody involved
has the incentive to adopt technology and processes.
● The digital asset - the information that will actually be exchanged in
blockchain, such as an electronic letter of credit - has value in and of
itself.

- Step 4: Aim for data interoperability

For Rang Dong, to get the most from blockchain, the technology must be
well-integrated into the current technology ecosystem.
Blockchain technology is implemented as a feature adhering to your wider data
governance strategy.

- Step 5: Envision blockchain's potential

A focus on interoperability can help multiply blockchain's benefits. Blockchain can
boost the value Rang Dong gains from investments in EDI and automation
processes, bringing immutability, security and visibility to your connections with
partners and systems

- Step 6: Understand blockchain volatility

Rang Dong will expect changes in technology and accordingly. Blockchain offerings
focus on confidentiality, while others focus on tokenization or universal computing.
Gartner deemed most blockchain offerings too immature for large-scale production
work and its supporting systems and security but predicted these issues will change
within three to five years.

- Step 7: Test the technology

Whatever path Rang Dong decides to take with blockchain in the supply chain, a
pilot program with part of the chain is a great way to test it. After testing the
blockchain platform, consider expanding the network of testers.

- Step 8: Choosing a platform for applying Blockchain

Rang Dong chose one blockchain platform to implement the process in the supply
chain. These kinds of applications require minimal sharing of information: Purchase
orders, invoices, and payments do not need to be included on the same blockchain.
As a result, companies that are wary of sharing competitive data are more willing to
participate on the platform.

- Step 9: Developing blockchain in various fields:

After understanding and using the functions and characteristics of blockchain, Rang
Dong Company can continue to develop blockchain in different fields in the
company and utilize the resources and time used in both internal and external
working.
 Blockchain platforms for supply chain
+ IBM Food Trust is for food supply chain management. It enables food
producers, distributors, and retailers to track the movement of food products
across the supply chain, ensuring transparency and traceability.

+ Ambrosus is another platform for food supply chain management, but

pharmaceuticals. It enables businesses to track the movement of products
across the supply chain and ensure their quality and authenticity.

+ VeChain is a blockchain platform designed for supply chain management

and product authentication. It enables businesses to track their products
throughout the supply chain and verify their authenticity.

+ Provenance provides supply chain transparency and traceability. It enables

businesses to track products from the source of origin to the end consumer,
providing a complete view of the supply chain.

+ ChainLink helps with supply chain automation, enabling businesses to

automate supply chain processes by connecting smart contracts to external
data sources and APIs.

1.2. Digital Twin

- Step 1: Map Out Processes and/or Assets
Rang Dong can start with creating an end-to-end digital twin of their supply chain.
They also might start with a section as a pilot and then scale it after testing. In either
case, the teams for each component of the supply chain operations and assets —
transportation (fleets), warehousing, inventory, sourcing, etc. — should be the ones
who conduct the actual mapping.

- Step 2: Determine Data Sources

Digital twins require real-time data that’s steadily fed into the model. Therefore, they
are generally linked hand-in-hand to the Internet of Things (IoT). As all relevant
operational and financial data is identified during the mapping process, the sources
and owners of the data should also be identified, that can be:
● Locations and capacities of warehouses
● Routes and capacities of transportation networks
● Production rates of production facilities
● Customer and store demand.

- Step 3: Choose Hosting Technology

There are many critical technological factors when creating and maintaining an IT
architecture digital twin and can be classified into two categories: on-premise
hosting and cloud hosting. Suggestions for Cloud providers are Amazon Web
Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). On-premise
hosting are network-attached storage (NAS) and storage area networks (SAN).

- Step 4: Model the Supply Chain Twin

The digital twin should be built keeping the long-term objectives of Rang Dong.
This process will reflect the creation of supply chain models for optimization and
simulation. The structure should allow for simulating and analyzing alternative
processes, optimizing asset performances, and predicting occurrences.

- Step 5: Connect to Real-Time Data

The two main distinctions of digital twins compared to the optimization of
simulation modeling are the use of real-time data and minimal data aggregation to
allow for detailed visibility. In other words, the digital twin needs data that is both
current and raw. Once the digital twin is built, it is connected to internal as well as
external real-time data sources. This might require investment in new technologies
such as sensors or RFIDs and collaboration with third parties.

- Step 6: Simulate, Optimize, and Analyze

The opportunities for prescriptive, predictive, and advanced analytics using the
digital supply chain twin to drive decisions range from strategic to operational.
Combined with machine learning when applicable, operations and assets can be
simulated or optimized to gain insights, test alternative scenarios, or become
responsive to disruptions. The outputs should be shared across the organization to
drive organization-wide action plans.

- Step 7: Scale and Enhance

As the digital twin of the supply chain is built piece by piece and tested, it is only
bound to evolve and expand. It can be scaled across the organization to clone
end-to-end supply chains. However, when we think about the supply chain
holistically, it can go even beyond the borders of the organization connecting with
suppliers and customers. The twin can be enhanced with additional real-time data
points from internal sources as well as third parties and industry organizations for
optimal scenario planning.

- There are several platforms available for creating digital twins, each with its
own unique features and capabilities. Here are some popular digital twin
platforms:

+ Microsoft Azure Digital Twins: Azure Digital Twins is a

cloud-based platform that allows developers to create digital twins of
physical environments. It provides APIs for creating and managing
models, integrating with IoT devices, and visualizing data.
+ Siemens Digital Twin: Siemens offers a suite of digital twin
solutions that cater to different industries, such as manufacturing,
energy, and building automation. Its platform provides tools for
creating, simulating, and optimizing digital twins.
+ IBM Digital Twin Exchange: IBM's platform allows developers to
find and share digital twin models across different industries. It
includes tools for creating and testing models, as well as integrating
with IoT devices.
+ ANSYS Twin Builder: ANSYS provides a platform for creating and
simulating digital twins for industrial applications. Its platform
includes tools for creating models, simulating performance, and
optimizing designs.
+ ThingWorx IoT Platform: ThingWorx is a platform for creating and
managing IoT applications, including digital twins. It provides tools
for creating models, integrating with IoT devices, and visualizing
data.

1.3. CRM
In order for Rang Dong's CRM system to become a professional and optimized
business tool for managing customer relationships and become a company with a
highly rated CRM system compared to other businesses, it needs to meet the
following management factors - which are also the proposals our group wants to
suggest for Rang Dong to have the most suitable and best CRM system:
 + Customer interaction management: Helps Rang Dong create effective
customer interaction activities such as email communication, customer care,
call and message management. This will help optimize the interaction with
customers and create positive customer experiences.
+ Sales management: CRM will help Rang Dong manage sales activities such
as sales planning, potential customer management, ordering, and product data
management. Sales management will help Rang Dong optimize the sales
process and increase revenue.
+ Post-sales service management: Manage post-sales service activities such as
customer support, warranty, and repair. Post-sales service management will
help Rang Dong retain existing customers and increase the professionalism
of the business.
+ Customer data analysis: CRM provides data analysis features to help Rang
Dong better understand its customers. Data analysis will help Rang Dong
make accurate business decisions and optimize its business strategy.

Currently, businesses can create and manage their own CRM systems or use
third-party CRM systems that have been provided (such as Salesforce, HubSpot
CRM, Zoho CRM, Microsoft Dynamics 365, and Oracle CX)

Creating a CRM in-house Using a third-party CRM

Advantage - Ability to self-manage, customize and
develop CRM features that fit the business
needs of the company.
- Optimize flexibility and effectiveness in
managing customer relationships.
- Ensure the security and safety of
customer information
- Save costs and time for deploying
and using CRM systems.
- Provide rich features and
functionalities that meet the
business needs of the company.
- Ensure the stability and scalability
of the CRM system.

Disadvantage - It takes a lot of time and cost to develop,
maintain and update CRM systems.
- Requires technical knowledge and
experience to build a CRM system that
meets the business requirements of the
company.
- Does not guarantee the stability and
scalability of the CRM system.
- Limit the flexibility and
customization of the CRM system.
- Does not ensure the security and
safety of customer information.
- Depends on third parties to update
and maintain the CRM system.

As a large enterprise with advantages in technology, technical knowledge, and

system-building experience, it is entirely feasible for Rang Dong to create, use, and
manage its own CRM system without facing the same difficulties as small and
medium-sized enterprises. Creating and managing its own CRM system will provide
several advantages over using a pre-existing system:
+ Flexible customization: Rang Dong can customize its CRM system
according to the specific needs of the business, helping to increase efficiency
in customer management without being subject to the control of third parties.
+ Cost savings: Creating its own CRM system can save Rang Dong costs in
the long run because it does not have to pay rental fees or purchase licenses
to use a third-party CRM system.
+ Comprehensive control: Rang Dong can manage and control the entire
customer management process, from data collection to data analysis and the
development of appropriate business strategies.

There are some steps that Rang Dong can follow to implement CMR system:
+ Step 1: Gather information:
Conduct a detailed study to understand Rang Dong's IT landscape and business
processes
+ Step 2: Identify challenges:
Analyze the information obtained to identify challenges, gaps, and redundancies
+ Step 3: Build:
Develop a BRD: Collate insights, appropriate solutions, and implementation
strategies into a comprehensive business requirements document
+ Step 4: Deploy - Migration:
Deploy the solution through EBS framework and migrate data systematically
+ Step 5: Onboarding:
Equip in-house trainers with the skills and expertise required to implement new
CRM system
+ Step 6: Developing and managing additional software:
Developing and managing software can be a complex process that requires careful
planning, coordination, and execution. general steps that help in developing and
managing additional software: Define the scope and requirements of the software,
create a development plan, design the software, develop the software, test the
software, deploy the software, maintain and update the software

Extensible platforms offer native workflow to support complete CRM system -

Business process automation:
+ APIs (Application Programming Interfaces) are sets of protocols and tools
for building software applications. APIs allow different software systems to
communicate and exchange data with each other, making it easier to integrate
apps across a technology stack.
+ SDKs (Software Development Kits) are collections of software
development tools used to build customized web and mobile apps. SDKs
typically include libraries, APIs, and other tools that make it easier for
developers to create applications for specific platforms or devices.
 + Serverless Functions are a type of cloud computing that allows developers
to write and run code without worrying about managing servers or
infrastructure. With serverless functions, developers can automate operations
at scale, execute code in response to events, and pay only for the computing
resources they actually use.
+ Vertical Platform is a platform that enables businesses to build white-label
solutions or custom applications that can be used by other businesses or
customers. A vertical platform provides a foundation of infrastructure, tools,
and services for building and deploying applications, and can be customized
to meet the specific needs of different industries or use cases.
+ SIGMA is a software development kit (SDK) for developing custom
extensions that can be integrated into other applications. With SIGMA,
developers can create custom plugins or modules that add new functionality
to existing software systems. This can help businesses extend the capabilities
of their existing applications or build new applications from scratch.

2. IMPLEMENTING
2.1. Timeline + Objectives
Timeline of implementation in the plan which is performed for developing Stage
3 of Digital Transformation process for Rang Dong Company:

Implementation Plan

Phase 1 Due date:

2023 - 2024

- Deploying digital twin in Rang Dong’s supply chain

Purpose:
- Optimize the company's supply chain process, quickly deal with urgent
problems before it happens.
- Maximum ensure security and reliability of product origin and
transportation to increase customer satisfaction.
- Contribute to the goal of Rang Dong will become the "Real-Digital
Enterprise" after 2025.

EVALUATE
Once a quarter, Rang Dong will evaluate the quality and effectiveness of the new
technology in relation to the original objectives by comparing the data collected
before and after the application of the new technology. Then, as needed, adjust or
improve to ensure that the company meets its objectives.

Phase 2 Due date:

 2024 - 2025

- Adding blockchain technology to the supply chain

Purpose:
- Utilize supply chain in manage data and inventory between company and
vendor
- Increase transparency and trust between different parties in the supply
chain.
- Enable greater efficiency and cost savings for all parties involved in the
supply chain.
- Contribute to the goal of Rang Dong will become the "Real-Digital
Enterprise" after 2025.

EVALUATE
Once a quarter, Rang Dong will evaluate the quality and effectiveness of the new
technology in relation to the original objectives by comparing the data collected
before and after the application of the new technology. Then, as needed, adjust or
improve to ensure that the company meets its objectives.

Phase 3 Due date:

2025 - 2026

- Applying CRM system in customer service

Purpose:
Improve customer experience and satisfaction.
- Increase efficiency and productivity in departments involved with
customers.
- Contribute to the goal of Rang Dong will become the "Real-Digital
Enterprise" after 2025.

EVALUATE
Once a quarter, Rang Dong will evaluate the quality and effectiveness of the new
technology in relation to the original objectives by comparing the data collected
before and after the application of the new technology. Then, as needed, adjust or
improve to ensure that the company meets its objectives.

2.2. Estimate Resources

2.2.1. Budget
According to Investing (2023), total operating expenses of Rang Dong for 2022 were
6218316.97M VND, and total revenue were 6909236.26M VND. In 2022, Rang Dong
enters the second iteration of the Company's Digital Transformation Strategy for the
period of 2020 - 2025. Despite being deployed on a large scale with extensive
investments, they have brought great success to the company. Based on those details, our
recommendation for GAP is budgetable.

2.2.2. Technology
When Rang Dong implement digital transformation, the following technologies are
required:

+ Blockchain Technology: The first technology needed for implementing

blockchain is the blockchain technology itself. It provides a decentralized and
secure platform for storing, sharing, and managing data.
+ Smart Contracts: Smart contracts are self-executing computer programs that
automate the negotiation and execution of contracts. They are an integral part
of blockchain technology and can be used to facilitate the exchange of assets
or data between parties.
+ Distributed Ledger Technology (DLT): Distributed ledger technology is used
to maintain a shared database that is synchronized across multiple nodes in a
network. DLT ensures that all participants in the network have access to the
same data and that changes made to the data are recorded in a transparent and
immutable way.
+ IoT (Internet of Things) Devices: IoT devices are used to collect and transmit
data to the digital twin system. They can be sensors, actuators, or other
devices that can communicate with the blockchain network.
+ Cloud Computing: Cloud computing is used to host the digital twin system
and provide the necessary computing resources to support the system. Cloud
computing enables easy scaling of the system and reduces the need for
physical infrastructure.
+ AI (Artificial Intelligence) and Machine Learning: AI and machine learning
technologies can be used to analyze the data collected by the IoT devices and
generate insights that can be used to optimize the digital twin system.
+ Cybersecurity: Cybersecurity technologies are needed to ensure the security
and privacy of the data stored in the blockchain network and the digital twin
system. These technologies include encryption, access control, and threat
detection and response mechanisms.
Some technologies have been used by Rang Dong for the previous digital transformation
such as IoT, Cloud computing, AI, Cybersecurity, so it is easy for the company to
continue using this digital transformation.

2.2.3. Partners
- Blockchain:
To apply the blockchain to the system of Rang Dong company, VeChain, Provenance and
ChainLink and the names suggested for Rang Dong to cooperate with the help of these
partners, it lets organizations to track and authenticate their products along the supply
chain, as well as give supply chain transparency and traceability. It allows organizations
to trace items from the point of origin to the final customer, giving them a full picture of
the supply chain. Finally, supply chain automation, which allows enterprises to automate
supply chain activities by linking smart contracts to external data sources and APIs.
- Digital Twins:
To maximize the applicability of digital twin to Rang Dong, Microsoft Azure Digital
Twins, Siemens Digital Twin, IBM Digital Twin Exchange, ANSYS Twin Builder,
ThingWorx IoT Platform will help Rang Dong This enables developers to construct
digital twins of actual settings. It offers APIs for constructing and managing models, as
well as interfacing with IoT devices and visualizing data.
- CRM:
APIs, SDKs, Serverless Functions, Vertical Platform, SIGMA are recommended
company to collaborate with. Serverless functions enable developers to automate
operations at scale, execute code in response to events, and pay only for the computing
resources they consume, with the specification of allowing different software systems to
communicate and exchange data with one another, making it easier to integrate apps
across a technology stack, and providing a foundation of infrastructure, tools, and
services for building and deploying applications, and can be customized to meet

2.2.4. Workforce
Rang Dong has more than 2100 employees, and is a supplier products and service across
65 cities and provinces and over 40 countries around the world and has 6 factory in
VietNam. The company has been growing strongly with many branches, representative
offices and distribution agents across the country, making it easy for the company to
access and provide high quality LED products to users.

3. RISK FORECASTING:
3.1. Blockchain
- Complexity: Blockchain technology can be complex to understand and
implement. The implementation process requires skilled personnel who
understand blockchain technology
→ Solution: Rang Dong may provide education and training to employees about
blockchain technology that can help to reduce complexity and ensure that everyone
understands how to use it effectively.

- Scalability: As the number of users on a blockchain network increases, the

system can become slow and inefficient. This can lead to delays in the supply
chain, which can impact the entire process.
→ Solution: Rang Dong can implement a blockchain system with scalability in
mind and can help to avoid problems that arise when the number of users on the
network increases. This can involve using a blockchain protocol that is designed for
large-scale use or employing techniques such as sharding to divide the workload.
 - Security: While blockchain is known for its security, it is not immune to
hacking and other cyber attacks. Malicious actors may attempt to exploit
vulnerabilities in the system, which could result in the loss of sensitive data
or the compromise of the entire network.
→ Solution: Rang Dong can implement robust security measures such as two-factor
authentication, encryption, and firewalls can help to mitigate the risk of cyber
attacks. It is also essential to regularly update the blockchain software to ensure that
any known vulnerabilities are patched.

- Interoperability: Different blockchain and digital twin systems may not be

able to communicate with each other, which can limit the effectiveness of the
technology. This can result in a fragmented supply chain, which can lead to
inefficiencies and other problems.
→ Solution: Rang Dong can develop standards and protocols that ensure that
different blockchain and digital twin systems can communicate with each other. This
can involve using common data formats, APIs, and other integration techniques.

3.2. Digital Twin

- Data quality: Digital twins rely heavily on accurate and reliable data to
function properly. If the data used to create the digital twin is inaccurate or
incomplete, it can result in flawed or incorrect insights and recommendations.
→ Solution: Rang Dong can establish processes to ensure data quality, such as data
validation, data cleansing, and data integration, which can help to ensure that the
digital twin is based on accurate and reliable data.

- Cybersecurity: Digital twins are connected to the internet and can be

vulnerable to cyber attacks. A breach in the digital twin system can lead to
data theft or manipulation, causing significant damage to the organization.
→ Solution: Rang Dong can implement robust cybersecurity measures, such as
firewalls, encryption, and intrusion detection systems, which can help to mitigate the
risk of cyber attacks.

3.3. CRM
- Information security risks: When using the CRM system, customer and
company information will be stored and managed on an electronic platform.
This requires data security solutions to be implemented to ensure the safety
of customer and company information.
→ Solution: The company needs to apply security measures in terms of password,
encryption, access and authorization for employees to ensure the safety of data.

- Risk of inaccurate data: When using a CRM system, updating customer

information requires accuracy and completeness. However, without a regular
 information update process, the data on the system can be inaccurate and
have serious consequences.
→ The solution: the company needs to establish a clear customer information
management process, ensuring the accuracy and completeness of customer
information on the system.

- Risk of system difficulty: CRM systems can be complex and require

employees to have good IT skills. If employees are not adequately trained or
cannot use the system effectively, CRM adoption will be ineffective and lead
to employee resistance.
→ Solution: the company needs to train its employees thoroughly on how to use the
CRM system and ensure that they can use the system easily and effectively.

- Cost Risks: Implementing a CRM system requires a large investment, not

only to purchase the CRM system, but also to train staff and implement the
system. Without proper cost management, the company can be at financial
risk.
→ Solution: company needs to have a clear spending plan for CRM system
implementation and manage costs effectively. They should also consider
cost-reducing solutions such as using free or open-source versions of CRM.

- Risk of dependence on technology: When using a CRM system, a company

must depend on technology to manage customer information. If the CRM
system crashes or fails, the company may have difficulty in managing
customer information.
→ Solution: The company needs to define backup and data recovery plans to ensure
that customer information is protected and not lost in the event of a system failure.

IV. CONCLUSION
1. SOLUTION EVALUATING
Suitability: Assessing that the implementation of phase 3 digital transformation including
Blockchain, Digital Twin and Customer Relationship Management is suitable for Rang Dong
to develop in his technology business direction. The company can begin to improve the
supply chain process and customer care process to optimize data and make the right
decisions.

Feasibility: Given Rang Dong Company's current resources and capital, this digital
transformation is not a big deal. Rang Dong Company can leverage its potential and
experience to improve supply chain and customer care through Blockchain, Digital Twin and
CRM. Rang Dong can experiment for a while before officially implementing it to improve
the current company's business model more effectively and save time.

Therefore, it can be concluded that Rang Dong Company can meet the process of
implementing the digital transformation solutions that the group mentioned in Phase 3.
 2. SOLUTION CONTROLLING
An individual or team can be designated to oversee the implementation process to ensure
Rang Dong's suggestions are implemented effectively. Team members or individuals
should have a comprehensive understanding of the company's objectives, available
resources, and potential limitations.

For the suggestions to be practical and feasible, it is important to conduct a feasibility

study. An evaluation of the costs, benefits, and risks associated with each suggestion
should be conducted in this study and recommendations should be provided as a result.

Rang Dong can develop a detailed implementation plan after the feasibility study is
completed, which details the steps necessary to implement each recommendation. Ideally,
the plan should include timelines, resource requirements, and contingency plans to handle
any unexpected issues.

A successful implementation plan depends on the effective allocation of resources. It is

possible for Rang Dong to allocate personnel, technology, and funding resources in
accordance with the needs of the plan.

Consistent monitoring of progress is crucial in guaranteeing that the implementation plan

is progressing according to schedule. Milestones can be established and tracked to assess
progress. If any challenges arise, the project management team can take prompt action to
address them and make adjustments to the plan as needed.

After the implementation plan is finished, Rang Dong can assess the outcomes to ascertain
whether the recommendations have attained the company's objectives. This assessment
should be based on criteria such as customer satisfaction, revenue growth, and market
share.
V. TRELLO
1. Assigning cards and giving due dates

2. Specific on the card back

3. Dragging and dropping the card
4. Finished project outputs

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VII. GROUP MEMBER PEER EVALUATION FORM