Case Study On Operational Transformation Of Africa Romance Jewelry Company

The company which name is Africa Romance Gem Museum is a South Africa registered jewelry maker company. The business was started several years ago by diamond trade, now they're dealing with different kinds of gems, such as diamonds, Tanzanite, tourmalines, rubies, sapphires, emeralds, ambers, etc. The core competitiveness of the company is their first hand and sufficient sources of gems, and they have their own gem mounting factory in Hong Kong, the designers and workers are all from international famous jewelry companies. Till now, the operational style of the company is still traditional, they use their own money to buy stocks, and their sale is based on the accumulative reputation and customers. Nevertheless, as the market innovation such as e-commerce, capital utilization etc., the traditional mode of doing business is changing, the profitability of the company is decreasing, it has to take operational transformation to maintain its business.Based on the status of the company, we are going to start from SWOT analysis of this company, then we'll make research about the operating environment including entity, tax and trademark registration policies in the location of business. In the following chapter 3, we will design a business model regarding the operational transformation, the spirit of the model is the concept of management innovation, including laying branches in the core commercial area of familiar cities, unifying the signboard and decoration, all the franchise are by the company own, taking private order, cooperating with similar institutions, and integrating the marketing channels. In chapter 4, we need to establish guarantee system to ensure the operational transformation to work smoothly, according to the corporate culture, we need to develop our own e-commerce, brand strategies, human resources, and different kinds of financial instruments such as debt or equity.The outstanding point of the thesis is the deep research of operational transformation, including concept of management innovation and integration of the marketing channels; and the guarantee system establishment, including e-commerce, brand marketing, team construction and capital utilization. From the research, we are trying to work out a scheme which could help a small and medium size company to become a multiple international listed company.