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Fostering the jewellery sector through the lens of the portuguese assay office with a shared value approach: an overview of the portuguese population-s and economic operators- industry perception and consumption patterns in the jewellery sector
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Contrastaria, an independent business unit belonging to Imprensa Nacional Casa da Moeda, is responsible for certifying and monitoring precious metal items within the Portuguese
Jewellery and Watch Industry. In Portugal, with some exceptions, all precious metals artefacts are required to be hallmarked before being introduced in the market, guaranteeing the
product's authenticity and securing the market's credibility. The Consulting Project addresses the challenge of "Fostering the Jewellery and Watch Sector through the Lens of the
Portuguese Assay Office with a Shared Value Approach". The Thesis was carried out using a problem-solving driven approach, where the Team sought to validate several
beforehand-created hypotheses. The validation process consisted of an in-depth internal and external analysis, based on primary – interviews and surveys – and secondary data –
papers, reports, and frameworks. Accordingly, meaningful insights were gathered, guiding the formulation of impactful recommendations that will increase the awareness of the
Portuguese population regarding Contrastaria's Mission and Hallmarks, generate internal processes' efficiency, and protect online consumers of precious metal artefacts.
Consequently, in a more holistic view, the Portuguese Assay Office's recognition will be enhanced, customer satisfaction improved, online demand and supply for precious metals
jewellery strengthened, and the online Imitation Jewellery Market weakened. Therefore, successfully solving the challenge proposed by Contrastaria, adding value to the institution
and placing it in the industry's core.
Throughout the subsequent section, the aforementioned primary data will be analysed in greater detail. The surveys and interviews carried out, enabled valuable conclusions to be
reached regarding the industry perception of consumers and Economic Operators as well as consumption behaviours within the Portuguese Jewellery and Watch Sector. Product
attributes mostly valued by consumers, their frequency of purchase and preferred channels were highlighted, facilitating the creation of personas. Furthermore, existing gaps within
the industry were identified and these further verified the previously developed hypotheses. Hereby, the importance of opportunities that should be leveraged by Contrastaria was
reinforced and proven to be the right path for the company to increase its impact both within the Portuguese community and the industry.
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Palavras-chave
Strategy Consulting Creating shared value Social value creation Communication strategy Jewellery Contrastaria Hallmarking Assaying Digitalisation strategy Assay office Precious metals Economic operators Business value creation End-consumers