Jan 14, By submitting your contact information, you consent to receive communication from Prezi containing information on Prezi's products. You can. Dec 8, I. Situation's analysis. II. Strategic moves established by De Beers. III. Plan concerning the potential social unrest in the diamonds mines. Sep 21, The study describes the growth and fall of De Beers monopoly as well as the legal issues faced by the company.
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They then moved to control the distribution chain, by being pretty crappy to jewellers. Since DB had monopoly of the product and created demand, the distribution chain were left with little leverage. So, everything was hunky-dory, until a few things happened: Those pesky miners kept discovering mines in different places. As soon as their production monopoly started to disappear, distributors got an incentive to go elsewhere.
Since the marketing campaign was about diamonds rather than DeBeers, suddenly their traditional marketing campaign was working for their competitors. Everybody went to see Blood Diamond.
The answer? DeBeers was and is awesome at marketing, so they shifted to market DeBeers diamonds instead of diamonds generally.
They certified that their diamonds as conflict free. An excellent market developed for synthetic diamonds in a number of critical areas: These funds then underwrote their respective armed conflicts in Sierra Leone, Liberia, and the Congo. As news of these armed conflicts spread and word of the mistreatment of workers became well-known, customers wanted to know where their diamonds originated and if they were tainted with money from armed conflicts.
T—technological factors to create new processes and products. The greatest technological development in the diamond industry was the creation of synthetic diamonds. Lab grown diamonds had been around since and it had been a very laborious process using high pressure high temperature. It usually took 4 days to grow a 2. Technology grew and by a patent had been award for a chemical vapor deposition process for producing flawless diamonds.
These synthetic diamonds also came in colors which truly cut into the natural diamond market. Due to the development in laboratory technology, synthetic diamonds were able to be used for industrial purposes. Purposes such as use in semiconductors, thermal conductivity, next-generation optics, and digital data storage. All of these technological factors truly had an adverse impact about the financial growth of De Beers. E—Ecological factors.
Natural diamonds were damaging to the environment to extract. It required several hundred tons of earth for each carat of natural diamonds. Diamond extractions caused destruction to fish habitats, land-based wildlife habitats, and caused caribou and grizzly bears to flee.
The machines to operate the extraction of natural diamonds used diesel fuel which added to the production of greenhouse gases. L—legal environment and regulations.
The entry of synthetic diamonds into the market has had a profound impact upon natural diamond industry leader De Beers. Suppliers of synthetic diamonds in the US has grown dramatically and cutting into the natural diamond market. Due to changes in the natural diamond market, De Beers signed an agreement with the Botswana government to establish the Diamond Trading Company Botswana and with the Namibian government to form Namdeb.
De Beers was reorganizing to better compete with the synthetic diamond market. The threat of a substitute diamond in the form of synthetics diamonds was very real. De Beers spent money on educating the public and working with the Federal Trade Commission in determining the terminology. A rivalry among existing competitors was the emergence of Russia after the fall of the Soviet Union.
Alrosa began to take the market share from DeBeers after their Soviet contracts became void. Diamonds began to be cut in Russia instead of India.
Canada then became a threat to DeBeers. The volume and value of natural diamonds has grown tremendously since The USA has always provided the largest market for customers and retail buyers of the natural diamonds. Embeds 0 No embeds. No notes for slide. Accidental discovery of diamonds in South Africa Around miners rushed to Cape Province to stake their claim Five separate mines were established in Cape Province Cecil Rhodes rented out steam powered water pumped to miners of the Kimberly mines.
Controlling diamond pipeline Sent diamonds to london office of CSO Syndicates Held sights Preferences of sightholders were conveyed to company 5 weeks before No cherry picking was permitted This enabled De Beers to regulate diamond market Symbiosis Institute of Business Management, Bengaluru 12 Stockpiling Whenever market weakened, De Beers would buy up excess stones Whenever outside diamonds found their way to market, De Beers would buy them Always ensured that supply-demand balance did not flatter Symbiosis Institute of Business Management, Bengaluru 13 Symbiosis Institute of Business Management, Bengaluru 19 Symbiosis Institute of Business Management, Bengaluru 20 It paid a small fine and signed a consent agreeing to forego monopolistic practices Symbiosis Institute of Business Management, Bengaluru 25 Blood diamonds, also called conflict diamonds is a term used for a diamond mined in a war zone and sold to finance an insurgency, an invading army's war efforts, or a warlord 's activity.
These are backed up by governments of several developed economies and plundering African politicians. Since the atrocities of wars financed by illegal diamond trade have been publicized the diamond trade has become a heavily albeit imperfectly regulated business. Symbiosis Institute of Business Management, Bengaluru 28 Symbiosis Institute of Business Management, Bengaluru 29 Diamonds that are mined are sold to middlemen The money paid for the diamond ends up financing the war buying guns and ammo, recruiting soldiers This war is waged for control over more diamonds The money doesn't reach the local population who the warlord claim to represent.
Instead the money lines the pockets of corrupt officials This plundering of natural mineral wealth leaves the nation poor and bereft of benefits Symbiosis Institute of Business Management, Bengaluru 30
De Beers Case Study
Dec 10, Analysis of DeBeers Branding Efforts The diamond and jewelry industry .. Bargaining Power of Suppliers As seen in the case study the. Monoply Case Study With Solution - Download as Word Doc .doc /.docx), PDF File .pdf), De Beers limits the supply of rough diamonds reaching the market. View Notes - De Beers Case from MK at Boston University. Answer: it is the ultimate luxury product Diamond has no “material use to man”, Valued based .