Debeers - case study report

소개글

debeers case study

목차

INTRODUCTION 2
1. INTRODUCTION 3
2. COMPANY HISTORY 3
3. THE FAMILY OF COMPANIES 4
4. DIAMONDS 4
5. DIAMONDS: FROM MINE TO MARKET 5
6. DIAMOND INDUSTRY MARKET SEGMENT 5
7. THE FOUR CS 6
8. SCARCITY OF DIAMONDS 7
STRATEGY 7
1. OLIGOPOLY (CARTELS) 7
2. IMAGE MARKETING (AT EARLY TIMES) 8
3. IMAGE MARKETING (DURING THE 1980S) 8
4. CHALLENGES (1999) 9
5. DIAMOND TRADING COMPANY (DTC) 9
6. OUTCOME 10
7. ADVANCED DIAMOND MINING TECHNOLOGIES 10
8. SOCIAL RESPONSIBILITY 11
9. KIMBERLY PROCESS 11
ANALYSIS 11
1. FIVE FORCES MODEL 12
2. DEMAND FOR ROUGH DIAMOND 13
3. NATURAL ROUGH DIAMOND PRICES 14
4. WORLD PRODUCTION OF NATURAL ROUGH DIAMONDS 14
5. THE END OF THE MONOPOLY 15
TODAY 16
1. NEW COMPETITORS 16
2. FUTURE OF DTC 17
3. FUTURE OF DE BEERS DIAMOND JEWELERS 17
REFERENCE 18

본문내용

1. Introduction
 Because diamonds are the only gem to symbolize life time love and commitment, De Beers has been using its slogan, “A Diamond is forever,” to achieve the perception that diamonds symbolize eternal love.
 De Beers, established in 1888, is the world’s leading diamond company with unrivalled expertise in the exploration, mining, and marketing of diamonds.

2. Company History
 The name "De Beers" originates from two African farmers, Diederik Arnoldus De Beers and Johannes Nicholas de Beers. The De Beers brothers discovered diamonds on their farm, which they bought for only 50 pounds. But unable to deal with the stress of protecting the farm from the influx of diamond seekers, they sold the land and the mines. The land was home to two large mines were involved in the transaction: Premier and Kimberly.
 Founder of De Beers, Cecil Rhodes was the lucky guy who was able to purchase the farm from the De Beers brothers. He began his business by renting water pumpers to miners during the diamond rush in Kimberly, South Africa in 1867. With the profit he made, he was able to invest into small mining operators, which eventually expanded into a mining company.
 In March 12th, 1888 Cecil Rhodes merged with Barney Barnato and formed the De Beers Consolidated Mines.

참고 자료

 http://science.howstuffworks.com/diamond5.htm
 http://www.professionaljeweler.com/archives/news/2001/011601story.html
 http://www.icmrindia.org/casestudies/catalogue/Economics/ECOA125.htm
 http://www.debeers.com
 http://www.debeersgroup.com
 http://money.cnn.com/magazines/fortune/fortune_archive/2001/02/19/296863/index.htm
 http://brandcameo.net/features_effect.asp?pf_id=34
 http://www.firestonediamonds.com/diamondMarket
 http://www.cyworld.com/piiin/1544880
 http://www.brandchannel.com/features_effect.asp?pf_id=239
 http://international.tiffany.com/Default.aspx?siteid=3
 http://cafe.naver.com/diamondsclub.cafe?iframe_url=/ArticleRead.nhn%3Farticleid=280
 http://www.diamondfacts.org/
 http://www.diamonds.co.kr/
 http://blog.naver.com/2002dlwjdwk?Redirect=Log&logNo=20004155318
 http://www.diamondsnorth.com