De Beers Diamonds
- Created by: vezting
- Created on: 29-03-16 08:48
View mindmap
- De Beers Diamonds in Africa
- facts
- created in 1880 by Cecil Rhodes
- created during the South African diamond rush in the Kimberley area
- at one time it controlled 60-80% of all the worlds diamonds
- diamonds are rare, high value low weight and localised at origin
- influencing the output
- developing new mines by creating joint govenments Eg Botswana
- developing in new areas of production Eg in Canada
- it controlls its own output from its mines
- focuses on quality not quantity
- it controlls the sorting and cutting and has 40% of global output
- influencing demand
- uses marketing- slogan 'A diamond is forever' made in 1947
- placing extensive advertising in quality media
- diversifying the market by introducing eternity rings
- guaranteeing the diamonds are not 'conflict diamond' they do not pay for wars
- they keep the prices high so they seem exclusive
- emplys over 20,000 people and has sales of over $6 billion a year
- facts
Comments
No comments have yet been made