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Argyle Diamonds- Sales Management

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Submitted By ruky911
Words 3654
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Table of Contents 1. Executive Summary 2 2. Introduction 3 2.1 Purpose 3 2.2 Background Information 3 2.3 Scope 3 2.4 Methodology 3 2.5 Assumptions and Limitations 3 2.6 Plan 3 3. Body 4 3.1. Situation Analysis of Argyle Diamonds (SWOT) 4 3.2. Analysis of Argyle’s Marketing and Sales Strategy 5 3.2.1. Key Objectives 5 3.2.2. Strategies and Tactics (Value Chain Analysis) 6 4 Conclusion 8 5 Recommendations 9 5.2 Brown Diamond Sales Strategy 9 5.3 Other Recommendations and Sales Strategies 10 6 References 12 7 Appendices 13 Appendix A 13 Appendix B 14 Appendix C 15 Appendix D 16 Appendix E 17 Appendix F 18

1. Executive Summary

The diamond industry is a burgeoning industry with high profit margins that is attractive to any organization around the world. However with production limited to a handful of companies and the opportunity to conduct sales promotions hindered by the monopoly of De Beers Diamond Company, the opportunities for growth are limited, at best.
This report examines the situation of Argyle Diamonds of Australia. It provides a SWOT analysis for a deeper look into the current situation as well as analyzing the key objectives, strategies, and tactics that are employed by Argyle Diamonds in its efforts to promote coloured diamonds through the use of a value chain analysis.
Finally, recommendations have been provided for Argyle Diamonds on how to capitalize on its strengths in the coloured diamond industry with particular emphasis on the opportunity they possess with the large production of brown diamonds. The overall analysis suggests that Argyle Diamonds are moving in the correct direction; a direction which embodies great potential for financial success in an industry dominated by De Beers.

2. Introduction 3.1 Purpose
The purpose of this report is to review and

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