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In: Business and Management

Submitted By ivaylo
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DeBeers Alternative Solutions 1. Stay in current industry and go into synthetic diamonds for industrial purposes. * This will not damage the brand name that they have created for themselves in the natural diamond industry as opposed to if they decided to do both synthetic and natural diamond industry. * Less risk if they decide not to enter a new industry that is growing, however not positive if maybe just a fad. * If they stay in current they have to do product development which means to stay in the same market but develop new products. * This way they can differentiate themselves from other natural diamond companies and capture more market share because there is more competition now. * Have to come up with new occasions to use the diamonds for other than just weddings because industry is currently in the mature stage so profits may be increasing at a decreasing rate. * Make synthetic diamonds only for industrial purposes and not more jewellery, that way they don’t lose any brand loyalty from existing customers. 2. Stay in current industry; however go into synthetic diamond industry with a new brand name. * that way the DeBeers reputation and name is not destroyed if they use same name brand * huge risk going into different market which is a substitute for current industry * synthetic diamond industry is in early growth stage because it is growing by 10-15% every year. * Synthetic diamonds are much more eco-friendly to produce than natural diamonds and that is becoming more and more attractive to customers. * Market looks promising and growing at a good pace, and could keep taking share away from the natural diamond industry. * Going into this market with a new name but still under the same company could be a good thing because this way existing customers don’t see DeBeers’s name as a lower quality brand…...

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