Remain specific to the case - NO THEORETICAL ANSWERS. Use class materials and course concepts and terminology. No marks for general intuitive and internet-based answers. Justify all your answers. USE THE FOLLOWING QUESTIONS AS A GUIDE TO FORMULATE YOUR MARKETING PLAN. You are the Global Marketing Manager for DeBeers. Your task is to design a Global Marketing Plan for the company which will continue its growth in the market. The strategic moves that DeBeers makes can transform the market as it is the dominant player. 1. Do an Environmental Analysis for DeBeers with special focus on market changes and trends and competitors. You can use the Plan Preparation presentation for this purpose. (5 marks) 2. What are the different segments in the diamond market? (3 marks) 3. Clearly define your target market. (5 marks). a. Determine the size/potential of the target market in dollars. Show your calculations. Use data from the case only. (15 marks) 4. What are the market drivers and market enablers for DeBeers specifically in the US market, the largest market? How did they change over time? (10 marks) 5. What will be the Objectives of your plan? (3 marks) 6. What Target Global Marketing Strategy will you use to achieve the objectives (do not confuse strategy with marketing mix plans)? (8 marks) 7. What Global Positioning Strategies will you employ? (7 marks) 8. How will you innovatively manage the marketing mix elements? In doing so, examine the source of diamonds value (natural vs synthetic) to the consumers and how that value can be shaped by DeBeerss strategy. a. Accordingly define your: i. Product strategy (5 marks) ii. Pricing strategy (3 marks) iii. Promotional strategy (2 marks) iv. Distribution strategy (2 marks) 9. Assume DeBeers decides to enter the synthetic diamonds market to counter this potentially disruptive threat: a. What could be its objectives in doing so? (5 marks) b. What strategy should it use for its synthetic products/brands, their pricing, promotion and distribution? (12 marks) 10. Include a 5-year sales forecast (for both natural and synthetic diamonds) in your plan. Clearly state your assumptions 15marks (THIS IS A DEBEER'S DIAMOND DILEMMA CASE AND ALL ANSWERS SHOULD BE FROM VCASE ONLY PLEASE PROVIDE PROPER ANSERS NOT IDEAS )

DeBeers's Diamond Dilemma David McAdams and Cate Reavis The mystique of natural diamonds has been built by the industry. One hundred fifty million carats of mined diamonds are produced every year, so they are really not that special if you look at those terms. - CEO of Gemesis Corporation We don't see synthetic diamonds as a threat, but you cannot ignore it completely. -Stuart Brown, Finance Director, De Beers It was early summer 2007 and Lee Mandell decided that the time was right to propose to Diane, his girlfriend of four years. Being the romantic he was, Lee wanted to pop the question over a candle light dinner that included an exceptional bottle of Bordeaux. Logistical details of where to buy the special ring and what type of diamond, however, were less certain in his mind. Lee and Diane had recently rented the movie Blood Diamond, set in Sierra Leone in the 1990s when a civil war was raging and the rebel group, the Revolutionary United Front, relied on proceeds from smuggled diamonds to finance its military operation. The 11-year war, which ended in 2002, resulted in the deaths of tens of thousands and the displacement of more than 2 million people, nearly onethird of the country's population. Both Diane and Lee had been disturbed by the story the movie told, the hardship and violence, the children who were forcibly recruited to fight, and the lives that were