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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
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.
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. marks
What are the different segments in the diamond market? marks
Clearly define your target market. marks
a Determine the sizepotential of the target market in dollars. Show your calculations. Use data from the case only. marks
What are the market drivers and market enablers for DeBeers specifically in the US market, the largest market? How did they change over time? marks
What will be the Objectives of your plan? marks
What Target Global Marketing Strategy will you use to achieve the objectives do not confuse strategy with marketing mix plans marks
What Global Positioning Strategies will you employ? marks
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 marks
ii Pricing strategy marks
iii. Promotional strategy marks
iv Distribution strategy marks
Assume DeBeers decides to enter the synthetic diamonds market to counter this potentially disruptive threat:
a What could be its objectives in doing so marks
b What strategy should it use for its synthetic productsbrands their pricing, promotion and distribution? marks
Include a year sales forecast for both natural and synthetic diamonds in your plan. Clearly state your assumptions. marks
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