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$$ value $($natural vs synthetic$)$ to the consumers and how that value can be shaped by DeBeers$$s 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. $(15$ marks$)$