Executive Summary & Marketing Study: Debeers

Introduction
The DeBeers company is one of the leading dealers in pure diamonds. In 2017, the company introduced the production and selling of synthetic diamonds. DeBeers creates the finest diamond jewelry such as wedding and engagement rings. DeBeers was founded in 1988 and has since then become one of the top dealers in diamond jewelry. The company has customers in different places across the world and operates within a highly competitive environment. The main goal and objectives of DeBeer are to become the best diamond dealer in the world. The company has an objective of becoming the best dealer through market expansion. The recommended strategy is for the company to expand its operation in different parts of the world by building new stores.
The Problem
DeBeers has the opportunity to expand its operations to the foreign market. Such would increase market share and, in turn, result in the company's growth. It also has the opportunity of expanding the product line. This can be achieved by partnering with smaller brands across the world to increase its presence in the global market. DeBeers has launched the production of synthetic diamonds, and marketing this product will enable it to expand the product line. However, the ability of the company to take advantage of these opportunities is highly affected by the various threats in the macro-environment. Among the threats is competition from new entities in the diamond jewelry industry. These entities have reduced DeBeer's market share, hence affecting the company's profitability. Another threat is the environmental concerns...