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  • Forever: de Beers and U.S. Antitrust Law

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    Sanjana Ramavarapu
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    De Beers dominated the global diamond market for over a century through controlling supply and stockpiling diamonds. However, increasing competition from new sources of diamonds and changes in US antitrust law threatened De Beers' monopoly. To enter the US market legally, De Beers underwent an management overhaul and split from its American partners. Moving forward, De Beers aims to manage its brand image, reduce stockpiles, diversify markets, target new demographics, and strengthen online presence to maintain relevance in the evolving diamond industry.

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    De Beers dominated the global diamond market for over a century through controlling supply and stockpiling diamonds. However, increasing competition from new sources of diamonds and changes in US antitrust law threatened De Beers' monopoly. To enter the US market legally, De Beers underwent an management overhaul and split from its American partners. Moving forward, De Beers aims to manage its brand image, reduce stockpiles, diversify markets, target new demographics, and strengthen online presence to maintain relevance in the evolving diamond industry.

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    26 views14 pages

    Forever: de Beers and U.S. Antitrust Law

    Uploaded by

    Sanjana Ramavarapu
    De Beers dominated the global diamond market for over a century through controlling supply and stockpiling diamonds. However, increasing competition from new sources of diamonds and changes in US antitrust law threatened De Beers' monopoly. To enter the US market legally, De Beers underwent an management overhaul and split from its American partners. Moving forward, De Beers aims to manage its brand image, reduce stockpiles, diversify markets, target new demographics, and strengthen online presence to maintain relevance in the evolving diamond industry.

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    © All Rights Reserved
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    of 14

    Forever : De Beers and U.S.

    Antitrust Law

    Debajyoti Pani
    Shubham Agarwal
    Sanjana Ramavarapu
    Aishwarya Chauhan
    Pranshu Dogra
    Deepti Saluja

    Diamonds
    Scarcity
    High Price

    Highly Regulated Market

    Need for Regulation


    High

    Productivity

    Conflict

    between buyers and

    sellers.
    Cost

    of production

    De Beers Strategy
    Diamond
    Pre 1950 Era
    Syndicate
    (Rhodes Era) Control over
    production
    Post 1950
    CSO (Central
    Era
    Selling
    Organization)
    (Oppenheim
    ers Era)
    STOCKPILING

    Pre 1950
    De
    Beers
    Buyers

    Post 1950
    Producers
    De Beers
    Buyers

    Absolute Dominance and an Unrivalled


    Reputation for Quality and Reliability.

    What changed?
    Ever

    increasing stock price.


    Russian and Angolan diamonds.
    Australian Diamonds.
    Asian Crisis.
    Abolition of Apartheid.

    Venture into USA


    Markets??
    US

    Antitrust Law

    Clayton Law
    Sherman Law

    What De Beers Did?


    Anglo-

    American Split.

    Management
    Build

    Brand.

    Overhaul.

    The Way Ahead


    Brand

    Management

    Image

    Makeover

    Social Campaigning
    CSR
    Reduce

    stock piles.

    Diversify
    Retail

    and Wholesale

    The Way Ahead


    Venture
    Target

    Middle Class

    Attract
    Tie

    into Asia Pacific market

    Millennials

    up with banks

    The Way Ahead


    Devise

    schemes

    Segmentation
    Ad

    campaigns

    Online

    Presence

    Thank You

    Questions Please

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