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De Beers

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Ashley Jurk

on 3 July 2013

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Transcript of De Beers

Safety Performance Up 37%
Workforce size decreased to 12,124, 86% in Africa
Training/Development Expenditures totaled US$ 18.37M in 2011
CSR: Economic Development
Protecting Biodiversity
Land Breakdown
Conservatory Zones
Strategic Plan
Diamond Route Initiative
Education and Outreach
Water and Energy
Water Scarcity
Water Management Practices
Emerging Technology
Reducing Carbon Emissions
Energy Sustainability

"Diamonds are Forever"

-Prior to 19th century diamonds are only found in Brazil and India

-In 1870 diamonds are discovered in Kimberley, South Africa

-Solution #1 (1950s - 1990s): Hire mercenaries to fix problem

-Solution #2 (1990s - Present): Conflict Free Diamonds Certificate

Today's Key Challenges
brand recognition, power, reputation
experience & knowledge
new CEO expertise

high prices; consumer sensitivity
production costs, labor
low diversification; single business model
new CEO is new to industry
past perceptions of cruelty

CSR: Ethics
CSR: Employees
Health and Well Being
Fairness, Diversity, and Development
CSR: Environment
Operating ethically builds consumer confidence in the De Beers product & brand
Protecting the Integrity of Diamonds
SWOT Analysis
Conflict Diamonds
- Kimberley Process Certification
- ensures quality & legitimacy

Best Practice Principles (BPP)
- guidelines; monitored framework
- professional, ethical, technical standards of diamond industry
- all parties involved must follow
Prevention & Treatment
Primary healthcare
Accident, Emergency, and Travel Medicine
Health & Educational Programs
Occupational Health Policy
HIV/AIDS Management & Support Program in South Africa
ART Program
Malaria Outbreak in Angola
Five Point Plan
Business Integrity Systems
- employees trained & supported to ensure consistency in ethical standards
- Whistle-blowing Policy

Ethical Practices
- Anti-corruption
- Competition Laws
- Human Rights
Safety Risk Management Program
"Zero Harm" Culture
Occupational Health & Safety Advisory (OHSAS) 180001 Standard
-In 1880s Cecil Rhodes starts providing water pumping services to small mines
-Realized it was a much more profitable to actually own the mines

-1888 De Beers is Founded forms syndicate with English diamond Co

-1902 De Beers controls 90% of world's diamond production and would keep this percentage until 1980s
Talent Management Program
Scorecards and Feedback
Employee Human Rights Policy
"Women In Mining" Program
30% Women in Management
CSR: Communities
Life Cycle Planning Process
Assessing the Site
Decision Process
high costs of labor - increase use of machinery
emerging markets - increased buying power

economic volatility
increased competition in mining market
operations in troubled regions
policies in South Africa
Increase advertisement & brand recognition
Target emerging markets
More diversification within labor force
Canadian Conservation Zone
More than just the elegance of diamonds

Dedicated to community influence and
cultural embellishment

Positive influence
Staying Engaged
Strive to understand expectations

Interaction with a variety of stakeholders

Address many different types of issues
Goal: Deliver effective and sustainable

Strategic philanthropy

Skills development

HIV/Aids programs
Closure Plans
Positive transition to a post-mining economy

Cover physical and environmental aspects

Communication lines remain open
-Diamond industry is at its most competitive point in history

-From 90% to 35% of market

-De Beers must learn how to compete in an industry where they no longer have control of the prices

-In 1969 Botswana signs a revenue sharing agreement with De Beers

-One of the poorest countries in the world at the time

-Given a percentage of diamond revenues and a 15% stake in De Beers

- Today Botswana produces 66% of De Beers' diamonds

-Middle income country

-30% of GDP comes from the diamond business

-De Beers has demanded utmost transparency on behalf of the government

-Problem: This has created an incentive for countries to focus entirely on one resource

Revenue Sharing
Team 5
Felipe Cifuentes
Bianca Crawford
John Graves
Ashley Jurk
John Melson

Family of Companies
Africa is decolonized in the 1950s

-Diamonds are not just found in mines

-Rivers, Beaches, Lakes, etc.

-Problem: Anyone was able to become a freelance diamond miner

De Beers Zimele
(South Africa)
-De Beers provided this car shop with funding and business mentorship.
De Beers Zimele
(South Africa)

-2 key problems with single resource nations

-Whoever controls resource controls power
-Demand for the resource can fluctuate negatively

De Beers' Solution: Venture capitalism focused on small businesses

-Pro Venture Capital (Botswana)
-Inception in 1997
-Has created over 60 businesses, and 1,400 jobs

-Namdeb Foundation (Namibia)

-De Beers Zimele (South Africa)

Driving school for underprivileged youth
Full transcript