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Monopoly isn't Forever

Market Strategy

Our only risk is the sudden discovery of new mines, which human nature will work recklessly to the detriment of us all. - Cecil Rhodes

Company History

N. W. Ayer

"A Diamonds is Forever"

Symbol of Love and Commitment

Celebrities

Royal Family

Engagement Ring

Diamond-mining monopoly in South Africa (1888)

Anglo American plc

The world's largest and most powerful diamond monopoly

Market Share: 1980s- 90%

2012- 40%

Advertising

Manipulate Taste

Markup Pricing

Signal of Quality

Increase Profit

Reference

"De Beers." n.pag. Wikipedia. Web. 5 Dec 2013. <http://en.wikipedia.org/wiki/De_Beers>.

Epstein, Edward. "Have You Ever Tried to Sell a Diamond?." Edward Jay Epstein. N.p.. Web. 5 Dec 2013. <http://www.edwardjayepstein.com/diamond.htm>.

Goldschein, Eric. "The Incredible Story Of How De Beers Created And Lost The Most Powerful Monopoly Ever." Business Insider. N.p., 19 Dec 2011. Web. 5 Dec 2013. <http://www.businessinsider.com/history-of-de-beers-2011-12>.

Trex, Ethan. "Why Engagement Rings Are Made With Diamonds." mental_floss. N.p., 14 Dec 2010. Web. 5 Dec 2013. <http://mentalfloss.com/article/26619/why-engagement-rings-are-made-diamonds>.

"The Heritage of De Beers." De Beers. De Beers. Web. 5 Dec 2013. <http://www.debeersgroup.com/>.

Monopoly

Market Power

Barriers to Entry

De Beers

Monopolistic Strategy

Active in every category of industrial diamond mining

Manipulation of the international diamond market

Methods of controlling the diamond market

Diamond industry cartel

Founded in 1888 by Cecil Rhodes

Brand Name- De Beers brothers

Took over by Ernest Oppenheimer in 1927

De Beers Diamond Jewellers Ltd

The Diamond Trading Company

Common sense tells us that the only way to increase the value of diamonds is to make them scarce, that is to reduce production. - Ernest Oppenheimer

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