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De Beers Diamond Artificial Supply Case Study

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De Beers diamond artificial supply case study During the last century De Beers was the world’s leading diamond company with monopoly in many diamond rich countries. Practically De Beers controlled the whole diamond industry with 80% stake in the diamond sector (Baunat Diamonds). Although the raw material and technology to produce diamonds are relatively cheap, De Beers had established 2 methods for driving the price up artificially in the diamond market. Firstly, De Beers controlled the entire diamond market for almost a century, and in 1987 the market share even reached the mark of 90% (Kitco, 2013). While until late 19th Century diamonds were only found in India and Brazil, it was considered to be a rare commodity; however, in 1870 large diamond mines were found in South Africa, which was threatening diamond suppliers with chance that the prices would drop and diamonds would lose its luxurious value. Therefore, in 1888 De Beers Consolidated Mines were incorporated in South Africa …show more content…

The story behind the success of the bottled water is not its usefulness or harmlessness to the mother-nature or health benefits it provides, it is simply just artificial demand that big organizations create in the market by using marketing techniques. There are basically two steps to take in order to create the demand in the market. The first thing on how they did it, is by scaring people. This can work in many ways, but the most successful way was to create fear in people that drinking tap water is dangerous and unhealthy and parallel to anti tap water campaign Nestle releases misleading information to enhance the perceived benefits of bottled water. The second, seducing people. The way how they did it was and is today, putting pictures on the bottles with beautiful landscapes of nature, mountains, streams, waterfalls and forests, giving the customer the feeling that the drinks are special, healthy and environment

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