MARKETING COMMUNICATION

Marketing Communication

[Name of the institute]

Marketing Communication Analysis of De Beers

Introduction

In today's world where entrepreneurship and owning your own business is considered to be the latest fashion to acquire wealth and status we see a lot of new businesses launching every month and every year but only few of them are able to maintain their position in the cutthroat competition and rivalry. Maintenance of the success of the business totally depends on the strategies a business owner adopts to operate it. Strategies are the nub that decides the success or failure of an organization. As we all well aware of the fact that, the main purpose of operating or conducting a business is to earn a profit and to run the business in a lucrative way. In order to fulfill this main ambition of the business, managers totally and completely rely on the strategies that they devise. Strategies provide direction to the business. The aim of this paper is also to talk about strategies. In this paper, marketing communication strategies are discussed. The following part of the paper discusses the marketing communication of the De Beers.

Background of the Organization

De Beers is one of the largest mining companies and marketing of diamonds in markets all over the world. The De Beers manufactures and sells about 35% of the world's supply of rough diamonds. De Beers is also the company that manufactures synthetic diamond and abrasive products. This organization is owned by the De Beers Anglo-American (45%), Central Holdings (40% - belongs to Oppenheimer family), and Botswana board (15%). De Beers undertakes business functions of all kinds of diamond mining: open pit, underground, alluvial, coastal and under sea. The organization undertakes its operation from Africa and Canada and sells its products worldwide (DataMonitor 2011, 4).

De Beers operates through the following subsidiaries:

Forevermark

Debswana Diamond Company

Element Six

Namdeb Diamond Corporation (Namdeb)

De Beers Diamond Jewelers

De Beers Consolidated Mines

Diamdel

De Beers Canada

Diamond Trading Company

In May 2011, DBCM agreed to sell Namaqualand Mines Trans HEX. The deal was worth ZAR 225 million which is equivalent to $ 33.6 million. In the same month, Namdeb has announced the cancellation of Bogenfels of its operations. Similarly, in May 2011 the Government of the Republic of Namibia (GRN) and De Beers has signed an agreement that allows NRM to increase its shareholding in De Beers Marine Namibia (DBMN) 15% to 50%, deepening the joint partners to diamond mining in Namibia.

Current Position of the Organization in the Market

With the help of joint venture that is established between Debswana Diamond Company (Debswana) and the government of Botswana, De Beers is able to dominate the diamond production in Botswana. Debswana is about four operational mines. These four operation al mines are Jwaneng, Damtshaa, Orapa, and Letlhalkane. Jwaneng is regarded as the richest diamond mine in the world, and the largest out of the rest of the three mines. Debswana produced 22.2 million carats at its open pit operations at the end of the fiscal year 2010 (DataMonitor 2011, ...