De Beers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of De Beers analyses the brand/company with its strengths, weaknesses, opportunities & threats. In De Beers SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like De Beers to benchmark its business & performance as compared to the competitors and industry. As of 2020, De Beers is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top De Beers competitors and includes De Beers target market, segmentation, positioning & Unique Selling Proposition (USP).

De Beers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
De Beers Brand Analysis
Parent Company

De Beers Group


Jewellery and Diamonds


Lifestyle and Retail

Tagline/ Slogan

Diamonds are forever


One of the biggest diamond brands in the world

De Beers STP
De Beers Segmentation

Women who love diamond jewellery

De Beers Target Market

Urban women premium and upper class

De Beers Positioning

Diamonds are a special gift which last forever

De Beers SWOT Analysis
De Beers Strengths

Below are the Strengths in the SWOT Analysis of De Beers:

1. De Beers employs approximately 20,000 people around the world
2. It is one of the biggest companies in the diamond industry, mining, trading and manufacturing
3. Offers premium diamond jewelry which include necklaces, rings, bracelets, gifts etc through 50 exclusive stores globally
4. Strong brand name and brand equity globally
5. De Beers is known for its association with international celebrities as brand ambassadors
6. Excellent branding and marketing making it a top-of-the-mind brand

De Beers Weaknesses

Here are the weaknesses in the De Beers SWOT Analysis:

1. Strong competition from other brands means limited market share growth
2. Preference of people choosing gold over diamond, making it a premium product for occasions

De Beers Opportunities

Following are the Opportunities in De Beers SWOT Analysis:

1. It can increase its presence in global markets
2. Acquisition of smaller businesses to increase brand position and reach
3. Tie-ups with corporate and business partners

De Beers Threats

The threats in the SWOT Analysis of De Beers are as mentioned:

1. Trends change quickly, hence innovations and R&D are investments
2. Economic fluctuations mean people decrease their spending
3. Govt policies, taxes etc also affect the premium jewellery segment

De Beers Competition

Below are the top 5 De Beers competitors:

4. Tiffany and Co
5. Leviev

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to De Beers. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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