De Beers SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 10884

SWOT Analysis of De Beers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

De Beers

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



Women who love diamond jewellery

Target Group

Urban women premium and upper class


Diamonds are a special gift which last forever

SWOT Analysis


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


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


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


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



4. Tiffany and Co
5. Leviev

The table above concludes the De Beers SWOT analysis along with its marketing and brand parameters.


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