De Beers SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 16140

SWOT analysis of De Beers analyses the brand/company with its strengths, weaknesses, opportunities & threats. De Beers is one of the leading brands in the lifestyle and retail sector. The table below also lists the top De Beers competitors and elaborates De Beers segmentation, targeting, positioning & USP.

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

De Beers STP


Women who love diamond jewellery

Target Group

Urban women premium and upper class


Diamonds are a special gift which last forever

De Beers SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of De Beers. Strengths are:

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


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


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


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

The brandguide table above concludes the De Beers SWOT analysis along with its marketing and brand parameters. 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, USP, STP & Competition of more than 6000 brands from over 20 categories.

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