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De Beers SA
A Diamond is Forever

As the meeting concluded and Gareth Perry left the expansive conference room of De Beers SA in Johannesburg he had a lot to think about. The company had recently settled its litigation with the US anti-trust courts and was free to begin selling rough diamonds directly to customers in the United States.

The US retail diamond market was worth approximately $28.7 billion in 2002. Traditionally De Beers had served this market indirectly through its network of resellers, polishers and merchants. This strategy had been complemented by De Beers marketing efforts using its famous ‘A Diamond is Forever' tag line. This combination had allowed De Beers to circumvent the regulation imposed on it by the anti-trust regulation. But now, with the major lawsuit settled the company was free to operate directly in the United States.

Perry had been the international marketing director for De Beers SA for several years and had never faced such a challenge......

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Approximate Word Count: 3875
Approximate Pages: 16 (250 words per double-spaced page)

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