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戰略管理thesis:Strategic Management-De Beers’s Diamond Dilemma

論文作者:www.8040747.live論文屬性:本科畢業論文 Thesis登出時間:2017-10-07編輯:anne點擊率:3088

論文字數:5822論文編號:org201710072319253094語種:英語論文 English地區:英國價格:$ 55

關鍵詞:戰略管理thesisStrategic ManagementDe BeersDiamond Dilemma

摘要:戴比爾斯公司擁有高質量的性能。如今戴比爾斯公司是眾所周知的,在行業中樹立公司形象要通過什么戰略管理呢。

1.0 Step 1: Identify the firm’s existing vision, mission, objectives, and strategies步驟1:確定公司現有的愿景、使命、目標和戰略

1.1 Company Background公司背景
這是在初夏的2007,當時李·曼德爾決定向交往四年的女友戴安娜求婚。作為一個浪漫的人,李想在燭光晚餐中提出這個意愿,包括在來一瓶波爾多酒。然而,在哪里購買特殊戒指和什么類型的鉆石和部分細節在他心目中還是不太確定的。
李和戴安娜最近租看了一部電影《血鉆》,該片于1990年代在塞拉利昂內戰爆發時,而反革命組織聯合陣線依靠走私鉆石的收益為其軍事行動提供資金。11年的戰爭終于結束在2002年,導致成千上萬的人死亡和超過200萬人流離失所,近1/3的人口消失。戴安娜和李都被這部電影講述的故事所困擾:苦難和暴力,被招募入伍的孩子們,以及全世界數億人、男人和女人想過的寶石生活。
It was early summer 2007 and Lee Mandell decided that the time was right to propose to Diane, his girlfriend of four years. Being the romantic he was, Lee wanted to pop the question over a candle light dinner that included an exceptional bottle of Bordeaux. Logistical details of where to buy the special ring and what type of diamond, however, were less certain in his mind.
Lee and Diane had recently rented the movie Blood Diamond, set in Sierra Leone in the 1990s when a civil war was raging and the rebel group, the Revolutionary United Front, relied on proceeds from smuggled diamonds to finance its military operation. The 11-year war, which ended in 2002, resulted in the deaths of tens of thousands and the displacement of more than 2 million people, nearly onethird of the country’s population. Both Diane and Lee had been disturbed by the story the movie told, the hardship and violence, the children who were forcibly recruited to fight, and the lives that were destroyed all over gems that were worn by hundreds of millions of people, men and women alike, throughout the world.

As he thought about his options, Lee recalled a magazine article he had recently read about the growing market for synthetic diamonds. The article described the process by which diamonds could be grown in a laboratory environment, far from the war torn lands of Africa. Chemically, lab-grown diamonds were identical to diamonds that were extracted from the ground. Instead of taking millions or billions of years to form, hundreds of miles underground, however, a laboratory environment could produce a flawless diamond within days.
Lee was starting to think that a synthetic diamond was a great alternative. But how would Diane react upon learning he had bought her a diamond that was made in a laboratory just outside of Boston? Would she be relieved and touched by his humanitarian and eco-friendly purchase or would she wonder if the 20% to 40% he would save by buying a synthetic diamond was an indication of the depth of his love?
For producers of synthetic diamonds, it was consumers like Lee Mandell that proved there was a market demand for an alternative to the natural diamond. But for South Africa-based DeBeers, which up until the late 1990s single-handedly controlled the world’s supply of diamonds, Lee’s rationale was misguided and he was giving his girlfriend nothing more than costume jewelry. Nevertheless, the fact of the matter was that people were buying lab-produced diamonds and the number doing so was growing at a faster rate than those buying those extracted from the ground.

The dilemma that DeBeers faced came down to whether it should enter the market with its own synthetic diamonds or whether it should have faith that synthetics would be a passing fad and that, at the end of the day, consumers would always prefer buying what, in DeBeers’s mind, was the real thing. Complicating the company’s dilemma, however, was the fact that it was in the論文英語論文網提供整理,提供論文代寫英語論文代寫代寫論文代寫英語論文代寫留學生論文代寫英文論文留學生論文代寫相關核心關鍵詞搜索。

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