SWOT Analysis
Japan
China
East Asia
What can we do
SWOT Analysis
SWOT Analysis
JAPAN – Customer behavior
Women rarely wear diamond rings
Young people against formal traditions
Old Generation
Influenced...
JAPAN – Customer behavior
Age of 35 -54: buy more expensive pieces
Age of under 35: buy cheaper stones for adorment.
Perfe...
CHINA – Customer behavior
Wedding tradition is ingrained
Broadly rejected the idea of love
Need to express perfection
Weal...
China – Customer behavior
80% are married women
Manager of the household finances
Diamond is status of demonstration
Jewel...
S.East Asia – Customer behavior
Korea
Store of wealth
Centre of weddings
Thailand
Store of wealth
Diamonds as adornment
Pr...
S.East Asia – Positioning
Young women
Symbol of LOVE
Married women
The diamond dream
Fashionable
design $1000
$860
create the new
concept:
diamand for
old people
Gift for wedding anniversary
Gift for birthday adornment
Create
demand
Marketing case of de beer
Marketing case of de beer
Marketing case of de beer
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Marketing case of de beer

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Marketing case of de beer

  1. 1. SWOT Analysis Japan China East Asia What can we do
  2. 2. SWOT Analysis
  3. 3. SWOT Analysis
  4. 4. JAPAN – Customer behavior Women rarely wear diamond rings Young people against formal traditions Old Generation Influenced by Yui-no customs Customs/traditions are adhered by families New Generation “A meaningful symbol of the true, everlasting feelings for her” Wedding Rings
  5. 5. JAPAN – Customer behavior Age of 35 -54: buy more expensive pieces Age of under 35: buy cheaper stones for adorment. Perfection is more important than size or ostentation Jewellery “Simple Diamond: Diamonds could be worn everyday”
  6. 6. CHINA – Customer behavior Wedding tradition is ingrained Broadly rejected the idea of love Need to express perfection Wealth is the key criterion for judging success "The symbol of our enduring commitment, to build a future of harmony, brightness, success and happiness" Wedding Rings
  7. 7. China – Customer behavior 80% are married women Manager of the household finances Diamond is status of demonstration Jewellery "Xing fu - Complete woman"
  8. 8. S.East Asia – Customer behavior Korea Store of wealth Centre of weddings Thailand Store of wealth Diamonds as adornment Prefer local delicate stones Singapore Less “showy” in wealth and demonstration of status Cosmopolitan and influenced by international events
  9. 9. S.East Asia – Positioning Young women Symbol of LOVE Married women The diamond dream
  10. 10. Fashionable design $1000 $860
  11. 11. create the new concept: diamand for old people Gift for wedding anniversary Gift for birthday adornment Create demand

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