Diamonds are No Longer Forever : Finding New Ways to Prosper in a Weak Economy

This assessment examines the marketing challenges faced by Gem Diamonds, a London-based global diamond manufacturer during the weak economy of the late 2000s. Students are asked to utilize their knowledge of the basic marketing mix to help Gem Diamonds develop new marketing strategies for its luxurious products. This assessment is suitable for use in both undergraduate and graduate courses in marketing management, international business, and new product development in general