Analyse Pestel du Marché du Diamant (document en anglais)

Thus, this framework categories environmental influences into six main types: political, economic, social, technological, environmental and legal.

Political

A new problem is concerning the Ukrainian crisis, which had occurred in April 2014. Following the invasion of Ukraine by Russia, US President Barack Obama declared "blocking property of certain persons contributing to the situation in Ukraine" according to the US government website. This decree including mining, many fear sanctions against the Russian mining company Alrosa, the largest diamonds producer in the world, and 43% owned by the Russian state. Antwerp, Belgium, is one of the few diamond centers. It hosts some 1500 trading firms for a total annual turnover estimated at more than $ 50 billion. The sudden removal of an important source of supply would be devastating. He put on knees in the center of Antwerp, very sensitive to fluctuations. The penalty would not only affect the viability of many of the largest local companies, but the backlash would also kill jobs and needed revenue for the country.

Moreover, countries that contain diamond resources are eager to extract more value from their mines, either by increasing taxes and royalties or by attempting to inflate their share of value added. This pressure continues, especially in the major diamond producing countries in Southern Africa (Botswana, Namibia and South Africa), given their relatively low levels of economic diversification.

Economic

Over time, the diamond resources are dwindling, and producers are forced to dig deeper to find new deposits, and it takes an increasingly incredible investment. According to McKinsey Consumer and shopping insights, investment, labor and energy costs were multiplied by 3 over the last decade. And it is envisaged that the increased costs continue to climb in the future. Indeed, while capital costs represented only $ 12 per carat in the 90s, they are estimated at $ 25 for current projects, such as the large drilling carried out in the Kalahari Desert.

However, about the future of diamond sales, there is no need to worry, because as pointed out De Beers in his “Diamond Insight Report 2014", the global diamond-jewellery sales in 2013 were estimated at $79 billion, representing 3% growth over 2012, which suggests a healthy sector for the coming years.

Sociologic

The "new middle class" that appear in developing countries are likely to be the future of the diamond market, particularly with regards to China and India. Still according to De Beers, China has experienced an increase in diamond sales of 21% over the past decade, while world growth was only 3%. Moreover, according McKinsley, the share of urban population with annual disposable income between USD 16,000 and 34,000 (the "mainstream" Chinese consumer) will change from 6% (in 2006) to 51% in 2020, while the share of affluent households should increase from 2% to 6% in the same period.

According to McKinsley, another phenomenon is observed in the diamond market: transformations in purchasing behavior. Indeed, according to the consulting firm, consumers are increasingly preferring brand jewelry. While these jewels represent only 20% of sales in the market today, they should go to 30% or 40% by 2020. Observers explain

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