How did De Beers solidify its single-channel marketing strategy?

• A. Through centralized control of rough supply, buying, marketing, and sales
• B. By forming strategic partnerships with governments
• C. By acquiring only their own mines
• D. By controlling retail jewelry stores

Answer: (A)

The key idea is vertical integration through centralized control of the diamond pipeline. By bringing together rough supply, purchasing, marketing, and sales under one coordinated system, De Beers managed how diamonds moved from mines to the consumer, creating a single, consistent channel for the market.

Centralized control meant most of the world’s rough diamonds flowed through De Beers’ organization, which allocated this supply to a select group of buyers (the sightholders) and directed how the material would be cut, polished, and then sold. This unified approach allowed them to manage inventory, influence prices, and shape consumer demand with a consistent message, effectively maintaining a single-channel market.

Parts of the other options don’t fit this mechanism because forming government partnerships, owning only a subset of mines, or directly controlling retail stores don’t establish the same comprehensive, centralized flow from extraction to sale. The strength of De Beers’ strategy lay in orchestrating the entire chain—rough supply, buying, marketing, and sales—through one dominant channel.