This document discusses SWOT analyses of Japan, China, and Southeast Asia markets. In Japan, older generations adhere to traditions while younger people prefer more meaningful symbols over formal customs. In China, wedding traditions are ingrained and wealth and status are highly valued. Southeast Asian markets like diamonds for wealth storage and adornment, though Singaporeans are less showy. The document suggests targeting young women by positioning diamonds as symbols of love and married women through promoting the diamond dream.

2. SWOT Analysis
Japan
China
East Asia
What can we do

3. SWOT Analysis

4. SWOT Analysis

5. 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

6. 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”

7. 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

8. China – Customer behavior
80% are married women
Manager of the household finances
Diamond is status of demonstration
Jewellery
"Xing fu - Complete woman"

9. 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

10. S.East Asia – Positioning
Young women
Symbol of LOVE
Married women
The diamond dream

11. Fashionable
design $1000
$860

12. create the new
concept:
diamand for
old people
Gift for wedding anniversary
Gift for birthday adornment
Create
demand