The beer market in Ireland was dominated by Guiness with 90% total market share. Heinekens licensee, J.J. Murphy & Co, held only 4% and in July 1982 went into bankruptcy. Heineken had to decide what action to take.
De Beers has been immensely successful in introducing diamonds to Asians, making three Asian countries, the second, third and fourth largest diamond markets in the world. However, the Asian crisis and the entry into China, raise the fundamental question of whether De Beers positioning of diamonds as symbols of love has ever been accepted by Asian women.