Bespoke Shoe Brand and Global Marketing Strategies

The provided document is an assignment that focuses on the bespoke shoe brand, Diamond Walker. It delves into the company's approach to global marketing, including social media marketing activities, customer equity enhancement, and network collaboration. The assignment also examines the sportswear industry, the footwear industry in Korea and Taiwan, carbon dioxide emissions in international trade of China, and offshoring in the Spanish footwear industry. Furthermore, it discusses firm survival through a crisis, innovation systems, global value chains, and Chinese FDI strategy in Italy. The document provides a comprehensive analysis of these topics, making it a valuable resource for students looking to understand the complexities of the shoe industry and its marketing strategies.

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Section 1
Executive Summary
The below report explains the details about a shoe brand named Diamond Walker bespoke shoes.
Diamond Walker bespoke shoes aims at manufacturing shoes with finest quality driven with best
materials. The company was established in 2012. It provides shoes that suits all the occasion and
fits their fashion style. Apart from this, the company have adopted marketing strategies such as
pricing strategy, product strategy, place/logistics strategy and promotional strategy. In addition to
this, the company is also highly involved in other many factors of environment such as micro
factors and macro factors. The micro factor include SWOT analysis and macro factors include
PESTLE analysis.
In addition to this, the mentioned report also determine several factors that are involved in the
overall success of the company along with some contingency plans. The report also includes the
strategies of the business such as pricing, promotion, and product. It further involves the demand
analysis of the products of the company. Moreover, the company also has large numbers of
competitors such as Prada, Gucci, Adidas, and Nike. Despite of all the factors, mentioned there
are some recommendation included in the report which if followed can help the company to
grow more.

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Contents
Industry Business....................................................................................................... 3
Foot wears.................................................................................................................. 3
Introduction to Diamond Walker.................................................................................3
Vision and mission of Diamond Walker...................................................................4
Products/Service Factors............................................................................................ 4
Products/Services Analysis...................................................................................... 4
Customer profile...................................................................................................... 5
Competitive Situation.............................................................................................. 5
Environmental Factors................................................................................................ 6
SWOT Analysis........................................................................................................ 6
PESTLE Analysis...................................................................................................... 7
Porter’s Five Forces Competitive Analysis of Diamond Walker Company (Singapore
Market)..................................................................................................................... 10
Bargaining power of Buyers (High)........................................................................10
Bargaining power of suppliers (Low).....................................................................11
Barriers to new entrants (High).............................................................................11
Threat of new substitutes (High)...........................................................................11
Rivalry among competitors (Moderate).................................................................12
Porter’s Five Forces Competitive Analysis of Diamond Walker Company (China
Market)..................................................................................................................... 12
Bargaining power of Buyers (High)........................................................................13
Bargaining power of Suppliers (Low).....................................................................13
Threat of Substitute (High)....................................................................................13
Rivalry among competitors (High).........................................................................13
Barriers to new entrants (Moderate).....................................................................14
Business Strategies.................................................................................................. 14

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Product Strategies................................................................................................. 14
Pricing Strategies.................................................................................................. 14
Place/Logistics Strategy........................................................................................ 15
Promotion Strategy............................................................................................... 15
Financial planning.................................................................................................... 16
Management Considerations.................................................................................... 16
Recommendations.................................................................................................... 17
Conclusions.............................................................................................................. 17
References............................................................................................................... 18

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Section 2
Industry Business
Footwear industry was first established in Europe. In 2005, there were only 24000 firms that
used to produce footwear. But later in 2008, it raised to 27,000. It has not only increased the
firms in numbers but also given rise to direct employment opportunity. The only factors that
were constant was the actual value that has been added at factor cost and production value cost.
In 2012, the annual revenue of the footwear industry was measured to be $48 billion in the
country US. There are nearly 29000 stores of shoes in US and it has created a job opportunity for
almost 189,000 people over there. Since, US involves high degree of imports, it has reduced the
number of employment opportunity in very recent coming years. One of the best way to establish
one’s position in the shoes industry is to maintain presence in niche markets.
Foot wears
Footwear industry is an industry which refers to the garments that is worn on feet. It helps to
serve the purpose of protecting against the adversities of the environment. It also aims at
protecting ground textures and environment. Footwear that is worn on foot solves the purpose of
easing the locomotion and helps at preventing the injuries. It protect feet with many injuries and
damages. Secondly, footwear is used to enhance the fashion consent of the people which helps to
indicate and refer the status of an individual. Socks and other additional clothes are worn with to
maintain more comfort and relief (Szenberg, Lombardi, & Lee, 2014).
Porter’s Five Forces Competitive Analysis of Diamond
Walker Company (Singapore Market)
Singapore is a country having a well economic condition, political stable and it has all the
required infrastructure available for any types of investments. It also has major dimensions to

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provide business opportunities to all the other western countries as well. Singapore market is
ranked as one of the best place to do any type of business activities according to the “Doing
Business world bank Report 2010”. Singapore is also ranked as the second-best place to work
across the world. Switzerland holds the first position. Singapore is the fourth largest foreign
exchange trading center across the world after London, New York and Tokyo.
Footwear industry in Singapore is rapidly growing due to increasing trends in fashion. The
porter’s five forces model is designed in order to analyze competition that take place among
many companies. It includes five different forces mentioned below.
Bargaining power of Buyers (High)
Today, customers’ demands are changing on daily basis. They prefer lower price of goods driven
with fine quality. Customers are those who stimulate and gives rise to competition in the industry
by creating huge number of competitors who will play against each other. The synchronization in
the price takes place because of the demands of a particular product. Since, footwear is a must to
have goods in the life of an individual, it has high sales turnover in the market. Due to increasing
fashion and trends in the industry, the demand of footwear is also increasing and there is a high
degree of differentiation. The differentiation allows every company to create a leverage in their
competitive advantages and boost market share with their respective niches. It gives an
opportunity to sellers to increase their prices because the cost of changing from one brand to
another brand is higher for customers.
Bargaining power of suppliers (Low)
The bargaining power of suppliers of Diamond Walker Company is low. It has 70% of the local
customers. So, it does not compete with the domestic companies which aims at low cost.
Footwear that is sold in Singapore industry usually comes from low cost manufacturers mostly
form Southeast Asia. Diamond Walker fails to create high bargaining power of suppliers when
demand for footwear rises. The company needs more raw materials which sometimes lacks. So,

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in order to solve this problem, the company they select producers from other countries
(Thompson, Peteraf, Gamble, Strickland & Jain, 2008).
Barriers to new entrants (High)
Singapore has always been in the limelight which aims at presenting all the features of both
macro and micro environment. Singapore market is one of the best market to invest in. It is not
that easy to enter the market of Singapore. The ease between the Singapore companies and
European countries was developed and created who wished to increase and enhance client
portfolio. Since, Diamond Walker headquarter is situated in Singapore only, it has created a huge
market competition in the industry and has also created barriers for other new entrants as well.
The lifestyle in the Singapore market is dynamic in nature and this create an impact on the new
companies if they plan to enter Singapore market.
Threat of new substitutes (High)
There are thousands of companies that targets the market of Singapore. The companies are
national as well as international companies who aims at delivering expensive brands and less
expensive brands as well. They focus on targeting the lifestyle of the Singapore market. There
are huge number of substitute products that many companies offer to the customers. The most
recognizable brand found in Singapore market are Charles & Keith, Prada and Gucci. It gives an
opportunity to the customers to easily switch from one brand to another if they are not satisfied.
There is huge magnitude and ranges of foot wears in Singapore which make customer to choose
among many options.
Rivalry among competitors (Moderate)
There is high degree of diversity among the vendors of footwear industry. There are large super
market chains who supplies foot wears. Today, when it comes to Singapore, there are plenty of
retailers who sells footwear and they have well satisfied different segments as well. However,
high end products are produced by Prada and Gucci. Similarly, low end products are produced
by Asian brands. Likewise, medium end segments are produced by Zara and H&M. and other

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segments are targeted by Diamond Walker, Nike and Adidas. Therefore, it can be said that the
rivalry among footwear retailers is found to be moderate in Singapore (Porter, 2011).
Section 3
Introduction to Diamond Walker
Diamond Walker is a bespoke brand of shoes which is Singapore based and specialized in
creating a quality leather shoes designed for men. It is a private company which was found in
year 2012 with 20-50 numbers of employees. Sunny lee, Victor lee and Conrad Chua are the
cofounders of Diamond Walker. It aims at offering customization with is made to measure
services. The main branch of the company is situated in Singapore and their shoes are designed
by reputed well known designers and they are handmade in Seoul by craftsmen. They aim at
making shoes with finest quality and they use best materials to enhance their shoes. They also
provide huge range of patterns and styles of shoes which can suit in any occasion, any mood with
any fashion style. It is involved in collaborations with many brands, from haute couture labels
like Marc-Antoine Barrois from Paris, to fashion brands from England like Ted Baker &
America like Scoop NYC & the Kooples as well as street fashion labels from Seoul & Singapore
(Jain, 2014).
Other outlets of bespoke are found in Europe and America as well but the in terms of ranges, the
best ranges are found in Singapore only.
Vision and mission of Diamond Walker
The main vision of this company is to be one of the most known internationally well reputed
bespoke shoe brand which will lead the industry driving with quality and relevance related to
fashion. It also aims at developing large range of shoes styles in Singapore (Diamond Walker,
2018). The mission of the company follows three major aspects mentioned below.
 Custom-made shoes of good value

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Bespoke shoes do not offer high priced products. It aims at providing good quality of
Italian leather which is combined with the most top quality craftsmen.
 Fully Customizable
It aims at standing out of crowd by focusing on unique shoes that can be designed
according to the choices of customers. It targets on the lines “Luxury with your own
style, Comfort with your own fit”.
 A Shoe for any Occasion
It aims at providing shoes for every occasion that will be fir for any men. It offers such
huge varieties of shoes that is beyond the imagination of the men ( LinkedIn, 2017).
Type of business
Diamond walker has the retail business of shoes. It is a private company which was found in year
2012 with 20-50 numbers of employees. It aims at offering customization with is made to
measure services. The main branch of the company is situated in Singapore and their shoes are
designed by reputed well known designers and they are handmade in Seoul by craftsmen. The
main branch of the company is situated in Singapore and their shoes are designed by reputed
well known designers and they are handmade in Seoul by craftsmen. They aim at making shoes
with finest quality and they use best materials to enhance their shoes.
Company principles
The principles of the company involves focused on making the unique products to have the
competitive advantage over other competitors. To provide different type of goods, that can
appeal the consumers by its visuals. The Diamond walker has consistency in its message. Here
consistency implies having a simple and clear message which can build a smart communicating
strategy to attract the consumers.

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Section 4
Products/Service Factors
Products/Services Analysis
The company called Diamond Walker in Singapore offers handcrafted shoes that matches with
the dress and encompassed by classis oxfords, brogues, derby and monks. It also provides
several versions of semi-formal shoes which can be worn anytime. Semi-formal shoes are found
in many colors with fine leather quality and also found in heels as well. Semi-formals shoes
include loafers, moccasins, and sandals, hiking boots, riding boots, Chelsea boots and other
many fashion boots. They also aim at providing many varieties of insoles, outsoles and 48
varieties of leather (Crestanello & Tattara, 2011).
Addition to this, it also provide 200 designs of shoes. The customers of this brand ranges from
men and women form 20 years with white collar professionals. They also have expats and
tourists widely chosen from France, England, America, Danish, Italian, Australians. They also
serve the top most CEOs of well-known companies and the brand ambassadors of the company
are found from Singapore, Taiwan, India and Korea. Recently, the company has two boutiques
situated in Singapore and they are still looking forward to expand their business internationally
(Antràs & Chor, 2013).
Customer profile
Customers treat bespoke shoes as one of the finest brand to wear in Singapore. The company
serves large number of happy customers. The customers of bespoke shoes have a common logic
about the brand that it fits like a glove and gives a level of satisfaction and comfort ability.
Customers have also stated that the measurements taken by the brand is very perfect. Moreover,
the brand also provides handmade craftsmanship.

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Competitive Situation
There are many competitors of Diamond Walkers I Singapore itself and also from other
countries. The key difference between the company and its competitors is that Diamond Walkers
are far more progressive and they offer best product positioning strategy. They do not get
involved in any kind of heritage baggage which other brands of Europe does. There are very few
brand of shoes who aims at offering customization services to their customers. Diamond Walker
provides customization facilities to its customers and they can also do classics to the wickedly
wild shoes. The demand for male shoes is increasing with an increasing sense of fashion.
Moreover, the brand was also invited by Harvard University to be the part of IDENTITIES
fashion show in their annuals (Kim & Ko, 2012).
Section 5
Environmental Factors
SWOT Analysis
Strength and weakness are the internal factors while opportunity and threat are the external
factors.
Strengths:
 It is involved in collaborations with many high profile brands which helps the company
to lead itself in the industry.
 Diamond walker provides the fine quality of products driven with cost effectiveness and
customization which helps to attract lots of customers.
 Since, Diamond walkers offers perishable goods, it do not face the problem of storage.
 It requires very low number of employees which also reduce many unnecessary cost.

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 The strategic location of the company is situated in Singapore which is highly surrounded
by potential customers. Moreover, it has also spread its branches in other locations as
well.
Weaknesses:
 It has failed to cover the market internationally. Despite of creating market in Singapore
and other countries, it could not rank itself in other many countries where it earn good
income as well.
 It should also focus on producing all ranges of shoes majorly for middle class people who
cannot afford high priced shoes.
 It basically focuses on men’s wear shoes. The demand for women’s shoes are more of
compared to men. So it should also start targeting on women’s shoes as well.
 They have 70% of the local customers and only 30% segments of expatriates and tourists
from US, Japan, Indonesia, China, South Korea, Qatar and Oman (Tseng & Piller, 2011).
Opportunities:
 The company provides the opportunity in creating a market by attracting large number of
customers in other many countries like America, china and some parts of Europe.
 Since Diamond Walker aims at maintaining some fine quality products driving with
product customization and cost effectiveness. There are some customers who fly long to
purchase products of the brand.
 The company is planning to expand its business across the globe. So, it will create an
employment opportunity internationally to serve such well reputed brand (Martínez-Mora
& Merino, 2014).
Threats:
 There are many competitors who has ranked itself successfully in the shoes industry
which sometimes lack behind Diamond walker.

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 There are many loyal customers who are still scared to switch from one brand to another.
Switching from one brand to another brand is very complex decision because it involves
the mindset and attitude of the customer that needs to be changed.
 Shoes industry is highly consolidated and saturated market but it fails to provide more
digital platform to its customers due to security concern.
PESTLE Analysis (Macro environment)
Political Factors
Political Factors are those factors which is treated as a backbone of a business. Political factors
affect the company performance and how well the company is growing in the market.
Let us take an example: When it comes to shoes industry, Political factor splays a major role in
order to decide the survivability of the business.
Singapore, Diamond Walkers “home country” has fantastic policies for any company’s growth
which is very valuable for any shoes industry. It involves low interest rates and well managed
international tax agreements. As a company, it manufactures and produces physical goods,
Diamond Walker is always ready to subject to changes in terms of tax and other many
manufacturing laws. Many political conflicts may take place which may create difficult
processes and complexity in imports and exports.
Economic factors
Diamond walker aims at selling well reputed medium range of products so the company are very
less vulnerable to all economic factors if compared to others. It can be bad news for the company
if the market collapses and other many brands also gets affected. Consumers may prefer
switching directly to lower-end, and cheaper products. Revenues created by Diamond Walkers
are sometimes dependent upon the low-cost labor in some of the countries. The labor cost keeps
on changing form countries to countries which may create difficulties for the company to hire
employees and train them to produce finest quality. It may cost high to the company to meet the
requirements of the employees across the globe in developed countries. When, it comes to less
developed countries, the prices of shoes may get high due to labor expenses and due to high
prices, it may fail to create a market for its growth in under developed countries. Besides of all

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the expenses, Diamond Walkers has its “deep pocket” of finances which helps the company to
run after some small emerging marketing trends where they could sell their products to the
potential customers.
Social Factors
Public Relations has always proved to be sufficient and relevant in today’s generations. A good
and well-known status plays a major role in the modern business and it is very important to have
one’s good image in the society. Today world is continuously increasing towards changing
lifestyle and creating awareness about the health consciousness. Every individual is more
concern about his/her health and they are ready to pay anything to get a happy and satisfied
health life. So, sometimes it happens that wearing wrong shoes may be one of the biggest
problem that one can face. Similarly, wearing right shoes can make them feel comfortable which
gives an opportunity to serve those customers. They are ready to buy large number of shoes and
this makes Diamond Walker happy. On the contrary, Diamond Walker has received huge
number of since in very few years, which has also created a different mindset. It has published
itself in every social media which can also be a problem (Zeng, 2010).
Technological Factors
Technology gives an opportunity to the company to generate and innovate new ideas in other
many different ways. There are lots of techniques today which can be used by the company in
terms of innovation. The ways from interacting with the customers and designing products
according to their requirements are all major factors in technology. Technology is a way to create
value to the business such as Diamond Walker. It has huge number of varieties of product ranges
which are manufactured due to changing trends and demands of the customers as well. Social
media is one of the significant factor in technology because it allows the things to blow up and
whistle faster than they actually seem. Diamond Walker is doing great with social media and it
has successfully been able to build its brand value in the mind of customers through social
media. But then it can also work as a double-edged sword if social media is not used in the
correct form because everything has pros and cons and so does the social media. Diamond
Walker has also an opportunity to use its Valuable information metrics aligned with technology
advancements. Those metrics allows the company to optimize targets, revenues and production
as well.

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Legal factors
Legal factors are those factors which are sometimes combined with political factors when we
analyze PEST but when it comes to PESTLE analysis, it is different and these two are separated
from each other. Coming to Diamond Walkers, the company do not have more legal factors that
must be taken into consideration. But some of the laws and regulation may create problem if it
plans to expand its business throughout the entire globe. It may feel surprise to hear that
Diamond Walkers also dodges substantial amounts of tax. There are many issues regarding to tax
minimization but apart from this, the company has built its image in the market and in the
industry as well. Addition to this, Diamond Walker also meets some legal repercussions in create
more marking practices by offering additional discounts on some occasions.
Environmental Factors
Environmental factors are those factors that aims at creating the importance of environment and
declining the issues involved in it. There are few factors that affect Diamond Walkers and they
are worth stating. The production process of Diamond Walker is hampering the environment in
an adverse way because it does not only create aerial problems but also other many pollution that
create a difficulties and issues in the living standard of the people. Pollution Rivers must be
created which helps in easily disposing all the unnecessary materials which cannot be recycled
again. Production centers must be located far from the city so that pollution created may not
create problem to local people living in the society (Ahluwalia & Gürhan-Canli, 2000). Apart
from this, Diamond Walker has also focused in creating an Eco-friendly environment by
delivering promises to changes the current practices which harm the environment. All the
materials used by the company must be recycled to create a healthy environment (Choyyou,
2017).
That is a complete for the PESTLE analysis of Diamond Walker Company. They have a strong
brand name and great customer’s value but they must be more attentive towards to morality of
the practices they are highly involved in. they must be more careful towards the factors that will
help them to grow more in the market and create a leading position in the shoes industry (Fernie
& Sparks, 2014).

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Porter’s Five Forces Competitive Analysis of Diamond
Walker Company (China Market)
In the year 2014, Asia Pacific was capable of generating highest revenue in footwear industry.
China is also known as the largest manufacturer and exporter of foot wears. Asian countries such
as china and India are two of the major producers who aims at producing large quantity of foot
wears. They export their products mainly to United States and United Kingdom. China has
successfully ranked its position in international market of footwear industry. The demand for
footwear has also helped in increasing the manufacturer of the products. There are also many
manufacturers who dominate the Chinese footwear industry and its market share. The below
mentioned diagram helps to know the consumption of footwear in china during 2005-12 (Lin &
Sun, 2010).
CHINA FOOTWEAR CONSUMPTION, 2005-2012 ($BILLION)
Bargaining power of Buyers (High)
Buyers are the final customers and retail stores. Retail stores are known as buyers because they
buy goods from the wholesalers or manufacturers. Footwear industry is defined by many factors
such as design, quality, brand and technology. When Diamond Walker plans to expand its
business in China, it will have to compete more because there are huge number of manufacturers
who already exist in the market. Moreover, if there are huge number of suppliers, then the

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customers get choices to switch between available options. They bargain more because they have
better options available (Fleisher, Hu, McGuire & Zhang, 2010).
Bargaining power of Suppliers (Low)
The bargaining power of suppliers in context to china market is very low because there are huge
number of suppliers of foot wear in china. When it comes Diamond Walker, it has planned to
explore its business in china. The foot wear industry in china has already made its position in the
leading market. There are already suppliers who manufacture foot wear driven with finest
quality. So, if Diamond Walker opens its store in china, it will create complexity for the brand to
build its image in already established market (Alon & Eugene, 2013).
Threat of Substitute (High)
Since, china is a country which has already huge market segments in terms of footwear industry.
There are large number of products range found in china. One can easily get substitute products
in the market. Diamond walker if plans to expand business in china will have to work on the
uniqueness of the product to capture the customers and the market as well because there are
thousands of suppliers who have already captured the market.
Rivalry among competitors (High)
The competition in china for the footwear industry is very high because china is a country who
stands on the lead position in terms of foot wear manufacturing. There is high competition in the
market because there are huge number of suppliers who supplied foot wear in the market. The
competition is very high and it will create problems for Diamond Walker as well. Though the
company will be able to earn sound profits if it operates its business in china because customers
will get a new option to switch on from the existing brand (Ko, Taylor, Sung, Lee, & Wang,
2012).
Barriers to new entrants (Moderate)

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Diamond walker has planned to enter the new market through the mode of Joint Venture.
According to the research in china, it was found that the most commonly used entry modes in
order to enter the Chinese market for foreign companies are huge in numbers. But some of them
are direct export, licensing, joint venture and owned enterprise. There are some factors that affect
the entry mode for the entrants. Some of them are the advantages and benefits of ownership of
the company, the advantages of the location that exists in the market and the benefits of
internationalization. Every business needs attentive planning of time and execution when it plans
to enter new market. Since, Diamond walker will be able to gain profits if it wishes to enter the
market of china. The tooling skills used in china are very effective and innovative (Pietrobelli &
Rabellotti, 2011). Diamond walker can also adopt those skills to capture the market and enhance
their innovative products to attract lots of customers. There is a great opportunity and the
company can easily adopt uniform business strategy to be followed. Diamond Walker shoes
have become the favorite in many famous Korean stars such as Rain, Super Junior, and many
other K-POP celebrities, actors and entertainment celebrities such as Cha Tae Hyun, Lee Sung
Jae, Jang Hyuk and Lee Min Ho (Lai, Tam & Chan, 2012).
Section 6
Business Strategies
Product Strategies
The core objective of Diamond Walker is to brand new customers towards their company. The
product strategy followed by the company is that it aims at focusing on building brands based on
the customer preferences. It aims at focusing on the several aspects of the products such as color,
leather, patterns, style, comfort and many more. The company focuses on the motto “If you have
problems fitting into shoes, our made-to-measure service ensures a good, if not perfect, fit that
will have you feeling great on your Big Day!” (Naidoo, 2010).
Pricing Strategies

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Diamond Walker aims at creating and manufacturing from medium range of products to high
range of products. The products range of the company is conceptualized and analyzed by
talented and skilled craftsman. The company provide both types of products i.e. customized
products and ready to wear products. There is a difference in the prices between the both. In
addition to this, the price of bespoke shoes is high because of the skilled artisans who produces
such finest shoes. The shoes are crafted with exotic skins and the price range begins from $3000
which is affordable to be paid.
Place/Logistics Strategy
All the products of Diamond Walker are designed in Korea. In addition to this, the company has
expanded its business internationally as well. It has also started their stores in Qatar. Moreover,
the company has recently announced partnership with AIH i.e. Abu Issa Holding in order to start
boutiques in Doha, Dubai, Kuwait, and Kingdom of Saudi Arabia. Apart from this, the company
has also declared the total number of stores that will be opened in those places is seven till the
end of 2018 (Caniato, Caridi, Crippa & Moretto, 2012). The company is very sure that it will be
able to earn huge profits and earn good market segments in Middle East market. There are only
three Singaporeans in the business and rest are majorly form Korea. All the major products are
manufactured in Korea (Borgianni, Cascini & Rotini, 2010).
Promotion Strategy
Diamond Walker has already capture a successful market in the shoes industry. But despite of it,
the company also used many promotional strategy to build its image. Crowdsourcing is one of
the most used technique to promote business in foot wears industry. Crowdsourcing is a new
technique which makes customers get involved to market products to the public.
Let us take an example: A well-known Footwear brand ran a Mother’s Day Campaign which
motivated and inspired customers to share their video named “A letter to Mom” which they had
to make with their own mothers. And the winner got a free pair of shoes.
In addition to this, a common technique called design your own shoes is used by Diamond
Walker where customers are given an opportunity to design their own shoes which makes their

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product different from others and more personalized as well. Customers can design their shoes
according to their preferences and choices (Kotler, 2015).
Section 7
Financial planning
Clinton Zheng is an investment consultant and a partner in Diamond Walker Company. The
company was founded in 2012 and it has been only 5years and the company has earned a huge
profit in the footwear industry and maintained its image. Today, Diamond Walker has boasted its
business in multiple retail chains in Dubai, Qatar, Doha, New York and many more. The
business was started with a seed capital budget of SGD $8306 and achieved an annual revenue of
SGD $160,214 in the initial year only. After that, the company kept on growing rapidly
financially and earned a huge amount of profits. The company had faced losses in 2015 but then
it uplifted and tried to innovate more products and learnt the business strategies as well (Levy,
1990).
The profit ratio of the company sounds good because it has earned great market share in
Singapore in footwear industry. In addition to this, the company has planned to expand its
business china which is also a great opportunity for the company to build economic growth and
sustain in the competitive environment as well.
Section 8
Management Considerations
James hall is the founder of the company and Jane Doe is the co-founder. The management team
of the company is comprised of many 5-6 members altogether. The future plans for the company
is to expand globally, with a Diamond Walker store in a major city in each country. In addition
to this, the company is also planning to expand its business in western countries by the end of
2018. As mentioned above, the company has announced to enter the china market through joint

I n t e r n a t i o n a l M a n a g e m e n t P a g e | 20
venture which will create an opportunity for the company to grow more. Diamond Walker ensure
a correct marketing plan by controlling and managing procedures involved in top management
and providing proper guidance to all the other departments in the business. The main objectives
of Diamond Walker can be right achieved by checking the balance of the company’s market
share, profit and loss account, and sales budget. It can be done analyzing the market and
implementing all the factors required to meet the desired targets. In addition to this, all the
marketing communication channels and budget department must be controlled as well in order to
reduce the chances of errors to be occurred (Foray, 2013).
The company is planning to develop it’s retain chains and outlets in other many countries like
Dubai, Qatar and golf countries. There are many components involved in contingency plan such
as developing and implementing a strategy, assessing the effects of many catastrophe scenarios
in the business, safeguard the employees, assigning particular contingency roles and
responsibilities to teams with high degree of experts and lastly testing and creating feedback
(Waste, 2016). Developing contingency plans helps to create transparency and accuracy to the
marketplace. It also enable to decrease the time of recovery and helps the employees to stay in
the business unless the property is being restored (Grant, 2016). Later, the purchase sufficient
business income helps to secure and protect other financing aspects in order to recover full time
framework. In addition to the footwear industry, contingency plans are equally responsible as
compared to other business industry. If the above set marketing plans fails to meet, then an
alternative plan is taken into considerations. The alternative plan include back housing all the
resources in terms of an extra budget plan, creating remedy for new designs and develop many
ways of communication. It also aims at redesigning all the marketing plans and strategies
(D’arpizio, Levato, Zito & de Montgolfier, 2015).
Section 9
Recommendations

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From the above report, it can be recommended that Diamond Walker must focus on expanding
its business in other many countries. Despite of this, the company must plan to develop new
marketing strategies to hold the position into the new market. There are many rules and
regulations that are to be followed when the company plans to enter the new market. In the
context of china market, china is a well-established country which deals in strong market shares
in terms of foot wears. China is known as the largest country to sell footwear and manufacture it
as well. Likewise, the company should also start competing with all the known brands like Nike,
Prada, Gucci and Adidas. Thus, the company can get more success if followed the above
recommendations.
Conclusions
As a result, it can be concluded that the company majorly deals in footwear and aims at creating
a market value that will satisfy maximum of the customers by manufacturing finest shoes driven
with best quality. Diamond walker bespoke shoes aims at attracting customers by providing a
customization facility so that they can design their shoes as per their requirements and which will
best suit their lifestyle as well. Apart from this, the company has also several marketing strategy
and plans to maintain itself in the market. The company used Joint venture as an entry mode to in
order to enter the Chinese market and established business there. In addition to this, the company
also needs to build a competition in other many countries as well (Shamsuzzoha, Kankaanpaa, &
Fornasiero, 2013).

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