International Management: Diamond Walker Bespoke Shoes Report

This report provides a comprehensive analysis of Diamond Walker, a Singapore-based bespoke shoe brand. It begins with an executive summary outlining the company's focus on high-quality, bespoke shoes and its marketing strategies. The report delves into the footwear industry, examining market trends and the competitive landscape. It explores Diamond Walker's vision, mission, products, customer profile, and competitive situation, including a SWOT and PESTLE analysis. Furthermore, the report applies Porter's Five Forces to analyze the Singapore and China markets, assessing factors like buyer power, supplier power, and the threat of substitutes. Business strategies, including product, pricing, place/logistics, and promotion strategies, are detailed, along with financial planning and management considerations. The report concludes with recommendations for growth and development.

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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