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Master's Thesis from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: A, Cardiff Metropolitan University, course: Masters in Business Administration, language: English, abstract: This is an analysis of Harvard Business School case study: Wates Estates, a company which diversified from the traditional estate management to health and fitness industry. This analysis summarised the challenges faced by Wates Estates in the health and fitness industry. The analysis takes a look at the Wates Estate external environment and its position in the industry. It also identifies the challenges and trends in the industry and the company¿s preparation to achieve the overall objective and continuous success in the health and fitness industry. The areas of focus are strategic management, international business, direct marketing, international franchising. The analysis was conducted using several conceptual tools and models were used and justified, models such as porter five forces, swot analysis, generic competitive strategy, product life cycle model, 7S model, 7P model, PEST analysis, value chain analysis, the IT infrastructure was analysed which has a way of determining how innovative the company will be. In carrying out this research relevant questions based on the context of these areas of focus were raised to determine the effectiveness of the functional units which are a representation of the areas of focus. Findings are based on the research questions and research objectives, areas where the company is experiencing challenges are focused on and analysed, areas such as marketing, information technology infrastructure, operational efficiency, human resources effectiveness. Findings are based on the analysis to conclude where the company is now, the industry position, the market position, the international readiness and ability respond to environmental change, change management implementation plan was devised to assist the company in managing change.