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 a...
Presented as part of the requirement for the award of MBA at Cardiff Metropolitan University
(CMU)
MAY 2012
, ACKNOWLEDGEMENT
My special thanks to god for the privilege he has giving me to complete this project in good health
condition. I express my special gratitude to all who have contributed to the success of this project. My
special gratitude also goes to my supervisor Mr Funsho Obilade for his great effort in making this work a
success.
My special thanks goes to my parent for their great support. Special thanks to all my friends and my
brother for their great assistance during the course of this work.
, EXECUTIVE SUMMARY
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 it 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.
, CHAPTER ONE
1.0 THE CASE STUDY BRIEF
This is my report as a head of management consultants in Transcends International with
established experience in setting up and equipping fitness clubs in the UK and other international
city location to Sir Douglas Reed of Wates Estates. My report will be about Wates Estate and its
challenges, the findings, outcomes, solution and recommendation.
Firstly, here is the case study brief of Wates Estates- this is Estate Management Company of
90 years in history, its core business is leasing out complex of residential, office and commercial
units. It owned several properties including the new free hold site in which 10 years lease was
granted to Apex Fitness Limited in the centre of London.
Apex Fitness Limited is a new company with a new concept in total fitness; the company
was formally a sole importer and distributor of multi-gym equipment which is used in sports and
gymnasiums around the United Kingdom. It is head by a new managing director called Alan
Brooks. Alan Brooks was so happy after the signing of the fully repairing and insurance lease
with agreed five-yearly rent reviews was concluded because his ‘concept’ of the Brooks Health
and Fitness centre has just been birthed. This led to the opening of Brooks Club. The business
started facing financial difficulties because ‘Alan Brooks’ the managing director had little
financial training and no related experience to the extent that the supporting banks were very
concerned with the trading progress and wants to close the business. The company went bankrupt
and the business is scheduled for premature closure but fortunately for them the free holders of
the sites, Wates Estate is still committed to the concept of the club, they’ve leased the rest of the
buildings in the complex out based on the fact that the fitness facilities would be available.
Wates Estates pumped a substantial amount into the business to rescue the situation. Alan
Brooks was retained as the managing director and Clare Hepburn was brought as the director of
the club. The business was renamed Crispins to reflect what it’s set to do. The club is growing
and managed by Clare. It’s been locally recognised and making tremendous progress compared
to before, these was because she had operated in a similar club in Miami in other words, she had
relevant experience. At the introduction of a prospective club members, she majored on the fact
that rather than focusing on the corporate financial accounts to assess performance and settle for
just survival, companies should invest on the well being of their staff on which corporate
financial health depends, in other words when employees are happy and healthy there will be
higher output and return. Clare created the most favourable first impression. The business made
progress as new members joined.
Wates Estates is happy and comforted with the progress that has been achieved with Crispins
and has now seen the opportunity for diversification beyond their area of specialisation which is
estate management in which they have 90 year history into health and fitness. All Crispins fixed
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