International Business Student Collaboration Project

The Walt Disney Company is a worldwide known family entertainment enterprise. As a parent company, the Disney Family Fitness Center will provide top of the line fitness facility while maintaining the Disney image. The Disney Family Fitness Center will provide families with a fun way to workout. The target market for this facility will be middle and upper class families with children between the ages of 3 to 16. The facility will be located in San Antonio, Texas. The motivation for choosing this city is documented in section 4.2. The Walt Disney Company will have the most success joining a new business market by taking a direct investment entry.

Executive Summary………………………………………………………………3
General Company Description…………………………………………………..4
Company Overview……………………………………..…………4
Mission and Vision…………………………………………..…….4
Strengths and Core Competencies……………………………..…..4
Services Overview………………………………………………………………...5
Services……………………………………………….……………5
Benefits and Features……………………………………..………..6
Why People Need this Service?........................................................6
Target Market……………………………………………………………....…….8
Consumer Segment………………………………………………....8
Target Market Strategy………………………………………….….8
Service Location………………………………………………………………...…9
Background…………………………………………………………9
Location…………………………………………………………….9
Entry Mode…………………………………………….………….………………11
Background……………………………………………...…………11
Direct Investment…………………………………………………..11
Direct Investment Advantages……………………………………..12
Direct Investment in Texas……………………………..………….12
Staffing…………………………………………………………………………….15
Staffing Plan……………………………………………………….15
Market Plan………………………………………………………………….……16
Environmental Variables…………………………………..………16
Market Analysis…………………………….………………….…..17
Market Strategy……………………………….………..…………..17
Market Strategy Analysis……………………………….……….…18
Marketing Mix……………………………………………..………20
Payment Arrangements…………………………………………………….…….22
Payment Arrangements………………………………….…………22
Payment Methods……………………………………….………….24
Capital……………………………………………………………………………..25
Initial Stage……………………………………...………………….25
Expansion Stage………………………………....………………….25
Challenges………………………………………………………………………….27
Likely Challenges…………………………………….…………….27
Solutions……………………………………………………………27