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An Introduction To Business To Business Exchanges Case Study Solution and Analysis


Intro

An Introduction To Business To Business Exchanges Case Study Solution (National Association for Stock Cars And Truck Car Racing) is a company carrying out series of Stock Car racing in United States and acting as a sanctioning body for driving the guidelines for Stock Car Racing. The company was founded in 1947, by "Huge Bill" France. NASCAR arrange Stock Car Racing occasions in United States with the existence of about 130000 viewers on average in 2005. It also broadcast its events in about 150 countries. Stock Automobile Racing by NASCAR is the second biggest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of profits for An Introduction To Business To Business Exchanges Case Study Solution includes; 10% of the total profits from tv rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist approach. The structure of Vehicle of Tomorrow by NASCAR, with an intent of safety for the motorists, brought various tensions among the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, exposed that regardless of the reality that the organisation extremely rely on the communications between its stakeholders, there was no identifiable company interaction method. (

The audit pointed out different lacking of NASCAR in terms of lack of internal combination, lack of fan management technique and lack of social and digital media of marketing.

An Introduction To Business To Business Exchanges Case Study Help viewers was extremely faithful to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate marketers.

Problem Declaration.

The company is presently facing the problem of declining rates of presence at racing tracks and rates of television viewers. This can put a significant influence on its incomes from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The business was quite effective till 2005 with its conventional marketing methods, however soon after 2005 the business starts dealing with various problems including decrease of its fan base. A number of external as well as internal aspects are accountable for the decline. Internal factors include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty. Other difficulties for NASCAR consists of the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths defined as business's qualities which are various from its rivals. These are business's core proficiencies on which business performance or company success based on. An Introduction To Business To Business Exchanges Case Study Solution core competencies includes it has rights of dictating rules as approving body. Guidelines and guidelines regarding professional stock car racing are dictated by NASCAR like if any group with required skills and resources can enter into races by following guidelines and guidelines determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths also consists of that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in United States. Its races were used to transmit in more than 150 nations around the world with more than $56 million incomes. The primary sources of their revenues originate from television rights, sanctioning fees, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also big resource of fans and business sponsors. All the events of NASCAR are sponsored by corporates due to the fact that of biggest brand loyalty of fans towards brands marketed by An Introduction To Business To Business Exchanges Case Study Help. (See Appendix A).

Weaknesses.

Weak points of NASCAR includes its close culture which is non collaborative. An Introduction To Business To Business Exchanges Case Study Help develops Car of Tomorrow without cooperation so result is that drivers did not like that principle. It was likewise discovered that NASCAR had no efficient technique for organisation communication.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external factors which can be beneficial to business or the external elements on which business is having competitive advantage. NASCAR normally used to count on traditional media sources like local paper for promotion of its sports. Usually these standard media sources try to cover their house group and specific sort of events. NASCAR also familiarized from these conventional media outlets that sport was difficult to cover. Media landscape also changed from traditional to digital landscape. Papers went out of business. NASCAR can work on its abilities to get maximum possible take advantage of this new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in digital and social media to get its benefits. Digital rights of NASCAR were also offered to Turner Sports. NASCAR used to get pay check of around $15 million every year from Turner Sports. There are number of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every single video which is shoot during race at track. Then they are needed to pay licensing costs to Turner Sport, if media sources like papers, publications and cable television channels want to publish videos of races on their respective pages. NASCAR can work on terms and conditions and try to negotiate with Turner Sports to get optimal benefits of it. Star power plays very crucial role in creating earnings from every sport. It was kept in mind that NASCAR is lagging in this location i.e. star power. When sports fans were asked regarding popular celebs and stars then NASCAR driver was not found even in leading twenty responses. So NASCAR can put efforts in this area too for income generation. They should guide their drivers that how they can become sport stars. Four strategic focuses which are generated by research group can likewise be worked as chance for NESCAR. These 4 tactical focuses compares and analysis An Introduction To Business To Business Exchanges Case Study Analysis strategies.

Threats

Economic down turn was experienced in late 2000 which can be danger for NASCAR since if there is economic down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel prices which likewise affected NASCAR. Now if NASCAR make considerable investments in brand-new segments which are based on brand-new customers then it might face negative remarks from its core fan base.

Porter's Five Forces Analysis

It is important to understand market in which business is working since NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to identify profitability, intensity and appearance of NASCAR organisation.

Competitive Rivalry

These motorists can go versus NASCAR if they got much better opportunity in terms of rewards and tv direct exposure. If audiences enjoy other race vehicles and chauffeurs more than NASCAR then audiences can shift to those other fascinating cars and drivers. NASCAR might be having threat from its two direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

If company shifts from one supplier to another, the supplier power indicates the number of suppliers are offered in industry and what is the expense associated with supplier. In this market there is supply monopoly due to the fact that drivers with required resources and abilities are restricted.

Buyer Power

This force is concerning to clients that is it simple for consumers to move to other products. Then customers are less most likely to switch, if there is more changing cost is associated. In the case of NASCAR customers are its viewers. Audiences can change to other rivals easily due to the fact that viewers will having low changing expense.

Danger of Replacement

Alternatives are referred as options. The substitutes in this case can be other home entertainment suggests like viewers can move to other sports. So there are wide variety of substitutes are readily available in this circumstance which suggests that hazard of substitute is high.

Threat of New Entry

In the case of NASCAR danger of brand-new entry is low. They require to build automobiles and racing tracks and likewise requires to pay substantial amount to drivers for changing.

PESTEL Analysis

Political


As NASCAR is working in numerous markets so it requires to deal with various guidelines. It is also kept in mind that NASCAR has faced increased examination regarding regulative. Every federal government has different top priority so NASCAR has to be prepared for it as concern can be moved to other sector.

Affordable

Financial aspects consists of taxation rate, exchange rate, economic efficiency of that particular business, conditions of labour market, inflation rate and so on. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can leverage abilities of staff members to create new opportunities and enhance existing chances.

Social

Every society is various from each other. Each has various social values and norms. It helps in comprehending relating to society and preference of clients. Social aspects consists of traditions, culture, mindsets towards specific services and products, demographics, norms, interests and so on. It can be concluded that marketing through other ways instead of conventional (i.e. paper) can be preferred in this society.

Technical

Technology has effect on nearly every business. It consists of innovation in service method. In this case of An Introduction To Business To Business Exchanges Case Study Solution it can be noted that business are greatly spending for research study and advancement. NASCAR must likewise deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Since every country has different legal terms and conditions, Legal plays a crucial function in every nation. An Introduction To Business To Business Exchanges Case Study Help needs to be make certain that they secure their legal rights in every county so any company does not damage to its legal rights.

Environmental

Environmental elements are also crucial for every business. Due to the fact that usually governments do not permit those organisation which can damage to environment. These ecological factors consists of laws relating to contamination, environment modification, safe waste disposal, policies relating to insurance coverage and so on. NASCAR requires to make sure that its cars and trucks are not creating pollution more than acceptable level.

7 P's of Marketing

Product

The products of An Introduction To Business To Business Exchanges Case Study Solution in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving guidelines for races and ad-space to business online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Cost.

Pricing method of NASCAR for its race occasions tickets is based upon the place and importance of the racing events. Together with race occasions tickets, NASCAR likewise charge different service charge to its stakeholders and earns revenue. It charged approving fees of $1-2 million per race on average in 2005.

Promo.

Advertising strategy of NASCAR is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.

Place.

NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in the majority of the cities in United States to grasp across the country popularity.

Individuals.

Nestle individuals strategy is comprised of offering much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important element of An Introduction To Business To Business Exchanges Case Study Analysis A marketing method as its events are the source of entertainment for crowd. Its people method includes efforts to provide better experience to its Fans, Race Drivers, Team, Event Organizers and so on, all of which come under people method of NASCAR.

Processes.

A number of company processes are needed to conduct racing events in an efficient method. These processes include; correct schedule of time, plan for viewers, offering tickets, plan of area for sponsors, managing logistics etc. These all procedures contribute I developing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Proof.

Essential physical proofs for the NASCAR consists of the existence of its racing tracks, stock automobiles and racing occasions. Along with it, its retailing brand names consisting of t-shirts, caps, goodies etc., also serve as a physical evidence for NASCAR.

Product Life Cycle Evaluation.

The racing events by NASCAR was presented on June 19, 1949. At the first stage competitors for NASCAR was low, as the rivals drove the cars similar to the cars and trucks driven by ordinary people.

Growth.

After conducting its very first race effectively the company moved towards developing its own tracks. The first An Introduction To Business To Business Exchanges Case Study Help based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the company moved towards transmitting its races on tv in 1979. The very first event transmitted on tv was flag-to-flag coverage of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular company into one with worldwide fan base. He started a brand-new period of lucrative sponsorships and television agreements for NASCAR.

Maturity.

The maturity duration for NASCAR began with the efforts of William France Jr., with the business having wide variety of income sources. The business has about 500 sponsors with relaying its occasions in about 150 countries. The business has a great deal of tracks in the majority of the cities of United States.

Decrease.

The decrease in the business's offerings started after 2005 with typical presence rate per race declined by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The major causes of decrease consist of the financial crisis of 2008, which increased the cost of coming to tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Segmentation.

The market segmentation of An Introduction To Business To Business Exchanges Case Study Help can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical division of An Introduction To Business To Business Exchanges Case Solution is based upon the geographical existence of its tracks in various states and cities in United States, and the tv broadcasting of its events in different nations. The company has 23 tracks in about 20 states of America and has television broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division provides the business local along with global fan base.

Group.

The demographic division of NASCAR is also highlydiverse based upon the gender, income and age of the consumer. Its existing fan base is majorly consisted of male married fans with an average age of 47 years and an earnings around $30-50 thousands. Nevertheless presently NASCAR is trying to increase its target audience to the young growing population and kinds also. To increase the group sector of its market NASCAR must revise its marketing methods to bring in more age groups and lower its rates to go into in the market section with a low typical income.( htt1).

Psychographic.

The psychological qualities of the majority of the fans are quite similar. NASCAR has a fan base with a commitment. When in a week, NASCAR fans perceive it compulsive to purchase tickets and see the races. 71% of them choose to purchase items with a NASCAR trademark name. They are quite extrovert and are willing to mingle with other fans while racing. They desire quality racing with low rate at convenient location. Although An Introduction To Business To Business Exchanges Case Study Help has tried to increase the quality of its racing by presenting stage racing, they also have actually tried to lower prices and make the event more convenient by presenting live racing.

Behavioural.

Behavioural division of An Introduction To Business To Business Exchanges Case Study Analysis is based upon the behaviour of fans in regards to viewing the race reside on the television or by going in the events. Currently, the fans preference is towards watching the race in the house on tv rather than going, as the client experience at NASCAR tracks is not favourable in addition to pricey. This choice makes the rates for participation lower than the rates for tv viewers. NASCAR needs to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.

Hispanics.

One of the prospective target market of An Introduction To Business To Business Exchanges Case Study Help was Hispanics; the young and growing population of United States. The market sector has terrific prospective for NASCAR as the population was growing at a higher rate and it was anticipated to end up being thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector reveals affinity with vehicle culture, however require a more concentrated marketing towards inviting the segment towards racing.

Kids.

Kids are also one of the possible target market section for NASCAR, as they are more linked socially than other groups. Cars and truck racing video games developed by An Introduction To Business To Business Exchanges Case Study Help can be a prospective source of gaining attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and improving its digital features to attract the kids target market.

Generation Y.
Generation Y target audience consists of those who invested five times more resources on discretionary expenditures i.e. acquiring tickets for racing events, than others. This huge expense makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The marketplace section is also simple to technique as 81% of the Y Generation consumer utilizes Facebook the use and every day is twice of using tv and radio. The market section views sports as a get-together, rather than adherence to sport. The marketplace section considers NASCAR as a company doing not have in producing a multiculturalism environment. An Introduction To Business To Business Exchanges Case Study Help must take various steps to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking decisions concerning marketing.

Climate/Context.

It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, economic, social, technical, environmental and legal and is mentioned above.

Company.

An Introduction To Business To Business Exchanges Case Study Solution is an auto racing business with having USP of high quality automobile racing with an international structure. Its sector is sports team and occasions.

Cooperations.

Collaborations consists of suppliers, providers and alliances of NASCAR. NASCAR used to get pay check of around $15 million yearly from Turner Sports. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application.

Customers.

The customer of An Introduction To Business To Business Exchanges Case Study Analysis are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment.

Competitors.

The direct competitors of NASCAR are Formula 1 and Moto GP. Groups usually represents sponsors in NASCAR and the medium of advertising is chauffeurs. It can be said that chauffeurs and race automobiles are rivals. If they got much better chance in terms of prizes and tv direct exposure, these motorists can go versus NASCAR.

Marketing Methods.

1. Developing and Keeping Facebook Page.
One of the potential target markets sections for NASCAR is Hispanics which is the growing population segment of U.S.A. but sadly NASCAR had actually been unable to attract the this targeted section. In order to draw in the young growing generation the NASCAR must market by utilizing social networks like Facebook. It needs to establish a Facebook page including the info concerning the races and the places of tracks to make the customer informative about the core operations of An Introduction To Business To Business Exchanges Case Study Help. It ought to likewise upgrade its Facebook page on daily basis to supply information about its approaching events. This would make the target audience sector more helpful about the business and would result in drawing in big fans base.
2. Establishing and Updating Accounts of Secret Drivers.
NASCAR chauffeurs has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Display). The major reason behind it is that, the racers mostly play in teams and are unable to build an essential account and maintain a close contact with fans. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is a crucial element for attracting viewers towards tracks and towards tv. The star power for the drivers at NASCARA could be enhanced by producing and updating accounts of key chauffeurs by NASCARA itself. This would remove the requirement of forcing drivers to preserve their accounts and would result in increasing fans attention towards NASCARA drivers.
3. Developing New Games and enhancing existing games for kids.
In order to draw in these kids, NASCARA ought to improve its current racing video games by introducing customization in the cars i.e. changing colours, choice of speed, introducing group racing in the video game, using much better graphics related to the racing tracks and introducing numerous levels in the video game. All these modifications in the present video game would supply much better experience to kids.
Together with it, NASCAR ought to likewise develop brand-new video games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing in between numerous cartoon characters with an option of choosing the preferred animation character for the kids. These strategies would make it possible for the company to draw in among its prospective target segments.
4. Introducing multiculturalism at occasions.
NASCAR events are comprised of fans with very few cultural diversity, due to cost of arrival in occasions, making it unappealing for the clients perceiving sport occasions as social events i.e. Generation Y clients. As the Generation Y consumers are a prospective target market for NASCAR, therefore the company ought to take particular steps to attract this potential target market.
5. Improving Client Experience at Tracks.
An Introduction To Business To Business Exchanges Case Study Analysis must deal with facilities and amenities at tracks since on the race day viewers got dissatisfied. Viewers have many expectations from NASCAR due to the fact that in very same market other companies are providing better services than NASCAR. IF NASCAR don't deal with this concern then its fans might shifted to its competitors. According to fans there were not adequate centers were readily available as compare to other sports service providers. NASCAR must make sure that it provide appropriate centers that consists of cleaned bathrooms, comfortable seating arrangement. They should likewise offer WIFI services and availability of charge card throughout that track. It should be also ensure that there are enough jumbo turns put at all needed places. There need to be likewise food stalls that supply quality food to viewers. In this method audiences will be having enjoyable experience at the day of occasion. (See Appendix B).

Marketing Budget plan

Marketing budget plan made on the basis of the above techniques for the period of 5 years from 2011 to 2015, shows the expense related information for the marketing techniques. (See Appendix B). It can be seen that method 5 of enhancing client experience at tracks would require highest preliminary financial investment and expense and strategy 4 of presenting multiculturalism will require least expensive initial investment with least expensive even more per year expense. The company ought to prioritize the resource allocation on these strategies on the basis of its readily available resources and the possible benefits which the technique would provide.
NOTE: The worths about cost are assumed on logical basis due the lack of facts and figures connected to cost in the event research study. Inflation rate of United States is assumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the internal and external elements of An Introduction To Business To Business Exchanges Case Study Help causing the decrease of tv viewership rate and attendance rate at tracks, the above marketing strategies are advised to NASCAR to increase its fan base in long run. These strategies would cope with internal factors like bad client experience at tracks, inadequate social media marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., as well as with external aspects like moving of fans towards other sports, demographical modifications in America and changing family life styles.