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


Introduction

An Introduction To Business To Business Exchanges Case Study Analysis (National Association for Stock Automobile Auto Racing) is an organization conducting series of Stock Car racing in United States and serving as a sanctioning body for driving the rules for Stock Cars and truck Racing. The organization was established in 1947, by "Huge Costs" France. NASCAR organize Stock Automobile Racing events in United States with the presence of about 130000 audiences on average in 2005. It also broadcast its occasions in about 150 countries. Stock Vehicle Racing by NASCAR is the 2nd biggest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of profits for An Introduction To Business To Business Exchanges Case Study Help includes; 10% of the total income from television rights, approving costs i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist approach. The building of Vehicle of Tomorrow by NASCAR, with an objective of security for the drivers, brought various stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, revealed that despite the fact that the business highly count on the interactions in between its stakeholders, there was no recognizable business interaction strategy. The market's target consumers, instructions and goals were all unidentified.

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

An Introduction To Business To Business Exchanges Case Study Analysis audiences was highly devoted to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The business is currently facing the problem of decreasing rates of presence at racing tracks and rates of television audiences. This can put a substantial impact on its incomes from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the company was rather effective till 2005 with its traditional marketing methods, however not long after 2005 the company begins facing numerous issues consisting of decline of its fan base. Numerous external along with internal factors are accountable for the decrease. Internal aspects consist of; insufficient financial investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their youngsters and develop generational commitment. However the family system in America was altering resulting in decrease of influence of married male fan base over their children. In addition to it understandings about car was also altering with perceiving vehicle a lorry to reach at point B from point A, instead of as an enjoyable job. Other challenges for An Introduction To Business To Business Exchanges Case Study Help includes the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc. These all difficulties were tending the company to revise its marketing strategies.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths defined as business's qualities which are various from its competitors. These are business's core proficiencies on which company performance or company success based on. An Introduction To Business To Business Exchanges Case Study Solution core competencies includes it has rights of determining guidelines as sanctioning body. Rules and policies concerning professional stock car racing are dictated by NASCAR like if any team with needed skills and resources can participate in races by following rules and guidelines determined by NASCAR. So NASCAR has monopoly it this element. Its strengths likewise includes that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in US. Its races were utilized to transmit in more than 150 countries around the globe with more than $56 million incomes. The primary sources of their incomes originate from tv rights, sanctioning fees, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and business sponsors. Because of most significant brand name commitment of fans towards brands marketed by NASCAR, all the occasions of NASCAR are sponsored by corporates. (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 Analysis establishes Automobile of Tomorrow without partnership so result is that drivers did not like that idea. It was likewise discovered that NASCAR had no effective strategy for company interaction.
Porter's 5 Forces Analysis
Opportunities.

Opportunities in SWOT analysis are external elements which can be beneficial to business or the external aspects on which business is having competitive benefit. NASCAR normally used to depend on standard media sources like regional newspaper for promotion of its sports. Typically these traditional media sources attempt to cover their home team and specific type of occasions. NASCAR likewise came to know from these standard media outlets that sport was difficult to cover. Media landscape also altered from conventional to digital landscape. Newspapers went out of business. NASCAR can deal with its capabilities to get optimal possible benefits from this new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in digital and social media to get its advantages. Digital rights of NASCAR were also sold to Turner Sports. NASCAR used to get pay check of around $15 million annually from Turner Sports. There are variety of cons behind this deal. For example An Introduction To Business To Business Exchanges Case Study Solution needed to get approval from Turner Sport if it wish to create its Facebook page, twitter account or perhaps mobile application. Turner Sport also had rights of every video which is shoot throughout race at track. If media sources like newspapers, magazines and cable television channels want to publish videos of races on their particular pages then they are required to pay licensing fees to Turner Sport. NASCAR can work on conditions and terms and attempt to negotiate with Turner Sports to get optimal advantages of it. Star power plays really crucial role in generating incomes from every sport. Nevertheless it was noted that An Introduction To Business To Business Exchanges Case Study Analysis is lagging in this location i.e. star power. When sports fans were asked relating to popular celebs and stars then NASCAR chauffeur was not found even in top twenty actions. So NASCAR can put efforts in this area too for earnings generation. They ought to guide their drivers that how they can end up being sport stars. Four strategic focuses which are generated by research study group can likewise be served as opportunity for NESCAR. These four tactical focuses compares and analysis An Introduction To Business To Business Exchanges Case Study Help techniques.

Dangers

Risks in SWOT analysis are defined as external factors that can danger to business's success. Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is financial down turn then people would be having less roi. Earning of people would be effected and they would be more mindful in investing their cash. Economic down turn likewise leads to boost fuel rates which also affected NASCAR. Because fans of NASCAR utilized to attend its event from cross countries. NESCAR had a guideline of 65/25/10 for revenue circulation. 65 percent incomes from media rights would be dispersed to race course, 25 percent revenue would be distributed to completing team and remaining 10 percent would be maintained by NESCAR which is approving body. Contending group wished to increase their part of revenue from 25 percent because of boost in running cost of a race team and likewise there is decrease in the number of full-season sponsorship. Since they are making enormous financial investments to enhance experience of fans, nescar also deals with hazards from other sponsors. For instance which includes updating existing opportunities, building new opportunities, offering Wi-Fi center and also offering other interactive mediums to connect sports on mobile phones. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and develop generational loyalty. So the challenge is that the household system in America was altering resulting in decrease of influence of married male fan base over their children. In addition to it understandings about cars and truck was likewise altering with viewing cars and truck a lorry to reach at point B from point A, rather than as a fun job. Now if An Introduction To Business To Business Exchanges Case Study Analysis make substantial financial investments in new sectors which are based upon brand-new customers then it may face unfavorable comments from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend industry in which business is working since NASCAR's bottom line i.e. net earnings is heavily depends on this. There are 5 forces that are used to recognize success, intensity and appearance of NASCAR service.

Competitive Competition

This force suggests ability of competitors. Teams typically represents sponsors in NASCAR and the medium of marketing is chauffeurs. It can be stated that drivers and race cars are competitors. If they got much better opportunity in terms of prizes and television exposure, these chauffeurs can go against An Introduction To Business To Business Exchanges Case Study Analysis. If viewers take pleasure in other race vehicles and chauffeurs more than NASCAR then viewers can move to those other fascinating automobiles and chauffeurs. NASCAR could be having hazard from its two direct competitors that is Formula 1 and Moto GP. They need to produce competitive advantages for drivers so they do not move to other rivals.
Swot Analysis
Supplier Power

The provider power indicates the number of suppliers are readily available in industry and what is the expense related to supplier if business shifts from one supplier to another. In this market there is supply monopoly due to the fact that drivers with required resources and abilities are restricted.

Buyer Power

In the case of NASCAR consumers are its audiences. Viewers can change to other rivals quickly due to the fact that viewers will having low changing expense.

Risk of Replacement

Replacements are referred as alternatives. The substitutes in this case can be other entertainment indicates like viewers can shift to other sports. So there are large range of replacements are readily available in this scenario which suggests that danger of substitute is high.

Hazard of New Entry

It is specified as how it is easy for any business to go into in that particular industry. In the case of An Introduction To Business To Business Exchanges Case Study Solution danger of new entry is low. If any company needs to go into in this business than they have to make heavy investments, because. They need to construct cars and trucks and racing tracks and also needs to pay substantial amount to chauffeurs for changing.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be modification in resource allotments. NASCAR had actually got benefit from lower tax policies which results in increasing in profits. They made heavy investments in the research and development. As NASCAR is working in different markets so it requires to deal with different regulations. It is likewise noted that An Introduction To Business To Business Exchanges Case Study Help has faced increased scrutiny regarding regulatory. Every government has different priority so NASCAR has to be gotten ready for it as concern can be moved to other sector.

Cost-effective

Financial elements consists of taxation rate, exchange rate, financial efficiency of that particular company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be impacted if there is government intervention in the marketing and sales sector. NASCAR can utilize capabilities of staff members to develop new opportunities and improve existing opportunities.

Social

Every society is various from each other. Each has different social worths and norms. It assists in understanding regarding society and choice of customers. Social factors consists of customs, culture, mindsets towards particular product and services, demographics, norms, interests etc. It can be concluded that marketing through other means instead of conventional (i.e. newspaper) can be preferred in this society.

Technical

In this case of NASCAR it can be kept in mind that business are heavily spending for research study and development. NASCAR needs to likewise work on its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Because 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 Solution needs to be make sure that they protect their legal rights in every county so any business does not hurt to its legal rights.

Environmental

Environmental aspects are likewise important for every business. NASCAR needs to make sure that its vehicles are not producing contamination more than acceptable level.

7 P's of Marketing

Item

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

Cost.

Prices strategy of NASCAR for its race events tickets is based upon the venue and value of the racing events. Along with race events tickets, NASCAR also charge various service charge to its stakeholders and earns income. For example it charged approving charges of $1-2 million per race on average in 2005.

Promotion.

Advertising technique 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 numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Automobile Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to grasp across the country popularity.

People.

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

Procedures.

A number of organisation processes are needed to conduct racing events in an effective method. These procedures consist of; appropriate schedule of time, arrangement for spectators, selling tickets, arrangement of area for sponsors, managing logistics etc. These all processes contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Crucial physical evidences for the NASCAR includes the presence of its racing tracks, stock automobiles and racing occasions. In addition to it, its merchandising brands consisting of tee shirts, caps, goodies etc., likewise act as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing events by An Introduction To Business To Business Exchanges Case Study Solution was presented on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first phase competition for NASCAR was low, as the rivals drove the cars similar to the vehicles driven by common individuals.

Development.

After performing its very first race successfully the business moved towards developing its own tracks. The very first An Introduction To Business To Business Exchanges Case Study Analysis based track, particularly the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by facility of more raceways including Daytona International Speedway, which was opened in 1959. After the development of racing tracks the business moved towards transmitting its races on tv in 1979. The first occasion broadcasted on tv was flag-to-flag coverage of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular company into one with international fan base. He initiated a brand-new era of profitable sponsorships and tv agreements for NASCAR.

Maturity.

The maturity duration for NASCAR began with the efforts of William France Jr., with the company having large range of revenue sources. The business has about 500 sponsors with relaying its events in about 150 countries. The company has large number of tracks in most of the cities of United States.

Decline.

The major causes of decline include the financial crisis of 2008, which increased the expense of getting here at tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of An Introduction To Business To Business Exchanges Case Study Analysis can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical division of An Introduction To Business To Business Exchanges Case Help is based upon the geographical existence of its tracks in numerous states and cities in United States, and the tv broadcasting of its occasions in various nations. The business has 23 tracks in about 20 states of America and has tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical division provides the business regional in addition to global fan base.

Demographic.

The market division of An Introduction To Business To Business Exchanges Case Study Help is also highlydiverse based upon the gender, earnings and age of the consumer. To increase the group segment of its market NASCAR should revise its marketing methods to draw in more age groups and lower its rates to go into in the market sector with a low average income.

Psychographic.

The psychological characteristics of the majority of the fans are rather similar. NASCAR has a fan base with a loyalty. As soon as in a week, NASCAR fans perceive it compulsive to acquire tickets and see the races. 71% of them prefer to acquire products with a NASCAR trademark name. They are quite extrovert and want to mingle with other fans while racing. They desire quality racing with low price at hassle-free place. 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 costs and make the occasion more convenient by introducing live racing.

Behavioural.

Behavioural segmentation of An Introduction To Business To Business Exchanges Case Study Solution is based upon the behaviour of fans in regards to seeing the race survive on the tv or by going in the events. Presently, the fans choice is towards seeing the race in your home on tv instead of going, as the customer experience at NASCAR tracks is not beneficial as well as expensive. This preference makes the rates for attendance lower than the rates for television viewers. NASCAR has to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.

Hispanics.

One of the potential target audience of An Introduction To Business To Business Exchanges Case Study Analysis was Hispanics; the young and growing population of United States. The marketplace section has terrific possible for NASCAR as the population was growing at a greater rate and it was anticipated to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. The sector reveals affinity with automobile culture, however need a more focused marketing towards inviting the segment towards racing.

Kids.

Kids are also one of the potential target market section for NASCAR, as they are more connected socially than other groups. Producing fan base among kids can supply a possible increase in the variety of fans for racing due to their connectivity. Kids spend the majority of their times in using mobile phones and playing video games. Car racing games established by An Introduction To Business To Business Exchanges Case Study Help can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR's digital features related to kids are not capable of getting the attention. NASCAR requires more attention towards tailoring and improving its digital functions to attract the kids target audience.

Generation Y.
Generation Y target audience includes those who invested 5 times more resources on discretionary expenses i.e. acquiring tickets for racing occasions, than others. This huge expenditure makes the section capacity for NASCAR marketing method of increasing its fan base. The market sector is also easy to technique as 81% of the Y Generation consumer utilizes Facebook the use and every day is two times of utilizing tv and radio. The market segment views sports as a social occasion, instead of adherence to sport. The marketplace segment thinks about NASCAR as a company doing not have in creating a multiculturalism environment. An Introduction To Business To Business Exchanges Case Study Analysis needs to take numerous actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions relating to marketing. These 5 C's needs to be evaluated effectively for taking any marketing choice. These 5 C's mean Environment, Business, Collaborators, Consumers and Rivals.

Climate/Context.

It needs to make PESTLE analysis in order to comprehend climate or context in which NASCAR is working. PESTLE represents political, financial, social, technical, environmental and legal and is specified above.

Company.

An Introduction To Business To Business Exchanges Case Study Help is a car racing business with having USP of high quality automobile racing with a global structure. Its sector is sports team and events.

Partnerships.

Collaborations includes 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 want to develop its Facebook page, twitter account or even mobile application.

Customers.

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

Rivals.

The direct competitors of NASCAR are Solution 1 and Moto GP. Teams typically represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be said that motorists and race vehicles are competitors. If they got better chance in terms of rewards and tv direct exposure, these motorists can go against NASCAR.

Marketing Techniques.

1. Maintaining and establishing Facebook Page.
One of the possible target markets sections for NASCAR is Hispanics which is the growing population segment of U.S.A. however unfortunately NASCAR had actually been unable to bring in the this targeted segment. It needs to develop a Facebook page consisting of the information regarding the races and the locations of tracks to make the customer helpful about the core operations of NASCAR.
2. Developing and Updating Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Exhibition). The significant factor behind it is that, the racers mainly play in groups and are unable to build an essential account and maintain a close contact with fans. The poor contacts with fans lead to less destination 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 might be improved by developing and upgrading accounts of essential drivers by NASCARA itself. This would remove the requirement of requiring drivers to preserve their accounts and would lead to increasing fans attention towards NASCARA drivers.
3. Developing New Games and improving existing games for kids.
In order to draw in these kids, NASCARA must improve its present racing video games by presenting modification in the cars i.e. changing colours, selection of speed, introducing group racing in the game, using much better graphics related to the racing tracks and presenting various levels in the video game. All these modifications in the present game would offer better experience to kids.
Along with it, NASCAR ought to also construct brand-new games associated with racing like kids racing with kids characters as drivers, animation racing with racing between different animation characters with an option of picking the preferred cartoon character for the kids. These strategies would make it possible for the company to bring in one of its possible target segments.
4. Presenting multiculturalism at events.
NASCAR events are made up of fans with extremely few cultural diversity, due to cost of arrival in events, making it unattractive for the customers viewing sport occasions as social occasions i.e. Generation Y consumers. As the Generation Y customers are a possible target market for NASCAR, for that reason the business must take specific measures to attract this possible target market.
5. Improving Customer Experience at Tracks.
NASCAR needs to work on infrastructure and features at tracks due to the fact that on the race day audiences got disappointed. Viewers have numerous expectations from An Introduction To Business To Business Exchanges Case Study Analysis due to the fact that in same industry other business are offering much better services than NASCAR. IF NASCAR do not work on this concern then its fans may shifted to its rivals.

Marketing Budget

Marketing budget plan made on the basis of the above strategies for the period of 5 years from 2011 to 2015, shows the expense related data for the marketing strategies. (See Appendix B). It can be seen that method 5 of enhancing client experience at tracks would need highest initial financial investment and expense and strategy 4 of introducing multiculturalism will require least expensive preliminary investment with most affordable even more each year expense. The company needs to prioritize the resource allotment on these methods on the basis of its readily available resources and the potential benefits which the method would offer.
KEEP IN MIND: The worths about cost are assumed on logical basis due the absence of figures and facts related to cost in the case research study. Inflation rate of United States is presumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the external and internal factors of An Introduction To Business To Business Exchanges Case Study Help triggering the decrease of television viewership rate and participation rate at tracks, the above marketing strategies are advised to NASCAR to increase its fan base in long term. These techniques would manage internal elements like poor client experience at tracks, inadequate social media marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, in addition to with external elements like moving of fans towards other sports, demographical changes in America and changing family life styles.