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Charlene Barshefsky A Case Study Analysis (National Association for Stock Cars And Truck Vehicle Racing) is an organization carrying out series of Stock Automobile racing in United States and functioning as an approving body for driving the guidelines for Stock Automobile Racing. The company was founded in 1947, by "Huge Bill" France. NASCAR arrange Stock Vehicle Racing occasions in United States with the existence of about 130000 viewers on average in 2005. It also broadcast its occasions in about 150 countries. Stock Vehicle Racing by NASCAR is the second biggest spectator sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of income for Charlene Barshefsky A Case Study Analysis consists of; 10% of the overall profits from television rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed business culture with the non-interventionist method. However this non collaborative approach brings stress in the sport. The structure of Automobile of Tomorrow by Charlene Barshefsky A Case Study Solution, with an intention of safety for the chauffeurs, brought various tensions amongst the stakeholders of the sport.

The interaction audit, conducted in 2010, exposed that despite the truth that the service highly rely on the communications in between its stakeholders, there was no identifiable service interaction strategy. (

The audit explained different lacking of NASCAR in regards to absence of internal integration, absence of fan management strategy and lack of digital and social media of marketing. The company has complicated ecosystem with independent tracks, teams and chauffeurs. This structure with closed corporate culture bring various challenges in accelerating a change. Other partners in ecosystem includes the media networks i.e. tv and radio, and corporate online marketers.

Charlene Barshefsky A Case Study Solution audiences was highly faithful to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business marketers.

Issue Statement.

The business is currently facing the issue of decreasing rates of presence at racing tracks and rates of tv viewers. This can put a considerable influence on its earnings from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was quite successful till 2005 with its traditional marketing methods, but soon after 2005 the company begins dealing with various issues consisting of decrease of its fan base. Several external as well as internal elements are responsible for the decline. Internal elements consist of; insufficient financial investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and develop generational commitment. However the household system in America was altering leading to reduction of impact of married male fan base over their children. Together with it understandings about automobile was also changing with perceiving car a vehicle to reach at point B from point A, instead of as a fun task. Other obstacles for Charlene Barshefsky A Case Study Analysis includes the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all challenges were tending the company to revise its marketing techniques.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are different from its competitors. These are company's core proficiencies on which business performance or business success based on. Charlene Barshefsky A Case Study Help core competencies includes it has rights of determining rules as sanctioning body. Regulations and rules concerning professional stock vehicle racing are determined by NASCAR like if any team with needed abilities and resources can participate in races by following rules and regulations determined by NASCAR. NASCAR has monopoly it this aspect. Its strengths also includes that it has title of second biggest viewer sport in the United States with having more fortune 500 sponsors based in US. Its races were utilized to broadcast in more than 150 countries around the globe with more than $56 million profits. The main sources of their revenues come from tv rights, sanctioning costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three national 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 greatest brand name loyalty of fans toward brand names marketed by NASCAR, all the events of NASCAR are sponsored by corporates. (See Appendix A).


Weaknesses in SWOT Analysis are thought about as external elements. Weaknesses consists of the aspects that stops company to carry out at needed level of effectiveness. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They usually utilized to form rules and other required processes without intervention of others which results in bad collaboration. For example NASCAR develops Cars and truck of Tomorrow without cooperation so result is that drivers did not like that concept. As this is racing sport so covering of sports by media is also hard. It was likewise discovered that NASCAR had no efficient method for service communication. They do not understand how to handle issue if it occurred off track. Ineffective company interaction leads to that they do not have clear instructions for their long term objectives. They don't understand that where they wish to see this sport in future.


NASCAR normally used to rely on traditional media sources like local paper for promotion of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was hard to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR motorist was not discovered even in leading twenty reactions.


Threats in SWOT analysis are specified as external aspects that can hazard to company's success. Because if there is economic down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be threat for NASCAR. Earning of people would be effected and they would be more conscious in investing their loan. Economic down turn also results in increase fuel prices which also affected NASCAR. Since fans of NASCAR utilized to attend its event from cross countries. NESCAR had a guideline of 65/25/10 for revenue distribution. 65 percent incomes from media rights would be dispersed to race course, 25 percent profits would be distributed to contending group and staying 10 percent would be retained by NESCAR which is approving body. Competing team wished to increase their part of earnings from 25 percent since of boost in running expense of a race team and likewise there is decrease in the number of full-season sponsorship. NESCAR also faces risks from other sponsors due to the fact that they are making huge financial investments to improve experience of fans. Which includes updating existing opportunities, constructing new avenues, supplying Wi-Fi center and likewise providing other interactive mediums to interact sports on mobile phones. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and create generational commitment. So the difficulty is that the household system in America was altering resulting in reduction of influence of married male fan base over their youngsters. Together with it perceptions about cars and truck was likewise changing with viewing car a car to reach at point B from point A, rather than as an enjoyable project. If NASCAR make substantial financial investments in brand-new segments which are based on brand-new customers then it might deal with negative remarks from its core fan base, now.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is utilized to evaluate market in which business is working. It assists in determining what are strengths and weak point of any specific market. It recommend that every industry is different from one another. Since NASCAR's bottom line i.e. net revenue is greatly depends on this, it is important to understand industry in which company is working. There are 5 forces that are used to determine success, intensity and appearance of Charlene Barshefsky A Case Study Analysis company.

Competitive Competition

These drivers can go against NASCAR if they got much better opportunity in terms of prizes and television exposure. If audiences delight in other race cars and motorists more than NASCAR then audiences can shift to those other fascinating cars and motorists. NASCAR could be having hazard from its two direct competitors that is Solution 1 and Moto GP.

Supplier Power

The supplier power suggests the number of providers are offered in industry and what is the cost related to supplier if business shifts from one supplier to another. Since drivers with needed abilities and resources are restricted, in this industry there is supply monopoly.

Buyer Power

This force is regarding to customers that is it simple for consumers to shift to other items. If there is more switching expense is associated then clients are less most likely to switch. When it comes to NASCAR customers are its audiences. Viewers can switch to other rivals quickly due to the fact that audiences will having low switching expense.

Risk of Alternative

Replacements are referred as alternatives. The alternatives in this case can be other home entertainment suggests like audiences can shift to other sports. There are large range of substitutes are readily available in this circumstance which suggests that danger of replacement is high.

Threat of New Entry

It is specified as how it is simple for any company to enter in that specific market. In the case of Charlene Barshefsky A Case Study Help risk of new entry is low. Due to the fact that if any business needs to enter in this business than they need to make heavy investments. They need to develop cars and racing tracks and likewise needs to pay substantial amount to motorists for switching.

PESTEL Analysis


It can not be concluded from case research study that there would be modification in resource allotments. NASCAR had actually got gain from lower taxation policies which results in increasing in earnings. They made heavy financial investments in the research study and advancement. As NASCAR is working in numerous markets so it requires to deal with various policies. It is also noted that Charlene Barshefsky A Case Study Help has dealt with increased scrutiny relating to regulatory. Every government has different top priority so NASCAR needs to be gotten ready for it as top priority can be shifted to other sector.


Economic factors consists of taxation rate, exchange rate, economic efficiency of that particular company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can leverage capabilities of workers to develop new chances and improve existing chances.


Each has different social worths and standards. It helps in comprehending concerning society and choice of clients.


Technology has influence on almost every company. It includes development in service technique. In this case of Charlene Barshefsky A Case Study Help it can be noted that companies are greatly spending for research study and advancement. NASCAR needs to likewise deal with its media rights policy with Turner Broadcasting System.


Since every nation has various legal terms and conditions, Legal plays a crucial role in every nation. Charlene Barshefsky A Case Study Solution requires to be make certain that they secure their legal rights in every county so any company does not harm to its legal rights.


Ecological factors are also important for every organisation. Since generally governments do not permit those organisation which can harm to environment. These environmental elements includes laws relating to pollution, environment change, safe waste disposal, policies concerning insurance coverage etc. NASCAR needs to make sure that its vehicles are not creating pollution more than appropriate level.

7 P's of Marketing


The items of Charlene Barshefsky A Case Study Analysis in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning rules for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race occasions tickets is based upon the venue and value of the racing occasions. Together with race events tickets, NASCAR also charge numerous service fees to its stakeholders and earns earnings. It charged sanctioning charges of $1-2 million per race on average in 2005.


Marketing strategy of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races.


NASCAR have its racing tracks in various cities in United States. The most crucial tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in most of the cities in United States to comprehend nationwide popularity.


Nestle people method is consisted of offering much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential aspect of Charlene Barshefsky A Case Study Analysis A marketing method as its occasions are the source of entertainment for crowd. Its people strategy consists of efforts to provide much better experience to its Fans, Race Drivers, Crew, Event Organizers and so on, all of which come under people method of NASCAR.


A number of organisation processes are required to carry out racing events in an effective way. These procedures include; correct schedule of time, plan for viewers, offering tickets, plan of area for sponsors, managing logistics and so on. These all procedures contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Proof.

Essential physical evidences for the NASCAR includes the presence of its racing tracks, stock automobiles and racing events. Together with it, its retailing brands consisting of tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Item Life Cycle Assessment.

The racing events by NASCAR was introduced on June 19, 1949. At the first stage competition for NASCAR was low, as the competitors drove the cars and trucks comparable to the automobiles driven by common individuals.


The first NASCAR based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the business moved towards relaying its races on tv in 1979.

In 1972, William France Jr., became the president of NASCAR and n about 3 years, he transformed NASCAR from a local Sport popular company into one with worldwide fan base. He initiated a new age of rewarding sponsorships and television agreements for NASCAR.


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


The significant causes of decrease include the monetary crisis of 2008, which increased the expense of showing up at tracks for audiences due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Division.

The marketplace division of Charlene Barshefsky A Case Study Help can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Charlene Barshefsky A Case Analysis is based upon the geographical existence of its tracks in numerous 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 tv broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation offers the company local as well as international fan base.


The market division of NASCAR is likewise 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 income around $30-50 thousands. Currently NASCAR is trying to increase its target market to the young growing population and kinds. To increase the demographic sector of its market NASCAR must modify its marketing strategies to bring in more age groups and lower its costs to go into in the marketplace sector with a low typical income.( htt1).


NASCAR has a fan base with a loyalty. NASCAR fans view it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has actually tried to increase the quality of its racing by introducing stage racing, they likewise have actually attempted to lower rates and make the event more convenient by presenting live racing.


Behavioural segmentation of Charlene Barshefsky A Case Study Analysis is based upon the behaviour of fans in regards to watching the race survive on the television or by going in the events. Currently, the fans preference is towards watching the race in the house on television instead of going, as the customer experience at NASCAR tracks is not beneficial in addition to pricey. This preference makes the rates for presence lower than the rates for television viewers. NASCAR needs to alter the behaviour of its fan base by introducing qualitative services at its tracks.

Target Market.


Among the prospective target audience of Charlene Barshefsky A Case Study Solution was Hispanics; the young and growing population of United States. The marketplace segment has excellent prospective for NASCAR as the population was growing at a higher 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 section shows affinity with cars and truck culture, but need a more focused marketing towards inviting the section towards racing.


Kids are likewise one of the prospective target market sector for NASCAR, as they are more linked socially than other groups. Cars and truck racing video games established by Charlene Barshefsky A Case Study Analysis can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards tailoring and improving its digital features to draw in the kids target market.

Generation Y.
Generation Y target audience includes those who spent five times more resources on discretionary costs i.e. purchasing tickets for racing events, than others. This huge expenditure makes the segment capacity for NASCAR marketing technique of increasing its fan base. The marketplace section is also simple to technique as 81% of the Y Generation consumer uses Facebook the usage and every day is two times of using tv and radio. The market sector views sports as an affair, instead of adherence to sport. The marketplace segment thinks about NASCAR as an organization lacking in developing a multiculturalism atmosphere. Charlene Barshefsky A Case Study Solution needs to take numerous steps to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing. These 5 C's requirements to be analysed appropriately for taking any marketing decision. These 5 C's mean Climate, Business, Collaborators, Rivals and clients.


It requires to make PESTLE analysis in order to understand climate or context in which NASCAR is working. PESTLE means political, economic, social, technical, legal and ecological and is mentioned above.


NASCAR is an automobile racing company with having USP of high quality vehicle racing with an international structure. Its sector is sports team and occasions. Its target market is males in the age of 15-60 years. Business has closed corporate culture and having non-interventionist approach.


Collaborations includes suppliers, suppliers and alliances of NASCAR. NASCAR used to get pay check of around $15 million every year from Turner Sports. NASCAR had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application.


The client of Charlene Barshefsky A Case Study Help are its viewers. They target customers 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 children and produce generational loyalty.


The direct rivals of NASCAR are Solution 1 and Moto GP. Teams normally represents sponsors in NASCAR and the medium of marketing is drivers. For that reason it can be said that chauffeurs and race automobiles are competitors. These drivers can go against Charlene Barshefsky A Case Study Help if they improved opportunity in regards to prizes and tv exposure.

Marketing Techniques.

1. Keeping and establishing Facebook Page.
Among the potential target audience sectors for NASCAR is Hispanics which is the growing population section of USA but regrettably NASCAR had been not able to attract the this targeted segment. In order to draw in the young growing generation the NASCAR must market by utilizing social media like Facebook. It ought to develop a Facebook page consisting of the info regarding the races and the areas of tracks to make the consumer informative about the core operations of Charlene Barshefsky A Case Study Solution. It ought to also update its Facebook page on everyday basis to supply information about its upcoming events. This would make the target market section more helpful about the business and would lead to bring in large fans base.
2. Establishing and Updating Accounts of Secret Drivers.
Charlene Barshefsky A Case Study Solution chauffeurs has a low star power as compare to gamers of other sports. The bad contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is a crucial element for bring in audiences towards tracks and towards tv.
3. Developing New Games and enhancing present video games for kids.
Kids invested most of their time on playing video games and using smartphones. Regrettably, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less brought in towards the sport. In order to attract these kids, NASCARA should improve its existing racing video games by presenting customization in the cars and trucks i.e. changing colours, choice of speed, introducing group racing in the game, using much better graphics connected to the racing tracks and introducing various levels in the game. All these modifications in the existing game would offer better experience to kids.
In addition to it, NASCAR should likewise construct new video games related to racing like kids racing with kids characters as chauffeurs, animation racing with racing between various animation characters with a choice of picking the preferred cartoon character for the kids. These methods would allow the business to draw in one of its prospective target sectors.
4. Presenting multiculturalism at occasions.
Charlene Barshefsky A Case Study Help events are consisted of fans with very few cultural diversity, due to cost of arrival in occasions, making it unsightly for the customers viewing sport events as social occasions i.e. Generation Y clients. As the Generation Y consumers are a potential target audience for NASCAR, therefore the business needs to take particular measures to attract this potential target audience. It must embrace strategies to draw in the customers far from the tracks area with various culture. The method to do so could be offering special discount rates on tickets or totally free tickets to viewers coming from a particular range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more satisfied.
5. Improving Customer Experience at Tracks.
Charlene Barshefsky A Case Study Solution needs to work on facilities and features at tracks because on the race day audiences got disappointed. Audiences have lots of expectations from NASCAR because in very same industry other companies are providing much better services than NASCAR. Then its fans may shifted to its competitors, if NASCAR do not work on this problem. According to fans there were not adequate centers were offered as compare to other sports providers. So NASCAR must make sure that it supply appropriate facilities that includes cleaned washrooms, comfy seating arrangement. They ought to likewise provide WIFI services and accessibility of credit cards throughout that track. It ought to be also ensure that there suffice jumbo turns positioned at all required places. There should be likewise food stalls that supply quality food to audiences. In this method audiences will be having enjoyable experience at the day of occasion. (See Appendix B).
Marketing Budget.
Marketing budget made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, shows the cost related information for the marketing strategies. It can be seen that technique 5 of improving client experience at tracks would require highest initial investment and expense and technique 4 of introducing multiculturalism will require most affordable initial investment with lowest even more per year cost.
NOTE: The worths about expense are presumed on rational basis due the absence of realities and figures associated with cost in the case research study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the internal and external aspects of Charlene Barshefsky A Case Study Analysis triggering the decrease of television viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long run. These techniques would cope with internal elements like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, absence of culturalisms at tracks etc., in addition to with external elements like moving of fans towards other sports, demographical modifications in America and changing domesticity designs.

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