Chiquita Brands International B Online Case Study Solution

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Chiquita Brands International B Case Study Solution and Analysis


Chiquita Brands International B Case Study Help (National Association for Stock Automobile Automobile Racing) is an organization performing series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the rules for Stock Cars and truck Racing. The company was founded in 1947, by "Huge Bill" France. NASCAR set up Stock Car Racing occasions in United States with the existence of about 130000 audiences usually in 2005. It likewise transmitted its occasions in about 150 countries. Stock Car 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 profits. The other sources of earnings for Chiquita Brands International B Case Study Help consists of; 10% of the total profits from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist technique. However this non collective approach brings stress in the sport. The building of Car of Tomorrow by Chiquita Brands International B Case Study Help, with an intention of safety for the chauffeurs, brought various tensions amongst the stakeholders of the sport.

The interaction audit, carried out in 2010, exposed that despite the reality that the business extremely count on the interactions in between its stakeholders, there was no recognizable business communication strategy. The industry's target consumers, instructions and goals were all unidentified.

The audit mentioned various lacking of NASCAR in terms of lack of internal combination, lack of fan management method and lack of digital and social media of marketing. The company has complicated environment with independent tracks, teams and motorists. This structure with closed corporate culture bring various difficulties in accelerating a change. Other partners in ecosystem consists of the media networks i.e. television and radio, and business online marketers.

Chiquita Brands International B Case Study Solution audiences was extremely devoted to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business marketers.

Problem Statement.

The business is presently facing the problem of declining rates of attendance at racing tracks and rates of tv audiences. This can put a significant effect on its profits from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

The company was rather effective till 2005 with its conventional marketing strategies, but soon after 2005 the company begins dealing with different problems consisting of decline of its fan base. Several external in addition to internal factors are accountable for the decrease. Internal factors consist of; insufficient investment in social networks 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 children and produce generational loyalty. But the household system in America was changing leading to reduction of impact of married male fan base over their youngsters. Together with it understandings about car was also changing with viewing vehicle an automobile to reach at point B from point A, instead of as a fun project. Other challenges for Chiquita Brands International B Case Study Analysis includes the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, and so on. These all challenges were tending the business to revise its marketing strategies.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining rules as sanctioning body. Regulations and rules regarding expert stock cars and truck racing are determined by NASCAR like if any team with required abilities and resources can get in into races by following rules and guidelines determined by NASCAR. All the occasions of NASCAR are sponsored by corporates because of biggest brand name commitment of fans towards brand names promoted by Chiquita Brands International B Case Study Solution.


Weak Points in SWOT Analysis are considered as external factors. Weak points includes the aspects that stops company to perform at required level of efficiency. Weaknesses of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They usually utilized to form rules and other required procedures without intervention of others which leads to bad cooperation. NASCAR establishes Car of Tomorrow without partnership so result is that drivers did not like that idea. As this is racing sport so covering of sports by media is also difficult. It was also found that NASCAR had no efficient method for organisation communication. They do not understand how to handle problem if it occurred off track. Inadequate organisation communication leads to that they don't have clear instructions for their long term objectives. They don't know that where they wish to see this sport in future.


Opportunities in SWOT analysis are external factors which can be favourable to business or the external aspects on which company is having competitive benefit. NASCAR normally used to depend on standard media sources like regional paper for promotion of its sports. Generally these standard media sources attempt to cover their home group and particular sort of events. NASCAR also came to know from these conventional media outlets that sport was tough to cover. Media landscape also changed from conventional to digital landscape. Newspapers failed. NASCAR can work on its capabilities to get optimal possible take advantage of this new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in digital and social media to get its advantages. Digital rights of NASCAR were likewise offered to Turner Sports. NASCAR used to get pay check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application. Turner Sport likewise had rights of every single video which is shoot during race at track. Then they are required to pay licensing charges to Turner Sport, if media sources like newspapers, publications and cable channels want to post videos of races on their respective pages. So NASCAR can work on conditions and terms and try to negotiate with Turner Sports to get optimal benefits of it. Star power plays very important function in producing incomes from every sport. Nevertheless it was kept in mind that Chiquita Brands International B Case Study Solution is lagging in this location i.e. star power. When sports fans were asked regarding popular stars and stars then NASCAR motorist was not found even in leading twenty responses. NASCAR can put efforts in this location too for income generation. They need to assist their motorists that how they can become 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 Chiquita Brands International B Case Study Help strategies.


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 individuals would be having less return on financial investment. Economic down turn likewise results in boost fuel prices which also affected NASCAR. Now if NASCAR make considerable investments in new segments which are based on new customers then it might deal with negative comments from its core fan base.

Porter's Five Forces Analysis

It is essential to understand market in which business is working due to the fact that NASCAR's bottom line i.e. net earnings is heavily depends on this. There are 5 forces that are utilized to recognize success, intensity and appearance of NASCAR service.

Competitive Competition

These motorists can go versus NASCAR if they got better opportunity in terms of rewards and tv exposure. If audiences enjoy other race cars and trucks and motorists more than NASCAR then audiences can move to those other intriguing automobiles and drivers. NASCAR might be having danger from its two direct rivals that is Solution 1 and Moto GP.

Provider Power

If company shifts from one provider to another, the provider power shows the number of suppliers are readily available in market and what is the cost associated with supplier. In this market there is supply monopoly because drivers with needed abilities and resources are restricted.

Buyer Power

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

Threat of Replacement

Substitutes are referred as alternatives. The alternatives in this case can be other entertainment means like audiences can shift to other sports. So there are wide variety of alternatives are available in this scenario which suggests that threat of substitute is high.

Risk of New Entry

In the case of NASCAR threat of brand-new entry is low. They need to build automobiles and racing tracks and also requires to pay significant amount to motorists for switching.

PESTEL Analysis


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


Economic elements consists of tax rate, currency exchange rate, economic performance 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 take advantage of abilities of staff members to develop new chances and improve existing opportunities.


Each has different social worths and norms. It helps in understanding concerning society and choice of customers.


Technology has impact on almost every service. It consists of innovation in business technique. In this case of Chiquita Brands International B Case Study Solution it can be kept in mind that companies are heavily investing for research study and advancement. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.


Legal plays an essential role in every nation because every nation has various legal terms. Chiquita Brands International B Case Study Help requires to be ensure that they secure their legal rights in every county so any business does not hurt to its legal rights.


Ecological factors are likewise important for every organisation. NASCAR requires to make sure that its vehicles are not producing contamination more than appropriate level.

7 P's of Marketing


The items of Chiquita Brands International B Case Study Help in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning guidelines for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates method of NASCAR for its race occasions tickets is based upon the venue and importance of the racing occasions. Along with race events tickets, NASCAR likewise charge various service fees to its stakeholders and earns earnings. For instance it charged approving charges of $1-2 million per race typically in 2005.


Promotional technique of Chiquita Brands International B Case Study Help is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races. The company is not entirely relied upon its fan base for its promo and promote through regional radio stations too. The business has likewise embraced the merchandising media of promo, in which the business sells products with its logo design.


NASCAR have its racing tracks in numerous cities in United States. The most important 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 most of the cities in United States to comprehend nationwide appeal.


Nestle individuals technique is comprised of providing better experience to its viewers, its fan base and to all of its stakeholders. People are a crucial element of Chiquita Brands International B Case Study Help A marketing method as its events are the source of entertainment for crowd. Its individuals method includes efforts to provide much better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people method of NASCAR.


A number of service processes are required to conduct racing occasions in an efficient method. These procedures include; correct schedule of time, arrangement for spectators, selling tickets, plan of space for sponsors, managing logistics and so on. These all processes contribute I constructing NASCAR image, improving spectators experience and increasing fan base.

Physical Proof.

Essential physical evidences for the NASCAR includes the presence of its racing tracks, stock cars and racing events. Along with it, its merchandising brand names consisting of t-shirts, caps, goodies etc., also function as a physical evidence for NASCAR.

Product Life Cycle Assessment.

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


After conducting its first race successfully the business moved towards developing its own tracks. The very first Chiquita Brands International B Case Study Solution based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the development of racing tracks the business moved towards broadcasting its races on tv in 1979. The first occasion broadcasted on television was flag-to-flag protection of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he transformed NASCAR from a regional Sport popular organization into one with worldwide fan base. He started a brand-new period of financially rewarding sponsorships and tv contracts for NASCAR.


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 broadcasting its events in about 150 nations. The company has a great deal of tracks in most of the cities of United States.


The decrease in the company's offerings began after 2005 with average attendance rate per race declined by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The significant causes of decline include the financial crisis of 2008, which increased the expense of coming to tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace division of Chiquita Brands International B Case Study Analysis can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Chiquita Brands International B 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 business 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 huge geographical segmentation offers the business regional in addition to international fan base.


The group division of NASCAR is also highlydiverse based upon the gender, income and age of the customer. 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. Presently NASCAR is trying to increase its target market to the young growing population and kinds. To increase the market sector of its market NASCAR should modify its marketing strategies to draw in more age groups and lower its rates to enter in the market segment with a low typical earnings.( htt1).


NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to purchase tickets and see the races when in a week. NASCAR has actually attempted to increase the quality of its racing by introducing phase racing, they also have actually tried to lower prices and make the occasion more practical by introducing live racing.


Behavioural segmentation of Chiquita Brands International B Case Study Help is based upon the behaviour of fans in regards to watching the race live on the tv or by going in the events. Presently, the fans preference is towards viewing the race in your home on television instead of going, as the client experience at NASCAR tracks is not favourable along with pricey. This choice makes the rates for presence lower than the rates for television viewers. NASCAR has to change the behaviour of its fan base by introducing qualitative services at its tracks.

Target audience.


One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market section has excellent potential for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise among the prospective target market segment for NASCAR, as they are more linked socially than other groups. Producing fan base among kids can supply a possible increase in the number of fans for racing due to their connection. Kids spend most of their times in playing and using smart devices computer game. Car racing video games established by Chiquita Brands International B Case Study Help can be a possible source of acquiring attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital features connected to kids are not efficient in gaining the attention. NASCAR requires more attention towards personalizing and enhancing its digital features to bring in the kids target market.

This big expenditure makes the section capacity for NASCAR marketing technique of increasing its fan base. The market section considers NASCAR as an organization doing not have in developing a multiculturalism atmosphere. NASCAR should take various actions to improve 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 requirements to be analysed effectively for taking any marketing decision. These 5 C's represent Climate, Company, Collaborators, Rivals and consumers.


It needs to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE stands for political, economic, social, technical, ecological and legal and is stated above.


Chiquita Brands International B Case Study Help is a vehicle racing company with having USP of high quality car racing with a global structure. Its sector is sports team and occasions.


Collaborations consists of distributors, providers and alliances of Chiquita Brands International B Case Study Solution. It is collaborated with various racing teams which are participating in racing. It likewise worked together with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million each year from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track.


The consumer of Chiquita Brands International B Case Study Solution are its viewers. They target customers with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and produce generational commitment.


Groups typically represents sponsors in NASCAR and the medium of marketing is motorists. These drivers can go versus NASCAR if they got much better opportunity in terms of prizes and television direct exposure.

Marketing Strategies.

1. Establishing and Keeping Facebook Page.
One of the prospective target markets sectors for NASCAR is Hispanics which is the growing population sector of U.S.A. but regrettably NASCAR had actually been unable to draw in the this targeted section. It needs to develop a Facebook page including the info relating to the races and the locations of tracks to make the consumer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
Chiquita Brands International B Case Study Solution drivers has a low star power as compare to gamers of other sports. The poor contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an essential aspect for drawing in viewers towards tracks and towards television.
3. Developing New Games and enhancing current video games for kids.
Kids invested most of their time on playing games and using smartphones. But unfortunately, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less attracted towards the sport. In order to draw in these kids, NASCARA must improve its present racing video games by presenting personalization in the cars i.e. altering colours, selection of speed, presenting group racing in the game, using better graphics connected to the racing tracks and presenting numerous levels in the video game. All these modifications in the current game would supply better experience to kids.
In addition to it, NASCAR should likewise build brand-new games associated with racing like kids racing with kids characters as motorists, animation racing with racing in between various cartoon characters with an option of selecting the preferred cartoon character for the kids. These methods would make it possible for the company to bring in one of its possible target sections.
4. Presenting multiculturalism at events.
NASCAR events are made up of fans with very couple of cultural variety, due to expense of arrival in occasions, making it unappealing for the consumers viewing sport events as social celebrations i.e. Generation Y clients. As the Generation Y consumers are a possible target market for NASCAR, therefore the business must take particular procedures to attract this prospective target market.
5. Improving Consumer Experience at Tracks.
NASCAR should work on infrastructure and amenities at tracks because on the race day viewers got disappointed. Viewers have lots of expectations from Chiquita Brands International B Case Study Solution due to the fact that in exact same market other business are offering better services than NASCAR. IF NASCAR don't work on this concern then its fans may moved to its rivals.
Marketing Spending plan.
Marketing budget made on the basis of the above methods for the period of 5 years from 2011 to 2015, shows the cost related data for the marketing strategies. It can be seen that technique 5 of enhancing consumer experience at tracks would require greatest preliminary financial investment and cost and strategy 4 of introducing multiculturalism will need least expensive preliminary investment with least expensive further per year expense.
KEEP IN MIND: The values about cost are assumed on logical basis due the absence of facts and figures associated with cost in the case study. Inflation rate of United States is assumed to be 10%.


On the basis of deep analysis of the external and internal factors of Chiquita Brands International B Case Study Help triggering the decline of tv viewership rate and attendance rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long term. These methods would handle internal factors like bad client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., as well as with external elements like shifting of fans towards other sports, demographical changes in America and altering family life designs.

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