Circon B Online Case Study Analysis

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Circon B Case Study Solution & Analysis


NASCAR (National Association for Stock Cars And Truck Automobile Racing) is an organization performing series of Stock Car racing in United States and acting as an approving body for driving the guidelines for Stock Car Racing. 2) Stock Vehicle Racing by NASCAR is the 2nd biggest viewer sport, with greatest number of sponsors. 1) The other sources of earnings for Circon B Case Study Analysis includes; 10% of the total revenue from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist method. This non collective method brings tensions in the sport. The building of Vehicle of Tomorrow by Circon B Case Study Help, with an intention of security for the motorists, brought different stress amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, revealed that regardless of the fact that business highly rely on the interactions between its stakeholders, there was no identifiable organisation communication strategy. The industry's target clients, direction and objectives were all unknown.

The audit pointed out different doing not have of NASCAR in terms of lack of internal combination, lack of fan management method and lack of digital and social media of marketing.

Circon B Case Study Analysis audiences was extremely loyal to the sport and the brand names associated with the NASCAR, making it appealing for sponsors and business online marketers.

Issue Declaration.

The business is presently dealing with the problem of decreasing rates of attendance at racing tracks and rates of television audiences. This can put a substantial effect on its incomes from sponsors, media rights, and from other sources of income.

Situational Analysis.

Although the company was quite effective till 2005 with its traditional marketing techniques, however not long after 2005 the company starts dealing with numerous issues consisting of decline of its fan base. Numerous external as well as internal elements are responsible for the decline. Internal factors include; 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 children and produce generational commitment. Other difficulties for NASCAR 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 homes through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.


In SWOT analysis, strengths defined as company's qualities which are various from its rivals. These are company's core proficiencies on which company performance or business success based on. Circon B Case Study Solution core competencies includes it has rights of determining rules as approving body. Guidelines and regulations relating to expert stock vehicle racing are dictated by NASCAR like if any group with needed skills and resources can enter into races by following rules and regulations dictated by NASCAR. So NASCAR has monopoly it this element. Its strengths also consists of that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in US. Its races were utilized to relay in more than 150 countries around the world with more than $56 million profits. The primary sources of their earnings 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. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates since of most significant brand commitment of fans toward brand names advertised by Circon B Case Study Analysis. (See Appendix A).


Weak Points in SWOT Analysis are considered as external elements. Weaknesses includes the factors 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 normally used to form guidelines and other required processes without intervention of others which leads to bad collaboration. For example NASCAR develops Vehicle of Tomorrow without cooperation so result is that motorists did not like that principle. As this is racing sport so covering of sports by media is likewise challenging. It was likewise discovered that NASCAR had no reliable method for organisation interaction. They don't understand how to deal with concern if it happened off track. Inefficient organisation interaction results in that they don't have clear direction for their long term objectives. They do not understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

NASCAR normally used to rely on standard media sources like local newspaper for publicity of its sports. NASCAR also came to understand from these traditional media outlets that sport was tough to cover. When sports fans were asked relating to popular stars and stars then NASCAR driver was not found even in top twenty responses.


Hazards in SWOT analysis are specified as external elements that can danger to business's success. Since if there is economic down turn then people would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of people would be effected and they would be more conscious in investing their loan. Economic down turn also results in boost fuel rates which also impacted NASCAR. Since 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 tracks, 25 percent profits would be distributed to competing team and remaining 10 percent would be maintained by NESCAR which is approving body. Competing group wanted to increase their part of income from 25 percent due to the fact that of increase in running cost of a race group and likewise there is decrease in the number of full-season sponsorship. Because they are making huge investments to enhance experience of fans, nescar also faces risks from other sponsors. Which consists of upgrading existing avenues, developing brand-new avenues, providing Wi-Fi facility and likewise providing other interactive mediums to connect sports on smart devices. Fan base of NASCAR comprised 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 changing resulting in reduction of impact of married male fan base over their children. In addition to it understandings about cars and truck was likewise changing with perceiving car an automobile to reach at point B from point A, instead of as a fun job. Now if Circon B Case Study Solution make considerable investments in brand-new sectors which are based on brand-new clients then it might deal with unfavorable comments from its core fan base.

Porter's 5 Forces Analysis

It is important to understand industry in which company is working because NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to recognize success, intensity and attractiveness of NASCAR service.

Competitive Competition

These chauffeurs can go versus NASCAR if they got much better chance in terms of prizes and television exposure. If audiences delight in other race automobiles and chauffeurs more than NASCAR then viewers can move to those other interesting cars and trucks and chauffeurs. NASCAR could be having danger from its 2 direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The provider power shows the number of providers are readily available in industry and what is the cost connected with provider if company shifts from one provider to another. In this market there is supply monopoly since motorists with required skills and resources are limited.

Buyer Power

This force is concerning to customers that is it easy for customers to move to other items. If there is more changing expense is associated then customers are less likely to change. When it comes to NASCAR consumers are its audiences. Viewers can switch to other competitors easily due to the fact that audiences will having low switching cost.

Hazard of Substitution

Substitutes are referred as alternatives. The replacements in this case can be other home entertainment implies like viewers can move to other sports. So there are wide range of substitutes are offered in this scenario which suggests that hazard of replacement is high.

Hazard of New Entry

It is defined as how it is easy for any business to enter in that particular market. When it comes to Circon B Case Study Analysis threat of new entry is low. If any company needs to go into in this service than they have to make heavy financial investments, due to the fact that. They need to develop automobiles and racing tracks and likewise requires to pay substantial total up to motorists for switching.

PESTEL Analysis


As NASCAR is working in numerous markets so it needs to deal with different guidelines. It is likewise noted that NASCAR has faced increased analysis concerning regulative. Every government has different concern so NASCAR has actually to be prepared for it as priority can be moved to other sector.


Economic aspects includes taxation rate, currency exchange rate, financial performance of that particular company, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can leverage abilities of employees to create new chances and enhance existing opportunities.


Each has different social worths and standards. It helps in comprehending relating to society and preference of clients.


Innovation has effect on practically every business. It consists of development in company technique. In this case of Circon B Case Study Solution it can be noted that business are heavily investing for research and advancement. NASCAR should also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Because every nation has various legal terms and conditions, Legal plays a crucial role in every country. Circon B Case Study Solution needs to be make sure that they safeguard their legal rights in every county so any company does not hurt to its legal rights.


Environmental aspects are likewise important for every single service. Since typically federal governments do not permit those business which can damage to environment. These ecological factors consists of laws concerning contamination, climate change, safe waste disposal, policies regarding insurance coverage etc. NASCAR requires to make sure that its cars are not creating pollution more than appropriate level.

7 P's of Marketing


The items of Circon B Case Study Analysis in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to business online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race events tickets is based upon the place and importance of the racing occasions. Together with race occasions tickets, NASCAR also charge different service charge to its stakeholders and makes profits. For instance it charged approving costs of $1-2 million per race typically in 2005.


Advertising method 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 includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in most of the cities in United States to comprehend across the country appeal.


Nestle individuals strategy is comprised of providing much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential element of Circon B Case Study Analysis A marketing method as its events are the source of entertainment for crowd. Its individuals strategy includes efforts to provide better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under individuals method of NASCAR.


Numerous service processes are required to conduct racing occasions in an effective method. These processes consist of; proper schedule of time, plan for viewers, selling tickets, arrangement of area for sponsors, managing logistics and so on. These all procedures contribute I constructing NASCAR image, improving spectators experience and increasing fan base.

Physical Proof.

Crucial physical proofs for the NASCAR consists of the presence of its racing tracks, stock cars and trucks and racing events. Together with it, its merchandising brands including tee shirts, caps, goodies and so on, likewise act as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing occasions by Circon B Case Study Help was presented on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first stage competition for NASCAR was low, as the competitors drove the cars similar to the cars driven by common people.


The first NASCAR based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. After the development of racing tracks the company moved towards transmitting its races on television in 1979.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular company into one with international fan base. He initiated a new period of lucrative sponsorships and television contracts for NASCAR.


The maturity period for NASCAR started with the efforts of William France Jr., with the company having large range of profits sources. The business has about 500 sponsors with transmitting its occasions in about 150 countries. The company has a great deal of tracks in the majority of the cities of United States.


The decline in the company's offerings began after 2005 with average attendance rate per race decreased by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The major reasons for decline consist of the financial crisis of 2008, which increased the cost of arriving at tracks for audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Segmentation.

The market segmentation of Circon B Case Study Analysis can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Circon B Case Solution is based upon the geographical presence of its tracks in different states and cities in United States, and the tv broadcasting of its occasions in different 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 large geographical division offers the company local along with global fan base.


The demographic division of NASCAR is also highlydiverse based upon the gender, earnings and age of the customer. Its present fan base is majorly comprised 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 group sector of its market NASCAR must modify its marketing techniques to bring in more age groups and lower its costs to go into in the marketplace segment with a low average earnings.( htt1).


The psychological attributes of most of the fans are quite comparable. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to purchase tickets and see the races as soon as in a week. 71% of them choose to acquire products with a NASCAR brand name. They are rather extrovert and want to mingle with other fans while racing. They desire quality racing with low rate at practical place. NASCAR has attempted to increase the quality of its racing by introducing stage racing, they also have actually attempted to lower costs and make the event more hassle-free by introducing live racing.


Behavioural segmentation of Circon B Case Study Help is based upon the behaviour of fans in regards to enjoying the race live on the tv or by going in the occasions. Currently, the fans preference is towards enjoying the race at home on tv instead of going, as the client experience at NASCAR tracks is not favourable along with expensive. 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 presenting qualitative services at its tracks.

Target audience.


Among the prospective target audience of Circon B Case Study Solution was Hispanics; the young and growing population of United States. The marketplace sector has great prospective for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the section has increasing wealth rate with about $1 trillion of wealth in 2014. The segment shows affinity with automobile culture, but require a more focused marketing towards welcoming the segment towards racing.


Kids are likewise one of the potential target market segment for NASCAR, as they are more connected socially than other groups. Cars and truck racing games developed by Circon B Case Study Analysis can be a possible source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and enhancing its digital features to draw in the kids target market.

Generation Y.
Generation Y target audience consists of those who spent five times more resources on discretionary expenditures i.e. purchasing tickets for racing occasions, than others. This big expenditure makes the sector capacity for NASCAR marketing strategy of increasing its fan base. The marketplace segment is also easy to approach as 81% of the Y Generation customer utilizes Facebook the use and every day is twice of utilizing tv and radio. The market segment views sports as a get-together, instead of adherence to sport. The market sector thinks about NASCAR as a company doing not have in developing a multiculturalism environment. Circon B Case Study Analysis must take numerous steps 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 concerning marketing.


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


NASCAR is an automobile racing business with having USP of high quality automobile racing with a global structure. Its sector is sports group and events. Its target market is males in the age group of 15-60 years. Company has actually closed corporate culture and having non-interventionist approach.


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


The consumer of Circon B Case Study Solution are its audiences. They target clients 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 produce generational commitment.


Groups typically represents sponsors in NASCAR and the medium of advertising is drivers. These drivers can go versus NASCAR if they got better opportunity in terms of prizes and tv exposure.

Marketing Strategies.

1. Preserving and establishing Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population segment of USA but regrettably NASCAR had been unable to draw in the this targeted section. It should establish a Facebook page consisting of the information relating to the races and the areas of tracks to make the consumer informative about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
Circon B Case Study Solution motorists has a low star power as compare to gamers of other sports. The bad contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is an important element for bring in audiences towards tracks and towards television.
3. Establishing New Games and enhancing existing video games for kids.
In order to bring in these kids, NASCARA needs to improve its current racing games by presenting customization in the cars and trucks i.e. altering colours, choice of speed, presenting group racing in the video game, using much better graphics related to the racing tracks and introducing different levels in the game. All these modifications in the present video game would supply much better experience to kids.
Together with it, NASCAR needs to also develop new video games related to racing like kids racing with kids characters as motorists, animation racing with racing between various cartoon characters with a choice of picking the favourite animation character for the kids. These strategies would make it possible for the business to draw in one of its possible target sections.
4. Presenting multiculturalism at occasions.
Circon B Case Study Help occasions are comprised of fans with extremely couple of cultural diversity, due to expense of arrival in events, making it unappealing for the customers perceiving sport occasions as get-togethers i.e. Generation Y clients. As the Generation Y customers are a possible target market for NASCAR, therefore the company ought to take certain measures to attract this prospective target market. It needs to adopt techniques to bring in the customers far from the tracks location with various culture. The method to do so could be providing special discounts on tickets or free tickets to audiences originating from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y clients more satisfied.
5. Improving Consumer Experience at Tracks.
Due to the fact that on the race day viewers got disappointed, NASCAR ought to work on infrastructure and amenities at tracks. Viewers have many expectations from NASCAR since in very same market other business are offering better services than NASCAR. Then its fans might shifted to its rivals, if NASCAR don't work on this concern. According to fans there were not adequate facilities were available as compare to other sports providers. So NASCAR should make certain that it offer sufficient facilities that includes cleaned toilets, comfortable seating plan. They need to also provide WIFI services and accessibility of charge card throughout that track. It needs to be likewise make certain that there are enough jumbo turns put at all needed places. There must be also food stalls that provide quality food to audiences. In this method audiences will be having pleasant experience at the day of occasion. (See Appendix B).

Marketing Budget

Marketing spending plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the cost related information for the marketing methods. It can be seen that technique 5 of improving consumer experience at tracks would require highest preliminary financial investment and expense and technique 4 of introducing multiculturalism will require lowest preliminary investment with most affordable even more per year cost.
KEEP IN MIND: The values about cost are assumed on rational basis due the lack of figures and truths related to 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 elements of Circon B Case Study Solution causing the decline 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 methods would deal with internal aspects like poor client experience at tracks, insufficient social networks 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 altering domesticity styles.