Circon C Online Case Study Analysis

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Circon C Case Study Solution and Analysis


Circon C Case Study Solution (National Association for Stock Cars And Truck Vehicle Racing) is a company conducting series of Stock Vehicle racing in United States and functioning as an approving body for driving the rules for Stock Cars and truck Racing. The organization was established in 1947, by "Huge Expense" France. NASCAR organize Stock Automobile Racing events in United States with the presence of about 130000 viewers usually in 2005. It likewise broadcast its events in about 150 countries. Stock Car Racing by NASCAR is the second largest viewer sport, with greatest number of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of profits for Circon C Case Study Help consists of; 10% of the overall income from television rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist method. The structure of Automobile of Tomorrow by NASCAR, with an objective of safety for the motorists, brought different tensions amongst the stakeholders of the sport.

The interaction audit, carried out in 2010, revealed that in spite of the fact that business highly count on the interactions between its stakeholders, there was no identifiable company interaction method. The industry's target customers, instructions and goals were all unknown.

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

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

Problem Statement.

The business is presently dealing with the problem of decreasing rates of attendance at racing tracks and rates of television viewers. This can put a significant influence on its profits from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather effective till 2005 with its standard marketing techniques, but soon after 2005 the business begins dealing with numerous problems including decline of its fan base. Several external in addition to internal factors are responsible for the decrease. Internal elements include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty. The household system in America was altering resulting in reduction of impact of married male fan base over their children. In addition to it perceptions about car was also changing with viewing automobile a vehicle to reach at point B from point A, rather than as an enjoyable task. Other obstacles for Circon C Case Study Solution consists of 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 access, and so on. These all difficulties were tending the business to modify its marketing methods.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of dictating guidelines as sanctioning body. Guidelines and rules regarding professional stock vehicle racing are dictated by NASCAR like if any team with needed abilities and resources can get in into races by following rules and regulations determined by NASCAR. All the events of NASCAR are sponsored by corporates due to the fact that of greatest brand name loyalty of fans towards brand names advertised by Circon C Case Study Analysis.


Weak Points in SWOT Analysis are thought about as external elements. Weaknesses consists of the factors that stops business to perform at needed level of efficiency. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist technique. They usually utilized to form guidelines and other needed procedures without intervention of others which results in poor collaboration. For instance NASCAR establishes Vehicle of Tomorrow without partnership so result is that drivers did not like that principle. As this is racing sport so covering of sports by media is also tough. It was also discovered that NASCAR had no effective method for service interaction. If it occurred off track, they don't understand how to manage issue. Inadequate business interaction leads to that they don't have clear instructions for their long term goals. They don't understand that where they want to see this sport in future.


NASCAR typically utilized to rely on standard media sources like local paper for promotion of its sports. NASCAR also came to know from these traditional media outlets that sport was difficult to cover. When sports fans were asked relating to popular stars and stars then NASCAR chauffeur was not found even in leading twenty responses.


Risks in SWOT analysis are defined as external aspects that can danger to company's success. Due to the fact that if there is economic down turn then people would be having less return on investment, Economic down turn was experienced in late 2000 which can be risk for NASCAR. Earning of people would be effected and they would be more mindful in investing their money. Economic down turn likewise results in boost fuel costs which likewise affected NASCAR. Since fans of NASCAR utilized to attend its event from cross countries. NESCAR had a rule of 65/25/10 for revenue distribution. 65 percent earnings from media rights would be distributed to race course, 25 percent revenue would be distributed to completing group and remaining 10 percent would be retained by NESCAR which is sanctioning body. Completing team wished to increase their part of profits from 25 percent because of increase in running expense of a race team and also there is decrease in the number of full-season sponsorship. Because they are making enormous investments to improve experience of fans, nescar likewise deals with threats from other sponsors. For example that includes upgrading existing avenues, constructing brand-new avenues, providing Wi-Fi facility and also offering other interactive mediums to interact sports on smartphones. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and create generational loyalty. The obstacle is that the family system in America was changing resulting in reduction of impact of married male fan base over their youngsters. In addition to it perceptions about car was also altering with viewing automobile a vehicle to reach at point B from point A, instead of as an enjoyable task. Now if Circon C Case Study Analysis make considerable financial investments in new segments which are based on new consumers then it might face unfavorable comments from its core fan base.

Porter's Five Forces Analysis

It is essential to comprehend industry in which business is working because NASCAR's bottom line i.e. net revenue is greatly depends on this. There are 5 forces that are used to determine success, strength and appearance of NASCAR company.

Competitive Competition

This force suggests capability of competitors. Teams normally represents sponsors in NASCAR and the medium of marketing is drivers. It can be stated that motorists and race cars are competitors. These chauffeurs can break NASCAR if they improved opportunity in regards to prizes and television exposure. Then viewers can shift to those other intriguing cars and chauffeurs, if audiences take pleasure in other race vehicles and chauffeurs more than NASCAR. NASCAR could be having hazard from its two direct rivals that is Solution 1 and Moto GP. They need to create competitive benefits for drivers so they don't shift to other competitors.

Supplier Power

If business shifts from one provider to another, the provider power suggests the number of suppliers are readily available in market and what is the cost associated with supplier. Since drivers with required resources and abilities are limited, in this market there is supply monopoly.

Buyer Power

In the case of NASCAR clients are its audiences. Audiences can switch to other competitors quickly due to the fact that viewers will having low changing cost.

Danger of Replacement

Substitutes are referred as options. The replacements in this case can be other entertainment indicates like audiences can move to other sports. So there are vast array of substitutes are offered in this circumstance which recommends that hazard of replacement is high.

Threat of New Entry

In the case of NASCAR threat of new entry is low. They need to build cars and trucks and racing tracks and also requires to pay substantial amount to drivers for changing.

PESTEL Analysis


As NASCAR is working in different markets so it requires to deal with various policies. It is also noted that NASCAR has actually faced increased analysis relating to regulatory. Every government has different top priority so NASCAR has actually to be prepared for it as top priority can be moved to other sector.


Financial aspects includes tax rate, currency exchange rate, economic efficiency of that particular business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its rivals can be affected if there is government intervention in the marketing and sales sector. NASCAR can leverage abilities of employees to create brand-new chances and enhance existing chances.


Every society is different from each other. Each has different social values and standards. It helps in understanding concerning society and choice of clients. Social aspects consists of traditions, culture, mindsets towards specific product and services, demographics, norms, interests etc. It can be concluded that advertising through other means instead of traditional (i.e. newspaper) can be preferred in this society.


In this case of NASCAR it can be noted that business are heavily investing for research study and advancement. NASCAR needs to also work on its media rights policy with Turner Broadcasting System.


Due to the fact that every country has different legal terms and conditions, Legal plays an essential role in every country. Circon C Case Study Help requires to be make sure that they safeguard their legal rights in every county so any business does not damage to its legal rights.


Environmental factors are also crucial for every company. NASCAR requires to make sure that its automobiles are not creating contamination more than appropriate level.

7 P's of Marketing


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


Prices strategy of NASCAR for its race events tickets is based upon the location and value of the racing occasions. In addition to race occasions tickets, NASCAR also charge numerous service charge to its stakeholders and makes profits. It charged approving fees of $1-2 million per race on average in 2005.


Promotional strategy of Circon C Case Study Solution is extremely based upon its fan base. A strong fan base share its fandom with others and increase the number of viewers for NASCAR races. The business is not entirely relied upon its fan base for its promotion and promote through local radio stations too. The business has actually likewise embraced the merchandising media of promotion, in which the company offers merchandises with its logo.


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


Nestle individuals technique is comprised of offering much better experience to its viewers, its fan base and to all of its stakeholders. People are an important aspect of Circon C Case Study Solution A marketing strategy as its occasions are the source of home entertainment for crowd. Its people method includes efforts to offer better experience to its Fans, Race Drivers, Crew, Occasion Organizers and so on, all of which come under people technique of NASCAR.


Several company procedures are needed to perform racing occasions in an efficient way. These procedures include; appropriate schedule of time, plan for viewers, offering tickets, plan of area for sponsors, managing logistics etc. These all processes contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR includes the existence of its racing tracks, stock automobiles and racing events. Together with it, its retailing brand names including tee shirts, caps, goodies and so on, likewise serve as a physical evidence for NASCAR.

Item Life Process Evaluation.

The racing occasions by NASCAR was presented on June 19, 1949. At the first stage competitors for NASCAR was low, as the rivals drove the vehicles similar to the automobiles driven by ordinary individuals.


After performing its very first race successfully the company moved towards developing its own tracks. The first Circon C Case Study Analysis based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways consisting of Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards transmitting its races on television in 1979. The very first event relayed 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 regional Sport popular organization into one with global fan base. He initiated a brand-new era of profitable sponsorships and television contracts for NASCAR.


The maturity duration for NASCAR started with the efforts of William France Jr., with the business having wide range of revenue sources. The company has about 500 sponsors with broadcasting its events in about 150 nations. The business has a great deal of tracks in the majority of the cities of United States.


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

Market Segmentation.

The marketplace segmentation of Circon C Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Circon C Case Help is based upon the geographical presence of its tracks in different states and cities in United States, and the television broadcasting of its events in various nations. The company has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation supplies the business local along with global fan base.


The demographic segmentation of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the customer. Its present fan base is majorly consisted of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. Currently NASCAR is trying to increase its target market to the young growing population and kinds. To increase the group sector of its market NASCAR ought to modify its marketing techniques to draw in more age and lower its rates to enter in the marketplace section with a low typical earnings.( htt1).


The mental attributes of most of the fans are rather similar. NASCAR has a fan base with a commitment. As soon as in a week, NASCAR fans perceive it compulsive to buy tickets and see the races. 71% of them prefer to acquire items with a NASCAR trademark name. They are rather extrovert and want to join other fans while racing. They want quality racing with low price at practical location. NASCAR has actually attempted to increase the quality of its racing by introducing stage racing, they also have actually tried to lower costs and make the occasion more practical by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of viewing the race live on the tv or by going in the events. Presently, the fans preference is towards seeing the race at house on tv rather than going, as the client experience at NASCAR tracks is not favourable as well as costly.

Target audience.


One of the possible target market of NASCAR was Hispanics; the young and growing population of United States. The market sector has great 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.


Kids are also one of the prospective target market sector for NASCAR, as they are more linked socially than other groups. Cars and truck racing games developed by Circon C Case Study Help can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR requires more attention towards customizing and improving its digital functions to attract the kids target market.

Generation Y.
Generation Y target audience includes those who spent five times more resources on discretionary expenditures i.e. purchasing tickets for racing occasions, than others. This huge expense makes the segment capacity for NASCAR marketing technique of increasing its fan base. The marketplace sector is also simple to approach as 81% of the Y Generation customer utilizes Facebook every day and the use is two times of utilizing tv and radio. The market segment views sports as a social occasion, rather than adherence to sport. The market sector considers NASCAR as an organization lacking in producing a multiculturalism environment. Circon C Case Study Solution needs to take different actions to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing. These 5 C's needs to be analysed effectively for taking any marketing choice. These 5 C's stands for Climate, Business, Collaborators, Consumers and Competitors.


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 environmental and is mentioned above.


Circon C Case Study Solution is a car racing company with having USP of high quality automobile racing with a worldwide structure. Its sector is sports team and occasions.


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


The customer of Circon C Case Study Analysis are its audiences. They target clients 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 develop generational commitment.


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

Marketing Methods.

1. Maintaining and developing Facebook Page.
One of the prospective target markets sectors for NASCAR is Hispanics which is the growing population section of U.S.A. but sadly NASCAR had been unable to bring in the this targeted segment. It should develop a Facebook page consisting of the info concerning the races and the areas of tracks to make the consumer helpful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to gamers of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The major reason behind it is that, the racers mainly play in teams and are unable to build an essential account and preserve 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 an important element for attracting audiences towards tracks and towards television. The star power for the chauffeurs at NASCARA could be improved by creating and upgrading accounts of crucial motorists by NASCARA itself. This would get rid of the requirement of requiring motorists to keep their accounts and would lead to increasing fans attention towards NASCARA motorists.
3. Establishing New Games and improving current video games for kids.
Kids invested most of their time on playing games and using mobile phones. Sadly, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less attracted towards the sport. In order to bring in these kids, NASCARA ought to enhance its existing racing games by presenting personalization in the vehicles i.e. altering colours, choice of speed, introducing group racing in the video game, using better graphics connected to the racing tracks and introducing numerous levels in the video game. All these adjustments in the present game would supply much better experience to kids.
Together with it, NASCAR should likewise develop new video games connected to racing like kids racing with kids characters as chauffeurs, animation racing with racing between numerous animation characters with an option of selecting the favourite animation character for the kids. These strategies would allow the business to attract among its prospective target sectors.
4. Presenting multiculturalism at occasions.
NASCAR occasions are comprised of fans with extremely few cultural diversity, due to cost of arrival in events, making it unsightly for the customers perceiving sport occasions as social events i.e. Generation Y customers. As the Generation Y clients are a prospective target market for NASCAR, for that reason the company needs to take certain procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR needs to work on facilities and amenities at tracks due to the fact that on the race day audiences got dissatisfied. Audiences have lots of expectations from Circon C Case Study Solution since in same industry other business are supplying much better services than NASCAR. IF NASCAR don't work on this problem then its fans might moved to its competitors.
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 expense related data for the marketing strategies. (See Appendix B). It can be seen that strategy 5 of improving client experience at tracks would need highest initial financial investment and expense and method 4 of introducing multiculturalism will need most affordable initial financial investment with least expensive even more annually expense. The company should focus on the resource allowance on these strategies on the basis of its available resources and the prospective advantages which the strategy would supply.
NOTE: The worths about expense are presumed on rational basis due the absence of figures and realities connected to cost in the event research study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the external and internal aspects of Circon C Case Study Analysis triggering the decrease of television viewership rate and attendance rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long run. These techniques would deal with internal aspects like bad customer experience at tracks, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., as well as with external aspects like moving of fans towards other sports, demographical changes in America and changing domesticity styles.

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