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Circon C Case Study Solution and Analysis


NASCAR (National Association for Stock Vehicle Auto Racing) is an organization carrying out series of Stock Automobile racing in United States and acting as an approving body for driving the guidelines for Stock Cars and truck Racing. 2) Stock Vehicle Racing by NASCAR is the 2nd largest spectator sport, with highest number of sponsors. 1) The other sources of revenue for Circon C Case Study Help includes; 10% of the total profits from television rights, approving 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 Cars and truck of Tomorrow by NASCAR, with an intention of security for the chauffeurs, brought numerous stress among the stakeholders of the sport.
Executive Summary
The communication audit, conducted in 2010, exposed that regardless of the reality that the service extremely rely on the communications in between its stakeholders, there was no recognizable business interaction method. (

The audit mentioned various doing not have of NASCAR in terms of absence of internal combination, absence of fan management strategy and lack of digital and social media of marketing. The company has intricate environment with independent tracks, teams and motorists. This structure with closed corporate culture bring different obstacles in accelerating a change. Other partners in ecosystem consists of the media networks i.e. tv and radio, and business marketers.

Circon C Case Study Help audiences was extremely loyal to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business marketers.

Issue Declaration.

The company is currently dealing with the problem of decreasing rates of attendance at racing tracks and rates of tv viewers. This can put a considerable impact on its earnings from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather successful till 2005 with its traditional marketing methods, but right after 2005 the business begins dealing with numerous issues consisting of decrease of its fan base. A number of external along with internal aspects are accountable for the decline. Internal aspects include; inadequate 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. However the family system in America was changing leading to reduction of influence of married male fan base over their children. Along with it perceptions about car was likewise altering with viewing cars and truck a vehicle to reach at point B from point A, rather than as a fun project. Other difficulties for Circon C Case Study Analysis includes the shift of its fans to other sports as they were enhancing their fan's experience allowing access to their broadcasts out of the homes through jumbo turns, Wi-Fi gain access to, and so on. These all difficulties were tending the business to revise its marketing strategies.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are different from its competitors. These are business's core proficiencies on which business performance or company success based on. Circon C Case Study Help core proficiencies includes it has rights of dictating guidelines as sanctioning body. Policies and guidelines relating to expert stock cars and truck racing are dictated by NASCAR like if any group with needed abilities and resources can participate in races by following rules and guidelines dictated by NASCAR. So NASCAR has monopoly it this aspect. Its strengths likewise 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 used to relay in more than 150 countries worldwide with more than $56 million revenues. The primary sources of their incomes come from tv rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has also big resource of fans and business sponsors. All the events of NASCAR are sponsored by corporates due to the fact that of most significant brand commitment of fans toward brands advertised by Circon C Case Study Analysis. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collaborative. Circon C Case Study Help establishes Automobile of Tomorrow without partnership so result is that drivers did not like that concept. It was likewise found that NASCAR had no reliable technique for company interaction.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external elements which can be favourable to business or the external factors on which company is having competitive advantage. NASCAR normally utilized to rely on traditional media sources like regional newspaper for promotion of its sports. Generally these traditional media sources try to cover their house team and certain kind of occasions. NASCAR also familiarized from these conventional media outlets that sport was hard to cover. Media landscape also altered from conventional to digital landscape. Newspapers went out of business. NASCAR can work on its capabilities to get maximum possible benefits from this new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were likewise sold to Turner Sports. NASCAR utilized to get pay check of around $15 million annually from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track. Then they are required to pay licensing fees to Turner Sport, if media sources like papers, publications and cable television channels desire to post videos of races on their particular pages. NASCAR can work on conditions and terms and try to work out with Turner Sports to get optimal advantages of it. Star power plays extremely important function in producing profits from every sport. However it was kept in mind that Circon C Case Study Solution is lagging in this area i.e. star power. When sports fans were asked concerning popular celebrities and stars then NASCAR chauffeur was not discovered even in top twenty actions. So NASCAR can put efforts in this area too for profits generation. They should assist their motorists that how they can become sport stars. 4 strategic focuses which are created by research group can likewise be served as chance for NESCAR. These 4 tactical focuses compares and analysis Circon C Case Study Help strategies.


Dangers in SWOT analysis are defined as external elements that can danger to company's success. Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is economic down turn then people would be having less return on investment. Earning of individuals would be effected and they would be more mindful in investing their money. Economic down turn likewise leads to boost fuel rates which also impacted NASCAR. Due to the fact that fans of NASCAR utilized to attend its event from cross countries. NESCAR had a rule of 65/25/10 for profits circulation. 65 percent profits from media rights would be distributed to race course, 25 percent earnings would be distributed to completing team and staying 10 percent would be retained by NESCAR which is approving body. Competing group wished to increase their portion of earnings from 25 percent due to the fact that of increase in running expense of a race group and likewise there is decline in the number of full-season sponsorship. NESCAR likewise deals with dangers from other sponsors because they are making enormous investments to enhance experience of fans. Which consists of updating existing avenues, constructing new avenues, supplying Wi-Fi facility and also providing other interactive mediums to connect sports on smart devices. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty. The obstacle is that the family system in America was changing resulting in decrease of influence of married male fan base over their youngsters. Along with it perceptions about cars and truck was likewise changing with perceiving vehicle an automobile to reach at point B from point A, instead of as a fun job. If NASCAR make significant investments in brand-new sectors which are based on new consumers then it might face negative remarks from its core fan base, now.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is utilized to analyse market in which company is working. It helps in determining what are strengths and weak point of any specific market. It recommend that every market is different from one another. It is important to comprehend industry 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 used to determine profitability, intensity and beauty of Circon C Case Study Help company.

Competitive Rivalry

This force shows capability of competitors. Teams normally represents sponsors in NASCAR and the medium of marketing is chauffeurs. For that reason it can be stated that chauffeurs and race automobiles are competitors. If they got better chance in terms of rewards and tv exposure, these chauffeurs can go against Circon C Case Study Analysis. If audiences take pleasure in other race vehicles and chauffeurs more than NASCAR then viewers can move to those other fascinating vehicles and motorists. NASCAR might be having danger from its 2 direct competitors that is Formula 1 and Moto GP. They require to create competitive benefits for motorists so they do not move to other rivals.
Swot Analysis
Provider Power

If company shifts from one provider to another, the supplier power shows the number of providers are offered in industry and what is the cost associated with provider. In this market there is supply monopoly since chauffeurs with needed resources and skills are limited.

Purchaser Power

In the case of NASCAR consumers are its audiences. Viewers can change to other rivals easily since audiences will having low switching expense.

Danger of Replacement

Replacements are referred as options. The alternatives in this case can be other entertainment suggests like viewers can move to other sports. There are large variety of alternatives are available in this scenario which suggests that threat of replacement is high.

Risk of New Entry

In the case of NASCAR risk of new entry is low. They need to build cars and racing tracks and likewise needs to pay hefty amount to drivers for switching.

PESTEL Analysis


As NASCAR is working in numerous markets so it requires to deal with various regulations. It is likewise kept in mind that NASCAR has dealt with increased scrutiny regarding regulative. Every government has different top priority so NASCAR has to be prepared for it as priority can be moved to other sector.


Financial aspects includes taxation rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can leverage abilities of staff members to create new chances and enhance existing chances.


Every society is various from each other. Each has various social worths and standards. It assists in understanding regarding society and choice of clients. Social factors consists of traditions, culture, attitudes towards particular product and services, demographics, norms, interests etc. It can be concluded that marketing through other methods rather than standard (i.e. paper) can be chosen in this society.


Innovation has effect on practically every organisation. It consists of development in organisation technique. In this case of Circon C Case Study Solution it can be noted that business are greatly investing for research study and development. NASCAR needs to also deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays a crucial role in every nation because every nation has various legal terms. Circon C Case Study Solution requires to be ensure that they secure their legal rights in every county so any business does not harm to its legal rights.


Environmental factors are likewise essential for every business. NASCAR requires to make sure that its cars are not generating contamination more than acceptable level.

7 P's of Marketing


The items of Circon C 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 corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).


Prices technique of NASCAR for its race occasions tickets is based upon the location and value of the racing occasions. Together with race events tickets, NASCAR likewise charge various service fees to its stakeholders and makes income. It charged approving fees of $1-2 million per race on average in 2005.


Marketing method of Circon C Case Study Analysis is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of audiences for NASCAR races. The company is not entirely relied upon its fan base for its promotion and promote through regional radio stations too. The company has likewise adopted the merchandising media of promotion, in which the company sells products with its logo.


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


Nestle individuals method is consisted of supplying much better experience to its audiences, its fan base and to all of its stakeholders. People are an important element of Circon C Case Study Help A marketing strategy 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 technique of NASCAR.


Several company processes are needed to perform racing occasions in an efficient way. These processes include; proper schedule of time, arrangement for spectators, selling tickets, plan of space for sponsors, managing logistics and so on. These all procedures contribute I constructing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Proof.

Crucial physical evidences for the NASCAR includes the existence of its racing tracks, stock vehicles and racing occasions. Together with it, its merchandising brands including t-shirts, caps, goodies etc., also function as a physical proof for NASCAR.

Product Life Process Assessment.

The racing occasions by Circon C Case Study Solution was introduced on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the first stage competitors for NASCAR was low, as the rivals drove the cars and trucks comparable to the automobiles driven by common people.


The very first NASCAR based track, particularly 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., ended up being the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular organization into one with worldwide fan base. He initiated a new period of lucrative sponsorships and television agreements for NASCAR.


The maturity duration for NASCAR started with the efforts of William France Jr., with the business having vast array of income sources. The company has about 500 sponsors with relaying its events in about 150 countries. The business has large number of tracks in the majority of the cities of United States.


The decline in the company's offerings started after 2005 with average presence rate per race decreased by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The major causes of decline include the monetary crisis of 2008, which increased the expense of getting to tracks for viewers due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Division.

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


The geographical segmentation of Circon C Case Analysis is based upon the geographical presence of its tracks in different states and cities in United States, and the tv broadcasting of its events in numerous nations. The business has 23 tracks in about 20 states of America and has tv broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical segmentation offers the business regional as well as international fan base.


The market segmentation of Circon C Case Study Help is also highlydiverse based upon the gender, earnings and age of the customer. To increase the group sector of its market NASCAR need to modify its marketing methods to draw in more age groups and lower its prices to go into in the market sector with a low average earnings.


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


Behavioural division of NASCAR is based upon the behaviour of fans in terms of watching the race live on the television or by going in the events. Currently, the fans choice is towards watching the race at home on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as costly.

Target Market.


Among the potential target audience of Circon C Case Study Solution was Hispanics; the young and growing population of United States. The marketplace segment has fantastic 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. Although, the section shows affinity with vehicle culture, but require a more focused marketing towards welcoming the sector towards racing.


Kids are likewise one of the prospective target market sector for NASCAR, as they are more linked socially than other groups. Producing fan base amongst kids can supply a potential increase in the variety of fans for racing due to their connectivity. Kids spend the majority of their times in playing and using smart devices video games. Automobile racing video games developed by Circon C Case Study Help can be a prospective source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital functions related to kids are not capable of getting the attention. NASCAR requires more attention towards personalizing and improving its digital features to bring in the kids target market.

This big expense makes the sector potential for NASCAR marketing technique of increasing its fan base. The market sector considers NASCAR as an organization lacking in producing a multiculturalism atmosphere. NASCAR needs to take various actions to improve the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking choices concerning marketing.


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


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


Collaborations includes suppliers, providers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million every year 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 client of Circon C Case Study Help 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 children and produce generational commitment.


The direct competitors of NASCAR are Solution 1 and Moto GP. Groups usually represents sponsors in NASCAR and the medium of marketing is motorists. Therefore it can be said that drivers and race cars are rivals. These drivers can go against Circon C Case Study Solution if they got better chance in regards to rewards and tv exposure.

Marketing Methods.

1. Maintaining and developing Facebook Page.
Among the possible target audience sectors for NASCAR is Hispanics which is the growing population segment of USA however regrettably NASCAR had been not able to attract the this targeted section. In order to attract the young growing generation the NASCAR ought to market by utilizing social networks like Facebook. It should establish a Facebook page including the info concerning the races and the areas of tracks to make the customer helpful about the core operations of Circon C Case Study Help. It needs to likewise upgrade its Facebook page on day-to-day basis to provide info about its upcoming occasions. This would make the target market segment more helpful about the business and would lead to attracting large fans base.
2. Developing and Updating Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Display). The major factor behind it is that, the racers mostly play in teams and are unable to develop an essential account and maintain a close contact with fans. The poor contacts with fans lead to less attraction of audiences towards the racers and a low star power. Star power is a crucial aspect for attracting audiences towards tracks and towards tv. The star power for the motorists at NASCARA might be enhanced by developing and updating accounts of essential chauffeurs by NASCARA itself. This would remove the requirement of requiring drivers to maintain their accounts and would lead to increasing fans attention towards NASCARA drivers.
3. Establishing New Games and improving current games for kids.
In order to draw in these kids, NASCARA needs to enhance its current racing video games by introducing personalization in the cars and trucks i.e. changing colours, selection of speed, presenting group racing in the game, utilizing better graphics related to the racing tracks and presenting numerous levels in the video game. All these modifications in the present game would supply much better experience to kids.
In addition to it, NASCAR should also build brand-new video games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between different animation characters with a choice of choosing the preferred cartoon character for the kids. These methods would enable the company to attract one of its prospective target segments.
4. Introducing multiculturalism at occasions.
Circon C Case Study Solution occasions are consisted of fans with extremely few multiculturalism, due to cost of arrival in events, making it unattractive for the customers perceiving sport events as affairs i.e. Generation Y clients. As the Generation Y customers are a possible target market for NASCAR, therefore the business must take certain procedures to attract this prospective target market. It should embrace techniques to draw in the customers far from the tracks location with different culture. The technique to do so might be offering unique discount rates on tickets or totally free tickets to viewers originating from a specific range or from another state. It would increase cultural diversity of the fans and would make Generation Y consumers more satisfied.
5. Improving Consumer Experience at Tracks.
Due to the fact that on the race day audiences got disappointed, NASCAR needs to work on infrastructure and facilities at tracks. Audiences have many expectations from NASCAR due to the fact that in same market other business are supplying better services than NASCAR. Then its fans may moved to its competitors, if NASCAR don't work on this issue. According to fans there were not adequate facilities were readily available as compare to other sports service providers. NASCAR ought to make sure that it offer adequate centers that includes cleaned toilets, comfortable seating arrangement. They should also offer WIFI services and accessibility of charge card throughout that track. It should be also ensure that there suffice jumbo turns positioned at all needed locations. There should be also food stalls that supply quality food to viewers. In this way viewers will be having pleasant experience at the day of event. (See Appendix B).

Marketing Budget

Marketing budget plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, shows the expense associated information for the marketing strategies. (See Appendix B). It can be seen that method 5 of enhancing consumer experience at tracks would need greatest initial financial investment and cost and strategy 4 of introducing multiculturalism will need most affordable preliminary investment with most affordable even more each year cost. The company needs to prioritize the resource allotment on these methods on the basis of its available resources and the possible benefits which the technique would supply.
KEEP IN MIND: The values about cost are assumed on rational basis due the lack of truths and figures related 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 internal and external elements of Circon C Case Study Analysis triggering the decrease of television viewership rate and attendance rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long term. These methods would deal with internal factors like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like games, lack of culturalisms at tracks and so on, in addition to with external aspects like moving of fans towards other sports, demographical changes in America and changing family life designs.