Competition Policy In The European Union And The Power Of Microsoft Case Study Solution & Analysis
Introduction
NASCAR (National Association for Stock Car Automobile Racing) is an organization carrying out series of Stock Vehicle racing in United States and acting as an approving body for driving the rules for Stock Car Racing. 2) Stock Automobile Racing by NASCAR is the second largest viewer sport, with highest number of sponsors. 1) The other sources of profits for Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis includes; 10% of the total revenue from tv rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand to business.
NASCAR has a closed business culture with the non-interventionist method. The structure of Car of Tomorrow by NASCAR, with an intention of security for the drivers, brought different stress among the stakeholders of the sport.
The communication audit, performed in 2010, revealed that regardless of the truth that the business extremely rely on the communications in between its stakeholders, there was no identifiable business interaction method. The industry's target customers, instructions and objectives were all unknown.
The audit mentioned numerous doing not have of NASCAR in terms of absence of internal integration, lack of fan management technique and lack of digital and social media of marketing. The company has complicated environment with independent tracks, motorists and groups. This structure with closed corporate culture bring numerous obstacles in speeding up a change. Other partners in ecosystem consists of the media networks i.e. tv and radio, and business marketers.
Competition Policy In The European Union And The Power Of Microsoft Case Study Solution viewers was extremely devoted to the sport and the brand names related to the NASCAR, making it appealing for sponsors and business marketers.
Problem Statement.
The company is presently facing the issue of decreasing rates of presence at racing tracks and rates of television viewers. This can put a substantial impact on its profits from sponsors, media rights, and from other sources of earnings.
Situational Analysis.
Although the business was quite successful till 2005 with its conventional marketing methods, but not long after 2005 the business starts dealing with different issues including decrease of its fan base. A number of external along with internal factors are responsible for the decrease. Internal factors consist of; inadequate financial investment in social media and other digital medias of.
Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and develop generational loyalty. However the household system in America was changing leading to decrease of impact of married male fan base over their youngsters. Together with it understandings about car was also changing with perceiving car a car to reach at point B from point A, rather than as a fun job. Other obstacles for Competition Policy In The European Union And The Power Of Microsoft Case Study Help consists of the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc. These all obstacles were tending the company to revise its marketing strategies.
SWOT Analysis.
Strengths.
NASCAR core proficiencies includes it has rights of dictating guidelines as approving body. Regulations and guidelines regarding professional stock car racing are dictated by NASCAR like if any team with needed abilities and resources can get in into races by following rules and policies determined by NASCAR. All the events of NASCAR are sponsored by corporates due to the fact that of biggest brand commitment of fans towards brand names promoted by Competition Policy In The European Union And The Power Of Microsoft Case Study Help.
Weak points.
Weaknesses of NASCAR includes its close culture which is non collaborative. Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis develops Vehicle of Tomorrow without collaboration so result is that chauffeurs did not like that concept. It was also discovered that NASCAR had no reliable technique for company communication.
Opportunities.
Opportunities in SWOT analysis are external aspects which can be beneficial to company or the external elements on which company is having competitive benefit. NASCAR typically utilized to count on traditional media sources like local newspaper for publicity of its sports. Usually these traditional media sources attempt to cover their house group and specific sort of events. NASCAR also came to know from these conventional media outlets that sport was challenging to cover. Media landscape also changed from conventional to digital landscape. Newspapers went out of business. NASCAR can work on its capabilities to get maximum possible take advantage of this brand-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 sold to Turner Sports. NASCAR used to get pay check of around $15 million each year from Turner Sports. There are variety of cons behind this offer. For instance Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis had to get approval from Turner Sport if it wish to produce its Facebook page, twitter account or perhaps mobile application. Turner Sport also had rights of every single video which is shoot during race at track. Then they are required to pay licensing fees to Turner Sport, if media sources like papers, magazines and cable channels want to post videos of races on their particular pages. So NASCAR can deal with conditions and terms and try to work out with Turner Sports to get maximum advantages of it. Star power plays very crucial function in generating profits from every sport. However it was noted that Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis is lagging in this area i.e. star power. For instance when sports fans were asked concerning popular celebs and stars then NASCAR driver was not found even in leading twenty responses. So NASCAR can put efforts in this location too for revenue generation. They need to assist their chauffeurs that how they can become sport stars. 4 strategic focuses which are created by research study group can likewise be worked as opportunity for NESCAR. These 4 tactical focuses compares and analysis Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis strategies.
Dangers
Dangers in SWOT analysis are specified as external factors 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 financial investment, Economic down turn was experienced in late 2000 which can be danger for NASCAR. Earning of people would be effected and they would be more mindful in spending their loan. Economic down turn also results in increase fuel rates which likewise impacted NASCAR. Since fans of NASCAR used to attend its event from fars away. NESCAR had a rule of 65/25/10 for profits circulation. 65 percent profits from media rights would be distributed to race tracks, 25 percent profits would be dispersed to completing group and staying 10 percent would be maintained by NESCAR which is sanctioning body. Competing group wanted to increase their portion of income from 25 percent because of increase in operating cost of a race team and also there is decrease in the number of full-season sponsorship. NESCAR likewise faces dangers from other sponsors since they are making massive financial investments to enhance experience of fans. Which includes upgrading existing opportunities, building brand-new opportunities, supplying Wi-Fi center and also providing other interactive mediums to communicate 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 produce generational loyalty. The challenge is that the family system in America was altering resulting in decrease of impact of married male fan base over their youngsters. In addition to it perceptions about automobile was likewise altering with viewing cars and truck an automobile to reach at point B from point A, instead of as an enjoyable project. Now if Competition Policy In The European Union And The Power Of Microsoft Case Study Help make considerable financial investments in brand-new segments which are based on new consumers then it might deal with unfavorable comments from its core fan base.
Porter's Five Forces Analysis
Porter's 5 forces is a design that is used to evaluate industry in which company is working. It assists in determining what are strengths and weakness of any particular market. It suggest that every industry is different from one another. Due to the fact that NASCAR's bottom line i.e. net revenue is greatly depends on this, it is crucial to comprehend industry in which business is working. There are 5 forces that are used to identify profitability, intensity and appearance of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis company.
Competitive Rivalry
This force indicates ability of competitors. Teams normally represents sponsors in NASCAR and the medium of advertising is drivers. It can be said that chauffeurs and race automobiles are competitors. If they got better opportunity in terms of prizes and tv exposure, these chauffeurs can go versus Competition Policy In The European Union And The Power Of Microsoft Case Study Help. If viewers take pleasure in other race cars and drivers more than NASCAR then audiences can shift to those other fascinating vehicles and drivers. NASCAR might be having danger from its two direct rivals that is Solution 1 and Moto GP. They require to create competitive benefits for chauffeurs so they do not move to other rivals.
Provider Power
The provider power shows the variety of suppliers are available in market and what is the cost connected with supplier if business shifts from one provider to another. Due to the fact that drivers with needed skills and resources are limited, in this market there is supply monopoly.
Purchaser Power
This force is regarding to consumers that is it easy for consumers to shift to other items. Then consumers are less likely to switch, if there is more switching expense is associated. In the case of NASCAR clients are its audiences. Since viewers will having low switching cost, viewers can change to other competitors easily.
Risk of Alternative
Substitutes are referred as options. The alternatives in this case can be other home entertainment means like audiences can move to other sports. So there are vast array of replacements are available in this circumstance which recommends that risk of replacement is high.
Hazard of New Entry
In the case of NASCAR hazard of new entry is low. They need to develop cars and trucks and racing tracks and also needs to pay substantial amount to motorists for changing.
PESTEL Analysis
Political
As NASCAR is working in different markets so it needs to face various regulations. It is likewise noted that NASCAR has actually faced increased scrutiny concerning regulatory. Every federal government has different concern so NASCAR has to be prepared for it as top priority can be shifted to other sector.
Affordable
Economic factors consists of taxation 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 impacted if there is federal government intervention in the marketing and sales sector. NASCAR can leverage capabilities of employees to create brand-new chances and improve existing chances.
Social
Each has various social values and norms. It assists in understanding concerning society and choice of customers.
Technical
Innovation has effect on nearly every organisation. It consists of development in company method. In this case of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution it can be kept in mind that business are greatly investing for research study and development. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.
Legal
Legal plays an important role in every nation due to the fact that every nation has various legal terms and conditions. Competition Policy In The European Union And The Power Of Microsoft Case Study Help requires to be make sure that they protect their legal rights in every county so any company does not harm to its legal rights.
Environmental
Ecological elements are also important for every single organisation. Due to the fact that typically federal governments do not allow those company which can harm to environment. These environmental factors includes laws relating to pollution, climate change, safe waste disposal, policies regarding insurance and so on. NASCAR requires to ensure that its vehicles are not producing contamination more than acceptable level.
7 P's of Marketing
Product
The products of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning guidelines for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).
Rate.
Prices method of NASCAR for its race occasions tickets is based upon the place and value of the racing occasions. Together with race occasions tickets, NASCAR likewise charge various service charge to its stakeholders and earns earnings. It charged sanctioning charges of $1-2 million per race on average in 2005.
Promotion.
Promotional strategy of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution 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. However, the business is not entirely trusted its fan base for its promo and promote through regional radio stations too. The company has likewise adopted the merchandising media of promo, in which the company offers products with its logo.
Place.
NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Vehicle Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in most of the cities in United States to comprehend nationwide appeal.
Individuals.
Nestle people technique is consisted of offering much better experience to its audiences, its fan base and to all of its stakeholders. Individuals are a crucial aspect of Competition Policy In The European Union And The Power Of Microsoft Case Study Help A marketing strategy as its occasions are the source of home entertainment for crowd. Its people method consists of efforts to supply much better experience to its Fans, Race Drivers, Crew, Event Organizers etc., all of which come under people method of NASCAR.
Processes.
Several business procedures are needed to perform racing events in an efficient method. These procedures include; proper schedule of time, plan for viewers, offering tickets, arrangement of space for sponsors, managing logistics and so on. These all processes contribute I constructing NASCAR image, enhancing spectators experience and increasing fan base.
Physical Evidence.
Crucial physical evidences for the NASCAR includes the existence of its racing tracks, stock vehicles and racing occasions. Along with it, its retailing brand names consisting of t-shirts, caps, goodies and so on, likewise act as a physical evidence for NASCAR.
Item Life Cycle Evaluation.
The racing events by NASCAR was presented on June 19, 1949. At the first phase competition for NASCAR was low, as the rivals drove the vehicles comparable to the cars and trucks driven by common people.
Development.
The 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 broadcasting its races on tv in 1979.
In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular organization into one with global fan base. He initiated a new era of financially rewarding sponsorships and tv agreements for NASCAR.
Maturity.
The maturity duration for NASCAR began with the efforts of William France Jr., with the business having vast array of earnings sources. The business has about 500 sponsors with broadcasting its occasions in about 150 countries. The business has large number of tracks in most of the cities of United States.
Decrease.
The decrease in the business's offerings began after 2005 with typical attendance rate per race declined by 22% from 2005 to 2010 and television viewership rate declined by 30% from 2005 to 2010. The major reasons for decrease consist of the monetary crisis of 2008, which increased the expense of coming to tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.
Market Segmentation.
The market segmentation of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).
Geographic.
The geographical segmentation of Competition Policy In The European Union And The Power Of Microsoft Case Solution is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its occasions in different countries. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This huge geographical segmentation supplies the business local along with global fan base.
Market.
The market division of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the group segment of its market NASCAR need to modify its marketing strategies to attract more age groups and lower its costs to go into in the market sector with a low typical income.
Psychographic.
NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to purchase tickets and see the races once in a week. NASCAR has attempted to increase the quality of its racing by presenting stage racing, they also have attempted to lower costs and make the event more convenient by presenting live racing.
Behavioural.
Behavioural division of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution is based upon the behaviour of fans in regards to enjoying the race reside on the television or by going in the events. Presently, the fans preference is towards enjoying the race in the house on television instead of going, as the client experience at NASCAR tracks is not beneficial along with costly. This choice makes the rates for participation lower than the rates for tv audiences. NASCAR needs to change the behaviour of its fan base by presenting qualitative services at its tracks.
Target audience.
Hispanics.
One of the potential target market of NASCAR was Hispanics; the young and growing population of United States. The market sector has terrific possible for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the sector has increasing wealth rate with about $1 trillion of wealth in 2014.
Kids.
Kids are likewise among the potential target market sector for NASCAR, as they are more connected socially than other groups. Creating fan base among kids can provide a prospective increase in the variety of fans for racing due to their connection. Kids spend the majority of their times in using smartphones and playing computer game. Automobile racing video games established by Competition Policy In The European Union And The Power Of Microsoft Case Study Help can be a prospective source of gaining attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of acquiring the attention. NASCAR requires more attention towards customizing and enhancing its digital features to attract the kids target audience.
Generation Y.
Generation Y target market consists of those who spent five times more resources on discretionary expenses i.e. purchasing tickets for racing events, than others. This substantial expense makes the sector capacity for NASCAR marketing method of increasing its fan base. The marketplace sector is also easy to approach as 81% of the Y Generation customer utilizes Facebook every day and the use is twice of utilizing tv and radio. The marketplace sector views sports as a get-together, rather than adherence to sport. The marketplace segment thinks about NASCAR as an organization lacking in developing a multiculturalism atmosphere. Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis ought to take various steps to enhance the experience of Generation Y customers in its occasions.
5 C's of Marketing
5 C's of marketing helps in taking decisions regarding marketing.
Climate/Context.
It requires to make PESTLE analysis in order to comprehend environment or context in which NASCAR is working. PESTLE stands for political, financial, social, technical, legal and environmental and is stated above.
Company.
NASCAR is a vehicle racing company with having USP of high quality auto racing with a global structure. Its sector is sports team and events. Its target market is males in the age group of 15-60 years. Company has actually closed business culture and having non-interventionist technique.
Cooperations.
Collaborations includes distributors, providers and alliances of Competition Policy In The European Union And The Power Of Microsoft Case Study Help. It is collaborated with various racing teams which are taking part in racing. It also teamed up with Turners Sport for digital rights. NASCAR utilized to get pay check of around $15 million every 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 single video which is shoot during race at track.
Consumers.
The consumer of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis are its viewers. They target customers with having age of 15-60 years. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their children and produce generational commitment.
Rivals.
The direct rivals of NASCAR are Solution 1 and Moto GP. Groups typically represents sponsors in NASCAR and the medium of marketing is drivers. Therefore it can be stated that motorists and race cars are competitors. If they got better opportunity in terms of rewards and television direct exposure, these motorists can go against NASCAR.
Marketing Methods.
1. Preserving and developing Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population section of U.S.A. but sadly NASCAR had been unable to attract the this targeted section. It should establish a Facebook page including the information relating to the races and the places of tracks to make the consumer helpful about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR drivers has a low star power as compare to gamers of other sports. Its ranks 7th in terms of star power (see Case Display). The major reason behind it is that, the racers mostly play in groups and are unable to build a crucial account and maintain a close contact with fans. The bad contacts with fans lead to less tourist attraction of viewers towards the racers and a low star power. Star power is an important factor for attracting viewers towards tracks and towards tv. The star power for the motorists at NASCARA might be improved by developing and updating accounts of essential drivers by NASCARA itself. This would get rid of the requirement of forcing drivers to maintain their accounts and would result in increasing fans attention towards NASCARA chauffeurs.
3. Developing New Games and improving existing games for kids.
Kids invested most of their time on playing games and using smart devices. Regrettably, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less attracted towards the sport. In order to draw in these kids, NASCARA must improve its current racing video games by introducing modification in the automobiles i.e. changing colours, selection of speed, introducing group racing in the video game, utilizing better graphics associated with the racing tracks and introducing various levels in the video game. All these modifications in the existing game would offer better experience to kids.
In addition to it, NASCAR should likewise develop brand-new video games associated with racing like kids racing with kids characters as drivers, animation racing with racing in between different animation characters with an option of picking the favourite animation character for the kids. These strategies would make it possible for the company to bring in among its potential target segments.
4. Presenting multiculturalism at occasions.
NASCAR events are comprised of fans with extremely few cultural diversity, due to cost of arrival in events, making it unappealing for the consumers perceiving sport events as social events i.e. Generation Y customers. As the Generation Y clients are a possible target market for NASCAR, for that reason the business should take certain steps to attract this possible target market.
5. Improving Consumer Experience at Tracks.
Because on the race day viewers got disappointed, NASCAR needs to work on facilities and features at tracks. Since in same industry other companies are providing much better services than NASCAR, audiences have numerous expectations from Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis. Then its fans might moved to its rivals, if NASCAR do not work on this concern. According to fans there were not appropriate centers were offered as compare to other sports companies. NASCAR ought to make sure that it offer appropriate centers that includes cleaned up toilets, comfortable seating plan. They ought to likewise supply WIFI services and accessibility of charge card throughout that track. It must be also make certain that there suffice jumbo turns put at all needed places. There ought to be likewise food stalls that offer quality food to viewers. In this way viewers will be having enjoyable experience at the day of event. (See Appendix B).
Marketing Budget
Marketing budget plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, shows the expense associated data for the marketing methods. It can be seen that technique 5 of improving customer experience at tracks would need greatest initial financial investment and cost and technique 4 of introducing multiculturalism will require most affordable preliminary investment with least expensive further per year expense.
NOTE: The values about cost are presumed on rational basis due the absence of realities and figures associated with cost in the event research study. Inflation rate of United States is assumed to be 10%.
Suggestions.
On the basis of deep analysis of the internal and external elements of Competition Policy In The European Union And The Power Of Microsoft Case Study Help causing the decrease of television viewership rate and participation rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long term. These methods would manage internal factors like bad client experience at tracks, inadequate social media marketing, incapable digital medias like video games, absence of culturalisms at tracks and so on, in addition to with external factors like shifting of fans towards other sports, demographical changes in America and changing domesticity styles.
