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Introduction

NASCAR (National Association for Stock Cars And Truck Auto Racing) is a company carrying out series of Stock Cars and truck racing in United States and acting as a sanctioning body for driving the guidelines for Stock Automobile Racing. 2) Stock Vehicle Racing by NASCAR is the second biggest viewer sport, with highest number of sponsors. 1) The other sources of earnings for Competition Policy In The European Union And The Power Of Microsoft Case Study Solution consists of; 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 approach. This non collective technique brings tensions in the sport. The building of Automobile of Tomorrow by Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis, with an objective of safety for the drivers, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, exposed that in spite of the truth that the business highly depend on the interactions in between its stakeholders, there was no recognizable company interaction method. The market's target consumers, instructions and objectives were all unknown.

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

Competition Policy In The European Union And The Power Of Microsoft Case Study Help audiences was extremely loyal to the sport and the brands related to the NASCAR, making it appealing for sponsors and corporate marketers.

Issue Declaration.

The business is currently facing the problem of decreasing rates of presence at racing tracks and rates of television viewers. This can put a substantial influence on its earnings from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the business was rather effective till 2005 with its traditional marketing techniques, however right after 2005 the business starts facing different problems consisting of decline of its fan base. Numerous external along with internal factors are accountable for the decrease. Internal aspects include; inadequate financial investment in social networks 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 youngsters and produce generational loyalty. However the household system in America was altering resulting in decrease of influence of married male fan base over their children. Together with it understandings about automobile was likewise changing with viewing car a vehicle to reach at point B from point A, instead of as a fun task. Other difficulties for Competition Policy In The European Union And The Power Of Microsoft Case Study Solution 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 homes through jumbo turns, Wi-Fi access, and so on. These all obstacles were tending the business to revise its marketing methods.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of dictating rules as sanctioning body. Regulations and rules relating to professional stock vehicle racing are determined by NASCAR like if any team with required abilities and resources can get in into races by following guidelines and guidelines dictated by NASCAR. All the events of NASCAR are sponsored by corporates since of biggest brand commitment of fans towards brands marketed by Competition Policy In The European Union And The Power Of Microsoft Case Study Solution.

Weak points.

Weaknesses in SWOT Analysis are thought about as external elements. Weaknesses consists of the aspects that stops company to carry out at required level of effectiveness. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They normally utilized to form rules and other needed processes without intervention of others which results in bad partnership. NASCAR develops Vehicle of Tomorrow without cooperation so result is that motorists did not like that idea. As this is racing sport so covering of sports by media is likewise tough. It was also found that NASCAR had no reliable method for service communication. If it occurred off track, they do not understand how to deal with problem. Ineffective company communication leads to that they do not have clear instructions for their long term objectives. They don't understand that where they want to see this sport in future.
Porter's 5 Forces Analysis
Opportunities.

NASCAR usually used to rely on traditional media sources like regional paper for publicity of its sports. NASCAR also came to understand from these standard media outlets that sport was hard to cover. When sports fans were asked relating to popular celebs and stars then NASCAR motorist was not discovered even in leading twenty actions.

Threats

Hazards in SWOT analysis are specified as external factors that can hazard to company's success. Because if there is financial down turn then people would be having less return on investment, Economic down turn was experienced in late 2000 which can be danger for NASCAR. Earning of individuals would be effected and they would be more conscious in investing their cash. Economic down turn also leads to boost fuel rates which likewise impacted NASCAR. Since fans of NASCAR utilized to attend its event from long distances. NESCAR had a guideline of 65/25/10 for revenue distribution. 65 percent profits from media rights would be dispersed to race course, 25 percent income would be dispersed to competing group and staying 10 percent would be maintained by NESCAR which is approving body. Contending group wished to increase their portion of earnings from 25 percent due to the fact that of boost in operating cost of a race team and also there is decrease in the variety of full-season sponsorship. NESCAR likewise deals with risks from other sponsors due to the fact that they are making massive financial investments to improve experience of fans. For instance which includes upgrading existing opportunities, developing new opportunities, providing Wi-Fi facility and likewise offering other interactive mediums to connect sports on smartphones. 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. So the obstacle is that the household system in America was altering resulting in decrease of impact of married male fan base over their youngsters. Along with it understandings about vehicle was likewise changing with perceiving cars and truck a vehicle to reach at point B from point A, rather than as an enjoyable task. Now if Competition Policy In The European Union And The Power Of Microsoft Case Study Help make substantial financial investments in new segments which are based on brand-new clients then it might deal with unfavorable comments from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend market in which business is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to recognize success, strength and attractiveness of NASCAR organisation.

Competitive Rivalry

These drivers can go against NASCAR if they got better chance in terms of rewards and tv exposure. If audiences enjoy other race automobiles and drivers more than NASCAR then viewers can move to those other interesting vehicles and motorists. NASCAR could be having threat from its 2 direct rivals that is Solution 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power suggests the number of suppliers are available in market and what is the cost associated with provider if business shifts from one provider to another. In this industry there is supply monopoly because drivers with needed skills and resources are limited.

Buyer Power

This force is concerning to customers that is it simple for customers to move to other products. Then customers are less likely to change, if there is more switching expense is associated. In the case of NASCAR clients are its audiences. Audiences can change to other competitors easily because viewers will having low changing cost.

Danger of Alternative

Substitutes are referred as options. The substitutes in this case can be other home entertainment means like audiences can move to other sports. There are wide variety of replacements are available in this circumstance which recommends that threat of replacement is high.

Danger 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 requires to pay significant amount to chauffeurs for switching.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be modification in resource allocations. NASCAR had actually got benefit from lower tax policies which results in increasing in revenues. So they made heavy financial investments in the research study and advancement. As NASCAR is working in numerous markets so it requires to face various regulations. It is likewise kept in mind that Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis has faced increased analysis concerning regulatory. Every government has different priority so NASCAR has to be prepared for it as concern can be shifted to other sector.

Economical

Economic elements includes taxation rate, exchange rate, financial performance of that specific business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of workers to create brand-new chances and improve existing opportunities.

Social

Each has various social values and standards. It helps in understanding relating to society and preference of clients.

Technical

Innovation has influence on nearly every business. It includes innovation in business method. In this case of Competition Policy In The European Union And The Power Of Microsoft Case Study Help it can be kept in mind that business are greatly investing for research and advancement. NASCAR must likewise work on its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays an important function in every country since every country has various legal terms. Competition Policy In The European Union And The Power Of Microsoft Case Study Help requires to be make sure that they secure their legal rights in every county so any business does not harm to its legal rights.

Environmental

Environmental factors are also essential for every single organisation. Since normally governments don't allow those business which can damage to environment. These ecological aspects includes laws concerning contamination, climate change, safe waste disposal, policies concerning insurance coverage and so on. NASCAR needs to make certain that its vehicles are not generating contamination more than acceptable level.

7 P's of Marketing

Item

The products of Competition Policy In The European Union And The Power Of Microsoft Case Study Help in its product portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving rules for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).

Price.

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

Promo.

Advertising technique 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 audiences for NASCAR races. The business is not completely relied upon its fan base for its promo and promote through regional radio stations too. The company has actually also adopted the merchandising media of promo, in which the business sells merchandises with its logo design.

Location.

NASCAR have its racing tracks in different cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Automobile 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 popularity.

Individuals.

Nestle individuals method is consisted of providing better experience to its viewers, its fan base and to all of its stakeholders. Individuals are a crucial element of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis A marketing strategy as its events are the source of entertainment for crowd. Its people strategy consists of efforts to supply better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under individuals technique of NASCAR.

Processes.

Several organisation procedures are needed to perform racing events in an effective method. These processes consist of; correct schedule of time, arrangement for viewers, selling tickets, plan of area for sponsors, managing logistics and so on. These all processes contribute I constructing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Proof.

Most important physical proofs for the NASCAR consists of the presence of its racing tracks, stock cars and trucks and racing events. Along with it, its retailing brands including tee shirts, caps, goodies etc., also function as a physical proof for NASCAR.

Product Life Process Evaluation.

The racing occasions by Competition Policy In The European Union And The Power Of Microsoft Case Study Solution was introduced on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first phase competition for NASCAR was low, as the rivals drove the cars and trucks similar to the cars and trucks driven by normal people.

Development.

After performing its very first race effectively the business moved towards constructing its own tracks. The first Competition Policy In The European Union And The Power Of Microsoft Case Study Solution based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the development of racing tracks the business moved towards transmitting its races on tv in 1979. The very first event broadcasted on tv was flag-to-flag coverage of Daytona.

In 1972, William France Jr., became the president of NASCAR and n about 3 years, he changed NASCAR from a local Sport popular organization into one with global fan base. He started a new period of lucrative sponsorships and television contracts for NASCAR.

Maturity.

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

Decline.

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 moving of its fan base towards other sports.

Market Segmentation.

The market division of Competition Policy In The European Union And The Power Of Microsoft Case Study Help can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical division of Competition Policy In The European Union And The Power Of Microsoft Case Help is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its events in various countries. The business 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 huge geographical division provides the business regional along with global fan base.

Market.

The demographic segmentation of Competition Policy In The European Union And The Power Of Microsoft Case Study Help is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the market segment of its market NASCAR should revise its marketing methods to bring in more age groups and lower its rates to enter in the market segment with a low average earnings.

Psychographic.

NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to buy tickets and see the races as soon as in a week. NASCAR has attempted to increase the quality of its racing by presenting stage racing, they also have actually attempted to lower costs and make the event more hassle-free by introducing live racing.

Behavioural.

Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of enjoying the race live on the television or by going in the events. Currently, the fans choice is towards watching the race at house on television rather than going, as the consumer experience at NASCAR tracks is not beneficial as well as pricey.

Target Market.

Hispanics.

Among the potential target market of Competition Policy In The European Union And The Power Of Microsoft Case Study Help was Hispanics; the young and growing population of United States. The market segment has fantastic possible for NASCAR as the population was growing at a greater 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 reveals affinity with vehicle culture, but need a more concentrated marketing towards welcoming the sector towards racing.

Kids.

Kids are likewise one of the potential target market sector for NASCAR, as they are more connected socially than other groups. Cars and truck racing video games established by Competition Policy In The European Union And The Power Of Microsoft Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR requires more attention towards tailoring and enhancing its digital features to draw in the kids target market.

This huge expenditure makes the section potential for NASCAR marketing technique of increasing its fan base. The market section considers NASCAR as a company doing not have in developing a multiculturalism atmosphere. NASCAR should take various actions to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking choices relating to marketing.

Climate/Context.

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 environmental and is mentioned above.

Company.

Competition Policy In The European Union And The Power Of Microsoft Case Study Help is an auto racing company with having USP of high quality automobile racing with an international structure. Its sector is sports team and events.

Partnerships.

Collaborations includes distributors, 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 desire to develop its Facebook page, twitter account or even mobile application.

Customers.

The customer of Competition Policy In The European Union And The Power Of Microsoft Case Study Solution 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.

Competitors.

The direct rivals of NASCAR are Formula 1 and Moto GP. Groups usually represents sponsors in NASCAR and the medium of advertising is drivers. It can be stated that motorists and race cars are rivals. These drivers can break Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis if they got better opportunity in terms of rewards and television exposure.

Marketing Strategies.

1. Establishing and Preserving Facebook Page.
Among the possible target markets segments for NASCAR is Hispanics which is the growing population segment of USA however unfortunately NASCAR had actually been unable to attract the this targeted segment. In order to draw in the young growing generation the NASCAR must market by utilizing social media like Facebook. It must establish a Facebook page containing the information relating to the races and the places of tracks to make the customer useful about the core operations of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis. It should likewise upgrade its Facebook page on everyday basis to provide info about its approaching events. This would make the target market segment more useful about business and would result in drawing in large fans base.
2. Developing and Updating Accounts of Secret Drivers.
NASCAR chauffeurs has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Exhibition). The significant reason behind it is that, the racers mostly play in groups and are not able to construct an essential account and preserve 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 a crucial factor for bring in audiences towards tracks and towards television. The star power for the drivers at NASCARA might be enhanced by producing and updating accounts of essential chauffeurs by NASCARA itself. This would get rid of the requirement of requiring chauffeurs to keep their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Developing New Games and enhancing current video games for kids.
In order to attract these kids, NASCARA must enhance its current racing video games by introducing modification in the automobiles i.e. changing colours, choice of speed, introducing group racing in the video game, using much better graphics related to the racing tracks and introducing numerous levels in the game. All these modifications in the present video game would supply much better experience to kids.
Together with it, NASCAR ought to also build brand-new video games connected to racing like kids racing with kids characters as drivers, cartoon racing with racing in between various cartoon characters with a choice of choosing the preferred animation character for the kids. These strategies would allow the business to draw in one of its prospective target sectors.
4. Presenting multiculturalism at occasions.
NASCAR events are comprised of fans with very couple of cultural variety, due to cost of arrival in events, making it unattractive for the clients viewing sport events as social occasions i.e. Generation Y consumers. As the Generation Y clients are a prospective target market for NASCAR, for that reason the company should take specific procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
Competition Policy In The European Union And The Power Of Microsoft Case Study Solution must deal with facilities and features at tracks since on the race day viewers got dissatisfied. Because in same market other companies are offering better services than NASCAR, audiences have many expectations from Competition Policy In The European Union And The Power Of Microsoft Case Study Help. IF NASCAR don't deal with this issue then its fans might moved to its rivals. According to fans there were not appropriate facilities were offered as compare to other sports service providers. NASCAR ought to make sure that it supply adequate facilities that includes cleaned restrooms, comfy seating plan. They should likewise offer WIFI services and availability of charge card throughout that track. It should be likewise make certain that there suffice jumbo turns put at all required locations. There must be likewise food stalls that supply quality food to viewers. In this way audiences will be having pleasant experience at the day of occasion. (See Appendix B).

Marketing Budget

Marketing budget plan made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, reveals the cost related data for the marketing methods. (See Appendix B). It can be seen that method 5 of improving client experience at tracks would need greatest initial investment and cost and technique 4 of presenting multiculturalism will require most affordable initial financial investment with lowest further each year expense. The business ought to prioritize the resource allocation on these methods on the basis of its offered resources and the prospective benefits which the technique would offer.
KEEP IN MIND: The values about cost are assumed on logical basis due the absence of facts and figures connected to cost in the event research study. Inflation rate of United States is assumed to be 10%.

Suggestions.
Recommendations
On the basis of deep analysis of the internal and external factors of Competition Policy In The European Union And The Power Of Microsoft Case Study Analysis triggering the decrease of tv viewership rate and participation rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long run. These techniques would manage internal elements like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external elements like shifting of fans towards other sports, demographical modifications in America and altering family life styles.