Corruption In International Business A Online Case Study Analysis

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Corruption In International Business A Case Study Solution and Analysis


Corruption In International Business A Case Study Analysis (National Association for Stock Cars And Truck Automobile Racing) is an organization performing series of Stock Car racing in United States and acting as an approving body for driving the guidelines for Stock Vehicle Racing. The company was established in 1947, by "Huge Costs" France. NASCAR set up Stock Vehicle Racing events in United States with the presence of about 130000 audiences typically in 2005. It also relayed its occasions in about 150 nations. Stock Cars And Truck Racing by NASCAR is the 2nd biggest viewer sport, with greatest number of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of revenue for Corruption In International Business A Case Study Solution consists of; 10% of the total earnings 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 technique. This non collaborative approach brings stress in the sport. The structure of Vehicle of Tomorrow by Corruption In International Business A Case Study Analysis, with an objective of security for the drivers, brought different stress amongst the stakeholders of the sport.

The interaction audit, carried out in 2010, revealed that in spite of the fact that the business extremely rely on the interactions in between its stakeholders, there was no recognizable company communication method. The industry's target customers, direction and goals were all unidentified.

The audit pointed out numerous lacking of NASCAR in regards to absence of internal combination, absence of fan management technique and absence of digital and social media of marketing. The business has complicated environment with independent tracks, teams and chauffeurs. This structure with closed corporate culture bring different difficulties in accelerating a modification. Other partners in environment consists of the media networks i.e. television and radio, and business marketers.

Corruption In International Business A Case Study Solution viewers was extremely loyal to the sport and the brands connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Declaration.

The company is presently dealing with the problem of decreasing rates of participation at racing tracks and rates of tv audiences. This can put a substantial effect on its revenues from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The company was quite successful till 2005 with its conventional marketing techniques, but soon after 2005 the company begins facing numerous problems including decline of its fan base. Numerous external in addition to internal aspects are accountable for the decline. Internal elements consist of; insufficient financial investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty. Other obstacles for NASCAR includes the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.


NASCAR core proficiencies includes it has rights of determining guidelines as approving body. Guidelines and guidelines concerning professional stock vehicle racing are dictated by NASCAR like if any team with needed skills and resources can get in into races by following guidelines and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates due to the fact that of biggest brand commitment of fans toward brands promoted by Corruption In International Business A Case Study Help.

Weak points.

Weaknesses in SWOT Analysis are considered as external aspects. Weaknesses includes the elements that stops company to perform at required level of efficiency. Weaknesses of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They generally utilized to form rules and other required procedures without intervention of others which results in bad collaboration. NASCAR develops Vehicle of Tomorrow without partnership so result is that chauffeurs did not like that principle. As this is racing sport so covering of sports by media is likewise difficult. It was likewise discovered that NASCAR had no effective strategy for business interaction. If it took place off track, they don't understand how to deal with concern. Inadequate service interaction results in that they don't have clear direction for their long term goals. They do not know that where they wish to see this sport in future.


NASCAR generally used to rely on conventional media sources like local paper for promotion of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was challenging to cover. When sports fans were asked concerning popular celebrities and stars then NASCAR motorist was not discovered even in leading twenty responses.


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. Economic down turn also results in increase fuel prices which also impacted NASCAR. Now if NASCAR make substantial financial investments in brand-new sectors which are based on new clients then it may deal with negative comments from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a model that is used to evaluate industry in which company is working. It helps in determining what are strengths and weakness of any specific market. It suggest that every market is different from one another. Due to the fact that NASCAR's bottom line i.e. net profit is greatly depends on this, it is crucial to comprehend market in which company is working. There are 5 forces that are used to identify success, strength and appearance of Corruption In International Business A Case Study Solution organisation.

Competitive Competition

This force shows capability of rivals. Groups typically represents sponsors in NASCAR and the medium of advertising is drivers. It can be said that motorists and race automobiles are rivals. If they got better opportunity in terms of rewards and tv exposure, these drivers can go against Corruption In International Business A Case Study Analysis. If audiences delight in other race cars and chauffeurs more than NASCAR then viewers can shift to those other fascinating vehicles and motorists. NASCAR might be having hazard from its two direct competitors that is Solution 1 and Moto GP. They need to create competitive advantages for chauffeurs so they don't move to other competitors.

Provider Power

The supplier power shows the number of providers are available in market and what is the cost related to provider if company shifts from one provider to another. Since drivers with needed resources and skills are restricted, in this industry there is supply monopoly.

Purchaser Power

In the case of NASCAR consumers are its audiences. Viewers can switch to other competitors quickly since viewers will having low switching cost.

Hazard of Alternative

Replacements are referred as options. The replacements in this case can be other entertainment means like audiences can shift to other sports. There are wide variety of replacements are readily available in this scenario which suggests that risk of substitute is high.

Danger of New Entry

In the case of NASCAR threat of brand-new entry is low. They need to build cars and racing tracks and also requires to pay large amount to motorists for changing.

PESTEL Analysis


It can not be concluded from case study that there would be modification in resource allotments. NASCAR had actually got take advantage of lower taxation policies which results in increasing in revenues. They made heavy investments in the research and advancement. As NASCAR is working in different markets so it requires to face various guidelines. It is likewise kept in mind that Corruption In International Business A Case Study Solution has actually faced increased scrutiny concerning regulatory. Every federal government has various top priority so NASCAR needs to be gotten ready for it as concern can be shifted to other sector.


Financial elements consists of taxation rate, currency exchange rate, economic efficiency of that particular company, conditions of labour market, inflation rate and so on. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be affected. NASCAR can take advantage of abilities of workers to produce new opportunities and improve existing opportunities.


Each has different social worths and norms. It helps in comprehending relating to society and choice of customers.


Technology has influence on almost every business. It includes innovation in company method. In this case of Corruption In International Business A Case Study Solution it can be noted that business are heavily spending for research and development. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.


Because every country has different legal terms and conditions, Legal plays a crucial role in every nation. Corruption In International Business A Case Study Solution requires to be ensure that they safeguard their legal rights in every county so any company does not harm to its legal rights.


Ecological aspects are also crucial for every service. NASCAR requires to make sure that its vehicles are not creating contamination more than appropriate level.

7 P's of Marketing


The products of Corruption In International Business A Case Study Solution in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving guidelines for races and ad-space to business marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates method of NASCAR for its race events tickets is based upon the venue and significance of the racing events. Along with race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns earnings. For example it charged approving fees of $1-2 million per race usually in 2005.


Marketing strategy of NASCAR 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.


NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Car 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 people strategy is consisted of providing much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important element of Corruption In International Business A Case Study Help A marketing method as its events are the source of entertainment for crowd. Its individuals strategy includes efforts to offer better experience to its Fans, Race Drivers, Team, Occasion Organizers etc., all of which come under individuals technique of NASCAR.


Numerous company processes are required to perform racing occasions in an efficient method. These procedures include; correct schedule of time, arrangement for viewers, selling tickets, arrangement of area for sponsors, handling logistics etc. These all processes contribute I constructing NASCAR image, improving 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. Together with it, its merchandising brand names consisting of t-shirts, caps, goodies etc., likewise function as a physical evidence for NASCAR.

Product Life Process Assessment.

The racing occasions by NASCAR was presented on June 19, 1949. At the first phase competition for NASCAR was low, as the rivals drove the cars comparable to the automobiles driven by normal individuals.


After conducting its very first race successfully the business moved towards building its own tracks. The very first Corruption In International Business A Case Study Help based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility 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 broadcasted on tv was flag-to-flag protection of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a regional Sport popular company into one with global fan base. He initiated a brand-new age of profitable sponsorships and tv contracts for NASCAR.


The maturity period for NASCAR began with the efforts of William France Jr., with the business having vast array of revenue sources. The company has about 500 sponsors with transmitting its occasions in about 150 countries. The company has large number of tracks in the majority of the cities of United States.


The major causes of decrease include the financial crisis of 2008, which increased the cost of showing up at tracks for audiences due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Corruption In International Business A Case Study Help can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Corruption In International Business A Case Analysis is based upon the geographical existence of its tracks in different states and cities in United States, and the television broadcasting of its events in different countries. The company has 23 tracks in about 20 states of America and has tv broadcast through numerous Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical division provides the business local as well as global fan base.


The market segmentation of Corruption In International Business A Case Study Help is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the group sector of its market NASCAR need to revise its marketing techniques to bring in more age groups and lower its rates to enter in the market segment with a low average earnings.


NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to acquire tickets and see the races once in a week. NASCAR has actually tried to increase the quality of its racing by introducing stage racing, they likewise have tried to lower costs and make the event more convenient by presenting live racing.


Behavioural segmentation 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 watching the race at home on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as pricey.

Target audience.


One of the prospective target market of NASCAR was Hispanics; the young and growing population of United States. The market segment has great prospective for NASCAR as the population was growing at a higher rate and it was expected to end up being thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014.


Kids are likewise one of the prospective target market segment for NASCAR, as they are more connected socially than other groups. Car racing games developed by Corruption In International Business A Case Study Solution can be a possible source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards tailoring and enhancing its digital features to attract the kids target market.

Generation Y.
Generation Y target audience includes those who spent five times more resources on discretionary costs i.e. acquiring tickets for racing events, than others. This substantial expenditure makes the sector potential for NASCAR marketing technique of increasing its fan base. The marketplace section is also simple to method as 81% of the Y Generation consumer uses Facebook the use and every day is twice of using tv and radio. The market section views sports as a social occasion, instead of adherence to sport. The marketplace section considers NASCAR as an organization lacking in creating a multiculturalism atmosphere. Corruption In International Business A Case Study Help must take numerous actions to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing.


It requires to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE represents political, financial, social, technical, environmental and legal and is specified above.


Corruption In International Business A Case Study Analysis is an auto racing company with having USP of high quality automobile racing with a worldwide structure. Its sector is sports team and events.


Collaborations includes suppliers, providers and alliances of Corruption In International Business A Case Study Analysis. It is worked together with different racing teams which are participating in racing. It also collaborated with Turners Sport for digital rights. NASCAR utilized to get pay check of around $15 million annually from Turner Sports. There are variety of cons behind this offer. NASCAR had to get approval from Turner Sport if it desire to produce its Facebook page, twitter account or even mobile application. Turner Sport also had rights of each and every single video which is shoot during race at track.


The client of Corruption In International Business A Case Study Analysis are its audiences. They target customers with having age of 15-60 years. Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and create generational commitment.


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

Marketing Strategies.

1. Developing and Maintaining Facebook Page.
Among the prospective target audience sectors for NASCAR is Hispanics which is the growing population section of U.S.A. but sadly NASCAR had actually been unable to attract the this targeted segment. In order to attract the young growing generation the NASCAR ought to market by utilizing social media like Facebook. It ought to establish a Facebook page including the info relating to the races and the places of tracks to make the consumer useful about the core operations of Corruption In International Business A Case Study Help. It must likewise upgrade its Facebook page on day-to-day basis to supply info about its approaching events. This would make the target market section more informative about the business and would lead to drawing in large fans base.
2. Establishing and Updating Accounts of Secret Drivers.
Corruption In International Business A Case Study Help chauffeurs has a low star power as compare to players of other sports. The bad contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is an essential factor for bring in viewers towards tracks and towards tv.
3. Establishing New Games and enhancing existing video games for kids.
In order to bring in these kids, NASCARA needs to improve its present racing games by introducing personalization in the cars i.e. changing colours, choice of speed, introducing group racing in the video game, utilizing much better graphics related to the racing tracks and presenting numerous levels in the video game. All these modifications in the present game would offer much better experience to kids.
In addition to it, NASCAR ought to also construct brand-new games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between various animation characters with an option of choosing the preferred cartoon character for the kids. These methods would enable the company to attract among its potential target sectors.
4. Presenting multiculturalism at events.
NASCAR occasions are comprised of fans with very 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 consumers. As the Generation Y consumers are a potential target market for NASCAR, therefore the business should take particular measures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR should work on infrastructure and amenities at tracks due to the fact that on the race day viewers got disappointed. Audiences have numerous expectations from Corruption In International Business A Case Study Analysis since in same market other business are supplying much better services than NASCAR. IF NASCAR don't work on this problem then its fans might shifted to its rivals.
Marketing Budget.
Marketing budget made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, reveals the cost related information for the marketing methods. (See Appendix B). It can be seen that technique 5 of improving client experience at tracks would require highest initial financial investment and cost and strategy 4 of presenting multiculturalism will need lowest preliminary financial investment with least expensive further each year cost. The company ought to prioritize the resource allotment on these methods on the basis of its offered resources and the possible advantages which the technique would provide.
NOTE: The values about cost are assumed on reasonable basis due the absence of realities and figures associated with cost in the case study. Inflation rate of United States is assumed to be 10%.


On the basis of deep analysis of the external and internal aspects of Corruption In International Business A Case Study Analysis causing the decline of tv viewership rate and participation rate at tracks, the above marketing strategies are suggested to NASCAR to increase its fan base in long term. These strategies would cope with internal factors like poor client experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, as well as with external elements like moving of fans towards other sports, demographical changes in America and altering family life styles.

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