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NASCAR (National Association for Stock Vehicle Automobile Racing) is a company carrying out series of Stock Vehicle racing in United States and acting as a sanctioning body for driving the guidelines for Stock Automobile Racing. 2) Stock Cars And Truck Racing by NASCAR is the 2nd largest viewer sport, with greatest number of sponsors. 1) The other sources of income for Corruption In International Business B Case Study Analysis consists of; 10% of the overall income from tv rights, approving charges i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed business culture with the non-interventionist method. The building of Automobile of Tomorrow by NASCAR, with an intention of security for the drivers, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, carried out in 2010, exposed that despite the truth that the company extremely rely on the communications in between its stakeholders, there was no recognizable organisation communication technique. (

The audit pointed out numerous doing not have of NASCAR in terms of lack of internal combination, absence of fan management technique and lack of social and digital media of marketing.

Corruption In International Business B Case Study Help 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 business is currently facing the problem of decreasing rates of participation at racing tracks and rates of television audiences. This can put a significant impact on its earnings from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

Although the company was quite successful till 2005 with its conventional marketing techniques, but not long after 2005 the business starts dealing with various issues including decline of its fan base. Numerous external along with internal factors are responsible for the decline. Internal aspects include; inadequate investment in social networks and other digital medias of.

Fan base of NASCAR made up of married males with a typical age of 47, which passes their fandom to their youngsters and create generational loyalty. Other challenges for NASCAR 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 gain access to, and so on.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are different from its competitors. These are business's core competencies on which company efficiency or company success based upon. Corruption In International Business B Case Study Solution core proficiencies includes it has rights of determining rules as approving body. Guidelines and rules regarding expert stock cars and truck racing are dictated by NASCAR like if any group with needed skills and resources can participate in races by following rules and policies determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths likewise includes that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in United States. Its races were utilized to relay in more than 150 nations all over the world with more than $56 million profits. The main sources of their incomes come from television rights, sanctioning 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 corporate sponsors. All the events of NASCAR are sponsored by corporates due to the fact that of greatest brand commitment of fans towards brand names marketed by Corruption In International Business B Case Study Analysis. (See Appendix A).

Weak points.

Weaknesses of NASCAR includes its close culture which is non collective. Corruption In International Business B Case Study Help develops Cars and truck of Tomorrow without cooperation so result is that motorists did not like that concept. It was also discovered that NASCAR had no effective strategy for service interaction.
Porter's 5 Forces Analysis

NASCAR generally utilized to rely on standard media sources like regional paper for promotion 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 celebrities and stars then NASCAR chauffeur was not found even in top twenty reactions.


Dangers in SWOT analysis are specified as external aspects that can hazard to company's success. Economic down turn was experienced in late 2000 which can be hazard for NASCAR since 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 conscious in spending their loan. Economic down turn likewise results in increase fuel costs which also impacted NASCAR. Because fans of NASCAR used to attend its occasion from long distances. NESCAR had a rule of 65/25/10 for profits circulation. 65 percent profits from media rights would be dispersed to race tracks, 25 percent earnings would be distributed to competing team and remaining 10 percent would be maintained by NESCAR which is approving body. Contending team wished to increase their portion of revenue from 25 percent because of boost in running cost of a race team and also there is decline in the variety of full-season sponsorship. NESCAR also faces risks from other sponsors since they are making enormous financial investments to improve experience of fans. Which consists of upgrading existing opportunities, building brand-new avenues, supplying Wi-Fi center and also offering other interactive mediums to communicate sports on smartphones. Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and produce generational loyalty. The challenge is that the household system in America was altering resulting in reduction of influence of married male fan base over their youngsters. In addition to it perceptions about automobile was likewise changing with perceiving car an automobile to reach at point B from point A, instead of as an enjoyable task. If NASCAR make considerable investments in brand-new sectors which are based on brand-new clients then it may face unfavorable remarks from its core fan base, now.

Porter's Five Forces Analysis

It is crucial to comprehend market in which business is working since NASCAR's bottom line i.e. net revenue is heavily depends on this. There are 5 forces that are used to determine success, strength and appearance of NASCAR business.

Competitive Competition

This force suggests ability of rivals. Groups usually represents sponsors in NASCAR and the medium of advertising is drivers. For that reason it can be said that motorists and race automobiles are competitors. If they got much better chance in terms of rewards and television direct exposure, these motorists can go against Corruption In International Business B Case Study Help. If viewers take pleasure in other race cars and chauffeurs more than NASCAR then audiences can shift to those other fascinating automobiles and chauffeurs. NASCAR could be having hazard from its two direct competitors that is Solution 1 and Moto GP. They require to produce competitive benefits for motorists so they do not shift to other rivals.
Swot Analysis
Provider Power

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

Buyer Power

In the case of NASCAR consumers are its audiences. Audiences can change to other competitors quickly because audiences will having low changing cost.

Threat of Replacement

Substitutes are referred as alternatives. The alternatives in this case can be other home entertainment indicates like audiences can move to other sports. There are wide range of replacements are available in this situation which recommends that threat of alternative is high.

Danger of New Entry

In the case of NASCAR danger of brand-new entry is low. They require to build vehicles and racing tracks and also requires to pay large amount to motorists for switching.

PESTEL Analysis


It can not be concluded from case study that there would be modification in resource allowances. NASCAR had actually got benefit from lower tax policies which leads to increasing in profits. They made heavy investments in the research study and advancement. As NASCAR is working in different markets so it needs to deal with various policies. It is also noted that Corruption In International Business B Case Study Analysis has actually faced increased scrutiny concerning regulatory. Every federal government has different priority so NASCAR has to be prepared for it as concern can be moved to other sector.


Financial aspects consists of tax rate, currency exchange rate, economic performance of that specific business, 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 rivals can be affected. NASCAR can utilize abilities of staff members to produce brand-new chances and enhance existing opportunities.


Each has various social values and norms. It assists in comprehending regarding society and choice of customers.


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

Vrio Analysis
Legal plays a crucial role in every country due to the fact that every country has various legal conditions. Corruption In International Business B Case Study Help requires to be ensure that they safeguard their legal rights in every county so any business does not hurt to its legal rights.


Environmental elements are also essential for each service. Since usually federal governments don't permit those organisation which can hurt to environment. These environmental aspects consists of laws relating to pollution, environment modification, safe garbage disposal, policies relating to insurance etc. NASCAR needs to make sure that its vehicles are not generating contamination more than appropriate level.

7 P's of Marketing


The items of Corruption In International Business B Case Study Solution in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning rules for races and ad-space to corporate marketers during broadcast of NASCAR races. (Hanlon, 2018).


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


Advertising technique of Corruption In International Business B 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 relied upon its fan base for its promotion and promote through regional radio stations too. The business has also adopted the merchandising media of promotion, in which the business offers merchandises with its logo design.


NASCAR have its racing tracks in numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Auto 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 grasp nationwide popularity.


Nestle people strategy is comprised of providing better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an important aspect of Corruption In International Business B Case Study Solution A marketing method as its occasions are the source of entertainment for crowd. Its people method consists of efforts to provide better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under people technique of NASCAR.


A number of service procedures are needed to carry out racing occasions in an effective method. These procedures include; proper schedule of time, plan for spectators, selling tickets, plan of space for sponsors, handling logistics etc. These all processes contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR includes the presence of its racing tracks, stock automobiles and racing events. In addition to it, its retailing brands consisting of tee shirts, caps, goodies and so on, likewise serve as a physical proof for NASCAR.

Item Life Cycle Evaluation.

The racing occasions by Corruption In International Business B Case Study Help was presented on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the very first phase competitors for NASCAR was low, as the rivals drove the automobiles comparable to the cars and trucks driven by regular individuals.


The very first NASCAR based track, specifically the Darlington Raceway track, was started in 1950 in South Carolina. After the growth of racing tracks the company moved towards relaying its races on tv in 1979.

In 1972, William France Jr., became the president of NASCAR and n about 3 decades, he transformed NASCAR from a local Sport popular company into one with global fan base. He started a new era of profitable sponsorships and television contracts for NASCAR.


The maturity period for NASCAR began with the efforts of William France Jr., with the company having wide range of revenue sources. The company has about 500 sponsors with transmitting its events in about 150 nations. The company has large number of tracks in the majority of the cities of United States.


The decrease in the company's offerings began after 2005 with average presence rate per race decreased by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The significant reasons for decline consist of the monetary crisis of 2008, which increased the cost 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 segmentation of Corruption In International Business B Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Corruption In International Business B Case Help 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 various countries. 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 provides the business local along with international fan base.


The market division of Corruption In International Business B Case Study Analysis is likewise highlydiverse based upon the gender, income and age of the consumer. To increase the market segment of its market NASCAR ought to modify its marketing strategies to attract more age groups and lower its rates to go into in the market section with a low average earnings.


The mental qualities of the majority of the fans are rather similar. NASCAR has a fan base with a commitment. As soon as in a week, NASCAR fans view it compulsive to buy tickets and see the races. 71% of them prefer to acquire products with a NASCAR brand. They are quite extrovert and want to mingle with other fans while racing. They desire quality racing with low price at convenient location. Although Corruption In International Business B Case Study Analysis has tried to increase the quality of its racing by introducing stage racing, they also have tried to lower prices and make the occasion easier by presenting live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of watching the race live on the tv or by going in the occasions. Currently, the fans preference is towards watching the race at house on television rather than going, as the consumer experience at NASCAR tracks is not favourable as well as expensive.

Target audience.


One of the prospective target audience of Corruption In International Business B Case Study Analysis was Hispanics; the young and growing population of United States. The market section has terrific possible for NASCAR as the population was growing at a greater 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. The sector reveals affinity with cars and truck culture, but need a more focused marketing towards welcoming the section towards racing.


Kids are likewise among the possible target market section for NASCAR, as they are more linked socially than other groups. Developing fan base amongst kids can supply a prospective boost in the number of fans for racing due to their connection. Kids invest most of their times in playing and using mobile phones video games. Automobile racing video games established by Corruption In International Business B Case Study Solution can be a potential source of getting attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions connected to kids are not capable of acquiring the attention. NASCAR needs more attention towards personalizing and improving its digital features to attract the kids target market.

This huge expenditure makes the section capacity for NASCAR marketing technique of increasing its fan base. The market segment thinks about NASCAR as a company lacking in creating a multiculturalism environment. NASCAR ought to take different actions to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking choices concerning marketing. These 5 C's needs to be evaluated appropriately for taking any marketing decision. These 5 C's mean Climate, Company, Collaborators, Competitors and clients.


It needs to make PESTLE analysis in order to understand climate or context in which NASCAR is working. PESTLE means political, economic, social, technical, legal and ecological and is specified above.


NASCAR is an automobile racing company with having USP of high quality vehicle racing with a global structure. Its sector is sports group and occasions. Its target market is males in the age group of 15-60 years. Business has closed corporate culture and having non-interventionist technique.


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


The consumer of Corruption In International Business B Case Study Help 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 develop generational loyalty.


The direct competitors of NASCAR are Formula 1 and Moto GP. Groups generally represents sponsors in NASCAR and the medium of advertising is drivers. It can be stated that motorists and race cars and trucks are rivals. These motorists can go against Corruption In International Business B Case Study Solution if they improved opportunity in regards to rewards and tv direct exposure.

Marketing Techniques.

1. Preserving and developing Facebook Page.
Among the potential target audience segments for NASCAR is Hispanics which is the growing population sector of U.S.A. but unfortunately NASCAR had actually been unable to draw in the this targeted segment. In order to bring in the young growing generation the NASCAR should market by utilizing social media like Facebook. It ought to establish a Facebook page including the information regarding the races and the places of tracks to make the consumer useful about the core operations of Corruption In International Business B Case Study Analysis. It should also upgrade its Facebook page on daily basis to provide info about its upcoming occasions. This would make the target market section more useful about the business and would result in bring in big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Corruption In International Business B Case Study Solution motorists has a low star power as compare to players of other sports. The poor contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is an important aspect for bring in viewers towards tracks and towards television.
3. Developing New Games and improving existing games for kids.
Kids invested the majority of their time on playing video games and using mobile phones. However sadly, kids playing NASCARA have a worst experience of playing its games. As an outcome, they are less brought in towards the sport. In order to attract these kids, NASCARA ought to enhance its current racing games by presenting customization in the cars i.e. altering colours, choice of speed, introducing group racing in the video game, utilizing much better graphics related to the racing tracks and presenting different levels in the game. All these adjustments in the present game would supply better experience to kids.
In addition to it, NASCAR ought to likewise construct new video games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between numerous animation characters with a choice of selecting the preferred animation character for the kids. These methods would make it possible for the business to attract one of its possible target sections.
4. Introducing multiculturalism at occasions.
Corruption In International Business B Case Study Solution occasions are consisted of fans with extremely couple of cultural diversity, due to expense of arrival in occasions, making it unattractive for the customers perceiving sport events as social occasions i.e. Generation Y customers. As the Generation Y consumers are a possible target audience for NASCAR, therefore the company ought to take certain procedures to attract this possible target market. It ought to embrace methods to attract the consumers far from the tracks place with different culture. The method to do so might be offering special discount rates on tickets or totally free tickets to audiences coming from a specific range or from another state. It would increase multiculturalism of the fans and would make Generation Y customers more satisfied.
5. Improving Client Experience at Tracks.
Because on the race day viewers got disappointed, NASCAR ought to work on infrastructure and features at tracks. Audiences have numerous expectations from NASCAR because in very same market other business are offering much better services than NASCAR. IF NASCAR don't deal with this problem then its fans may shifted to its competitors. According to fans there were not sufficient facilities were offered as compare to other sports providers. NASCAR needs to make sure that it supply appropriate facilities that includes cleaned up restrooms, comfortable seating plan. They must also offer WIFI services and ease of access of charge card throughout that track. It ought to be likewise ensure that there suffice jumbo turns positioned at all required places. There need to be also food stalls that offer quality food to viewers. In this method viewers will be having pleasant experience at the day of event. (See Appendix B).

Marketing Spending plan

Marketing spending plan made on the basis of the above techniques for the period of 5 years from 2011 to 2015, shows the cost associated data for the marketing strategies. It can be seen that technique 5 of improving client experience at tracks would require highest preliminary financial investment and cost and technique 4 of presenting multiculturalism will need least expensive initial investment with most affordable even more per year cost.
NOTE: The values about cost are assumed on logical basis due the lack of truths and figures connected to cost in the event research study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the internal and external factors of Corruption In International Business B Case Study Analysis causing the decrease of television viewership rate and attendance rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These techniques would cope with internal aspects like poor client experience at tracks, inadequate social media marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, in addition to with external elements like moving of fans towards other sports, demographical changes in America and changing family life designs.