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Enabling Customization Using Standardized Operations Case Study Solution & Analysis


Enabling Customization Using Standardized Operations Case Study Help (National Association for Stock Car Auto Racing) is a company conducting series of Stock Cars and truck racing in United States and serving as an approving body for driving the guidelines for Stock Automobile Racing. The organization was established in 1947, by "Big Costs" France. NASCAR set up Stock Automobile Racing events in United States with the existence of about 130000 audiences usually in 2005. It likewise transmitted its occasions in about 150 countries. Stock Cars And Truck Racing by NASCAR is the second biggest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its revenue. The other sources of income for Enabling Customization Using Standardized Operations Case Study Help consists of; 10% of the overall profits from tv rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed corporate culture with the non-interventionist technique. The building of Vehicle of Tomorrow by NASCAR, with an objective of safety for the chauffeurs, brought various tensions among the stakeholders of the sport.

The interaction audit, performed in 2010, exposed that regardless of the reality that business extremely count on the interactions between its stakeholders, there was no identifiable service interaction method. The industry's target clients, instructions and objectives were all unknown.

The audit pointed out numerous lacking of NASCAR in terms of absence of internal combination, lack of fan management strategy and absence of social and digital media of marketing. The business has complex environment with independent tracks, teams and motorists. This structure with closed corporate culture bring numerous challenges in accelerating a change. Other partners in community consists of the media networks i.e. tv and radio, and business marketers.

Enabling Customization Using Standardized Operations Case Study Analysis viewers was highly faithful to the sport and the brands connected with the NASCAR, making it appealing for sponsors and corporate online marketers.

Problem Statement.

The company is currently dealing with the issue of decreasing rates of attendance at racing tracks and rates of television audiences. This can put a significant impact on its revenues from sponsors, media rights, and from other sources of profits.

Situational Analysis.

Although the business was rather successful till 2005 with its conventional marketing strategies, but not long after 2005 the company starts dealing with numerous issues consisting of decline of its fan base. A number of external as well as internal aspects are responsible for the decline. Internal elements include; insufficient 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 youngsters and create generational loyalty. Other difficulties for NASCAR consists of 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 gain access to, etc.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining rules as approving body. Rules and regulations concerning professional stock cars and truck racing are dictated by NASCAR like if any group with required abilities and resources can get in into races by following rules and regulations determined by NASCAR. All the occasions of NASCAR are sponsored by corporates since of most significant brand name loyalty of fans towards brands promoted by Enabling Customization Using Standardized Operations Case Study Analysis.


Weaknesses of NASCAR includes its close culture which is non collective. Enabling Customization Using Standardized Operations Case Study Solution develops Cars and truck of Tomorrow without collaboration so result is that drivers did not like that principle. It was also discovered that NASCAR had no reliable strategy for business communication.


NASCAR usually utilized to rely on standard media sources like regional newspaper for publicity of its sports. NASCAR also came to understand from these standard media outlets that sport was difficult to cover. When sports fans were asked concerning popular celebs and stars then NASCAR motorist was not discovered even in leading twenty reactions.


Hazards in SWOT analysis are defined as external factors that can risk to company's success. Because if there is financial down turn then individuals 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 money. Economic down turn also leads to boost fuel costs which also impacted NASCAR. Since fans of NASCAR used to attend its occasion from cross countries. NESCAR had a rule of 65/25/10 for income distribution. 65 percent profits from media rights would be dispersed to race course, 25 percent revenue would be distributed to contending team and remaining 10 percent would be retained by NESCAR which is approving body. Contending group wanted to increase their portion of revenue from 25 percent since of boost in running expense of a race team and likewise there is decrease in the variety of full-season sponsorship. NESCAR likewise faces hazards from other sponsors because they are making massive investments to improve experience of fans. Which consists of updating existing opportunities, developing new avenues, providing Wi-Fi center and also offering other interactive mediums to connect sports on mobile phones. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and create generational loyalty. So the obstacle is that the household system in America was altering leading to decrease of impact of married male fan base over their children. Along with it understandings about car was also changing with viewing cars and truck a lorry to reach at point B from point A, rather than as an enjoyable job. If NASCAR make significant investments in new sectors which are based on new clients then it may face unfavorable comments from its core fan base, now.

Porter's 5 Forces Analysis

It is crucial to understand market in which business is working because NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are utilized to recognize profitability, intensity and beauty of NASCAR business.

Competitive Rivalry

These drivers can go versus NASCAR if they got better chance in terms of rewards and television exposure. If audiences take pleasure in other race vehicles and drivers more than NASCAR then viewers can shift to those other interesting cars and motorists. NASCAR could be having risk from its two direct competitors that is Formula 1 and Moto GP.

Supplier Power

If business shifts from one supplier to another, the provider power indicates the number of providers are available in market and what is the expense associated with provider. In this market there is supply monopoly due to the fact that chauffeurs with needed resources and abilities are restricted.

Purchaser Power

This force is concerning to customers that is it simple for consumers to shift to other items. Then customers are less likely to change, if there is more switching expense is associated. When it comes to NASCAR clients are its audiences. Because viewers will having low switching cost, audiences can switch to other competitors easily.

Threat of Substitution

Replacements are referred as options. The alternatives in this case can be other home entertainment implies like audiences can move to other sports. So there are wide range of replacements are available in this circumstance which suggests that danger of alternative is high.

Threat of New Entry

In the case of NASCAR hazard of brand-new entry is low. They require to construct cars and racing tracks and likewise requires to pay large quantity to chauffeurs for changing.

PESTEL Analysis


As NASCAR is working in numerous markets so it needs to face different guidelines. It is likewise kept in mind that NASCAR has dealt with increased analysis relating to regulatory. Every federal government has various priority so NASCAR has actually to be prepared for it as priority can be moved to other sector.


Financial elements consists of tax rate, exchange rate, financial performance of that specific company, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its competitors can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can utilize abilities of staff members to create brand-new opportunities and improve existing chances.


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


Technology has impact on almost every company. It consists of innovation in company strategy. In this case of Enabling Customization Using Standardized Operations Case Study Analysis it can be kept in mind that business are greatly investing for research and development. NASCAR needs to also deal with its media rights policy with Turner Broadcasting System.


Legal plays a crucial function in every country because every nation has various legal conditions. Enabling Customization Using Standardized Operations Case Study Help requires to be make sure that they secure their legal rights in every county so any business does not damage to its legal rights.


Ecological factors are likewise essential for every company. Due to the fact that normally governments do not allow those business which can damage to environment. These ecological elements consists of laws relating to contamination, climate change, safe garbage disposal, policies concerning insurance coverage etc. NASCAR requires to ensure that its cars are not producing pollution more than appropriate level.

7 P's of Marketing


The products of Enabling Customization Using Standardized Operations Case Study Solution in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, approving rules for races and ad-space to corporate marketers during broadcast of NASCAR races. (Hanlon, 2018).


Pricing strategy of NASCAR for its race occasions tickets is based upon the place and importance of the racing events. Together with race events tickets, NASCAR likewise charge different service fees to its stakeholders and makes income. It charged approving fees of $1-2 million per race on average in 2005.


Advertising method 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 different cities in United States. The most important tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It attempts to conduct its races in the majority of the cities in United States to grasp nationwide popularity.


Nestle individuals method is consisted of supplying much better experience to its viewers, its fan base and to all of its stakeholders. Individuals are an essential element of Enabling Customization Using Standardized Operations Case Study Analysis A marketing technique as its events are the source of home entertainment for crowd. Its individuals method includes efforts to provide much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under individuals method of NASCAR.


A number of company procedures are needed to perform racing events in an effective method. These procedures include; correct schedule of time, plan for spectators, selling tickets, arrangement of space for sponsors, handling logistics and so on. These all processes contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Proof.

Most important physical evidences for the NASCAR includes the presence of its racing tracks, stock automobiles and racing occasions. In addition to it, its merchandising 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 Enabling Customization Using Standardized Operations Case Study Help was introduced on June 19, 1949. The first race was held at Charlotte Speedway in North Carolina. There had to do with 13000 fans present in the race. At the first phase competition for NASCAR was low, as the competitors drove the cars and trucks comparable to the cars and trucks driven by common individuals.


The first NASCAR based track, specifically 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 television in 1979.

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


The maturity duration for NASCAR began with the efforts of William France Jr., with the company having wide range of profits sources. The company has about 500 sponsors with broadcasting its occasions in about 150 nations. The business has large number of tracks in the majority of the cities of United States.


The significant causes of decline consist of the monetary crisis of 2008, which increased the expense of showing up at tracks for audiences due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace segmentation of Enabling Customization Using Standardized Operations Case Study Solution can be divided into four sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Enabling Customization Using Standardized Operations Case Help is based upon the geographical existence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in numerous nations. The company 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 huge geographical division offers the company local as well as worldwide fan base.


The market division of NASCAR is also highlydiverse based upon the gender, earnings and age of the consumer. Its existing fan base is majorly consisted of male married fans with an average age of 47 years and an earnings around $30-50 thousands. Nevertheless presently NASCAR is trying to increase its target audience to the young growing population and kinds as well. To increase the market sector of its market NASCAR must modify its marketing techniques to bring in more age and lower its rates to go into in the marketplace sector with a low typical income.( htt1).


NASCAR has a fan base with a commitment. 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 introducing phase racing, they also have attempted to lower costs and make the event more convenient by introducing live racing.


Behavioural division of Enabling Customization Using Standardized Operations Case Study Analysis is based upon the behaviour of fans in regards to seeing the race reside on the tv or by entering the occasions. Presently, the fans choice is towards viewing the race in your home on television rather than going, as the client experience at NASCAR tracks is not beneficial in addition to costly. This choice makes the rates for presence lower than the rates for television viewers. NASCAR has to alter the behaviour of its fan base by introducing qualitative services at its tracks.

Target audience.


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


Kids are likewise among the potential target audience section for NASCAR, as they are more connected socially than other groups. Creating fan base amongst kids can provide a possible boost in the variety of fans for racing due to their connection. Kids invest most of their times in utilizing smart devices and playing computer game. Automobile racing games established by Enabling Customization Using Standardized Operations Case Study Solution can be a potential source of acquiring attention of kids towards NASCAR track racing. However, NASCAR's digital features connected to kids are not efficient in gaining the attention. NASCAR requires more attention towards customizing and enhancing its digital features to draw in the kids target audience.

This big expenditure makes the sector capacity for NASCAR marketing method of increasing its fan base. The market section thinks about NASCAR as an organization doing not have in producing a multiculturalism environment. NASCAR needs to take numerous steps to improve the experience of Generation Y consumers in its occasions.

5 C's of Marketing

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


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


NASCAR is an auto racing business with having USP of high quality automobile racing with a worldwide structure. Its sector is sports team and events. Its target audience is males in the age group of 15-60 years. Business has closed business culture and having non-interventionist approach.


Collaborations includes distributors, suppliers and alliances of Enabling Customization Using Standardized Operations Case Study Solution. It is teamed up with various racing groups which are taking part in racing. It also worked together with Turners Sport for digital rights. NASCAR utilized to get pay check of around $15 million every year from Turner Sports. There are number of cons behind this offer. For instance NASCAR had to get approval from Turner Sport if it wish to create its Facebook page, twitter account and even mobile application. Turner Sport also had rights of every single video which is shoot during race at track.


The consumer of Enabling Customization Using Standardized Operations Case Study Solution are its audiences. They target consumers with having age of 15-60 years. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their youngsters and develop generational loyalty.


Groups usually represents sponsors in NASCAR and the medium of marketing is chauffeurs. These motorists can go versus NASCAR if they got much better chance in terms of prizes and television exposure.

Marketing Methods.

1. Keeping and developing Facebook Page.
Among the potential target markets segments for NASCAR is Hispanics which is the growing population section of U.S.A. but regrettably NASCAR had actually been not able to draw in the this targeted segment. In order to bring in 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 concerning the races and the places of tracks to make the consumer informative about the core operations of Enabling Customization Using Standardized Operations Case Study Help. It ought to also upgrade its Facebook page on daily basis to offer information about its upcoming occasions. This would make the target market section more informative about the business and would result in bring in big fans base.
2. Establishing and Upgrading Accounts of Secret Drivers.
Enabling Customization Using Standardized Operations Case Study Help chauffeurs has a low star power as compare to gamers of other sports. The poor contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is an essential aspect for attracting viewers towards tracks and towards television.
3. Developing New Games and enhancing present video games for kids.
In order to bring in these kids, NASCARA ought to enhance its present racing video games by presenting customization in the cars and trucks i.e. changing colours, selection of speed, presenting group racing in the video game, using much better graphics related to the racing tracks and introducing various levels in the video game. All these modifications in the current video game would provide better experience to kids.
In addition to it, NASCAR must likewise construct new video games associated with racing like kids racing with kids characters as motorists, cartoon racing with racing in between different cartoon characters with an option of selecting the preferred animation character for the kids. These techniques would allow the company to bring in one of its possible target sectors.
4. Introducing multiculturalism at events.
Enabling Customization Using Standardized Operations Case Study Help events are consisted of fans with really few cultural diversity, due to expense of arrival in occasions, making it unsightly for the consumers perceiving sport events as affairs i.e. Generation Y customers. As the Generation Y clients are a possible target market for NASCAR, for that reason the company needs to take certain steps to attract this possible target audience. It ought to adopt methods to draw in the clients far from the tracks place with different culture. The method to do so could be supplying special discounts on tickets or complimentary tickets to viewers coming from a particular distance or from another state. It would increase cultural diversity of the fans and would make Generation Y customers more satisfied.
5. Improving Customer Experience at Tracks.
Enabling Customization Using Standardized Operations Case Study Solution needs to deal with infrastructure and facilities at tracks because on the race day viewers got dissatisfied. Since in very same industry other business are supplying much better services than NASCAR, viewers have many expectations from Enabling Customization Using Standardized Operations Case Study Help. IF NASCAR don't deal with this issue then its fans may moved to its competitors. According to fans there were not adequate centers were offered as compare to other sports service providers. So NASCAR should make sure that it offer sufficient centers that consists of cleaned toilets, comfortable seating plan. They should also provide WIFI services and availability of credit cards throughout that track. It needs to be also make sure that there are enough jumbo turns placed at all required places. There should be likewise food stalls that offer quality food to audiences. In this method viewers will be having pleasant experience at the day of occasion. (See Appendix B).
Marketing Budget.
Marketing spending plan made on the basis of the above techniques for the duration of 5 years from 2011 to 2015, shows the cost associated data for the marketing techniques. (See Appendix B). It can be seen that strategy 5 of improving client experience at tracks would require greatest initial financial investment and cost and strategy 4 of introducing multiculturalism will need lowest initial financial investment with lowest even more annually cost. The business ought to prioritize the resource allocation on these techniques on the basis of its offered resources and the possible benefits which the strategy would supply.
NOTE: The worths about cost are assumed on rational basis due the absence of truths and figures related to cost in the event study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the external and internal factors of Enabling Customization Using Standardized Operations Case Study Solution triggering the decline of television viewership rate and attendance rate at tracks, the above marketing techniques are advised to NASCAR to increase its fan base in long run. These techniques would cope with internal elements like bad client experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, along with with external factors like moving of fans towards other sports, demographical modifications in America and changing domesticity styles.

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