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Enabling Customization Using Standardized Operations Case Study Solution & Analysis


Enabling Customization Using Standardized Operations Case Study Analysis (National Association for Stock Vehicle Car Racing) is an organization carrying out series of Stock Automobile racing in United States and serving as a sanctioning body for driving the rules for Stock Cars and truck Racing. The organization was founded in 1947, by "Huge Costs" France. NASCAR arrange Stock Automobile Racing occasions in United States with the presence of about 130000 viewers typically in 2005. It also relayed its occasions in about 150 nations. Stock Car Racing by NASCAR is the 2nd largest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of earnings for Enabling Customization Using Standardized Operations Case Study Solution includes; 10% of the total income from television rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand to companies.

NASCAR has a closed business culture with the non-interventionist technique. Nevertheless this non collective approach brings stress in the sport. The structure of Car of Tomorrow by Enabling Customization Using Standardized Operations Case Study Analysis, with an intention of safety for the chauffeurs, brought numerous tensions amongst the stakeholders of the sport.
Executive Summary
The interaction audit, performed in 2010, revealed that despite the fact that business highly rely on the interactions between its stakeholders, there was no identifiable organisation interaction method. The industry's target clients, instructions and objectives were all unidentified.

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

Enabling Customization Using Standardized Operations Case Study Solution viewers was highly loyal to the sport and the brands related to the NASCAR, making it appealing for sponsors and business marketers.

Problem Declaration.

The company is presently facing the problem of decreasing rates of participation at racing tracks and rates of television audiences. This can put a considerable impact on its revenues from sponsors, media rights, and from other sources of revenue.

Situational Analysis.

The business was rather successful till 2005 with its standard marketing strategies, however quickly after 2005 the business starts facing different problems including decrease of its fan base. A number of external in addition to internal elements are responsible for the decline. Internal aspects consist of; insufficient financial investment in social media 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 develop generational commitment. The household system in America was changing resulting in decrease of impact of married male fan base over their children. Together with it perceptions about cars and truck was likewise changing with perceiving cars and truck an automobile to reach at point B from point A, instead of as an enjoyable project. Other difficulties for Enabling Customization Using Standardized Operations Case Study Solution consists of the shift of its fans to other sports as they were improving their fan's experience allowing access to their broadcasts out of the houses through jumbo turns, Wi-Fi gain access to, etc. These all difficulties were tending the business to modify its marketing techniques.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are various from its competitors. These are business's core proficiencies on which company performance or company success based upon. Enabling Customization Using Standardized Operations Case Study Help core competencies includes it has rights of dictating guidelines as sanctioning body. Rules and guidelines relating to professional stock cars and truck racing are determined by NASCAR like if any team with required skills and resources can enter into races by following rules and policies determined by NASCAR. So NASCAR has monopoly it this element. Its strengths likewise includes that it has title of second largest spectator sport in the United States with having more fortune 500 sponsors based in US. Its races were used to transmit in more than 150 nations worldwide with more than $56 million earnings. The main sources of their incomes originate from television rights, sanctioning charges, sponsorship and licensing. It has longest season of 10 months and having ownership of three nationwide series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise large resource of fans and business sponsors. Due to the fact that of greatest brand commitment of fans toward brands advertised by NASCAR, all the events of NASCAR are sponsored by corporates. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collective. Enabling Customization Using Standardized Operations Case Study Help establishes Car of Tomorrow without cooperation so result is that motorists did not like that principle. It was also discovered that NASCAR had no efficient technique for company interaction.
Porter's 5 Forces Analysis

NASCAR usually used to rely on conventional media sources like regional newspaper for publicity of its sports. NASCAR also came to know from these conventional media outlets that sport was difficult to cover. When sports fans were asked regarding popular celebs and stars then NASCAR driver was not discovered even in top twenty actions.


Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is financial down turn then individuals would be having less return on financial investment. Economic down turn also results in boost fuel rates which likewise impacted NASCAR. Now if NASCAR make significant financial investments in brand-new sectors which are based on new consumers then it might deal with negative remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend market in which company is working because NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are used to recognize profitability, strength and beauty of NASCAR business.

Competitive Rivalry

These drivers can go against NASCAR if they got much better opportunity in terms of prizes and tv exposure. If viewers delight in other race automobiles and chauffeurs more than NASCAR then viewers can shift to those other interesting cars and motorists. NASCAR might be having threat from its 2 direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power suggests the variety of suppliers are available in industry and what is the cost associated with supplier if business shifts from one supplier to another. Due to the fact that chauffeurs with required resources and skills are limited, in this industry there is supply monopoly.

Buyer Power

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

Threat of Replacement

Alternatives are referred as alternatives. The substitutes in this case can be other entertainment suggests like audiences can shift to other sports. There are broad variety of replacements are readily available in this situation which recommends that hazard of substitute is high.

Hazard of New Entry

It is defined as how it is easy for any company to go into in that specific industry. When it comes to Enabling Customization Using Standardized Operations Case Study Solution risk of brand-new entry is low. Because if any company requires to enter in this business than they have to make heavy investments. They need to build vehicles and racing tracks and also needs to pay significant amount to motorists for changing.

PESTEL Analysis


As NASCAR is working in different markets so it requires to deal with various regulations. It is also kept in mind that NASCAR has faced increased scrutiny relating to regulatory. Every government has different concern so NASCAR has actually to be prepared for it as priority can be moved to other sector.


Economic elements consists of taxation rate, exchange rate, economic performance of that particular company, conditions of labour market, inflation rate and so on. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can utilize abilities of employees to produce new opportunities and improve existing opportunities.


Each has various social worths and norms. It helps in comprehending concerning society and preference of consumers.


In this case of NASCAR it can be kept in mind that companies are greatly spending for research and development. NASCAR needs to likewise work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Since every nation has different legal terms and conditions, Legal plays an essential role in every country. Enabling Customization Using Standardized Operations Case Study Analysis needs to be make certain that they protect their legal rights in every county so any company does not harm to its legal rights.


Ecological aspects are likewise important for every business. NASCAR needs to make sure that its vehicles are not creating pollution more than acceptable level.

7 P's of Marketing


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


Prices technique of NASCAR for its race occasions tickets is based upon the place and significance of the racing events. In addition to race events tickets, NASCAR also charge various service fees to its stakeholders and earns earnings. For instance it charged approving costs of $1-2 million per race usually in 2005.


Promotional technique of Enabling Customization Using Standardized Operations Case Study Solution is highly based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. Nevertheless, the company is not totally relied upon its fan base for its promo and promote through regional radio stations too. The company has actually likewise adopted the retailing media of promotion, in which the business offers merchandises with its logo design.


NASCAR have its racing tracks in various cities in United States. The most important tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Vehicle 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 grasp across the country appeal.


Nestle people strategy is consisted of providing much better experience to its viewers, its fan base and to all of its stakeholders. People are an important element of Enabling Customization Using Standardized Operations Case Study Solution A marketing method as its events are the source of home entertainment for crowd. Its individuals method includes efforts to provide better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under individuals method of NASCAR.


Several organisation procedures are required to carry out racing occasions in an effective way. These procedures include; correct schedule of time, arrangement for spectators, selling tickets, arrangement of space for sponsors, handling logistics and so on. These all procedures contribute I developing NASCAR image, enhancing viewers experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR consists of the presence of its racing tracks, stock vehicles and racing events. Together with it, its retailing brands including t-shirts, caps, goodies and so on, likewise serve as a physical proof for NASCAR.

Product Life Cycle Evaluation.

The racing occasions by NASCAR was introduced on June 19, 1949. At the very first phase competition for NASCAR was low, as the rivals drove the cars similar to the cars driven by regular individuals.


After conducting its first race successfully the company moved towards developing its own tracks. The first Enabling Customization Using Standardized Operations Case Study Solution based track, specifically 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 broadcasting its races on television in 1979. The first occasion transmitted on television 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 local Sport popular company into one with international fan base. He initiated a new age of profitable sponsorships and tv agreements for NASCAR.


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


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 Division.

The market division of Enabling Customization Using Standardized Operations Case Study Help can be divided into 4 segments; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Enabling Customization Using Standardized Operations Case Help is based upon the geographical presence of its tracks in different states and cities in United States, and the television broadcasting of its occasions in different countries. 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 vast geographical segmentation provides the company regional in addition to worldwide fan base.


The group division of Enabling Customization Using Standardized Operations Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the consumer. To increase the group section of its market NASCAR ought to modify its marketing techniques to attract more age groups and lower its costs to enter in the market section with a low typical earnings.


The mental characteristics of most of the fans are quite comparable. NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to purchase tickets and see the races as soon as in a week. 71% of them choose to purchase products with a NASCAR brand. They are rather extrovert and are willing to join other fans while racing. They desire quality racing with low price at practical area. Although Enabling Customization Using Standardized Operations Case Study Solution has actually tried to increase the quality of its racing by presenting phase racing, they also have tried to lower prices and make the event more convenient by introducing live racing.


Behavioural division of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the tv or by going in the occasions. Currently, the fans preference is towards seeing the race at home on tv rather than going, as the customer experience at NASCAR tracks is not beneficial as well as costly.

Target Market.


One of the possible target audience of Enabling Customization Using Standardized Operations Case Study Help was Hispanics; the young and growing population of United States. The marketplace section has excellent prospective 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector shows affinity with cars and truck culture, however require a more concentrated marketing towards welcoming the segment towards racing.


Kids are likewise among the potential target market segment for NASCAR, as they are more connected socially than other groups. Producing fan base amongst kids can supply a possible increase in the number of fans for racing due to their connection. Kids spend the majority of their times in playing and using smart devices computer game. Automobile racing games established by Enabling Customization Using Standardized Operations Case Study Analysis can be a potential source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital functions associated with kids are not capable of acquiring the attention. NASCAR requires more attention towards personalizing and enhancing its digital functions to attract the kids target audience.

Generation Y.
Generation Y target market consists of those who invested five times more resources on discretionary expenditures i.e. buying tickets for racing occasions, than others. This huge expenditure makes the section potential for NASCAR marketing technique of increasing its fan base. The marketplace sector is likewise easy to approach as 81% of the Y Generation customer utilizes Facebook every day and the use is twice of utilizing television and radio. The marketplace sector views sports as a get-together, instead of adherence to sport. The market sector considers NASCAR as a company doing not have in producing a multiculturalism environment. Enabling Customization Using Standardized Operations Case Study Solution needs to take numerous actions to enhance the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking choices concerning marketing.


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


Enabling Customization Using Standardized Operations Case Study Analysis is an auto racing business with having USP of high quality automobile racing with an international structure. Its sector is sports team and occasions.


Collaborations consists of distributors, suppliers and alliances of Enabling Customization Using Standardized Operations Case Study Solution. It is worked together with different racing groups which are participating in racing. It likewise worked together with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million each year from Turner Sports. There are number of cons behind this offer. NASCAR had to get approval from Turner Sport if it want to create its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot throughout race at track.


The customer of Enabling Customization Using Standardized Operations Case Study Help 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 youngsters and create generational commitment.


The direct rivals of NASCAR are Formula 1 and Moto GP. Groups usually represents sponsors in NASCAR and the medium of marketing is chauffeurs. It can be said that drivers and race cars are competitors. If they got much better chance in terms of prizes and television direct exposure, these chauffeurs can go versus NASCAR.

Marketing Methods.

1. Keeping and establishing Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population section of USA but sadly NASCAR had actually been not able to draw in the this targeted section. It ought to establish a Facebook page containing the information regarding the races and the areas of tracks to make the customer helpful about the core operations of NASCAR.
2. Establishing and Upgrading Accounts of Secret Drivers.
NASCAR chauffeurs has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Exhibition). The major reason behind it is that, the racers mostly play in teams and are not able to construct a key account and keep a close contact with fans. The bad contacts with fans result in less destination of viewers towards the racers and a low star power. Star power is a crucial element for attracting audiences towards tracks and towards television. The star power for the motorists at NASCARA might be enhanced by producing and updating accounts of crucial chauffeurs by NASCARA itself. This would get rid of the requirement of requiring drivers to preserve their accounts and would lead to increasing fans attention towards NASCARA drivers.
3. Establishing New Games and improving current games for kids.
Kids invested the majority of their time on playing games and utilizing mobile phones. But regrettably, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less attracted towards the sport. In order to bring in these kids, NASCARA must improve its current racing video games by introducing personalization in the automobiles i.e. altering colours, selection of speed, presenting group racing in the game, using much better graphics related to the racing tracks and presenting numerous levels in the video game. All these adjustments in the present game would supply much better experience to kids.
Along with it, NASCAR needs to likewise develop brand-new video games connected to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between numerous animation characters with a choice of picking the preferred animation character for the kids. These techniques would make it possible for the business to attract among its possible target segments.
4. Presenting multiculturalism at events.
NASCAR occasions are comprised of fans with really few cultural variety, due to expense of arrival in occasions, making it unsightly for the customers perceiving sport occasions as social celebrations i.e. Generation Y customers. As the Generation Y customers are a potential target market for NASCAR, for that reason the business needs to take particular procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
Enabling Customization Using Standardized Operations Case Study Help needs to work on infrastructure and amenities at tracks since on the race day viewers got disappointed. Since in exact same market other business are offering much better services than NASCAR, audiences have many expectations from Enabling Customization Using Standardized Operations Case Study Solution. Then its fans may moved to its rivals, if NASCAR don't work on this concern. According to fans there were not appropriate facilities were available as compare to other sports service providers. So NASCAR needs to ensure that it offer sufficient centers that includes cleaned restrooms, comfy seating plan. They should likewise offer WIFI services and accessibility of charge card throughout that track. It ought to be also make certain that there are enough jumbo turns put at all required places. There must be likewise food stalls that provide quality food to audiences. In this way viewers will be having enjoyable experience at the day of occasion. (See Appendix B).

Marketing Budget

Marketing budget plan made on the basis of the above techniques for the period of 5 years from 2011 to 2015, shows the expense related data for the marketing techniques. (See Appendix B). It can be seen that technique 5 of enhancing customer experience at tracks would require highest preliminary investment and expense and strategy 4 of introducing multiculturalism will need most affordable initial financial investment with least expensive further annually expense. The company ought to focus on the resource allocation on these techniques on the basis of its available resources and the possible benefits which the method would offer.
NOTE: The values about expense are assumed on logical basis due the absence of figures and realities connected to cost in the case research study. Inflation rate of United States is presumed to be 10%.

On the basis of deep analysis of the external and internal aspects of Enabling Customization Using Standardized Operations Case Study Help causing the decline of tv viewership rate and attendance rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long run. These strategies would manage internal aspects like bad consumer experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks etc., as well as with external aspects like shifting of fans towards other sports, demographical modifications in America and altering family life styles.