Enabling Customization Using Standardized Operations Online Case Study Analysis

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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 Automobile Auto Racing) is an organization conducting series of Stock Car racing in United States and functioning as a sanctioning body for driving the guidelines for Stock Automobile Racing. The organization was founded in 1947, by "Big Costs" France. NASCAR organize Stock Cars and truck Racing occasions in United States with the existence of about 130000 viewers typically in 2005. It also transmitted its occasions in about 150 nations. Stock Cars And Truck Racing by NASCAR is the 2nd biggest viewer sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its income. The other sources of profits for Enabling Customization Using Standardized Operations Case Study Solution includes; 10% of the overall earnings from tv rights, sanctioning costs 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 Vehicle of Tomorrow by NASCAR, with an intention of safety for the chauffeurs, brought various tensions among the stakeholders of the sport.
Executive Summary
The communication audit, performed in 2010, exposed that in spite of the truth that the business highly rely on the communications between its stakeholders, there was no identifiable service interaction technique. (

The audit mentioned various doing not have of NASCAR in terms of absence of internal combination, lack of fan management method and absence of social and digital media of marketing. The business has complex environment with independent tracks, groups and drivers. This structure with closed business culture bring different difficulties in accelerating a modification. Other partners in environment consists of the media networks i.e. tv and radio, and corporate marketers.

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

Problem Statement.

The business is presently facing the problem of declining rates of presence at racing tracks and rates of tv viewers. This can put a considerable impact on its earnings from sponsors, media rights, and from other sources of income.

Situational Analysis.

The company was quite successful till 2005 with its conventional marketing techniques, but soon after 2005 the company begins facing different issues consisting of decline of its fan base. Several external as well as internal aspects are accountable for the decrease. Internal aspects include; insufficient investment in social networks and other digital medias of.

Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and develop generational loyalty. The household system in America was altering resulting in reduction of impact of married male fan base over their children. In addition to it perceptions about cars and truck was also altering with viewing automobile a car to reach at point B from point A, instead of as an enjoyable project. Other challenges for Enabling Customization Using Standardized Operations Case Study Analysis includes the shift of its fans to other sports as they were enhancing their fan's experience enabling access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, and so on. These all difficulties were tending the company to modify its marketing techniques.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are different from its rivals. These are business's core competencies on which business efficiency or business success based upon. Enabling Customization Using Standardized Operations Case Study Analysis core competencies includes it has rights of determining guidelines as sanctioning body. Rules and policies relating to professional stock car racing are determined by NASCAR like if any group with required skills and resources can enter into races by following guidelines and guidelines 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 transmit in more than 150 nations all over the world with more than $56 million revenues. The primary sources of their earnings originate from television rights, sanctioning fees, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and corporate sponsors. All the events of NASCAR are sponsored by corporates because of greatest brand commitment of fans toward brands marketed by Enabling Customization Using Standardized Operations Case Study Help. (See Appendix A).


Weaknesses of NASCAR includes its close culture which is non collaborative. Enabling Customization Using Standardized Operations Case Study Analysis develops Automobile of Tomorrow without collaboration so result is that chauffeurs did not like that idea. It was likewise found that NASCAR had no efficient technique for business interaction.
Porter's 5 Forces Analysis

NASCAR generally used to rely on traditional media sources like local newspaper 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 regarding popular celebs and stars then NASCAR chauffeur was not found even in leading twenty reactions.


Dangers in SWOT analysis are specified as external elements that can risk to business's success. Because if there is economic down turn then individuals would be having less return on financial investment, Economic down turn was experienced in late 2000 which can be hazard for NASCAR. Earning of people would be effected and they would be more conscious in investing their cash. Economic down turn likewise leads to boost fuel prices which also affected NASCAR. Because fans of NASCAR utilized to attend its event from long distances. NESCAR had a rule of 65/25/10 for earnings distribution. 65 percent profits from media rights would be dispersed to race course, 25 percent profits would be distributed to contending team and remaining 10 percent would be maintained by NESCAR which is sanctioning body. Completing team wanted to increase their portion of profits 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 likewise faces dangers from other sponsors because they are making huge investments to improve experience of fans. Which includes upgrading existing avenues, developing new opportunities, offering Wi-Fi facility and also providing other interactive mediums to interact sports on smart devices. Fan base of NASCAR consisted of married males with an average age of 47, which passes their fandom to their children and produce generational loyalty. So the obstacle is that the household system in America was changing leading to decrease of influence of married male fan base over their youngsters. Along with it perceptions about car was likewise changing with perceiving vehicle a vehicle to reach at point B from point A, rather than as a fun project. If NASCAR make substantial investments in brand-new sections which are based on brand-new customers then it may deal with unfavorable comments from its core fan base, now.

Porter's Five Forces Analysis

Porter's 5 forces is a design that is utilized to evaluate market in which company is working. It helps in identifying what are strengths and weak point of any specific industry. It recommend that every industry is different from one another. Since NASCAR's bottom line i.e. net earnings is greatly depends on this, it is essential to understand market in which business is working. There are 5 forces that are utilized to identify success, intensity and beauty of Enabling Customization Using Standardized Operations Case Study Solution service.

Competitive Rivalry

This force suggests ability of competitors. Teams normally represents sponsors in NASCAR and the medium of marketing is motorists. Therefore it can be said that chauffeurs and race cars and trucks are rivals. If they got better opportunity in terms of rewards and television direct exposure, these motorists can go versus Enabling Customization Using Standardized Operations Case Study Analysis. Then viewers can shift to those other intriguing cars and trucks and chauffeurs, if viewers take pleasure in other race cars and trucks and motorists more than NASCAR. NASCAR could be having danger from its 2 direct competitors that is Formula 1 and Moto GP. They need to develop competitive advantages for drivers so they don't shift to other competitors.
Swot Analysis
Provider Power

The supplier power shows the variety of suppliers are available in market and what is the cost connected with provider if business shifts from one provider to another. Because motorists with needed skills and resources are limited, in this industry there is supply monopoly.

Buyer Power

In the case of NASCAR clients are its viewers. Viewers can switch to other rivals easily due to the fact that audiences will having low changing cost.

Risk of Replacement

Replacements are referred as options. The alternatives in this case can be other home entertainment indicates like audiences can shift to other sports. There are large variety of substitutes are offered in this situation which suggests that threat of replacement is high.

Risk of New Entry

In the case of NASCAR hazard of new entry is low. They require to construct cars and trucks and racing tracks and likewise requires to pay substantial quantity to motorists for switching.

PESTEL Analysis


It can not be concluded from case study that there would be change in resource allowances. NASCAR had actually got take advantage of lower tax policies which leads to increasing in earnings. So they made heavy financial investments in the research and advancement. As NASCAR is operating in various markets so it requires to deal with different guidelines. It is likewise kept in mind that Enabling Customization Using Standardized Operations Case Study Analysis has dealt with increased scrutiny concerning regulative. Every federal government has different concern so NASCAR needs to be gotten ready for it as concern can be moved to other sector.


Financial elements consists of taxation rate, exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate and so on. Fortunes of the NASCAR and its rivals can be affected if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of employees to develop new opportunities and enhance existing opportunities.


Every society is various from each other. Each has different social worths and norms. It helps in comprehending concerning society and preference of customers. Social factors consists of customs, culture, mindsets towards particular services and products, demographics, norms, interests etc. It can be concluded that marketing through other means rather than standard (i.e. newspaper) can be chosen in this society.


Technology has impact on nearly every service. It includes development in business technique. In this case of Enabling Customization Using Standardized Operations Case Study Analysis it can be kept in mind that business are heavily spending for research and advancement. NASCAR should also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays an essential role in every nation because every nation has different legal conditions. Enabling Customization Using Standardized Operations Case Study Solution needs to be make certain 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 company. Since normally federal governments do not enable those service which can harm to environment. These ecological elements includes laws relating to contamination, environment change, safe waste disposal, policies regarding insurance and so on. NASCAR needs to make sure that its cars and trucks are not producing pollution more than appropriate level.

7 P's of Marketing


The items of Enabling Customization Using Standardized Operations Case Study Help in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning guidelines 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 importance of the racing events. In addition to race occasions tickets, NASCAR likewise charge numerous service charge to its stakeholders and earns revenue. For example 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 various cities in United States. The most important 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 comprehend nationwide popularity.


Nestle people strategy is consisted of supplying better experience to its viewers, its fan base and to all of its stakeholders. People are an essential element of Enabling Customization Using Standardized Operations Case Study Help A marketing technique as its events are the source of entertainment for crowd. Its individuals technique consists of efforts to offer much better experience to its Fans, Race Drivers, Crew, Occasion Organizers etc., all of which come under people strategy of NASCAR.


Several business processes are needed to perform racing events in an effective way. These procedures include; correct schedule of time, plan for spectators, selling tickets, arrangement of space for sponsors, managing logistics and so on. These all procedures contribute I developing NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Most important physical evidences for the NASCAR consists of the presence of its racing tracks, stock cars and trucks and racing occasions. Along with it, its merchandising brand names consisting of tee shirts, caps, goodies etc., also function as a physical evidence for NASCAR.

Item Life Process Evaluation.

The racing events by NASCAR was presented on June 19, 1949. At the first phase competitors for NASCAR was low, as the competitors drove the automobiles similar to the vehicles driven by ordinary people.


After performing its first race successfully the company moved towards developing its own tracks. The first Enabling Customization Using Standardized Operations Case Study Help based track, particularly the Darlington Raceway track, was started in 1950 in South Carolina. It was followed by facility of more raceways including 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 very first event broadcasted on tv was flag-to-flag coverage of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he transformed 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 began with the efforts of William France Jr., with the company having wide range of earnings sources. The company has about 500 sponsors with relaying its occasions in about 150 nations. The company has a great deal of tracks in the majority of the cities of United States.


The decline in the business's offerings began after 2005 with average presence rate per race declined by 22% from 2005 to 2010 and tv viewership rate declined by 30% from 2005 to 2010. The major causes of decline include the financial crisis of 2008, which increased the expense of arriving at tracks for audiences due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Segmentation.

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


The geographical segmentation of Enabling Customization Using Standardized Operations Case Help is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its events in different countries. The company has 23 tracks in about 20 states of America and has television broadcast through different Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This vast geographical division provides the business regional as well as worldwide fan base.


The group segmentation of NASCAR is likewise highlydiverse based upon the gender, income and age of the customer. Its current fan base is majorly comprised of male married fans with an average age of 47 years and an earnings around $30-50 thousands. Nevertheless presently NASCAR is attempting to increase its target market to the young growing population and kinds too. To increase the demographic segment of its market NASCAR need to revise its marketing methods to bring in more age and lower its prices to go into in the market segment with a low typical earnings.( 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 actually attempted to increase the quality of its racing by introducing stage racing, they likewise have tried to lower rates and make the occasion more convenient by introducing live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of seeing the race live on the television or by going in the events. Presently, the fans choice is towards watching the race at home on television rather than going, as the client experience at NASCAR tracks is not favourable as well as expensive.

Target Market.


One of the possible target audience of Enabling Customization Using Standardized Operations Case Study Solution was Hispanics; the young and growing population of United States. The marketplace segment 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 section has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with vehicle culture, however need a more focused marketing towards welcoming the section towards racing.


Kids are also among the prospective target audience sector for NASCAR, as they are more linked socially than other groups. Creating fan base amongst kids can provide a potential boost in the variety of fans for racing due to their connectivity. Kids spend the majority of their times in playing and utilizing mobile phones computer game. Car racing video games developed by Enabling Customization Using Standardized Operations Case Study Solution can be a potential source of gaining attention of kids towards NASCAR track racing. However, NASCAR's digital features connected to kids are not capable of acquiring the attention. NASCAR needs more attention towards customizing and enhancing its digital functions to draw in the kids target market.

This huge expense makes the segment capacity for NASCAR marketing technique of increasing its fan base. The market sector considers NASCAR as an organization lacking in developing a multiculturalism environment. NASCAR needs to take various 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 decisions concerning marketing. These 5 C's needs to be analysed properly for taking any marketing choice. These 5 C's stands for Environment, Company, Collaborators, Competitors and customers.


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


Enabling Customization Using Standardized Operations Case Study Analysis is a car racing company with having USP of high quality auto racing with a global structure. Its sector is sports group and occasions.


Collaborations consists of distributors, providers and alliances of Enabling Customization Using Standardized Operations Case Study Help. It is worked together with different racing groups which are taking part in racing. It also worked together with Turners Sport for digital rights. NASCAR utilized to earn money check of around $15 million yearly 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 throughout race at track.


The customer of Enabling Customization Using Standardized Operations Case Study Help 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.


Teams generally represents sponsors in NASCAR and the medium of marketing is chauffeurs. These motorists can go versus NASCAR if they got better opportunity in terms of prizes and tv exposure.

Marketing Techniques.

1. Preserving and developing Facebook Page.
One of the potential target markets segments for NASCAR is Hispanics which is the growing population section of U.S.A. but unfortunately NASCAR had actually been unable to draw in the this targeted section. It ought to establish a Facebook page consisting of the info concerning the races and the places of tracks to make the consumer informative about the core operations of NASCAR.
2. Establishing and Updating Accounts of Secret Drivers.
Enabling Customization Using Standardized Operations Case Study Analysis motorists has a low star power as compare to gamers of other sports. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is an important element for attracting viewers towards tracks and towards television.
3. Developing New Games and improving existing games for kids.
Kids invested most of their time on playing video games and utilizing mobile phones. But unfortunately, kids playing NASCARA have a worst experience of playing its video games. As an outcome, they are less brought in towards the sport. In order to attract these kids, NASCARA should improve its current racing games by introducing customization in the cars and trucks i.e. altering colours, choice of speed, introducing group racing in the game, using better graphics connected to the racing tracks and introducing different levels in the game. All these modifications in the existing video game would offer better experience to kids.
Along with it, NASCAR ought to also build brand-new video games connected to racing like kids racing with kids characters as motorists, cartoon racing with racing between numerous cartoon characters with an option of selecting the preferred cartoon character for the kids. These strategies would make it possible for the company to attract one of its potential target sections.
4. Presenting multiculturalism at occasions.
NASCAR occasions are made up of fans with extremely couple of cultural variety, due to expense of arrival in occasions, making it unappealing for the clients perceiving sport events as social celebrations i.e. Generation Y customers. As the Generation Y customers are a prospective target market for NASCAR, therefore the company ought to take certain procedures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
Due to the fact that on the race day viewers got disappointed, NASCAR must work on infrastructure and features at tracks. Audiences have lots of expectations from NASCAR due to the fact that in exact same market other business are providing much better services than NASCAR. IF NASCAR don't deal with this concern then its fans may moved to its competitors. According to fans there were not sufficient centers were offered as compare to other sports suppliers. NASCAR needs to make sure that it supply adequate facilities that includes cleaned restrooms, comfortable seating arrangement. They must also supply WIFI services and accessibility of credit cards throughout that track. It must be likewise ensure that there are enough jumbo turns positioned at all needed locations. There must be likewise food stalls that supply quality food to viewers. In this method viewers will be having enjoyable experience at the day of event. (See Appendix B).

Marketing Budget

Marketing budget made on the basis of the above strategies for the duration of 5 years from 2011 to 2015, reveals the cost associated data for the marketing strategies. It can be seen that method 5 of improving client experience at tracks would require highest preliminary investment and cost and strategy 4 of introducing multiculturalism will need lowest initial financial investment with least expensive even more per year cost.
NOTE: The worths about cost are presumed on logical basis due the lack of realities and figures related to cost in the event study. Inflation rate of United States is assumed to be 10%.

On the basis of deep analysis of the internal and external elements of Enabling Customization Using Standardized Operations Case Study Analysis causing the decrease 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 methods would cope with internal factors like poor client experience at tracks, insufficient social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, along with with external elements like shifting of fans towards other sports, demographical modifications in America and changing domesticity styles.