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Exchange Rate Terminology And Analytics Case Study Solution and Analysis


Introduction

NASCAR (National Association for Stock Vehicle Vehicle Racing) is a company performing series of Stock Vehicle racing in United States and acting as a sanctioning body for driving the guidelines for Stock Vehicle Racing. 2) Stock Car Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. 1) The other sources of earnings for Exchange Rate Terminology And Analytics Case Study Solution consists of; 10% of the total earnings from tv rights, approving costs i.e. $1-2 million per race, and licencing NASCAR brand name to companies.

NASCAR has a closed corporate culture with the non-interventionist technique. However this non collaborative technique brings tensions in the sport. The structure of Cars and truck of Tomorrow by Exchange Rate Terminology And Analytics Case Study Solution, with an intention of security for the drivers, brought various tensions among the stakeholders of the sport.
Executive Summary
The interaction audit, conducted in 2010, exposed that despite the reality that the business extremely rely on the communications between its stakeholders, there was no recognizable business interaction strategy. (

The audit pointed out numerous doing not have of NASCAR in terms of absence of internal combination, lack of fan management technique and absence of digital and social media of marketing. The business has intricate community with independent tracks, groups and drivers. This structure with closed corporate culture bring different challenges in speeding up a change. Other partners in environment consists of the media networks i.e. television and radio, and business online marketers.

Exchange Rate Terminology And Analytics Case Study Solution audiences was highly faithful to the sport and the brands related to the NASCAR, making it appealing for sponsors and business online marketers.

Problem Statement.

The business is currently dealing with the issue of decreasing rates of attendance at racing tracks and rates of tv viewers. This can put a considerable influence on its earnings from sponsors, media rights, and from other sources of income.

Situational Analysis.

The company was quite effective till 2005 with its traditional marketing techniques, but quickly after 2005 the business starts facing numerous problems including decline of its fan base. Several external in addition to internal factors are responsible for the decline. Internal factors include; insufficient financial investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and create generational commitment. Other challenges 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 houses through jumbo turns, Wi-Fi access, and so on.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths defined as business's qualities which are different from its competitors. These are company's core competencies on which company performance or business success based upon. Exchange Rate Terminology And Analytics Case Study Solution core competencies includes it has rights of dictating guidelines as sanctioning body. Regulations and rules concerning expert stock cars and truck racing are determined by NASCAR like if any group with required abilities and resources can enter into races by following guidelines and policies dictated by NASCAR. NASCAR has monopoly it this element. Its strengths also 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 countries worldwide with more than $56 million profits. The primary sources of their incomes come from tv rights, sanctioning costs, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 national 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 most significant brand name loyalty of fans toward brands marketed by Exchange Rate Terminology And Analytics Case Study Analysis. (See Appendix A).

Weak points.

Weak points of NASCAR includes its close culture which is non collective. Exchange Rate Terminology And Analytics Case Study Analysis develops Cars and truck of Tomorrow without partnership so result is that chauffeurs did not like that concept. It was also found that NASCAR had no efficient method for business interaction.
Porter's 5 Forces Analysis
Opportunities.

NASCAR usually used to rely on standard media sources like regional newspaper for promotion of its sports. NASCAR likewise came to know from these traditional media outlets that sport was difficult to cover. When sports fans were asked concerning popular celebs and stars then NASCAR chauffeur was not found even in top twenty reactions.

Risks

Risks in SWOT analysis are defined as external elements that can threat to business's success. Because if there is economic down turn then people would be having less return on financial 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 loan. Economic down turn likewise leads to increase fuel rates which also impacted NASCAR. Due to the fact that fans of NASCAR utilized to attend its occasion from fars away. NESCAR had a guideline of 65/25/10 for profits circulation. 65 percent incomes from media rights would be distributed to race course, 25 percent profits would be distributed to contending group and staying 10 percent would be maintained by NESCAR which is approving body. Contending group wanted to increase their part of profits from 25 percent due to the fact that of boost in running cost of a race team and likewise there is decline in the variety of full-season sponsorship. NESCAR likewise faces hazards from other sponsors due to the fact that they are making massive financial investments to enhance experience of fans. For example that includes upgrading existing opportunities, constructing brand-new opportunities, providing Wi-Fi facility and likewise providing other interactive mediums to communicate 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 commitment. So the difficulty is that the household system in America was altering resulting in decrease of influence of married male fan base over their youngsters. Together with it understandings about vehicle was likewise altering with perceiving cars and truck a vehicle to reach at point B from point A, instead of as a fun project. Now if Exchange Rate Terminology And Analytics Case Study Solution make significant investments in new segments which are based on new customers then it might face negative comments from its core fan base.

Porter's Five Forces Analysis

It is crucial to understand industry in which company is working since NASCAR's bottom line i.e. net profit is greatly depends on this. There are 5 forces that are utilized to determine profitability, strength and attractiveness of NASCAR business.

Competitive Competition

These motorists can go against NASCAR if they got better chance in terms of rewards and tv direct exposure. If viewers delight in other race automobiles and chauffeurs more than NASCAR then audiences can shift to those other intriguing vehicles and motorists. NASCAR could be having hazard from its 2 direct competitors that is Solution 1 and Moto GP.
Swot Analysis
Provider Power

The supplier power suggests the variety of providers are offered in market and what is the cost related to provider if business shifts from one supplier to another. Since chauffeurs with required resources and skills are limited, in this industry there is supply monopoly.

Purchaser Power

In the case of NASCAR consumers are its viewers. Viewers can change to other competitors easily since viewers will having low changing cost.

Hazard of Substitution

Alternatives are referred as options. The alternatives in this case can be other entertainment indicates like audiences can shift to other sports. So there are wide variety of alternatives are readily available in this situation which recommends that risk of substitute is high.

Danger of New Entry

In the case of NASCAR risk of brand-new entry is low. They need to build cars and trucks and racing tracks and also requires to pay significant amount to chauffeurs for changing.

PESTEL Analysis

Political


It can not be concluded from case research study that there would be modification in resource allocations. NASCAR had actually got gain from lower taxation policies which results in increasing in earnings. They made heavy investments in the research study and development. As NASCAR is working in numerous markets so it needs to face various regulations. It is also noted that Exchange Rate Terminology And Analytics Case Study Help has dealt with increased analysis concerning regulatory. Every federal government has different top priority so NASCAR needs to be prepared for it as top priority can be moved to other sector.

Cost-effective

Economic factors includes tax rate, exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be affected if there is government intervention in the marketing and sales sector. NASCAR can leverage abilities of staff members to produce brand-new chances and improve existing chances.

Social

Each has different social values and standards. It assists in comprehending relating to society and choice of customers.

Technical

Innovation has impact on practically every service. It includes development in organisation method. In this case of Exchange Rate Terminology And Analytics Case Study Analysis it can be noted that business are heavily spending for research and development. NASCAR ought to also deal with its media rights policy with Turner Broadcasting System.

Legal
Vrio Analysis
Legal plays a crucial role in every nation due to the fact that every country has various legal terms and conditions. Exchange Rate Terminology And Analytics Case Study Help needs to be make sure that they protect their legal rights in every county so any business does not harm to its legal rights.

Environmental

Ecological factors are also important for every single company. Because usually governments don't enable those company which can hurt to environment. These environmental factors consists of laws concerning contamination, environment change, safe garbage disposal, policies relating to insurance etc. NASCAR requires to make certain that its cars are not creating pollution more than appropriate level.

7 P's of Marketing

Item

The items of Exchange Rate Terminology And Analytics Case Study Solution in its item portfolio are; racing occasions tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving rules for races and ad-space to business marketers during broadcast of NASCAR races. (Hanlon, 2018).

Rate.

Rates strategy of NASCAR for its race events tickets is based upon the place and value of the racing occasions. In addition to race occasions tickets, NASCAR likewise charge different service fees to its stakeholders and makes revenue. For instance it charged sanctioning fees of $1-2 million per race on average in 2005.

Promo.

Promotional method of Exchange Rate Terminology And Analytics Case Study Analysis is extremely based upon its fan base. A strong fan base share its fandom with others and increase the variety of viewers for NASCAR races. The company is not totally relied upon its fan base for its promotion and promote through local radio stations too. The business has also embraced the merchandising media of promo, in which the business sells products with its logo design.

Location.

NASCAR have its racing tracks in various cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It attempts to perform its races in most of the cities in United States to grasp across the country popularity.

Individuals.

Nestle individuals strategy is comprised of offering much better experience to its viewers, its fan base and to all of its stakeholders. People are a crucial element of Exchange Rate Terminology And Analytics Case Study Solution A marketing method as its occasions are the source of home entertainment for crowd. Its individuals technique includes efforts to offer much better experience to its Fans, Race Drivers, Crew, Occasion Organizers etc., all of which come under individuals method of NASCAR.

Processes.

Several business procedures are needed to perform racing occasions in an effective method. These processes consist of; appropriate schedule of time, plan for spectators, selling tickets, plan of space for sponsors, managing logistics and so on. These all processes contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Essential physical proofs for the NASCAR includes the presence of its racing tracks, stock automobiles and racing events. Together with it, its retailing brands consisting of tee shirts, caps, goodies etc., also function as a physical proof for NASCAR.

Product Life Cycle Assessment.

The racing occasions by Exchange Rate Terminology And Analytics Case Study Solution was presented on June 19, 1949. The very first race was held at Charlotte Speedway in North Carolina. There were about 13000 fans present in the race. At the first stage competition for NASCAR was low, as the competitors drove the vehicles similar to the cars driven by ordinary individuals.

Development.

The first NASCAR based track, namely the Darlington Raceway track, was started in 1950 in South Carolina. After the growth 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 local Sport popular company into one with international fan base. He started a brand-new period of financially rewarding sponsorships and television contracts for NASCAR.

Maturity.

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

Decline.

The decrease in the business's offerings started after 2005 with average attendance rate per race declined by 22% from 2005 to 2010 and tv viewership rate declined by 30% from 2005 to 2010. The significant reasons for decline include the monetary crisis of 2008, which increased the cost of reaching tracks for audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Segmentation.

The marketplace division of Exchange Rate Terminology And Analytics Case Study Help can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical segmentation of Exchange Rate Terminology And Analytics Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the television broadcasting of its occasions in various countries. The company has 23 tracks in about 20 states of America and has television broadcast through various Medias i.e. TNT, ESPN, ABC and Fox, in about 150 countries.This large geographical division provides the business regional in addition to global fan base.

Market.

The market segmentation of Exchange Rate Terminology And Analytics Case Study Help is also highlydiverse based upon the gender, earnings and age of the customer. To increase the market section of its market NASCAR must modify its marketing techniques to attract more age groups and lower its rates to enter in the market segment with a low average earnings.

Psychographic.

The psychological attributes of most of the fans are quite comparable. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to buy tickets and see the races when in a week. 71% of them prefer to acquire items with a NASCAR brand name. They are quite extrovert and want to join other fans while racing. They want quality racing with low price at convenient area. Although Exchange Rate Terminology And Analytics Case Study Solution has tried to increase the quality of its racing by introducing stage racing, they also have attempted to lower rates and make the event easier by introducing live racing.

Behavioural.

Behavioural division of NASCAR is based upon the behaviour of fans in terms of watching the race live on the television or by going in the events. Currently, the fans preference is towards watching the race at house on tv rather than going, as the customer experience at NASCAR tracks is not beneficial as well as pricey.

Target Market.

Hispanics.

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

Kids.

Kids are likewise one of the prospective target market segment for NASCAR, as they are more connected socially than other groups. Vehicle racing games developed by Exchange Rate Terminology And Analytics Case Study Analysis can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and improving its digital functions to attract the kids target market.

Generation Y.
Generation Y target audience consists of those who spent five times more resources on discretionary costs i.e. acquiring tickets for racing events, than others. This big expenditure makes the segment capacity for NASCAR marketing technique of increasing its fan base. The market segment is likewise simple to technique as 81% of the Y Generation customer utilizes Facebook the usage and every day is twice of utilizing tv and radio. The marketplace section views sports as an affair, rather than adherence to sport. The market sector thinks about NASCAR as an organization doing not have in creating a multiculturalism environment. Exchange Rate Terminology And Analytics Case Study Help ought to take different steps to enhance the experience of Generation Y consumers in its events.

5 C's of Marketing

5 C's of marketing helps in taking decisions regarding marketing.

Climate/Context.

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

Company.

Exchange Rate Terminology And Analytics Case Study Analysis is an auto racing business with having USP of high quality car racing with a global structure. Its sector is sports team and events.

Cooperations.

Collaborations includes suppliers, providers 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 desire to create its Facebook page, twitter account or even mobile application.

Clients.

The client of Exchange Rate Terminology And Analytics Case Study Solution are its audiences. They target consumers 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 youngsters and create generational commitment.

Rivals.

Teams normally represents sponsors in NASCAR and the medium of advertising is motorists. These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and television direct exposure.

Marketing Methods.

1. Developing and Maintaining Facebook Page.
One of the prospective target audience sections for NASCAR is Hispanics which is the growing population section of U.S.A. however unfortunately NASCAR had been not able to draw in the this targeted sector. In order to attract the young growing generation the NASCAR need to market by using social networks like Facebook. It ought to establish a Facebook page including the info relating to the races and the places of tracks to make the customer helpful about the core operations of Exchange Rate Terminology And Analytics Case Study Analysis. It needs to likewise update its Facebook page on everyday basis to supply information about its upcoming occasions. This would make the target market sector more informative about the business and would lead to drawing in big fans base.
2. Developing and Upgrading Accounts of Key Drivers.
NASCAR drivers has a low star power as compare to players of other sports. Its ranks 7th in regards to star power (see Case Display). The major reason behind it is that, the racers mostly play in groups and are not able to develop a crucial account and keep a close contact with fans. The bad contacts with fans result in less tourist attraction of audiences towards the racers and a low star power. Star power is a crucial factor for attracting viewers towards tracks and towards tv. The star power for the drivers at NASCARA might be enhanced by producing and upgrading accounts of crucial motorists by NASCARA itself. This would remove the requirement of forcing motorists to preserve their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Developing New Games and enhancing existing video games for kids.
Kids invested most of their time on playing games and utilizing smartphones. However unfortunately, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less brought in towards the sport. In order to draw in these kids, NASCARA must improve its existing racing games by presenting customization in the automobiles i.e. changing colours, choice of speed, presenting group racing in the game, using better graphics associated with the racing tracks and presenting numerous levels in the video game. All these modifications in the present video game would supply much better experience to kids.
In addition to it, NASCAR needs to also develop new games associated with racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between numerous cartoon characters with a choice of selecting the favourite animation character for the kids. These strategies would make it possible for the company to draw in among its possible target segments.
4. Introducing multiculturalism at events.
Exchange Rate Terminology And Analytics Case Study Analysis occasions are consisted of fans with very couple of multiculturalism, due to expense of arrival in events, making it unattractive for the consumers perceiving sport occasions as social occasions i.e. Generation Y consumers. As the Generation Y customers are a possible target audience for NASCAR, for that reason the business ought to take certain measures to attract this possible target market. It should embrace techniques to bring in the customers far from the tracks place with various culture. The technique to do so could be supplying unique discount rates on tickets or totally free tickets to audiences coming from a particular range or from another state. It would increase multiculturalism of the fans and would make Generation Y consumers more pleased.
5. Improving Consumer Experience at Tracks.
NASCAR needs to work on facilities and features at tracks due to the fact that on the race day viewers got dissatisfied. Viewers have lots of expectations from Exchange Rate Terminology And Analytics Case Study Solution since in same market other companies are offering better services than NASCAR. IF NASCAR don't work on this concern then its fans may shifted to its rivals.

Marketing Budget plan

Marketing spending plan made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the cost associated data for the marketing techniques. (See Appendix B). It can be seen that strategy 5 of improving customer experience at tracks would need greatest initial investment and expense and method 4 of introducing multiculturalism will require lowest preliminary investment with least expensive further annually cost. The company must focus on the resource allowance on these methods on the basis of its offered resources and the potential advantages which the method would offer.
NOTE: The values about expense are assumed on reasonable basis due the absence of realities and figures connected to cost in the case research study. Inflation rate of United States is presumed to be 10%.

Recommendations.
Recommendations
On the basis of deep analysis of the external and internal factors of Exchange Rate Terminology And Analytics Case Study Help causing the decrease of tv viewership rate and attendance rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long run. These strategies would cope with internal elements like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks etc., in addition to with external aspects like moving of fans towards other sports, demographical modifications in America and altering domesticity styles.