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Exchange Rate Terminology And Analytics Case Study Solution & Analysis


Intro

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

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

The interaction audit, conducted in 2010, exposed that regardless of the truth that the business highly rely on the communications in between its stakeholders, there was no identifiable business interaction strategy. The market's target consumers, direction and objectives were all unknown.

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

Exchange Rate Terminology And Analytics Case Study Help viewers was extremely faithful to the sport and the brands connected with the NASCAR, making it appealing for sponsors and business online marketers.

Issue Statement.

The business is presently facing the issue of decreasing rates of participation at racing tracks and rates of tv viewers. This can put a considerable influence on its profits from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

Although the business was rather successful till 2005 with its standard marketing strategies, however not long after 2005 the company begins dealing with various issues consisting of decrease of its fan base. A number of external in addition to internal elements are responsible for the decline. Internal aspects include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and produce generational commitment. The household system in America was changing resulting in decrease of influence of married male fan base over their children. In addition to it perceptions about cars and truck was also altering with viewing cars and truck a car to reach at point B from point A, rather than as an enjoyable task. Other challenges for Exchange Rate Terminology And Analytics Case Study Analysis includes the shift of its fans to other sports as they were improving their fan's experience enabling access to their broadcasts out of the houses through jumbo turns, Wi-Fi access, etc. These all difficulties were tending the company to revise its marketing techniques.

SWOT Analysis.

Strengths.


NASCAR core competencies includes it has rights of dictating rules as sanctioning body. Rules and policies regarding expert stock automobile racing are dictated by NASCAR like if any team with needed skills and resources can enter into races by following guidelines and regulations dictated by NASCAR. All the occasions of NASCAR are sponsored by corporates since of greatest brand name loyalty of fans toward brands advertised by Exchange Rate Terminology And Analytics Case Study Help.

Weaknesses.

Weak Points in SWOT Analysis are thought about as external elements. Weaknesses consists of the factors that stops company to perform at needed level of performance. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist technique. They typically used to form guidelines and other required processes without intervention of others which leads to bad cooperation. For example NASCAR establishes Cars and truck of Tomorrow without collaboration so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is also challenging. It was likewise found that NASCAR had no effective technique for organisation communication. They do not know how to deal with issue if it happened off track. Ineffective organisation communication leads to that they do not have clear instructions for their long term objectives. They don't know that where they wish to see this sport in future.

Opportunities.

NASCAR usually used to rely on conventional media sources like local paper for publicity of its sports. NASCAR likewise came to understand from these conventional media outlets that sport was challenging to cover. When sports fans were asked relating to popular celebrities and stars then NASCAR motorist was not discovered even in top twenty responses.

Risks

Economic down turn was experienced in late 2000 which can be risk for NASCAR since if there is economic down turn then people would be having less return on investment. Economic down turn likewise results in increase fuel prices which likewise impacted NASCAR. Now if NASCAR make considerable investments in new segments which are based on new clients then it might face negative remarks from its core fan base.

Porter's 5 Forces Analysis

Porter's 5 forces is a design that is used to analyse industry in which business is working. It assists in determining what are strengths and weakness of any specific market. It suggest that every market is various from one another. It is very important to comprehend market in which business is working since NASCAR's bottom line i.e. net revenue is heavily depends upon this. There are 5 forces that are utilized to recognize profitability, strength and beauty of Exchange Rate Terminology And Analytics Case Study Solution service.

Competitive Competition

These drivers can go against NASCAR if they got much better chance in terms of prizes and television exposure. If audiences take pleasure in other race automobiles and drivers more than NASCAR then audiences can shift to those other intriguing cars and drivers. NASCAR could be having risk from its two direct rivals that is Solution 1 and Moto GP.

Supplier Power

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

Purchaser Power

In the case of NASCAR customers are its viewers. Viewers can change to other rivals easily because audiences will having low switching expense.

Risk of Alternative

Substitutes are referred as alternatives. The alternatives in this case can be other entertainment implies like viewers can move to other sports. There are large variety of alternatives are offered in this situation which recommends that threat of substitute is high.

Danger of New Entry

In the case of NASCAR risk of new entry is low. They need to develop cars and racing tracks and also requires to pay significant quantity to motorists for switching.

PESTEL Analysis

Political


As NASCAR is working in various markets so it requires to face various guidelines. It is also kept in mind that NASCAR has dealt with increased analysis regarding regulatory. Every government has different top priority so NASCAR has to be prepared for it as top priority can be moved to other sector.

Affordable

Economic aspects includes tax rate, exchange rate, economic efficiency of that specific business, conditions of labour market, inflation rate etc. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be impacted. NASCAR can utilize capabilities of workers to produce brand-new opportunities and enhance existing chances.

Social

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

Technical

Innovation has effect on nearly every service. It consists of innovation in organisation technique. In this case of Exchange Rate Terminology And Analytics Case Study Analysis it can be noted that companies are heavily investing for research and advancement. NASCAR should likewise deal with its media rights policy with Turner Broadcasting System.

Legal

Due to the fact that every country has various legal terms and conditions, Legal plays an important function in every nation. Exchange Rate Terminology And Analytics Case Study Help requires to be ensure that they secure their legal rights in every county so any company does not damage to its legal rights.

Environmental

Ecological elements are likewise essential for every company. NASCAR needs to make sure that its automobiles are not producing pollution more than acceptable level.

7 P's of Marketing

Product

The products of Exchange Rate Terminology And Analytics 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 business online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Rate.

Pricing technique of NASCAR for its race occasions tickets is based upon the location and importance of the racing events. Together with race occasions tickets, NASCAR likewise charge numerous service charge to its stakeholders and earns revenue. It charged approving costs of $1-2 million per race on average in 2005.

Promotion.

Advertising method of Exchange Rate Terminology And Analytics Case Study Help 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. However, the company is not totally trusted its fan base for its promo and promote through regional radio stations too. The business has actually also embraced the merchandising media of promo, in which the company sells products with its logo design.

Location.

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 perform its races in the majority of the cities in United States to grasp nationwide popularity.

Individuals.

Nestle people strategy is comprised of supplying better experience to its viewers, its fan base and to all of its stakeholders. Individuals are a crucial aspect of Exchange Rate Terminology And Analytics Case Study Analysis A marketing technique as its occasions are the source of home entertainment for crowd. Its people technique consists of efforts to supply much better experience to its Fans, Race Drivers, Team, Event Organizers etc., all of which come under individuals strategy of NASCAR.

Processes.

Numerous organisation processes are required to carry out racing occasions in an effective way. These procedures include; correct schedule of time, arrangement for spectators, offering tickets, plan of area for sponsors, handling logistics etc. These all processes contribute I developing NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Most important physical proofs for the NASCAR consists of the existence of its racing tracks, stock vehicles and racing occasions. Together with it, its retailing brands including t-shirts, caps, goodies etc., also function as a physical evidence for NASCAR.

Item Life Process Assessment.

The racing events by NASCAR was introduced on June 19, 1949. At the first phase competitors for NASCAR was low, as the rivals drove the cars comparable to the automobiles driven by regular individuals.

Development.

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

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 years, he changed NASCAR from a regional Sport popular organization into one with international fan base. He started a new age of lucrative sponsorships and television contracts for NASCAR.

Maturity.

The maturity period for NASCAR started with the efforts of William France Jr., with the company having vast array of profits sources. The company has about 500 sponsors with relaying its events in about 150 nations. The company has large number of tracks in most of the cities of United States.

Decrease.

The decrease in the company's offerings began after 2005 with typical participation rate per race declined by 22% from 2005 to 2010 and tv viewership rate decreased by 30% from 2005 to 2010. The major reasons for decline include the financial crisis of 2008, which increased the expense of getting to tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Division.

The market division of Exchange Rate Terminology And Analytics Case Study Help can be divided into 4 sections; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographical.

The geographical division of Exchange Rate Terminology And Analytics Case Solution is based upon the geographical presence of its tracks in numerous states and cities in United States, and the tv broadcasting of its events in numerous 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 huge geographical division provides the company local in addition to global fan base.

Demographic.

The group division of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the consumer. Its current fan base is majorly consisted of male married fans with an average age of 47 years and an income around $30-50 thousands. However currently NASCAR is attempting to increase its target audience to the young growing population and kinds too. To increase the market segment of its market NASCAR must modify its marketing strategies to attract more age groups and lower its costs to go into in the market segment with a low average income.( htt1).

Psychographic.

The psychological characteristics of most of the fans are rather 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 buy items with a NASCAR brand. They are rather extrovert and want to join other fans while racing. They want quality racing with low rate at hassle-free location. NASCAR has actually tried to increase the quality of its racing by presenting phase racing, they likewise have tried to lower costs and make the occasion more practical by presenting live racing.

Behavioural.

Behavioural segmentation of Exchange Rate Terminology And Analytics Case Study Solution is based upon the behaviour of fans in terms of watching the race reside on the tv or by going in the occasions. Presently, the fans choice is towards enjoying the race in your home on tv rather than going, as the client experience at NASCAR tracks is not beneficial along with costly. This preference makes the rates for presence lower than the rates for tv audiences. NASCAR has to alter the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.

Hispanics.

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

Kids.

Kids are likewise among the possible target audience sector for NASCAR, as they are more connected socially than other groups. Developing fan base amongst kids can provide a potential boost in the number of fans for racing due to their connection. Kids invest most of their times in playing and utilizing smart devices computer game. Automobile racing games established by Exchange Rate Terminology And Analytics Case Study Help can be a possible source of gaining attention of kids towards NASCAR track racing. Nevertheless, NASCAR's digital functions connected to kids are not capable of gaining the attention. NASCAR requires more attention towards customizing and enhancing its digital functions to draw in the kids target audience.

This substantial expense makes the segment potential for NASCAR marketing method of increasing its fan base. The market sector thinks about NASCAR as an organization doing not have in producing a multiculturalism atmosphere. NASCAR should take various steps to enhance the experience of Generation Y consumers in its occasions.

5 C's of Marketing

5 C's of marketing assists in taking choices regarding marketing. These 5 C's needs to be evaluated appropriately for taking any marketing decision. These 5 C's mean Environment, Company, Collaborators, Rivals and customers.

Climate/Context.

It needs to make PESTLE analysis in order to understand environment or context in which NASCAR is working. PESTLE stands for political, economic, social, technical, environmental and legal and is mentioned above.

Business.

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

Collaborations.

Collaborations includes suppliers, providers and alliances of Exchange Rate Terminology And Analytics Case Study Analysis. It is collaborated with different racing teams which are taking part in racing. It also teamed up with Turners Sport for digital rights. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are variety of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of every video which is shoot during race at track.

Clients.

The customer of Exchange Rate Terminology And Analytics Case Study Analysis are its audiences. They target clients 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 develop generational loyalty.

Competitors.

The direct rivals of NASCAR are Solution 1 and Moto GP. Groups typically represents sponsors in NASCAR and the medium of advertising is motorists. It can be stated that chauffeurs and race automobiles are competitors. If they got better opportunity in terms of rewards and television exposure, these chauffeurs can go versus NASCAR.

Marketing Methods.

1. Keeping and developing Facebook Page.
One of the prospective target markets sections for NASCAR is Hispanics which is the growing population sector of U.S.A. however regrettably NASCAR had been unable to bring in the this targeted segment. It needs to establish a Facebook page consisting of the information concerning the races and the places of tracks to make the customer informative about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
Exchange Rate Terminology And Analytics Case Study Solution chauffeurs has a low star power as compare to players of other sports. The poor contacts with fans result in less destination of viewers towards the racers and a low star power. Star power is an important aspect for drawing in viewers towards tracks and towards television.
3. Developing New Games and improving present games for kids.
In order to bring in these kids, NASCARA ought to improve its existing racing games by introducing customization in the vehicles i.e. changing colours, selection of speed, presenting group racing in the video game, utilizing much better graphics related to the racing tracks and presenting various levels in the video game. All these adjustments in the present video game would provide much better experience to kids.
In addition to it, NASCAR should also construct new video games associated with racing like kids racing with kids characters as motorists, cartoon racing with racing between various cartoon characters with a choice of choosing the favourite animation character for the kids. These strategies would enable the company to bring in one of its prospective target sections.
4. Introducing multiculturalism at events.
NASCAR events are comprised of fans with really couple of cultural variety, due to cost of arrival in occasions, making it unappealing for the clients perceiving sport occasions as social events i.e. Generation Y customers. As the Generation Y clients are a possible target market for NASCAR, for that reason the business ought to take specific procedures to attract this potential target market.
5. Improving Client Experience at Tracks.
NASCAR must work on infrastructure and features at tracks since on the race day viewers got dissatisfied. Audiences have many expectations from Exchange Rate Terminology And Analytics Case Study Help because in exact same industry other business are supplying better services than NASCAR. IF NASCAR don't work on this concern then its fans may moved to its rivals.
Marketing Budget.
Marketing budget plan made on the basis of the above methods for the period of 5 years from 2011 to 2015, shows the expense related information for the marketing methods. (See Appendix B). It can be seen that technique 5 of enhancing customer experience at tracks would require greatest preliminary investment and expense and technique 4 of introducing multiculturalism will need most affordable initial financial investment with least expensive further per year expense. The company should focus on the resource allowance on these techniques on the basis of its available resources and the possible benefits which the method would provide.
KEEP IN MIND: The values about cost are presumed on rational basis due the lack of figures and truths related to cost in the case research study. Inflation rate of United States is presumed to be 10%.

Recommendations.

On the basis of deep analysis of the internal and external elements of Exchange Rate Terminology And Analytics Case Study Solution triggering the decrease of television viewership rate and presence rate at tracks, the above marketing methods are suggested to NASCAR to increase its fan base in long run. These techniques would handle internal factors like poor customer experience at tracks, insufficient social networks marketing, incapable digital medias like games, lack of culturalisms at tracks etc., along with with external factors like moving of fans towards other sports, demographical modifications in America and changing family life styles.

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