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Firestoneford Tire Controversy B Case Study Solution and Analysis


NASCAR (National Association for Stock Car Auto Racing) is an organization carrying out series of Stock Car racing in United States and acting as an approving body for driving the guidelines for Stock Automobile Racing. 2) Stock Cars And Truck Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. 1) The other sources of profits for Firestoneford Tire Controversy B Case Study Solution consists of; 10% of the overall income from television rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed business culture with the non-interventionist approach. The structure of Cars and truck of Tomorrow by NASCAR, with an intention of safety for the chauffeurs, brought various stress among the stakeholders of the sport.

The interaction audit, performed in 2010, revealed that despite the fact that the company highly rely on the interactions in between its stakeholders, there was no recognizable company communication strategy. (

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

Firestoneford Tire Controversy B Case Study Analysis audiences was extremely faithful to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and corporate marketers.

Issue Declaration.

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

Situational Analysis.

Although the company was quite successful till 2005 with its traditional marketing methods, however right after 2005 the business begins facing numerous problems consisting of decrease of its fan base. A number of external as well as internal aspects are responsible for the decline. Internal elements consist of; inadequate 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 children and create generational commitment. Other obstacles for NASCAR includes 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.

SWOT Analysis.


In SWOT analysis, strengths defined as business's qualities which are different from its rivals. These are company's core proficiencies on which business efficiency or business success based upon. Firestoneford Tire Controversy B Case Study Analysis core proficiencies includes it has rights of determining rules as approving body. Regulations and rules relating to professional stock automobile racing are determined by NASCAR like if any team with required abilities and resources can participate in races by following rules and policies determined by NASCAR. So NASCAR has monopoly it this aspect. Its strengths likewise consists of that it has title of second biggest viewer sport in the United States with having more fortune 500 sponsors based in US. Its races were used to transmit in more than 150 countries around the globe with more than $56 million profits. The primary sources of their profits originate from television rights, approving 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. All the occasions of NASCAR are sponsored by corporates due to the fact that of biggest brand name loyalty of fans toward brand names advertised by Firestoneford Tire Controversy B Case Study Solution. (See Appendix A).

Weak points.

Weak Points in SWOT Analysis are considered as external aspects. Weak points consists of the elements that stops company to carry out at required level of effectiveness. Weaknesses of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They generally utilized to form rules and other needed processes without intervention of others which leads to bad partnership. NASCAR develops Car of Tomorrow without collaboration so result is that motorists did not like that idea. As this is racing sport so covering of sports by media is also challenging. It was likewise found that NASCAR had no reliable strategy for company communication. They do not understand how to deal with problem if it happened off track. Inadequate organisation communication results in that they don't have clear direction for their long term objectives. They do not understand that where they want to see this sport in future.


Opportunities in SWOT analysis are external elements which can be beneficial to company or the external factors on which company is having competitive advantage. NASCAR normally used to rely on traditional media sources like regional paper for publicity of its sports. Typically these standard media sources attempt to cover their house team and certain sort of events. NASCAR also came to know from these traditional media outlets that sport was tough to cover. Media landscape likewise changed from standard to digital landscape. Newspapers failed. NASCAR can work on its capabilities to get maximum possible benefits from this brand-new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in digital and social media to get its advantages. Digital rights of NASCAR were likewise sold to Turner Sports. NASCAR used to make money check of around $15 million yearly from Turner Sports. There are variety of cons behind this offer. For example Firestoneford Tire Controversy B Case Study Analysis needed to get approval from Turner Sport if it want to develop its Facebook page, twitter account or even mobile application. Turner Sport also had rights of each and every single video which is shoot during race at track. Then they are required to pay licensing fees to Turner Sport, if media sources like newspapers, magazines and cable channels want to post videos of races on their respective pages. NASCAR can work on conditions and terms and attempt to work out with Turner Sports to get optimal benefits of it. Star power plays very crucial role in producing profits from every sport. It was kept in mind that NASCAR is lagging in this area i.e. star power. When sports fans were asked concerning popular stars and stars then NASCAR driver was not found even in top twenty actions. So NASCAR can put efforts in this location too for earnings generation. They need to guide their drivers that how they can become sport stars. Four strategic focuses which are created by research study group can likewise be worked as opportunity for NESCAR. These four strategic focuses compares and analysis Firestoneford Tire Controversy B Case Study Solution techniques.


Threats in SWOT analysis are specified as external elements that can risk to business's success. Economic down turn was experienced in late 2000 which can be risk for NASCAR due to the fact that if there is financial down turn then people would be having less roi. Earning of individuals would be effected and they would be more mindful in investing their cash. Economic down turn also leads to increase fuel costs which likewise impacted NASCAR. Due to the fact that fans of NASCAR utilized to attend its event from long distances. NESCAR had a rule of 65/25/10 for income distribution. 65 percent profits from media rights would be distributed to race tracks, 25 percent earnings would be dispersed to contending team and remaining 10 percent would be maintained by NESCAR which is sanctioning body. Competing team wished to increase their part of income from 25 percent due to the fact that of boost in operating expense of a race team and also there is decline in the number of full-season sponsorship. Because they are making massive investments to improve experience of fans, nescar also deals with risks from other sponsors. Which consists of upgrading existing opportunities, constructing new opportunities, providing Wi-Fi facility and likewise offering other interactive mediums to interact sports on smartphones. 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. The difficulty is that the household system in America was changing resulting in decrease of impact of married male fan base over their children. Together with it understandings about vehicle was also changing with viewing vehicle an automobile to reach at point B from point A, rather than as an enjoyable job. If NASCAR make considerable financial investments in new segments which are based on new consumers then it may deal with unfavorable comments from its core fan base, now.

Porter's 5 Forces Analysis

It is important to understand market in which company is working due to the fact that NASCAR's bottom line i.e. net earnings is greatly depends on this. There are 5 forces that are used to identify success, intensity and beauty of NASCAR organisation.

Competitive Competition

This force shows capability of competitors. Groups typically represents sponsors in NASCAR and the medium of marketing is drivers. It can be stated that motorists and race cars and trucks are rivals. These chauffeurs can go against NASCAR if they got better chance in terms of rewards and tv exposure. Then audiences can shift to those other intriguing cars and trucks and chauffeurs, if audiences enjoy other race cars and trucks and drivers more than NASCAR. NASCAR might be having hazard from its two direct competitors that is Formula 1 and Moto GP. They need to develop competitive advantages for drivers so they do not move to other rivals.

Supplier Power

If company shifts from one provider to another, the supplier power shows the number of suppliers are available in market and what is the expense associated with provider. In this industry there is supply monopoly since chauffeurs with required resources and skills are limited.

Purchaser Power

In the case of NASCAR consumers are its audiences. Viewers can change to other competitors quickly because viewers will having low switching cost.

Threat of Replacement

Alternatives are referred as alternatives. The alternatives in this case can be other entertainment suggests like audiences can move to other sports. So there are vast array of substitutes are readily available in this circumstance which suggests that danger of alternative is high.

Danger of New Entry

In the case of NASCAR threat of brand-new entry is low. They require to build cars and racing tracks and also needs to pay significant amount to motorists for switching.

PESTEL Analysis


As NASCAR is working in numerous markets so it requires to face different policies. It is likewise kept in mind that NASCAR has dealt with increased analysis regarding regulative. Every federal government has different concern so NASCAR has actually to be prepared for it as priority can be shifted to other sector.


Economic factors consists of tax rate, exchange rate, financial performance of that particular company, conditions of labour market, inflation rate etc. Fortunes of the NASCAR and its competitors can be impacted if there is federal government intervention in the marketing and sales sector. NASCAR can take advantage of abilities of staff members to develop brand-new opportunities and enhance existing chances.


Every society is different from each other. Each has various social values and norms. It helps in comprehending relating to society and preference of clients. Social elements includes traditions, culture, mindsets towards particular services and products, demographics, norms, interests etc. It can be concluded that advertising through other means rather than traditional (i.e. paper) can be preferred in this society.


Innovation has effect on almost every business. It includes innovation in business strategy. In this case of Firestoneford Tire Controversy B Case Study Solution it can be noted that business are heavily spending for research and development. NASCAR ought to likewise work on its media rights policy with Turner Broadcasting System.


Legal plays an important function in every country since every nation has different legal terms and conditions. Firestoneford Tire Controversy B Case Study Analysis requires to be make certain that they secure their legal rights in every county so any business does not damage to its legal rights.


Ecological aspects are also crucial for every single service. Due to the fact that typically federal governments do not permit those business which can harm to environment. These environmental factors includes laws regarding pollution, climate change, safe waste disposal, policies concerning insurance coverage and so on. NASCAR requires to ensure that its vehicles are not creating contamination more than appropriate level.

7 P's of Marketing


The products of Firestoneford Tire Controversy B Case Study Help in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, sanctioning rules for races and ad-space to corporate online marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Rates technique of NASCAR for its race events tickets is based upon the venue and significance of the racing occasions. Along with race events tickets, NASCAR likewise charge numerous service fees to its stakeholders and earns revenue. For instance it charged approving costs of $1-2 million per race usually in 2005.


Marketing 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 numerous cities in United States. The most essential tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Auto Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in the majority of the cities in United States to understand nationwide popularity.


Nestle people method is comprised of offering much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential element of Firestoneford Tire Controversy B Case Study Help A marketing technique as its events are the source of entertainment for crowd. Its individuals technique consists of efforts to provide much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under people strategy of NASCAR.


Several service processes are required to carry out racing events in an efficient method. These processes include; appropriate schedule of time, plan for viewers, selling tickets, arrangement of space for sponsors, handling logistics and so on. These all procedures contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR consists of the presence of its racing tracks, stock cars and racing events. Along with it, its merchandising brand names including t-shirts, caps, goodies etc., also function as a physical proof for NASCAR.

Item Life Process Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the first phase competition for NASCAR was low, as the competitors drove the automobiles similar to the cars and trucks driven by regular people.


The first NASCAR based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. After the development of racing tracks the business moved towards relaying 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 initiated a new period of lucrative sponsorships and tv agreements for NASCAR.


The maturity duration for NASCAR began with the efforts of William France Jr., with the company having vast array of revenue sources. The company has about 500 sponsors with transmitting its occasions in about 150 nations. The company has a great deal of tracks in most of the cities of United States.


The major causes of decline consist of the financial crisis of 2008, which increased the expense of arriving at tracks for viewers due to increasing fuel rates, and the shifting of its fan base towards other sports.

Market Segmentation.

The market segmentation of Firestoneford Tire Controversy B Case Study Solution can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical segmentation of Firestoneford Tire Controversy B Case Help is based upon the geographical existence of its tracks in various states and cities in United States, and the television broadcasting of its events in various nations. The business 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 vast geographical division offers the business regional along with global fan base.


The market segmentation of Firestoneford Tire Controversy B Case Study Analysis is likewise highlydiverse based upon the gender, earnings and age of the customer. To increase the demographic section of its market NASCAR ought to revise its marketing strategies to draw in more age groups and lower its costs to enter in the market section with a low typical earnings.


NASCAR has a fan base with a loyalty. NASCAR fans perceive it compulsive to acquire tickets and see the races as soon as in a week. NASCAR has tried to increase the quality of its racing by presenting stage racing, they also have actually tried to lower rates and make the event more practical by presenting live racing.


Behavioural segmentation of Firestoneford Tire Controversy B Case Study Help is based upon the behaviour of fans in regards to watching the race survive 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 consumer experience at NASCAR tracks is not favourable in addition to expensive. This preference makes the rates for presence lower than the rates for tv viewers. NASCAR has to change the behaviour of its fan base by introducing qualitative services at its tracks.

Target Market.


One of the possible target market of Firestoneford Tire Controversy B Case Study Help was Hispanics; the young and growing population of United States. The market sector has great possible for NASCAR as the population was growing at a higher rate and it was expected to become thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. The segment reveals affinity with automobile culture, however require a more concentrated marketing towards welcoming the segment towards racing.


Kids are likewise one of the potential target market sector for NASCAR, as they are more connected socially than other groups. Vehicle racing video games established by Firestoneford Tire Controversy B Case Study Analysis can be a prospective source of getting attention of kids towards NASCAR track racing. NASCAR requires more attention towards personalizing and improving its digital features to attract the kids target market.

This substantial expenditure makes the section potential for NASCAR marketing method of increasing its fan base. The market section considers NASCAR as an organization lacking in creating a multiculturalism environment. NASCAR ought to take numerous steps to improve the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking decisions relating to marketing. These 5 C's requirements to be analysed properly for taking any marketing choice. These 5 C's mean Environment, Business, Collaborators, Rivals and customers.


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


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


Collaborations consists of distributors, suppliers and alliances of Firestoneford Tire Controversy B Case Study Solution. It is teamed up with various racing groups which are taking part in racing. It also worked together with Turners Sport for digital rights. NASCAR utilized to make money check of around $15 million yearly from Turner Sports. There are number of cons behind this deal. For instance NASCAR needed to get approval from Turner Sport if it wish 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.


The customer of Firestoneford Tire Controversy B Case Study Help are its audiences. They target consumers 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 children and develop generational commitment.


Teams typically represents sponsors in NASCAR and the medium of marketing is motorists. These drivers can go against NASCAR if they got better chance in terms of prizes and television exposure.

Marketing Techniques.

1. Establishing and Preserving Facebook Page.
One of the prospective target markets segments for NASCAR is Hispanics which is the growing population section of U.S.A. but unfortunately NASCAR had actually been not able to draw in the this targeted section. It needs to develop a Facebook page containing the details regarding the races and the locations of tracks to make the consumer informative about the core operations of NASCAR.
2. Developing and Upgrading Accounts of Key Drivers.
Firestoneford Tire Controversy B Case Study Analysis chauffeurs has a low star power as compare to gamers of other sports. The poor contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an essential element for drawing in audiences towards tracks and towards tv.
3. Establishing New Games and improving existing video games for kids.
In order to draw in these kids, NASCARA should enhance its current racing video games by presenting personalization in the automobiles i.e. changing colours, choice of speed, presenting group racing in the video game, using much better graphics related to the racing tracks and presenting different levels in the game. All these modifications in the current game would provide better experience to kids.
Along with it, NASCAR should likewise build new video games related to racing like kids racing with kids characters as chauffeurs, cartoon racing with racing between numerous cartoon characters with an option of picking the favourite animation character for the kids. These methods would enable the business to draw in one of its prospective target sections.
4. Presenting multiculturalism at occasions.
NASCAR occasions are made up of fans with very few cultural diversity, due to cost of arrival in occasions, making it unattractive for the clients viewing sport events as social celebrations i.e. Generation Y customers. As the Generation Y consumers are a prospective target market for NASCAR, for that reason the company needs to take specific measures to attract this prospective target market.
5. Improving Customer Experience at Tracks.
NASCAR ought to work on infrastructure and facilities at tracks since on the race day audiences got disappointed. Viewers have numerous expectations from Firestoneford Tire Controversy B Case Study Analysis due to the fact that in exact same industry other business are supplying much better services than NASCAR. IF NASCAR do not work on this issue then its fans might shifted to its rivals.
Marketing Spending plan.
Marketing budget made on the basis of the above techniques for the period of 5 years from 2011 to 2015, shows the cost related data for the marketing methods. It can be seen that strategy 5 of improving customer experience at tracks would require highest initial investment and cost and method 4 of presenting multiculturalism will require lowest initial investment with lowest even more per year cost.
NOTE: The values about cost are assumed on logical basis due the lack of facts and figures related to cost in the case study. Inflation rate of United States is presumed to be 10%.


On the basis of deep analysis of the external and internal elements of Firestoneford Tire Controversy B Case Study Analysis triggering the decline of tv viewership rate and participation rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long term. These techniques would deal with internal factors like poor customer experience at tracks, insufficient social media marketing, incapable digital medias like video games, lack of culturalisms at tracks and so on, along with with external elements like moving of fans towards other sports, demographical changes in America and changing family life styles.

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