Firestoneford Tire Controversy B Online Case Study Analysis

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Firestoneford Tire Controversy B Case Study Solution and Analysis


Firestoneford Tire Controversy B Case Study Analysis (National Association for Stock Cars And Truck Car Racing) is an organization performing series of Stock Cars and truck racing in United States and functioning as a sanctioning body for driving the rules for Stock Cars and truck Racing. The company was founded in 1947, by "Huge Expense" France. NASCAR organize Stock Automobile Racing events in United States with the presence of about 130000 audiences typically in 2005. It also broadcast its occasions in about 150 countries. Stock Cars And Truck Racing by NASCAR is the 2nd largest viewer sport, with highest number of sponsors. It has about 500 sponsors contributing billions of dollars in its profits. The other sources of earnings for Firestoneford Tire Controversy B Case Study Analysis consists of; 10% of the total profits from television rights, sanctioning fees i.e. $1-2 million per race, and licencing NASCAR brand name to business.

NASCAR has a closed corporate culture with the non-interventionist approach. The building of Vehicle of Tomorrow by NASCAR, with an intent of security for the drivers, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, carried out in 2010, exposed that despite the reality that the organisation highly rely on the interactions in between its stakeholders, there was no recognizable service communication technique. (

The audit explained numerous doing not have of NASCAR in regards to absence of internal combination, lack of fan management strategy and absence of social and digital media of marketing. The company has complex environment with independent tracks, drivers and groups. This structure with closed corporate culture bring numerous challenges in accelerating a change. Other partners in environment consists of the media networks i.e. television and radio, and corporate marketers.

Firestoneford Tire Controversy B Case Study Help audiences was highly loyal to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and business online marketers.

Problem Declaration.

The company is presently dealing with the problem of decreasing rates of presence at racing tracks and rates of television audiences. This can put a significant impact on its profits from sponsors, media rights, and from other sources of earnings.

Situational Analysis.

The business was rather successful till 2005 with its conventional marketing methods, however quickly after 2005 the business begins facing numerous problems consisting of decline of its fan base. Numerous external in addition to internal factors are responsible for the decline. Internal elements 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 produce generational loyalty. Other challenges for NASCAR includes the shift of its fans to other sports as they were enhancing their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.


NASCAR core competencies includes it has rights of determining guidelines as sanctioning body. Guidelines and rules relating to expert stock car racing are determined by NASCAR like if any team with required abilities and resources can enter into races by following rules and guidelines determined by NASCAR. All the events of NASCAR are sponsored by corporates since of greatest brand commitment of fans toward brands marketed by Firestoneford Tire Controversy B Case Study Solution.


Weak Points in SWOT Analysis are thought about as external elements. Weak points includes the factors that stops business to carry out at needed level of efficiency. Weak points of NASCAR includes its close culture which is non collaborative. They have non-interventionist technique. They usually utilized to form guidelines and other required processes without intervention of others which leads to bad collaboration. For instance NASCAR develops Automobile of Tomorrow without collaboration so result is that motorists did not like that concept. As this is racing sport so covering of sports by media is likewise hard. It was likewise found that NASCAR had no reliable technique for service interaction. If it took place off track, they do not know how to deal with problem. Inefficient business interaction results in that they do not have clear instructions for their long term goals. They don't understand that where they want to see this sport in future.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external elements which can be beneficial to business or the external factors on which business is having competitive advantage. NASCAR usually utilized to rely on conventional media sources like regional newspaper for promotion of its sports. Normally these traditional media sources try to cover their home group and particular kind of events. NASCAR also familiarized from these traditional media outlets that sport was difficult to cover. Media landscape also altered from standard to digital landscape. Newspapers failed. NASCAR can work on its abilities to get maximum possible take advantage of this brand-new digital landscape. NASCAR have underinvestment in digital resources. It can capitalize in social and digital media to get its advantages. Digital rights of NASCAR were also offered to Turner Sports. NASCAR utilized to get pay check of around $15 million every year from Turner Sports. There are variety of cons behind this deal. For instance 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 every single video which is shoot throughout race at track. If media sources like papers, magazines and cable television channels want to post videos of races on their particular pages then they are needed to pay licensing charges to Turner Sport. NASCAR can work on conditions and terms and try to negotiate with Turner Sports to get optimal benefits of it. Star power plays really important function in creating revenues from every sport. It was kept in mind that NASCAR is lagging in this location i.e. star power. When sports fans were asked regarding popular celebs and stars then NASCAR chauffeur was not discovered even in top twenty responses. So NASCAR can put efforts in this location too for revenue generation. They need to direct their motorists that how they can end up being sport stars. 4 strategic focuses which are generated by research study group can likewise be served as chance for NESCAR. These four tactical focuses compares and analysis Firestoneford Tire Controversy B Case Study Solution methods.


Economic down turn was experienced in late 2000 which can be hazard for NASCAR since if there is economic down turn then people would be having less return on financial investment. Economic down turn likewise results in boost fuel prices which also impacted NASCAR. Now if NASCAR make significant financial investments in new segments which are based on new consumers then it may deal with unfavorable remarks from its core fan base.

Porter's 5 Forces Analysis

It is crucial to comprehend industry in which company is working because NASCAR's bottom line i.e. net earnings is heavily depends on this. There are 5 forces that are utilized to recognize profitability, strength and beauty of NASCAR company.

Competitive Competition

These chauffeurs can go against NASCAR if they got better opportunity in terms of rewards and television direct exposure. If viewers enjoy other race cars and drivers more than NASCAR then audiences can shift to those other intriguing vehicles and drivers. NASCAR might be having risk from its two direct competitors that is Formula 1 and Moto GP.
Swot Analysis
Provider Power

If business shifts from one provider to another, the supplier power suggests the number of providers are offered in market and what is the expense associated with supplier. Because chauffeurs with needed resources and skills are restricted, in this market there is supply monopoly.

Purchaser Power

This force is concerning to consumers that is it simple for customers to move to other items. Then consumers are less most likely to change, if there is more changing cost is associated. When it comes to NASCAR consumers are its audiences. Viewers can switch to other rivals easily because audiences will having low switching cost.

Hazard of Alternative

Alternatives are referred as alternatives. The alternatives in this case can be other entertainment means like viewers can shift to other sports. So there are vast array of alternatives are readily available in this situation which suggests that danger of alternative is high.

Risk of New Entry

It is specified as how it is easy for any business to go into in that specific market. In the case of Firestoneford Tire Controversy B Case Study Analysis risk of new entry is low. Since if any company needs to enter in this organisation than they need to make heavy investments. They require to develop vehicles and racing tracks and also requires to pay substantial total up to drivers for switching.

PESTEL Analysis


As NASCAR is working in numerous markets so it requires to deal with different guidelines. It is likewise noted that NASCAR has actually dealt with increased examination regarding regulative. Every government has different top priority so NASCAR has to be prepared for it as priority can be moved to other sector.


Economic aspects consists of taxation rate, currency exchange rate, economic performance of that particular business, conditions of labour market, inflation rate etc. If there is federal government intervention in the marketing and sales sector, fortunes of the NASCAR and its rivals can be affected. NASCAR can take advantage of abilities of workers to produce brand-new chances and improve existing opportunities.


Each has different social worths and standards. It helps in understanding concerning society and choice of consumers.


Technology has impact on practically every service. It consists of development in service strategy. In this case of Firestoneford Tire Controversy B Case Study Analysis it can be kept in mind that companies are greatly spending for research study and advancement. NASCAR should also deal with its media rights policy with Turner Broadcasting System.

Vrio Analysis
Legal plays a crucial function in every country due to the fact that every nation has various legal terms. Firestoneford Tire Controversy B Case Study Solution needs to be make sure that they secure their legal rights in every county so any business does not hurt to its legal rights.


Ecological factors are likewise essential for every organisation. NASCAR needs to make sure that its vehicles are not generating contamination more than acceptable level.

7 P's of Marketing


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


Prices strategy of NASCAR for its race events tickets is based upon the place and value of the racing events. Together with race events tickets, NASCAR likewise charge various service fees to its stakeholders and earns revenue. It charged sanctioning costs of $1-2 million per race on average in 2005.


Promotional technique of NASCAR is highly based upon its fan base. A strong fan base share its fandom with others and increase the number of audiences for NASCAR races.


NASCAR have its racing tracks in different cities in United States. The most essential tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Automobile 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 comprehend nationwide appeal.


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


Several business procedures are required to carry out racing occasions in an effective way. These procedures consist of; correct schedule of time, arrangement for spectators, selling tickets, plan of space for sponsors, managing logistics etc. These all procedures contribute I building NASCAR image, improving viewers experience and increasing fan base.

Physical Proof.

Essential physical proofs for the NASCAR consists of the existence of its racing tracks, stock cars and trucks and racing events. Along with it, its retailing brand names including t-shirts, caps, goodies and so on, likewise function as a physical proof for NASCAR.

Product Life Cycle Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the very first stage competition for NASCAR was low, as the competitors drove the cars comparable to the cars driven by normal individuals.


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 transmitting its races on tv in 1979.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he transformed NASCAR from a regional Sport popular organization into one with worldwide fan base. He initiated a brand-new age of profitable sponsorships and television contracts for NASCAR.


The maturity duration for NASCAR began with the efforts of William France Jr., with the business having vast array of revenue sources. The company has about 500 sponsors with broadcasting its events in about 150 nations. The company has large number of tracks in the majority of the cities of United States.


The decrease in the company's offerings started after 2005 with average presence rate per race declined by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant causes of decrease include the monetary crisis of 2008, which increased the cost of coming to tracks for viewers due to increasing fuel costs, and the shifting of its fan base towards other sports.

Market Segmentation.

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


The geographical segmentation of Firestoneford Tire Controversy B Case Solution is based upon the geographical presence of its tracks in various states and cities in United States, and the tv broadcasting of its occasions in numerous nations. The business 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 segmentation offers the company local in addition to global fan base.


The group division of Firestoneford Tire Controversy B Case Study Help is also highlydiverse based upon the gender, earnings and age of the consumer. To increase the group section of its market NASCAR need to modify its marketing techniques to attract more age groups and lower its costs to enter in the market segment with a low average earnings.


The psychological attributes of most of the fans are quite similar. NASCAR has a fan base with a commitment. NASCAR fans perceive it compulsive to purchase tickets and see the races when in a week. 71% of them prefer to buy items with a NASCAR brand name. They are quite extrovert and want to join other fans while racing. They desire quality racing with low price at hassle-free area. Although Firestoneford Tire Controversy B Case Study Help has actually attempted to increase the quality of its racing by presenting stage racing, they also have tried to lower costs and make the event more convenient by introducing live racing.


Behavioural segmentation of NASCAR is based upon the behaviour of fans in terms of watching the race live on the television or by going in the occasions. Currently, the fans preference is towards enjoying the race at home on tv rather than going, as the consumer experience at NASCAR tracks is not favourable as well as costly.

Target audience.


One of the prospective target market of Firestoneford Tire Controversy B Case Study Solution 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 anticipated to end up being thrice after forty years and the segment has increasing wealth rate with about $1 trillion of wealth in 2014. The section reveals affinity with vehicle culture, however require a more concentrated marketing towards inviting the section towards racing.


Kids are likewise one of the possible target market sector for NASCAR, as they are more linked socially than other groups. Cars and truck racing games established by Firestoneford Tire Controversy B Case Study Solution can be a possible source of acquiring attention of kids towards NASCAR track racing. NASCAR requires more attention towards tailoring and enhancing its digital functions to bring in the kids target market.

This big expenditure makes the section potential for NASCAR marketing strategy of increasing its fan base. The market segment thinks about NASCAR as a company doing not have in creating a multiculturalism atmosphere. NASCAR must take various steps to improve the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions relating to marketing.


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


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


Collaborations consists of suppliers, suppliers and alliances of Firestoneford Tire Controversy B Case Study Solution. It is worked together with different racing teams which are participating in racing. It also collaborated with Turners Sport for digital rights. NASCAR used to earn money check of around $15 million every year from Turner Sports. There are variety of cons behind this deal. For example NASCAR needed to get approval from Turner Sport if it want to develop its Facebook page, twitter account and even mobile application. Turner Sport also had rights of every video which is shoot during race at track.


The consumer of Firestoneford Tire Controversy B Case Study Analysis 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.


The direct competitors of NASCAR are Solution 1 and Moto GP. Groups normally represents sponsors in NASCAR and the medium of marketing is drivers. It can be stated that chauffeurs and race vehicles are competitors. These motorists can go against Firestoneford Tire Controversy B Case Study Help if they improved opportunity in regards to prizes and television direct exposure.

Marketing Strategies.

1. Keeping and establishing Facebook Page.
One of the possible target markets sections for NASCAR is Hispanics which is the growing population segment of U.S.A. but regrettably NASCAR had actually been not able to bring in the this targeted section. In order to attract the young growing generation the NASCAR should market by utilizing social media like Facebook. It must develop a Facebook page consisting of the info regarding the races and the locations of tracks to make the customer helpful about the core operations of Firestoneford Tire Controversy B Case Study Analysis. It ought to also upgrade its Facebook page on everyday basis to supply info about its approaching occasions. This would make the target market segment more informative about the business and would result in attracting big fans base.
2. Developing and Updating Accounts of Key Drivers.
NASCAR motorists has a low star power as compare to players of other sports. Its ranks 7th in terms of star power (see Case Display). The major factor behind it is that, the racers mainly play in teams and are not able to develop an essential account and keep a close contact with fans. The poor contacts with fans result in less attraction of viewers towards the racers and a low star power. Star power is an essential aspect for bring in viewers towards tracks and towards tv. The star power for the motorists at NASCARA could be enhanced by developing and updating accounts of key motorists by NASCARA itself. This would get rid of the requirement of forcing chauffeurs to maintain their accounts and would result in increasing fans attention towards NASCARA motorists.
3. Developing New Games and improving present games for kids.
Kids invested most of their time on playing video games and utilizing smart devices. But unfortunately, kids playing NASCARA have a worst experience of playing its video games. As a result, they are less drawn in towards the sport. In order to attract these kids, NASCARA ought to enhance its present racing games by presenting modification in the automobiles i.e. changing colours, choice of speed, introducing group racing in the video game, utilizing much better graphics associated with the racing tracks and presenting different levels in the game. All these modifications in the present game would provide much better experience to kids.
In addition to it, NASCAR needs to also construct new games related to racing like kids racing with kids characters as motorists, cartoon racing with racing in between numerous cartoon characters with an option of picking the preferred cartoon character for the kids. These strategies would make it possible for the business to attract one of its potential target segments.
4. Introducing multiculturalism at occasions.
Firestoneford Tire Controversy B Case Study Analysis events are consisted of fans with extremely couple of cultural diversity, due to cost of arrival in occasions, making it unappealing for the customers viewing sport events as affairs i.e. Generation Y clients. As the Generation Y customers are a prospective target market for NASCAR, for that reason the company ought to take particular steps to attract this potential target market. It must embrace techniques to bring in the clients far from the tracks place with various culture. The technique to do so might be offering special discount rates on tickets or free tickets to audiences coming from a specific distance or from another state. It would increase multiculturalism of the fans and would make Generation Y customers more satisfied.
5. Improving Consumer Experience at Tracks.
NASCAR must work on infrastructure and facilities at tracks since on the race day viewers got disappointed. Audiences have numerous expectations from Firestoneford Tire Controversy B Case Study Help due to the fact that in very same industry other companies are offering better services than NASCAR. IF NASCAR do not work on this problem then its fans might shifted to its rivals.

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 information for the marketing methods. It can be seen that method 5 of improving customer experience at tracks would require greatest preliminary investment and expense and technique 4 of introducing multiculturalism will need lowest initial investment with least expensive even more per year cost.
NOTE: The values about cost are assumed on reasonable basis due the lack of facts and figures related to cost in the event 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 Help triggering the decrease of television viewership rate and participation rate at tracks, the above marketing methods are recommended to NASCAR to increase its fan base in long term. These techniques would handle internal factors like poor customer experience at tracks, inadequate social networks marketing, incapable digital medias like games, absence of culturalisms at tracks and so on, as well as with external factors like shifting of fans towards other sports, demographical changes in America and altering domesticity styles.