Francisco De Narvaez At Tia Selling The Family Business Video Online Case Study Analysis

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Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution & Analysis


Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis (National Association for Stock Cars And Truck Vehicle Racing) is an organization performing series of Stock Car racing in United States and serving as a sanctioning body for driving the guidelines for Stock Automobile Racing. The company was established in 1947, by "Huge Costs" France. NASCAR organize Stock Cars and truck Racing events in United States with the presence of about 130000 audiences usually in 2005. It also transmitted 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 revenue. The other sources of earnings for Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis consists of; 10% of the total income from tv rights, approving fees i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist method. The building of Automobile of Tomorrow by NASCAR, with an intention of security for the chauffeurs, brought different tensions amongst the stakeholders of the sport.
Executive Summary
The communication audit, performed in 2010, exposed that despite the truth that the business extremely rely on the interactions in between its stakeholders, there was no recognizable company communication strategy. The market's target consumers, instructions and objectives were all unidentified.

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

Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution audiences was extremely loyal to the sport and the brand names connected with the NASCAR, making it appealing for sponsors and business marketers.

Issue Statement.

The business is presently facing the problem of declining rates of presence at racing tracks and rates of television audiences. This can put a substantial impact on its incomes from sponsors, media rights, and from other sources of income.

Situational Analysis.

Although the company was rather effective till 2005 with its standard marketing strategies, however soon after 2005 the business starts facing numerous problems consisting of decrease of its fan base. Numerous external along with internal factors are accountable for the decrease. Internal factors include; inadequate financial investment in social media and other digital medias of.

Fan base of NASCAR comprised of married males with a typical age of 47, which passes their fandom to their children and produce generational loyalty. Other challenges for NASCAR consists of 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 access, etc.

SWOT Analysis.


In SWOT analysis, strengths specified as company's qualities which are various from its competitors. These are business's core proficiencies on which business performance or company success based upon. Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis core competencies includes it has rights of dictating rules as approving body. Rules and guidelines regarding expert stock cars and truck racing are dictated by NASCAR like if any team with required skills and resources can participate in races by following rules and policies determined by NASCAR. So NASCAR has monopoly it this element. Its strengths likewise consists of that it has title of second largest spectator 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 around the world with more than $56 million earnings. The main sources of their revenues come from television rights, approving costs, sponsorship and licensing. It has longest season of 10 months and having ownership of three national series i.e. Camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and corporate sponsors. Because of greatest brand commitment of fans toward brands promoted by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).


Weaknesses in SWOT Analysis are considered as external elements. Weaknesses includes the elements that stops business to perform at required level of performance. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist method. They typically used to form guidelines and other required procedures without intervention of others which leads to poor partnership. For instance NASCAR establishes Cars and truck of Tomorrow without collaboration so result is that drivers did not like that concept. As this is racing sport so covering of sports by media is likewise tough. It was also discovered that NASCAR had no efficient technique for service communication. If it took place off track, they do not know how to handle concern. Inefficient organisation interaction results in that they do not have clear instructions for their long term objectives. They don't understand that where they wish to see this sport in future.
Porter's 5 Forces Analysis

Opportunities in SWOT analysis are external aspects which can be favourable to business or the external aspects on which company is having competitive benefit. NASCAR usually utilized to depend on standard media sources like regional newspaper for publicity of its sports. Generally these traditional media sources attempt to cover their home team and certain type of occasions. NASCAR also came to know from these standard media outlets that sport was hard to cover. Media landscape likewise altered from standard to digital landscape. Papers went out of business. NASCAR can work on its abilities to get optimal possible gain from this new digital landscape. NASCAR have underinvestment in digital resources. So it can capitalize in social and digital media to get its benefits. Digital rights of NASCAR were likewise offered to Turner Sports. NASCAR utilized to make money check of around $15 million every year from Turner Sports. There are variety of cons behind this offer. 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 single video which is shoot during race at track. Then they are needed to pay licensing charges to Turner Sport, if media sources like newspapers, publications and cable channels want to post videos of races on their respective pages. So NASCAR can work on conditions and terms and attempt to work out with Turner Sports to get maximum advantages of it. Star power plays really essential function in generating incomes from every sport. It was noted that NASCAR is lagging in this location i.e. star power. When sports fans were asked relating to popular celebrities and stars then NASCAR driver was not discovered even in top twenty actions. So NASCAR can put efforts in this area too for revenue generation. They ought to guide their chauffeurs that how they can become sport stars. 4 strategic focuses which are generated by research study team can also be acted as opportunity for NESCAR. These four tactical focuses compares and analysis Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis strategies.


Dangers in SWOT analysis are defined as external factors that can danger to company's success. Economic down turn was experienced in late 2000 which can be hazard for NASCAR because if there is economic down turn then people would be having less roi. Earning of individuals would be effected and they would be more conscious in investing their loan. Economic down turn also results in boost fuel costs which also impacted NASCAR. Due to the fact that fans of NASCAR used to attend its occasion from cross countries. NESCAR had a rule of 65/25/10 for income distribution. 65 percent revenues from media rights would be distributed to race course, 25 percent earnings would be distributed to contending group and remaining 10 percent would be kept by NESCAR which is sanctioning body. Contending team wished to increase their part of earnings from 25 percent since of increase in running expense of a race team and likewise there is decrease in the variety of full-season sponsorship. Because they are making massive investments to enhance experience of fans, nescar also faces hazards from other sponsors. Which consists of updating existing avenues, building new avenues, providing Wi-Fi center and likewise offering other interactive mediums to engage 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 challenge is that the family system in America was altering resulting in reduction of impact of married male fan base over their youngsters. In addition to it understandings about car was likewise changing with viewing cars and truck a car to reach at point B from point A, rather than as a fun task. If NASCAR make substantial investments in brand-new segments which are based on brand-new clients then it might face unfavorable comments from its core fan base, now.

Porter's Five Forces Analysis

Porter's 5 forces is a model that is utilized to analyse industry in which company is working. It assists in identifying what are strengths and weakness of any specific industry. It recommend that every market is different from one another. Since NASCAR's bottom line i.e. net revenue is heavily depends on this, it is crucial to comprehend industry in which business is working. There are 5 forces that are utilized to determine success, intensity and attractiveness of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis organisation.

Competitive Competition

These motorists can go against NASCAR if they got better chance in terms of rewards and tv exposure. If viewers delight in other race cars and drivers more than NASCAR then audiences can shift to those other interesting vehicles and chauffeurs. NASCAR might be having threat from its two direct rivals that is Formula 1 and Moto GP.
Swot Analysis
Supplier Power

The supplier power suggests the variety of providers are available in industry and what is the expense related to provider if company shifts from one provider to another. Due to the fact that drivers with required abilities and resources are restricted, in this industry there is supply monopoly.

Buyer Power

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

Hazard of Replacement

Replacements are referred as options. The replacements in this case can be other home entertainment implies like audiences can shift to other sports. There are wide variety of substitutes are readily available in this situation which suggests that danger of alternative is high.

Hazard of New Entry

In the case of NASCAR hazard of new entry is low. They need to build cars and trucks and racing tracks and likewise needs to pay large amount to drivers for changing.

PESTEL Analysis


It can not be concluded from case research study that there would be change in resource allowances. NASCAR had actually got take advantage of lower tax policies which leads to increasing in profits. So they made heavy financial investments in the research and advancement. As NASCAR is working in numerous markets so it requires to deal with various regulations. It is likewise kept in mind that Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis has actually dealt with increased scrutiny concerning regulatory. Every government has different top priority so NASCAR needs to be prepared for it as top priority can be moved to other sector.


Economic aspects includes tax rate, exchange rate, financial efficiency of that specific business, 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 utilize capabilities of workers to create brand-new opportunities and improve existing opportunities.


Each has different social worths and standards. It assists in understanding concerning society and choice of clients.


In this case of NASCAR it can be noted that business are greatly spending for research and development. NASCAR ought to also work on its media rights policy with Turner Broadcasting System.

Vrio Analysis
Because every nation has various legal terms and conditions, Legal plays an essential role in every country. Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis requires to be make sure that they secure their legal rights in every county so any company does not harm to its legal rights.


Environmental elements are also crucial for every single organisation. Since generally federal governments do not enable those service which can damage to environment. These ecological elements includes laws concerning pollution, climate change, safe waste disposal, policies relating to insurance coverage and so on. NASCAR requires to ensure that its cars are not creating pollution more than appropriate level.

7 P's of Marketing


The items of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Help in its product portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand name, approving guidelines for races and ad-space to corporate marketers throughout broadcast of NASCAR races. (Hanlon, 2018).


Prices strategy of NASCAR for its race occasions tickets is based upon the venue and significance of the racing occasions. In addition to race events tickets, NASCAR also charge numerous service fees to its stakeholders and makes profits. For instance it charged approving costs of $1-2 million per race on average in 2005.


Marketing strategy of Francisco De Narvaez At Tia Selling The Family Business Video 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 completely relied upon its fan base for its promotion and promote through local radio stations too. The business has actually likewise embraced the retailing media of promo, in which the business sells merchandises with its logo.


NASCAR have its racing tracks in numerous cities in United States. The most crucial tracks of NASCAR includes Atlanta Motor Speedway in Georgia, Car Club Speedway in California and Darlington Raceway in South Carolina. It tries to perform its races in the majority of the cities in United States to understand across the country popularity.


Nestle individuals method is comprised of offering better experience to its audiences, its fan base and to all of its stakeholders. Individuals are an important element of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis A marketing technique as its occasions 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 etc., all of which come under individuals technique of NASCAR.


Numerous organisation procedures are required to carry out racing events in an effective method. These processes consist of; correct schedule of time, arrangement for viewers, offering tickets, arrangement of space for sponsors, handling logistics etc. These all processes contribute I building NASCAR image, enhancing viewers experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR includes the existence of its racing tracks, stock vehicles and racing events. Together with it, its retailing brand names consisting of t-shirts, caps, goodies etc., also act as a physical evidence for NASCAR.

Product Life Cycle Assessment.

The racing occasions by NASCAR was introduced on June 19, 1949. At the first phase competition for NASCAR was low, as the rivals drove the vehicles similar to the vehicles driven by ordinary people.


After performing its very first race successfully the company moved towards building its own tracks. The very first Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution based track, namely the Darlington Raceway track, was initiated in 1950 in South Carolina. It was followed by establishment of more raceways including Daytona International Speedway, which was opened in 1959. After the growth of racing tracks the business moved towards broadcasting its races on television in 1979. The first event broadcasted on tv was flag-to-flag coverage of Daytona.

In 1972, William France Jr., ended up being the president of NASCAR and n about 3 decades, he changed NASCAR from a local Sport popular organization into one with global fan base. He started a new era of rewarding sponsorships and tv agreements for NASCAR.


The maturity duration for NASCAR began with the efforts of William France Jr., with the business having wide variety of income sources. The business has about 500 sponsors with relaying its events in about 150 countries. The company has a great deal of tracks in the majority 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 audiences due to increasing fuel prices, and the moving of its fan base towards other sports.

Market Division.

The marketplace segmentation of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution can be divided into four sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).


The geographical division of Francisco De Narvaez At Tia Selling The Family Business Video Case Help is based upon the geographical presence of its tracks in numerous states and cities in United States, and the television broadcasting of its occasions 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 large geographical division provides the business local as well as international fan base.


The group segmentation of NASCAR is also highlydiverse based upon the gender, income and age of the customer. Its present fan base is majorly consisted of male married fans with an average age of 47 years and an earnings around $30-50 thousands. Nevertheless currently NASCAR is trying to increase its target market to the young growing population and kinds as well. To increase the group section of its market NASCAR must modify its marketing techniques to attract more age groups and lower its costs to enter in the market section with a low average earnings.( htt1).


The psychological characteristics of most of the fans are quite comparable. NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to buy tickets and see the races once in a week. 71% of them choose to buy products with a NASCAR trademark name. They are quite extrovert and are willing to join other fans while racing. They want quality racing with low cost at convenient area. NASCAR has attempted to increase the quality of its racing by introducing stage racing, they likewise have actually attempted to lower prices and make the occasion more convenient by introducing live racing.


Behavioural division of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Help is based upon the behaviour of fans in regards to viewing the race reside on the television or by going in the events. Presently, the fans choice is towards enjoying the race in the house on tv instead of going, as the client experience at NASCAR tracks is not beneficial along with pricey. This choice makes the rates for attendance lower than the rates for television audiences. NASCAR needs to alter the behaviour of its fan base by introducing qualitative services at its tracks.

Target audience.


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


Kids are also among the prospective target market section for NASCAR, as they are more linked socially than other groups. Creating fan base among kids can supply a potential boost in the variety of fans for racing due to their connectivity. Kids spend the majority of their times in playing and utilizing smartphones video games. Automobile racing video games developed by Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis can be a prospective source of gaining attention of kids towards NASCAR track racing. NASCAR's digital functions related to kids are not capable of getting the attention. NASCAR needs more attention towards customizing and enhancing its digital features to draw in the kids target audience.

Generation Y.
Generation Y target market consists of those who invested 5 times more resources on discretionary costs i.e. buying tickets for racing events, than others. This substantial expenditure makes the section capacity for NASCAR marketing technique of increasing its fan base. The market segment is likewise simple to method as 81% of the Y Generation customer uses Facebook every day and the usage is two times of using tv and radio. The marketplace segment views sports as a get-together, instead of adherence to sport. The market sector thinks about NASCAR as an organization doing not have in producing a multiculturalism atmosphere. Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution ought to take numerous actions to enhance the experience of Generation Y customers in its occasions.

5 C's of Marketing

5 C's of marketing helps in taking choices regarding marketing. These 5 C's requirements to be evaluated effectively for taking any marketing choice. These 5 C's stands for Environment, Company, Collaborators, Customers and Rivals.


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


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


Collaborations consists of suppliers, providers and alliances of NASCAR. NASCAR utilized to get pay check of around $15 million every year from Turner Sports. NASCAR had to get approval from Turner Sport if it desire to develop its Facebook page, twitter account or even mobile application.


The client of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis are its audiences. They target customers with having age of 15-60 years. Fan base of NASCAR consisted of married males with a typical age of 47, which passes their fandom to their children and develop generational loyalty.


The direct competitors of NASCAR are Solution 1 and Moto GP. Groups normally represents sponsors in NASCAR and the medium of advertising is drivers. It can be stated that motorists and race cars are rivals. If they got much better opportunity in terms of prizes and tv exposure, these drivers can go versus NASCAR.

Marketing Strategies.

1. Maintaining and developing Facebook Page.
Among the prospective target audience sections for NASCAR is Hispanics which is the growing population segment of U.S.A. however sadly NASCAR had been not able to attract the this targeted segment. In order to bring in the young growing generation the NASCAR must market by using social media like Facebook. It needs to establish a Facebook page consisting of the details relating to the races and the places of tracks to make the customer useful about the core operations of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis. It should likewise update its Facebook page on everyday basis to offer details about its upcoming events. This would make the target audience section more useful about business and would result in bring in big fans base.
2. Establishing and Upgrading Accounts of Key Drivers.
Francisco De Narvaez At Tia Selling The Family Business Video Case Study Solution motorists has a low star power as compare to players of other sports. The poor contacts with fans result in less tourist attraction of viewers towards the racers and a low star power. Star power is an essential element for bring in viewers towards tracks and towards television.
3. Developing New Games and enhancing existing games for kids.
Kids invested most of their time on playing games and using smartphones. But 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 attract these kids, NASCARA ought to enhance its existing racing video games by presenting personalization in the cars and trucks i.e. altering colours, selection of speed, introducing group racing in the video game, using much better graphics connected to the racing tracks and introducing different levels in the video game. All these modifications in the existing game would provide better experience to kids.
Along with it, NASCAR must also construct brand-new games associated with racing like kids racing with kids characters as drivers, cartoon racing with racing in between various cartoon characters with an option of choosing the favourite animation character for the kids. These techniques would make it possible for the business to draw in one of its possible target sections.
4. Presenting multiculturalism at events.
NASCAR events are comprised of fans with very couple of cultural diversity, due to expense of arrival in events, making it unsightly for the clients viewing sport occasions as social celebrations i.e. Generation Y customers. As the Generation Y customers are a potential target market for NASCAR, for that reason the company needs to take particular steps to attract this possible target market.
5. Improving Consumer Experience at Tracks.
NASCAR needs to work on infrastructure and facilities at tracks since on the race day viewers got dissatisfied. Audiences have many expectations from Francisco De Narvaez At Tia Selling The Family Business Video Case Study Help because in exact same market other companies are supplying much better services than NASCAR. IF NASCAR don't work on this problem then its fans might moved to its rivals.

Marketing Spending plan

Marketing budget made on the basis of the above methods for the duration of 5 years from 2011 to 2015, reveals the cost related data for the marketing strategies. (See Appendix B). It can be seen that method 5 of enhancing customer experience at tracks would need greatest preliminary investment and cost and method 4 of presenting multiculturalism will require lowest preliminary financial investment with most affordable even more per year cost. The company should prioritize the resource allotment on these strategies on the basis of its available resources and the possible advantages which the technique would offer.
KEEP IN MIND: The worths about expense are assumed on logical basis due the absence of realities and figures connected 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 aspects of Francisco De Narvaez At Tia Selling The Family Business Video Case Study Analysis causing the decrease of television viewership rate and attendance rate at tracks, the above marketing techniques are recommended to NASCAR to increase its fan base in long run. These methods would deal with internal elements like bad consumer experience at tracks, insufficient social networks marketing, incapable digital medias like games, lack of culturalisms at tracks etc., in addition to with external aspects like shifting of fans towards other sports, demographical changes in America and changing family life designs.