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Identifying And Realizing Investments In Eastern Europe A Case Study Solution and Analysis


Introduction

Identifying And Realizing Investments In Eastern Europe A Case Study Help (National Association for Stock Vehicle Auto Racing) is a company conducting series of Stock Automobile racing in United States and acting as an approving body for driving the guidelines for Stock Vehicle Racing. The company was founded in 1947, by "Huge Bill" France. NASCAR arrange Stock Automobile Racing occasions in United States with the presence of about 130000 audiences usually in 2005. It also transmitted its occasions in about 150 nations. Stock Automobile Racing by NASCAR is the 2nd largest spectator sport, with highest variety of sponsors. It has about 500 sponsors contributing billions of dollars in its earnings. The other sources of revenue for Identifying And Realizing Investments In Eastern Europe A Case Study Solution consists of; 10% of the total revenue from tv rights, sanctioning charges i.e. $1-2 million per race, and licencing NASCAR brand to business.

NASCAR has a closed corporate culture with the non-interventionist method. This non collaborative method brings tensions in the sport. The structure of Car of Tomorrow by Identifying And Realizing Investments In Eastern Europe A Case Study Analysis, with an intent of security for the chauffeurs, brought various tensions among the stakeholders of the sport.

The interaction audit, conducted in 2010, revealed that regardless of the truth that the business highly depend on the communications between its stakeholders, there was no identifiable organisation communication technique. The market's target consumers, direction and goals were all unknown.

The audit pointed out numerous lacking of NASCAR in terms of lack of internal integration, lack of fan management strategy and lack of digital and social media of marketing.

Identifying And Realizing Investments In Eastern Europe A Case Study Solution audiences was highly loyal to the sport and the brand names associated with the NASCAR, making it appealing for sponsors and corporate online marketers.

Issue Declaration.

The business is currently facing the issue of decreasing rates of presence at racing tracks and rates of tv audiences. This can put a significant impact on its profits from sponsors, media rights, and from other sources of profits.

Situational Analysis.

The company was rather successful till 2005 with its conventional marketing methods, however soon after 2005 the business begins dealing with various problems consisting of decline of its fan base. A number of external as well as internal elements are accountable for the decrease. Internal elements include; insufficient financial investment in social networks and other digital medias of.

Fan base of NASCAR comprised of married males with an average age of 47, which passes their fandom to their youngsters and create generational commitment. Other difficulties for NASCAR consists of the shift of its fans to other sports as they were improving their fan's experience permitting access to their broadcasts out of the homes through jumbo turns, Wi-Fi access, etc.

SWOT Analysis.

Strengths.


In SWOT analysis, strengths defined as business's qualities which are various from its competitors. These are company's core proficiencies on which business efficiency or business success based upon. Identifying And Realizing Investments In Eastern Europe A Case Study Help core competencies includes it has rights of dictating rules as sanctioning body. Guidelines and guidelines concerning expert stock automobile racing are dictated by NASCAR like if any group with required skills and resources can enter into races by following rules and policies dictated by NASCAR. NASCAR has monopoly it this aspect. Its strengths likewise consists of that it has title of second largest viewer sport in the United States with having more fortune 500 sponsors based in United States. Its races were utilized to broadcast in more than 150 countries around the world with more than $56 million revenues. The main sources of their revenues come from television rights, sanctioning costs, sponsorship and licensing. It has longest season of 10 months and having ownership of 3 nationwide series i.e. Outdoor camping World Truck Series, the Sprint Cup Series and the Nationwide Series. It has likewise big resource of fans and business sponsors. Due to the fact that of biggest brand commitment of fans toward brand names marketed by NASCAR, all the occasions of NASCAR are sponsored by corporates. (See Appendix A).

Weaknesses.

Weaknesses in SWOT Analysis are considered as external aspects. Weak points includes the factors that stops business to perform at needed level of performance. Weak points of NASCAR includes its close culture which is non collective. They have non-interventionist approach. They generally utilized to form guidelines and other required procedures without intervention of others which results in bad collaboration. NASCAR establishes Vehicle of Tomorrow without cooperation so result is that chauffeurs did not like that concept. As this is racing sport so covering of sports by media is also hard. It was likewise found that NASCAR had no reliable method for service interaction. If it occurred off track, they don't understand how to handle concern. Inefficient service interaction results in that they don't have clear instructions for their long term objectives. They don't know that where they wish to see this sport in future.

Opportunities.

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

Hazards

Economic down turn was experienced in late 2000 which can be threat for NASCAR due to the fact that if there is economic down turn then individuals would be having less return on investment. Economic down turn also results in increase fuel costs which likewise affected NASCAR. Now if NASCAR make significant financial investments in brand-new sections which are based on new clients then it might deal with unfavorable remarks from its core fan base.

Porter's Five Forces Analysis

It is important to comprehend market 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 success, strength and beauty of NASCAR organisation.

Competitive Rivalry

This force suggests capability of rivals. Teams typically represents sponsors in NASCAR and the medium of advertising is motorists. Therefore it can be said that drivers and race vehicles are competitors. These motorists can go against NASCAR if they improved chance in regards to prizes and television exposure. If viewers delight in other race vehicles and chauffeurs more than NASCAR then viewers can move to those other interesting cars and motorists. NASCAR might be having risk from its two direct rivals that is Formula 1 and Moto GP. They require to produce competitive advantages for drivers so they do not shift to other competitors.

Supplier Power

The provider power shows the variety of providers are offered in industry and what is the cost associated with supplier if business shifts from one supplier to another. Due to the fact that chauffeurs with needed resources and abilities are restricted, in this industry there is supply monopoly.

Purchaser Power

This force is concerning to customers that is it easy for customers to shift to other items. If there is more changing cost is associated then consumers are less most likely to switch. In the case of NASCAR consumers are its audiences. Audiences can change to other competitors easily due to the fact that audiences will having low changing expense.

Danger of Substitution

Replacements are referred as alternatives. The alternatives in this case can be other home entertainment means like audiences can move to other sports. There are wide variety of alternatives are offered in this circumstance which recommends that danger of replacement is high.

Hazard of New Entry

It is defined as how it is simple for any company to enter in that particular market. When it comes to Identifying And Realizing Investments In Eastern Europe A Case Study Help danger of brand-new entry is low. If any company requires to go into in this organisation than they have to make heavy financial investments, due to the fact that. They require to develop automobiles and racing tracks and likewise requires to pay substantial amount to chauffeurs for switching.

PESTEL Analysis

Political


As NASCAR is working in numerous markets so it needs to face different regulations. It is also noted that NASCAR has actually faced increased scrutiny regarding regulatory. Every government has different priority so NASCAR has actually to be prepared for it as top priority can be moved to other sector.

Economical

Financial aspects consists of tax rate, exchange rate, financial performance of that specific company, conditions of labour market, inflation rate and so on. If there is government intervention in the marketing and sales sector, fortunes of the NASCAR and its competitors can be impacted. NASCAR can leverage capabilities of employees to produce brand-new opportunities and improve existing chances.

Social

Every society is different from each other. Each has various social values and standards. It assists in comprehending relating to society and preference of consumers. Social factors includes customs, culture, mindsets towards specific services and products, demographics, standards, interests and so on. It can be concluded that advertising through other methods instead of conventional (i.e. newspaper) can be chosen in this society.

Technical

In this case of NASCAR it can be kept in mind that business are greatly investing for research study and development. NASCAR should also work on its media rights policy with Turner Broadcasting System.

Legal

Due to the fact that every country has different legal terms and conditions, Legal plays an important function in every nation. Identifying And Realizing Investments In Eastern Europe A Case Study Help requires to be ensure that they protect their legal rights in every county so any business does not hurt to its legal rights.

Environmental

Environmental aspects are likewise essential for every organisation. Because usually federal governments don't enable those service which can hurt to environment. These ecological aspects includes laws relating to pollution, climate modification, safe garbage disposal, policies concerning insurance and so on. NASCAR requires to make sure that its vehicles are not producing contamination more than appropriate level.

7 P's of Marketing

Product

The items of Identifying And Realizing Investments In Eastern Europe A Case Study Help in its item portfolio are; racing events tickets, racing tracks, sponsor's marketing, media rights, licencing NASCAR brand, sanctioning rules for races and ad-space to corporate online marketers during broadcast of NASCAR races. (Hanlon, 2018).

Price.

Rates technique 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 likewise charge various service fees to its stakeholders and makes profits. It charged approving costs of $1-2 million per race on average in 2005.

Promo.

Marketing technique of Identifying And Realizing Investments In Eastern Europe A Case Study Solution 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 business is not entirely relied upon its fan base for its promotion and promote through regional radio stations too. The company has actually also adopted the retailing media of promotion, in which the business sells products with its logo.

Place.

NASCAR have its racing tracks in various cities in United States. The most important tracks of NASCAR consists of Atlanta Motor Speedway in Georgia, Automobile Club Speedway in California and Darlington Raceway in South Carolina. It tries to conduct its races in most of the cities in United States to grasp nationwide appeal.

Individuals.

Nestle people method is comprised of supplying much better experience to its audiences, its fan base and to all of its stakeholders. People are an essential element of Identifying And Realizing Investments In Eastern Europe A Case Study Help A marketing technique as its occasions are the source of entertainment for crowd. Its people method includes efforts to supply much better experience to its Fans, Race Drivers, Team, Occasion Organizers and so on, all of which come under people strategy of NASCAR.

Processes.

A number of service procedures are required to carry out racing events in an effective method. These procedures consist of; correct schedule of time, plan for spectators, selling tickets, arrangement of space for sponsors, managing logistics etc. These all procedures contribute I building NASCAR image, enhancing spectators experience and increasing fan base.

Physical Evidence.

Most important physical evidences for the NASCAR includes the existence of its racing tracks, stock cars and trucks and racing events. In addition to it, its merchandising brands including tee shirts, caps, goodies and so on, likewise function as a physical evidence for NASCAR.

Product Life Process Evaluation.

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

Development.

The first NASCAR based track, specifically the Darlington Raceway track, was initiated in 1950 in South Carolina. After the development of racing tracks the company 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 local Sport popular company into one with global fan base. He started a brand-new age of profitable sponsorships and television agreements for NASCAR.

Maturity.

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

Decline.

The decrease in the business's offerings started after 2005 with typical presence rate per race decreased by 22% from 2005 to 2010 and television viewership rate decreased by 30% from 2005 to 2010. The significant reasons for decline consist of the financial crisis of 2008, which increased the cost of coming to tracks for viewers due to increasing fuel prices, and the shifting of its fan base towards other sports.

Market Segmentation.

The marketplace division of Identifying And Realizing Investments In Eastern Europe A Case Study Help can be divided into 4 sectors; Geographic, Demographic, Psychographic and Behavioural. (Dutta, 2018).

Geographic.

The geographical segmentation of Identifying And Realizing Investments In Eastern Europe A Case Solution is based upon the geographical existence of its tracks in different states and cities in United States, and the tv broadcasting of its events in various nations. The company 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 along with international fan base.

Group.

The market segmentation of NASCAR is likewise highlydiverse based upon the gender, earnings and age of the customer. Its current fan base is majorly comprised of male married fans with a typical age of 47 years and an earnings around $30-50 thousands. However presently NASCAR is attempting to increase its target market to the young growing population and kinds as well. To increase the market section of its market NASCAR must modify its marketing techniques to attract more age and lower its costs to go into in the market segment with a low average income.( htt1).

Psychographic.

NASCAR has a fan base with a commitment. NASCAR fans view it compulsive to buy tickets and see the races as soon as in a week. NASCAR has tried to increase the quality of its racing by introducing stage racing, they likewise have actually tried to lower rates and make the event more hassle-free by introducing live racing.

Behavioural.

Behavioural division of Identifying And Realizing Investments In Eastern Europe A Case Study Solution is based upon the behaviour of fans in terms of viewing the race live on the television or by going in the events. Currently, the fans choice is towards viewing the race at home on tv rather than going, as the client experience at NASCAR tracks is not favourable in addition to pricey. This preference makes the rates for participation lower than the rates for television audiences. NASCAR has to change the behaviour of its fan base by presenting qualitative services at its tracks.

Target audience.

Hispanics.

One of the prospective target market of Identifying And Realizing Investments In Eastern Europe A Case Study Help was Hispanics; the young and growing population of United States. The marketplace sector has fantastic 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 sector has increasing wealth rate with about $1 trillion of wealth in 2014. Although, the sector shows affinity with car culture, but require a more concentrated marketing towards inviting the segment towards racing.

Kids.

Kids are also one of the potential target market sector for NASCAR, as they are more connected socially than other groups. Car racing games established by Identifying And Realizing Investments In Eastern Europe A Case Study Solution can be a prospective source of gaining attention of kids towards NASCAR track racing. NASCAR needs more attention towards customizing and enhancing its digital features to attract the kids target market.

This big expenditure makes the sector capacity for NASCAR marketing technique of increasing its fan base. The market segment thinks about NASCAR as an organization doing not have in developing a multiculturalism atmosphere. NASCAR should take different steps to enhance the experience of Generation Y customers in its events.

5 C's of Marketing

5 C's of marketing assists in taking decisions concerning marketing.

Climate/Context.

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

Business.

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

Cooperations.

Collaborations consists of suppliers, suppliers and alliances of Identifying And Realizing Investments In Eastern Europe A Case Study Help. It is worked together with different racing groups which are participating in racing. It also collaborated with Turners Sport for digital rights. NASCAR used to make money check of around $15 million annually from Turner Sports. There are number of cons behind this deal. NASCAR had to get approval from Turner Sport if it desire to produce 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.

Customers.

The customer of Identifying And Realizing Investments In Eastern Europe A Case Study Solution are its viewers. They target customers 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 produce generational loyalty.

Competitors.

Groups typically represents sponsors in NASCAR and the medium of marketing is chauffeurs. These chauffeurs can go against NASCAR if they got much better opportunity in terms of prizes and tv direct exposure.

Marketing Methods.

1. Establishing and Maintaining Facebook Page.
One of the potential target markets sectors for NASCAR is Hispanics which is the growing population segment of U.S.A. but regrettably NASCAR had actually been not able to attract the this targeted segment. It must develop a Facebook page consisting of the details relating to the races and the locations of tracks to make the consumer useful about the core operations of NASCAR.
2. Establishing and Updating Accounts of Key Drivers.
Identifying And Realizing Investments In Eastern Europe A Case Study Analysis drivers has a low star power as compare to gamers of other sports. The poor contacts with fans result in less destination of audiences towards the racers and a low star power. Star power is a crucial factor for drawing in viewers towards tracks and towards tv.
3. Developing New Games and enhancing present games for kids.
In order to bring in these kids, NASCARA ought to improve its existing racing video games by presenting modification in the cars i.e. changing colours, choice of speed, presenting group racing in the game, utilizing much better graphics related to the racing tracks and presenting different levels in the game. All these modifications in the current video game would provide much better experience to kids.
Together with it, NASCAR ought to likewise build brand-new video games connected to racing like kids racing with kids characters as drivers, animation racing with racing in between different cartoon characters with a choice of choosing the preferred cartoon character for the kids. These methods would allow the business to bring in among its potential target sectors.
4. Presenting multiculturalism at events.
NASCAR occasions are comprised of fans with really couple of cultural diversity, due to expense of arrival in events, making it unappealing for the customers perceiving sport events as social celebrations i.e. Generation Y customers. As the Generation Y clients are a possible target market for NASCAR, therefore the business ought to take certain steps to attract this potential target market.
5. Improving Client Experience at Tracks.
Identifying And Realizing Investments In Eastern Europe A Case Study Solution needs to deal with facilities and amenities at tracks because on the race day audiences got dissatisfied. Since in exact same industry other business are offering much better services than NASCAR, audiences have many expectations from Identifying And Realizing Investments In Eastern Europe A Case Study Analysis. IF NASCAR don't deal with this issue then its fans might moved to its rivals. According to fans there were not sufficient facilities were readily available as compare to other sports service providers. NASCAR needs to make sure that it offer sufficient facilities that includes cleaned up washrooms, comfortable seating plan. They must likewise supply WIFI services and accessibility of credit cards throughout that track. It should be likewise ensure that there suffice jumbo turns put at all required places. There must be also food stalls that offer quality food to audiences. In this method audiences will be having enjoyable experience at the day of event. (See Appendix B).
Marketing Spending plan.
Marketing spending plan made on the basis of the above strategies for the duration 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 client experience at tracks would need highest initial financial investment and cost and method 4 of introducing multiculturalism will need most affordable initial financial investment with least expensive even more per year expense.
NOTE: The values about cost are presumed on logical basis due the lack of figures and truths connected to cost in the case research study. Inflation rate of United States is assumed to be 10%.

Recommendations.

On the basis of deep analysis of the external and internal aspects of Identifying And Realizing Investments In Eastern Europe A Case Study Analysis causing the decrease of television viewership rate and participation rate at tracks, the above marketing techniques are suggested to NASCAR to increase its fan base in long term. These strategies would deal with internal factors like bad customer experience at tracks, inadequate social networks marketing, incapable digital medias like video games, lack of culturalisms at tracks etc., along with with external elements like moving of fans towards other sports, demographical changes in America and altering domesticity styles.

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